At Mermaids in Carlsbad Village, California, two distinct retail spaces work in tandem, blending coastal style, thoughtful curation and a sense of place.At Mermaids, every coastal retail play is orchestrated with intention. “I’ve always believed retail is a little bit like theater,” says Sandra Tuckwell, owner. “The merchandise matters, but the real magic is the atmosphere you create.”
The store is tightly edited, visually cohesive and designed to guide customers naturally through the space. Plush seating beneath a chandelier is arranged to spark conversation.
“I’ve had people stay for a couple of hours, husbands who hang out while their wives shop, and people shopping for a special occasion like weddings,” says Tuckwell. “It’s such a joy!”
Mermaids presents a relaxed, elevated vibe. The brand features two stores just steps away from one another in Carlsbad Village, a coastal enclave north of San Diego known for its walkability, beach access and steady mix of locals and visitors.
 At Mermaids, customers can try on a chic name-drop sweatshirt. Photos: Holly Sigafoos
The separation is intentional, allowing each space to serve a different purpose while reinforcing a shared identity.
Tuckwell says, “The stores are carefully curated, but also meant to feel warm and welcoming rather than intimidating. We want people to slow down, browse and discover something new, and this is something we’ve tried to protect as the business has grown.”
A curated conceptTuckwell opened Mermaids in 2010 as a small co-op, born out of necessity and instinct after she had closed her interior design business during the recession.
Describing a meant-to-be moment, Tuckwell recalls walking by a store window in Village Faire, where the only display was a simple sign: “Occupy now.”
“I couldn’t shake the feeling that it was exactly where the idea for Mermaids belonged,” Tuckwell relates.
The light-filled retail space in the heart of Carlsbad Village, even empty, already felt like home. The location was ideal, but the cost was daunting. Instead of walking away, Tuckwell assembled a group of about a dozen women to create a shared retail concept.
With just $5,000 and fixtures repurposed from her previous business, she opened Mermaids, working six days a week and gradually expanding her footprint. Within a year, she and her husband, James, took full ownership and transitioned it into a boutique.
“Looking back, those early years required a lot of creativity, long hours and a bit of faith,” she says. “But that scrappy beginning really shaped the spirit of Mermaids and the way we’ve continued to grow the business ever since.”
Ultimately, Tuckwell’s discerning eye for quality, client-centric nature and contagious energy set the stage for Mermaids’ next chapters and the experience guests discover when they shop there.
Through the years, Mermaids has evolved while staying true to the original vision, Tuckwell says. “Shop owners need to constantly be taking the temperature and paying attention to shifts in the industry,” she says. “Retail changes quickly, and you have to stay aware of customer needs, but you can’t lose the personality that has made your store special in the first place.”
A coastal balanceLocals treat Mermaids as part of their neighborhood, stopping in regularly to see what’s new. Visitors arrive looking for something to take home. These distinct customer preferences inform the assortment of products across categories.
“One of the biggest evolutions has been refining our product mix to recognize the demand for name-drop gifts and apparel,” Tuckwell says. “And we learned that our customers love items that feel personal, coastal and a little elevated — things that belong in a beach town but still feel stylish and thoughtful.”
In the early years, home decor played a larger role. But as tourism increased, Tuckwell adjusted, leaning into products that are lighter, softer and more travel friendly.
“People want something that reminds them of where they’ve been,” Tuckwell says.
That thinking is evident throughout the gift store, where name-drop apparel, hats and accessories anchor the assortment alongside giftable items. Children’s categories have expanded as well, with plush from Mary Meyer and OB Designs and colorful accessories from Pink Poppy performing strongly.
Tuckwell has also sought out souvenir lines that bring a softer, more elevated aesthetic. Brands like Little Birdie and Sincere Surroundings, known for their muted palettes and customizable, name-drop designs, help bridge that gap.
“I had a strong aversion to the typical tourist product,” she says. “We had to find things that fit our aesthetic.”
In the boutique, the focus shifts to apparel that is timeless rather than trend-driven — linen, silk and loungewear pieces selected for how they feel, drape and move.
“We’re really known for how soft our fabrics are,” she says, adding that beach-inspired cruise and resort wear dominate the selection. “Our pieces can go from a pool party to dinner or from a brunch to evening out, so it’s all transitional. You can dress it up or dress it down, and we’ve become a destination for this kind of apparel."
While most pieces are sourced directly from Los Angeles manufacturers or developed under private labels, a few recognizable lines, such as Liverpool and XCVI, complement the mix.
Maintaining the Mermaids aesthetic is key. “We try not to fall into the trap of being everything to everybody,” says Tuckwell. “Do we miss some sales, perhaps? Maybe. But I don’t want to sacrifice the overall cohesiveness.”
Jewelry remains a strong category as well, from higher-end pieces by Holly Yashi to accessible, everyday options from K’lani to Lumiela and LeightWorks Jewelry.
These lines join others including Spartina, Julie Vos and Susan Shaw, along with soaps by Simplified Soap and Michel Soaps, and fragrances by True Ocean and Coast + Salt.
The result is an assortment that feels curated rather than branded, inspiring impulse buys from customers who realize they might not find the piece in stock if they wait.
Designed for discovery Inside the boutique, apparel is organized entirely by color, forming a continuous spectrum that moves from soft neutrals into ocean blues, periwinkles, pinks and deeper tones. Each section graduates from light to dark, creating a visual rhythm that guides customers naturally through the space.
The layout forms a horseshoe around a central cash wrap, allowing shoppers to move easily while staying within a color story that resonates with them.
“If someone is drawn to blues, they can stay within that palette and build an entire outfit,” Tuckwell says.
Tops, bottoms and accessories are layered within each color grouping, making it easy to assemble looks without assistance — even during peak hours.
In the gift store, the strategy shifts toward discovery. Smaller items and impulse purchases are placed where customers naturally pause along walkways, near the register and within curated groupings. Larger displays create moments that draw attention and invite exploration.
While apparel is the anchor that creates a visual statement, gifts and accessories are layered into displays. “Instead of presenting items individually, we try to create small lifestyle moments,” she says. “For example, we’ll pair jewelry with a beach hat and a bag so customers can imagine how everything works together.”
Across both spaces, consistency is critical. “If you deviate too much from your vision, you start to lose the plot,” Tuckwell says.
A place to linger Purpose extends beyond product to the people at Mermaids, with a close-knit staff of longtime associates ranging in age from 18 to 83. They bring to the store a level of warmth and continuity.
Many have been with the business for a decade or more, creating relationships that span years and, in some cases, generations.
“One of the most meaningful examples for me is when I hired one of my longtime employees, Heather, she had a daughter who was about six years old at the time,” Tuckwell relates. “Over the years, I watched that little girl grow up, and today she works here as part of our team. Seeing that full-circle moment has been incredibly special.”
Outside the shop, Mermaids is deeply embedded in the Carlsbad Village community, contributing to school fundraisers, local events and seasonal celebrations that bring residents and visitors together.
“Of course we want people to love what they buy,” says Tuckwell. “But more than that, if someone leaves the store feeling a little happier than when they walked in, then we’ve done our job.” |
