Stylish Socialite

Jessica Proffitt Bracken

Jacqueline Ward Images Jessica Proffitt Bracken

It’s Jessica Proffitt Bracken’s job to leave a good impression. And, considering that her 5-year-old public relations firm, Proffitt PR, represents many of the Emerald Coast’s most fashionable boutiques, Jessica wouldn’t dream of looking anything less than put together, day in and day out.

“Because I’m in public relations, I have to always be dressed — not to the nines necessarily — but definitely put together,” she said. 

But beach life is more casual and, well, hot for much of the year. So how does Jessica balance the need to look polished with the reality of salty air and high humidity? And how does she transition into fall style here when the temperatures are still hovering in the 80s and 90s? 

“We do have a dress code for Proffitt PR, but it’s not a corporate dress code,” Jessica said. “I tell my staff that it’s fine for them to wear jeans as long they look professional. Jewelry plays a big part in that. You can wear a basic outfit and dress it up with jewelry, especially statement pieces. That’s a huge part of my style.” 

Jessica also said that maxi dresses and wearing boots or booties with shift dresses are great ways to transition into fall fashions when the temperatures make it feel like it’s still summer.

“And summer scarves are another great way to move from summer to fall here,” she said. “They aren’t as heavy as winter scarves but they still give that scarf effect.” 

She said she tends to shy away from prints generally and especially when she’s traveling. 

“A great pair of jeans, a good top, a cute dress, some boots — that’s what I rely on when I travel,” she said. “That’s the beauty of not doing prints. You can mix and match your pieces and just change out your look with accessories.”  

Jessica, a Miami native, has lived in the Destin area for 20 years. Two years ago she married Destin native Levin Bracken, a Miramar Beach lawyer, and they share their Santa Rosa Beach home with a golden doodle named Champ. They spend a lot of free time traveling, and Jessica said the styles she sees elsewhere influence her fashion choices, as do her South Florida roots. 

“My whole family is from Miami, so I do try to bring a little of that Miami twist into the things I wear as much as I can,” she said.​