New to the Neighborhood

A roundup of recently opened businesses

Inspired by the resilience and reliability of locally owned businesses, we felt compelled to start a quarterly listing of businesses you should know about that have recently opened along the Emerald Coast.


1. Nicole Paloma

Nicole Paloma

Fashion designer Nicole Paloma has long been loved as a 30A-style staple. She stocks and supplies dedicated customers with everything from T-shirts to wedding gowns. The premise of the store is to offer something for everyone — ranging in sizes, prices and shapes. In August of 2020, she closed her Seaside store and decided to open a pop-up shop in Atlanta. While business was steady, she found that she missed the sea and, even more so, the smiling faces of residents and vacationers who frequented her store. When the opportunity for a storefront became available at The Hub in Santa Rosa Beach, Paloma took it, eager to be back home. “Being away made me realize even more so how beautiful 30A is and how the community and love that is here is unlike any other place,” said Paloma. “I’m very grateful my brand is back on 30A again.” Stop into her new store at The Hub for catchy slogan T-shirts and the iconic Seville skirt, which customers have come to adore for its unique design and beautiful silk taffeta fabric. “The thing that keeps me going when I’m exhausted, overwhelmed and scared by being a small business owner is when someone walks into my store and says that they left feeling inspired to be creative,” said Paloma. “That’s the best I can possibly do besides make someone feel pretty in a piece of clothing.”

27 Hub Lane, Santa Rosa Beach


2. The Citizen

The Citizen Photo By Devote Studio

The Citizen is a sophisticated seaside tavern serving coastal cuisine inspired by waterside towns around the world. Fresh is where they excel, sourcing local and regional Gulf seafood and seasonal ingredients. The menu merges familiar options with innovative creations all bursting with vibrant flavors. A bevy of beverages include elevated cocktails and mocktails alongside a curated wine and beer list. The Citizen’s conception and operations is led by longtime industry veteran Jeremy Walton. Having worked with the Alys Beach community since 2014, Walton brings more than 25 years of experience in the food, beverage and hospitality industry, including stints at luxury hotel and restaurant groups, including Auberge Resorts, Montage International and Sea Island. He has also served as a consulting partner for James Beard Award-winning chef Chris Hastings.

20 Mark Twain Lane, #101


3. Pedego


If you see someone zooming around the Emerald Coast on an electric bike and a big smile on their face, it’s likely from Pedego. Whether you’re an avid biker or haven’t pedaled in over 20 years, Pedego e-bikes let you enjoy the biking experience in a fun and innovative way. Pedego has been exclusively manufacturing electric bikes since 2008, when they opened their first location in WaterColor over four years ago. Their new second location is in nearby Grayton Beach. “The idea that we would need two locations to continue spreading smiles is pretty amazing,” said Jason Medina, owner of Pedego. “It’s something I honestly never thought of when we first opened our store over four years ago. We were so focused on providing a new unique commodity to the area that we were more set on providing amazing customer service and really educating the market on what an electric bike was — and how people would benefit from them.”

39 Logan Lane, Suite 8B, Grayton Beach


4. Palms Pilates Studio


Keely Shannah was first introduced to boutique-style, reformer Pilates when living in Nashville. She’s been hooked ever since. Keely began working at the front desk of that studio, then began Pilates teacher training. When she moved back home to Panama City Beach, she decided to open her own home studio, which eventually progressed to its own location — Palm Pilates Studio. The 50-minute small group classes focus on promoting mobility, core strength and overall health and wellness. The classes are created to cater to full body workouts on the Pilates reformer for women and men of all ages and skill levels. Private and semi-private sessions are also available. “I want each person that visits Palm Pilates Studio to feel welcome and better than they did before they walked in,” said Shannah. “We offer full-body, low-impact reformer workouts that help your body feel refreshed and ready to take on the day.” The space radiates with natural light, good vibes and a motto geared towards mind/body health.

130 Richard Jackson Blvd., Suite 104B, Panama City Beach


5. Aegean Restaurant

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Allow your mind and your taste buds to be transported to Greece. With three locations, the newest being in Miramar Beach, feast on authentic Greek cuisine. Begin with spanakopita or dolmathes before moving on to main courses such as roasted lamb, mousaka, gyros and falafel. End with daily made desserts including the always-fresh baklava. Meals are best enjoyed as the Greeks would, surrounded by friends and family.

11225 U.S. Highway 98 Miramar Beach


6. Huck & Harlowe


Fido deserves the finer things in life, and Huck & Harlowe offers them. Taylor and Cammie Blackwell were inspired by the upscale dog boutiques that they came across in their travels through London in 2019. The couple and their four children had been living in Montgomery, Alabama, but retreated to their 30A beach home during the pandemic. They decided to make 30A lifestyle a fulltime venture and finally open their luxury dog boutique. The store has unique, upscale dog items from around the world and is divided into seven sections: play, wear, travel, eat, sleep, groom and human. “We decided that there was a big hole in the market for upscale dog goods,” said Taylor Blackwell, owner. “Couple that with the increase in dog ownership and a steady increase in spending on dogs over the past 10 years, located in a high net income resort community with tons of walking traffic — and we thought we could have a good recipe for success.” As one customer put it: “This store is like Ralph Lauren for dogs.”

16 South Barrett Square, Unit C4, Rosemary Beach


7. Prema Organic Café 30A

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Health nut or just appreciator of quality, tasty food, Prema Organic Café 30A provides meals that both taste and feel good. Prema is 100% organic, 100% non-GMO, 100% gluten-free, no canola oil, no soy and 100% made and served with love. Kelli and Dr. Bart Precourt sought to open a space where the food tasted great without compromising the ingredients and the staff takes pride in the food they serve and service they provide. “Our inspiration came from wanting to find a place we’d like to eat at — where the organic, gluten-free, non-GMO food was made fresh daily, without need to question ingredient quality,” said Dr. Bart. “Also, we hope to set a standard for the community and fellow restaurant purveyors to ideally raise the bar on quality ingredients.”

3557 E. County Highway 30A, Santa Rosa Beach


8. North Beach Social

North Beach Social

North Beach Social includes all of the elements that a beachside bar and restaurant should — crave-worthy food, delicious drinks, scenic sunsets and plenty of space to play in the sand. Formerly the North Beach Tortilla Company, North Beach Social occupies the space below Farm & Fire Southern Pizzeria and Speakeasy. The open-air beach bar and large dining deck lend themselves to a laidback vibe where both children and adults can enjoy the provided beach games. Chef Jim Shirley serves up iconic favorites such as Grits a Ya Ya, the Bomber Burger, fresh Gulf oysters, fish tacos, poke bowls, pecan pie stuffed cheesecake and more. Order from the counter, and a server will bring your food to you in a no stress environment. Throughout the summer, they will feature daily drink specials and events, such as live music, movie showings and bocce ball tournaments.

24200 Highway 331 S., Santa Rosa Beach

Categories: Business