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About Us

The WaterColor Store has been known as a staple retailer in the WaterColor Town Center for nearly two decades, selling official WaterColor branded souvenir merchandise. Now managed by St. Joe Club & Resorts, a fresh new look with a Southern lifestyle feel was created for the store’s interior. In addition to the popular souvenir merchandise, the store has expanded its collection as Florida SweetTea Style, which includes other lifestyle products, local jewelry designers, and quality brands such as the Draper James collection by Reese Witherspoon.
 
The store now shares two brand names: Florida SweetTea Style and the WaterColor Store. The intent of this is two-fold: introducing a newly branded name that represents all things Southern but also reassuring customers that the locale still sells the famed resort merchandise they love. It’s dually branded with the intent for future expansion of Florida SweetTea Style to various locations that are managed by St. Joe Club & Resorts.
 
The name Florida SweetTea Style reinforces that WaterColor (and any future locations) is a purveyor of the overall Southern lifestyle as well as the beach communities in Northwest Florida.