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@weekendsbywillow

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Bringing 30A inspired style right to your doorstep with our chic clothing, accessories and clean beauty. Everyday should feel like a weekend.

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A new chapter for MERIT by Willow is taking shape.

Since opening our doors in Alys Beach in 2022, MERIT has continued to grow, and now, so are we.

Coming early 2027, we’re moving to a new, larger home in The Varian, at the heart of Alys Beach Town Center.

More space. More to discover. The same MERIT you know and love. We can’t wait to welcome you in. Stay tuned as we share more from our new home.

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30a is showing off tonight.
Tag someone you’d love to share a 30a sunset with.

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The hat you grab for 30A mornings and sunset walks. Our MOTHER washed denim hat is made for beach town errands, coffee runs along 30A and days that turn into golden hour without a plan. Soft sun washed denim that gets better with wear, embroidered “Mother” lettering and an easy adjustable fit. Effortless, lived in and made for the coastal life. The kind of everyday staple you’ll reach for whether you’re seaside or just dreaming of it.

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My leggings speak the truth.

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Snuggle season just got a whole lot cuter 😏

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The countdown to Christmas is ON! Grab must-have gifts, sparkling statements and wrap up your holiday shopping in 30a style!

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Shop small. Look fabulous. 🛍️

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From the two of us, thank you for showing up for Willow all year. Whether you live on 30a or swing by when you’re in town, we’re grateful every time you walk through the door.

Big love to our team today too. May their plates be loaded and their naps be legendary.

Go ahead and stuff your face today, then come stuff your stockings tomorrow with the best fashion, jewelry, and clean beauty. Happy Thanksgiving!
🤍- Celia & Cindy

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🚨 RESTOCK ALERT 🚨
The Willow Girl trucker hat from Mother is BACK but it won’t last long! Tap to shop and grab yours now.

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Easy, airy, and just the right amount of romantic. The billowy cut and delicate eyelet details make this Doên favorite a must while it lasts.
🤍 Shop it for a limited time over on @weekendsbywillow

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As Cindy & Celia pack their bags to jet set off to New York we asked Cindy to share her MUST PACK items. Tap to shop her faves now!

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✨ Meet Celia & Cindy’s skincare trio ✨
From morning glow to end-of-day reset, these three Tammy Fender essentials never leave their routine:

👁 Awakening Eye Gel – cools, brightens + soothes tired eyes
☀️ Luminous Morning Crème – hydrates, balances + leaves skin radiant
🍊 Essential C Tonic – purifies + refreshes with a citrusy boost

Tammy, thank you for pouring such care and intention into every formula. Your creations make daily rituals feel like moments of pure self-care, and we’re so grateful for the love you infuse into each one. 💛
@tammyfender

#TammyFender #CleanBeauty #Willowboutique

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