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About Us

The upscale shops of WaterColor Merchants are nestled between the emerald green waters of the Gulf and a beautiful flowering park with walking paths that lead to Western Lake, one of our area’s rare Coastal Dune Lakes. Easy to find in the heart of Scenic Hwy 30A, the WaterColor Merchants offer a fun experience for everyone in the family. Park your car for the day and take pleasure in some fabulous boutique shopping, have a blast doing outdoor water activities, take home the perfect WaterColor logo souvenier, talk to one of the area’s best realtors about your dream vacation home, indulge in some unique coastal artwork, jewelry and furniture, savor a delicious meal with your favorite wine, and top off your happy day with ice cream and candy. It doesn’t get any better than this on 30A!

Our Stores

YOLO BOARD ADVENTURES Watercolor Boathouse is a full-service stand-up paddleboard rental business on one of the most scenic places in world to paddle...beautiful Western Lake. Aside from rentals, we also offer a wide selection of retail items and cold drinks. Click here to learn more.

Offering original art, jewelry and unique objects from some of the finest local and regional award-winning artisans. "A Sea of Books" alcove holds a distinctive selection of inspirational titles, and hand-crafted coastal furniture can be custom ordered. Art classes are also available. Owned and operated by local mother/daughter team, Christi Sheffield and Debbie Taylor, the gallery is an endeavor of the heart - a colorful, happy place that brings visitors back year after year. Click here to learn more.

The Fuss Boutique is a ladies' fashion and accessories boutique. We feature refreshingly chic, fashion forward designer dresses, tops, shoes, denim, seamless wear from popular boutique brands and some new exciting lines. If you're looking for the perfect dress, blouse or skirt to complete a perfect outfit, we invite you to take a look around and find out what The Fuss is all about! Click here to learn more.

The WaterColor Store is a comprehensive logo store that features high-end WaterColor logo merchandise and is located in the town center shops of the WaterColor Inn and Resort. We carry a wide variety of unisex, ladies, and youth-cut logo wear, as well as ladies fashion items and men’s golf apparel. Logo home and automobile goods are also available including an assortment of glassware, license plates, and decals. Click here to learn more.

Along the central promenade in NW Florida’s spectacular Watercolor resort lies Beachfolly, a boutique both chic and unique … offering all things beachy and beautiful for the most discerning, fashionable lady. Indulge and select from an array of handpicked seasonal clothing and fashion accessories. Discover stylish hand-crafted hats, breezy cover-ups, perfectly flattering swimwear, luxurious loungewear, artful jewelry, and other accoutrements to compliment her daytime and evening looks. Click here to learn more.

Only steps from the beach, Old Florida Outfitters is located in the heart of the beautiful WaterColor Resort Town Square. Old Florida Outfitters is home to only the finest and top names in sportswear, resort wear and outdoor apparel. We also offer a complete selection of fly and conventional fishing tackle. From technical fishing gear to men’s and women's designer clothing, we offer something for the whole family. Let our friendly and knowledgeable staff outfit you for your next outdoor excursion, or in great every day wear. Click here to learn more.

Wine World is Northwest Florida's largest, most successful and influential full service retailer of fine wine, spirits and beer. Wine World also provides a selection of gourmet foods, cheeses and accessories in each of our nine locations from Pensacola to Panama City Beach. Five locations; soon to be seven, also provide unique dining and beverage services both casual and up-scale environments. Click here to learn more.

Little Red is a children's boutique in Watercolor, Florida offering the best in clothes and toys for girls and boys of all ages that live in or come to visit the gorgeous beach communities of 30A and South Walton. We offer quality clothing, shoes, and swimwear from hard to find brands and specialize in helping coordinate children's outfits for beach portraits. We are proud of each of the lines we carry, many come with a story, and we welcome the opportunity to help our customers choose the perfect outfit or gift. Click here to learn more.

Island Clothiers offers a broad selection of casual resort and specialty retail clothing and accessories, including women's lines by Trina Turk, Nanette Lepore, Cynthia Steffe and shoes by BCBG; and men's lines by Tommy Bahama, Robert Graham and Hartford. Click here to learn more.

Located in the heart of WaterColor, The Premier Property Group features a full-service luxury real estate sales team for WaterColor and beyond, from Destin to Rosemary Beach. Our team of top Realtors are WaterColor specialists and are available to assist you with any of your real estate needs. Click here to learn more.

Barefoot Princess is an exclusive Lilly Pulitzer® retailer, carrying an extensive line of signature Lilly® resort apparel. The store's wide collection includes merchandise for ladies, children and home; as well as ladies shoes, jewelry and accessories. Click here to learn more.


  • WaterColor Merchants
    WaterColor Merchants
  • Cerulean Park in WaterColor
    Cerulean Park in WaterColor
  • WaterColor Merchants
    WaterColor Merchants


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