Inspired by the streets of NYC during their market trips, the founders wanted to bring a chic and effortless style with a bit of edge to 30A. Browse the hand-selected clothing from your favorite brands, discover unique home decor and art, slip on our exquisite jewelry, and indulge in luxury clean beauty products from our Sunday Skin Shoppe. Willow+Mercer is a lifestyle store with lounge areas to make shopping with us an immersive experience. Sip champagne and explore new delights to elevate your wardrobe, jewelry box, and home. Inspiring, Stylish, City-Chic. This is Willow+Mercer.

Sunday Skin is the passion project of our co-founders. We see Sunday as a day of rest – for your mind, body and soul. The same should be said for your skin! When you switch to clean beauty, your skin gets a boost of good-for-you ingredients EVERY DAY. From award-winning serums and creams, Cult-Favorite makeup, non-toxic sunscreen, plant-based cleansers and SLS-free soaps and shampoos, every day is Sunday at Sunday Skin!

Worth within. The mantra of a woman who knows her value and inspires others to edit and curate their lives. She is the life of the party, exuding a collected coolness. She sees the worth within other and she points it out, elevates it, celebrates it. She knows, at the end of the day, that her worth lies within. This is Merit.

Founded on the message of women empowering women with a focus on women-owned brands, Celia and Cindy have crafted an Atelier inspired location brimming with fine jewelry from their favorite artists. Shop elevated accoutrements and beautiful clothing and accessories to shine from within and show your Merit.

Founded in 2007, Willow in Rosemary Beach is the home of the brand. Influenced by the charming town and easy beach lifestyle, Willow is for the well-traveled, fashion savvy woman. Peruse racks filled with a collection of dresses, handbags and shoes for every occasion or find your next treasure during our exclusive trunk shows. Modern, Feminine, Classic. This is Willow. 

Store Hours

Monday – Sunday, 10 am to 6 pm

Get In touch

(850) 909-0009

Willow + Mercer

30Avenue 12805 S101, US-98

Inlet Beach, FL

Phone (850) 692-6884

Text (850) 502-1329


5 Main St 3A

Rosemary Beach, FL

(850) 231-0433

Merit by Willow

11 North Castle Harbour Drive Unit 3/4

Alys Beach, FL

Text or Call (850) 687-4469

Willow Headquarters

701 Serenoa Rd

Unit 101 & 102

Santa Rosa Beach, FL

Call (850) 909-0009