When you step into Sunhoney, the vibrant boutique in Jacksonville Beach, you’ll be surrounded by a blend of bold colors, coastal charm, and playful styles. Vibrant tees, trendy sweat sets, and a DIY charm bar are just a few of the items that will greet you.
Shop owner and founder, Alyssa Amato, always knew that she wanted to open her own store. Her dream began with a fashion blog and social media following that she steadily grew throughout the years.
A native Jacksonville resident, Amato moved to New York City for college, where she majored in business with a minor in fashion marketing. She interned at Harper's Bazaar in the e-commerce department, learning the ins and outs of managing online sales. All the while, she kept up with her fashion blog and planned for a day when she could create her own brand.
Amato moved back to Jacksonville after college, to the beach and sunshine that she missed so dearly, and opened Sunhoney as an online store in 2019. Where did the name ‘Sunhoney’ come from? Her love of all things Floridian, of course.
“I knew I wanted to incorporate ‘sun’ because of the Sunshine State, and I wanted it to be girly, but also easy to remember and pronounce,” Amato said. “I was playing around with cute nicknames that people call each other and I ended up morphing ‘sun’ and ‘honey’ into one word. When I said it out loud, I knew that was going to be it.”
Sunhoney began by selling wholesale boutique items in a strictly online format, but over the years it evolved into a successful, local brand name and an in-person store. These days, Amato says her Sunhoney branded merchandise, such as the beachy t-shirts and sweatshirts, sell faster than other wholesale boutique items.
Amato splits the storefront with her fiance, owner of the popular 904 Pop Up event and 8103 Clothing, who encouraged her to begin creating Sunhoney branded merchandise two years ago. Amato collaborates with a designer and also creates her own designs for branded merchandise, with the store taking pride in offering items that are handmade right here in Jacksonville Beach.
“I feel like the community is so supportive. People who come into the store love to hear my whole story and they’re always so encouraging,” Amato said, reflecting on her time in the Beaches small business community. “I feel like it also inspires other people to do what they want and not be held back just because they may be a woman in the space.”
Looking to the future, Amato is looking forward to growing the Sunhoney branded merchandise offerings and hopes to host more community-centered events. In previous years, she collaborated with other local business owners to host Self Care Girls Days, an event where community goers come together for activities, shopping, and socializing.
“It’s so cool to see customers become friends,” Amato said. “I’ve met some of my best friends through the shop, so doing more community-centered events to get girls more involved is a big goal of mine.”
