Starfish Award Winner: Mermaids on Cape Cod
By Kristen Hampshire

Mermaids on Cape Cod is passionate about helping other businesses and organizations in need in its community.

There’s room for every woman to succeed. Mermaids on Cape Cod Owner Shari Aussant offered this encouragement to longtime customer and friend, Amelia Houde, who opened her own shop, Tide and True.


Houde, who nominated Aussant for the Starfish Award, is inspired by Aussant’s selfless nature, generosity and energy.


Personal connections and an innate desire to support those in need drive charitable efforts at Mermaids on Cape Cod earmarking a percentage of shop sales for local food banks.


“Sometimes the mood strikes and you just want to help, so you give of yourself and your time and you can make a small difference.” — Shari Aussant


When a fire in Falmouth, Massachusetts, closed multiple gift shops, Aussant raised funds to provide financial assistance.


Other efforts are spontaneous.


“Sometimes the mood strikes and you just want to help, so you give of yourself and your time and you can make a small difference,” she says.



Fostering entrepreneurship

Mermaids on Cape Cod carries casual apparel for women heading to the beach.
Photos: Lydia Leclair
Mermaids on Cape Cod started as a mobile boutique selling Aussant’s clothing line of classy Cape Cod beachwear. She opened her store in West Dennis, Massachusetts, five years ago. She since has expanded her offerings and capacity to give back.



Spreading her wings

Mermaids on Cape Cod will open another location in Wareham, Massachusetts, by the former Old Company Store that Aussant rescued in 1991 with her sister and mother and ran until it closed in 2016.


The relic of a shop was home to many of Aussant’s fundraising efforts, including an Elf on the Shelf event that raised thousands for local food pantries and Toys for Tots.


Aussant plans to bring back the fundraiser, adding, “I’m really excited to bring joy to the community.”



Starfish Awards recognize retail stores in our industry that are making a difference through charitable donations and efforts. Is your store worthy of an award? We’d love to hear from you! Complete an entry form at www.seasideretailer.com/starfish-award.