fab’rik to open ‘pop-up shop' in Sawgrass Village


Michael Itkoff and his wife, Cindy, had been thinking about opening a second location for their St. Johns Town Center boutique, fab’rik, but they weren’t sure whether they were ready to commit to opening another full-fledged retail location.

That’s when the couple decided to test the retail waters with a pop-up shop. From April 19 to May 15, a fab’rik boutique will take up residence in Sawgrass Village, offering local residents convenient access to fab’rik’s merchandise that includes women’s clothing, shoes, jewelry and accessories.

“We don’t think anyone has ever had a pop-up shop in Ponte Vedra,” said Michael Itkoff, a Ponte Vedra resident. “We thought it might be a great way to build some buzz in our home community, test the market and have some fun.”

To be located at 280 Sawgrass Village Drive #930 (across from Caffe Andiamo), the pop-up shop will feature merchandise similar to that found at fab’rik’s St. Johns Town Center location, plus additional items selected specifically for the Sawgrass Village boutique. The shop will be open from 10 a.m. to 6 p.m. Monday through Saturday and 1 to 5 p.m. Sunday.

“We’ll be stocking the Sawgrass Village store with the same selection of women’s clothing, shoes, accessories, denim and jewelry as our Town Center Store, but with a special emphasis on items perfect to wear to The Players or anywhere at the Beaches,” Itkoff said. “Our concept is ‘luxury clothing without the luxury price tag’ and we appeal to a wide range of women, from 18-80.”

With the exception of premium denim, Itkoff noted, everything in fab’rik costs under $100.

“There are a lot of boutiques in Ponte Vedra Beach – but many of them are very expensive,” Itkoff said. “The pop-up shop will give us a chance to see if there’s a demand for a boutique that offers luxurious but affordable merchandise.”.