On brand, a boutique method

By Kristen Hampshire

Sandra Tuckwell’s passion for retail doesn’t stop at Mermaids.

After more than two decades building and evolving her Carlsbad Village boutiques, she’s channeling that experience into a new venture: Coastal Retail Consultants, a consultancy designed to help independent retailers bring their own concepts to life.

The focus is practical and hands-on, from store layout and merchandising to branding and customer
experience.

“I genuinely love the process of creating new retail spaces,” she says. “That part of the journey
has always been incredibly exciting to me.”

Alongside the consultancy, Tuckwell is also preparing to release a book, The Boutique Method,
a guide for aspiring and early-stage boutique owners. The book outlines common challenges in launching
a retail business and offers insight into the strategies that have shaped Mermaids’ success.