Destin’s Longest Standing Boutique Prepares for Big Move
By Whitney Lee
After 22 years in The Shoppes at Paradise Key in Destin, Today’s Boutique formally announces they will be moving their luxury boutique to a new location in 2022. In the final stages of confirmation, the new location will be officially unveiled this spring through Today’s Facebook and Instagram profiles. This decision, in the midst of a global pandemic and ever-changing economy, will bring this locally-owned store a fresh new space to better serve their loyal clientele, many of which have been shopping with them since their opening in 1981.
Founded in 1981 by Kim and Jim Dettle, Today’s Boutique was initially located in the Harbor district of Destin, where Target and Hobby Lobby currently stand today. Today’s occupied this location from 1981-2000 and made countless memories during this time including starting Destin Community Cares, an organization that mobilized numerous fundraisers to help local individuals and families that faced hardships. Kim & Jim expanded their family with the gift of their two children, Jameson and Kristin, who spent many of their childhood days in the boutique. In 2005, Jim was honored as the Businessman of the Year by the Destin Chamber of Commerce. The Today’s booth was the focal point for fun at Destin Seafood Festival, with ladies lined up to get their hair spray painted by Jim. Throughout the years, the Dettles also owned multiple other retail stores including Naturally White (all white clothing), Something’s Fishy Gifts, Fresh Produce clothing store, as well as the first Brighton store in the area. The Dettles have truly been synonymous with fashion and retail in the Destin area for over 40 years.
In 2000, Today’s moved to their current location in The Shoppes of Paradise Key and over time, the Dettles streamlined their efforts to focus on their flagship store. Over the 22 years in this location, Today’s held over 200 fashion events and trunk shows within the store, including their annual anniversary party, an opportunity for the Today’s family to celebrate their long-time clients who have been such an integral part of the boutique’s history. In 2017, they ruled the runway at Sinfonia’s Wine, Women & Shoes fashion show, with their stunning, colorful looks and iconic floral headpieces. They hosted numerous opportunities to give back to the community, including a clothing drive for Save the Closet, which generated 50+ massive bags of gently used clothing donated by their clients to support those affected by Hurricane Michael. In 2018, the next generation of this fashion family came onto the scene, with the birth of the Dettles’ granddaughter Lucy, followed by Audrey in 2021. Even through the uncertainty of the pandemic – a shutdown, supply chain delays and staffing challenges, this local boutique continued to thrive thanks to the support of the loyal shoppers.
In its new location, Today’s will continue to offer the luxury brands for which they are known as well as plans to add new brands. Today’s last day at their current location in The Shoppes at Paradise Key will be February 12. Now through the final day, the Today’s family will celebrate their move with 40-70% off storewide, also available online through todaysboutique.com.
During the transition period, Today’s shoppers can shop online through the website with free local shipping. Here Today…where tomorrow? Destin Commons, by Belk near Level 10 Salon, formerly Jos. A. Banks and currently called “The Big Sale.” Follow Today’s on Facebook and Instagram to stay up to date or visit www.todaysboutique.com to shop online.
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