Erika’s Place Blends Florida Living, Hamptons Style

JoAnna Mincarelli started refurbishing furniture and creating custom shell décor pieces at age 15.

She sold items here and there over the years. She hadn't entertained the thought of doing it full time until she was laid off from her job working in the title insurance business.

“It was really difficult to interview for jobs when your leg is in a cast,” said Mincarelli, who had broken her ankle in several places. “So my mother encouraged me to open a boutique.”

In November 2003,  opened downtown, with the help of Mincarelli’s mother, father and then 9-year-old daughter Erika. She started out simply, with her own refurbished vintage furniture and items, shell décor mirrors, lamps, boxes, etc.

“I was literally living on a song and a prayer,” Mincarelli said. “But it has been exciting to watch the shop evolve into what it is today.”

Now it's a posh seaside chic boutique for luxury coastal living, with handcrafted home and garden decor, scented candles, French imports, women’s fine linen clothing, embellished tunics, custom jewelry, new bride and baby items, and vintage and coastal furniture.

Mincarelli named the boutique after her daughter and designed her new location to have a sense of sophistication like one would experience in South Beach and a relaxing, laid back feel such as one would enjoy while vacationing in The Hamptons. Her inspiration came from visiting the seashores in both New York and Florida.

Mincarelli spends as much as 25 hours on some of the shell-encrusted décor pieces — somewhat of a personal and shop trademark. (Some others are designed by local artisans.) She also does in-home custom shell décor and design consultation for her customers. 

“My hope for the future is to have another boutique in The Hamptons,” Mincarelli said with a smile.

Until then, she'll spend the next year with Erika before she goes off to college.

Want to go?

• Where: Erika’s Place Inc., 716 Broadway
• Contact: 727-733-0461 or www.erikasplaceinc.com
• Hours: 11 a.m. to 6 p.m. Monday through Saturday; noon to 4 p.m. Sunday (during season and July)