How did we get here?!

Saltwater Boys Co.: Our Journey from Humble Beginnings to a Thriving Brand

In just a few years, Saltwater Boys Co., my boys' clothing brand based on St. Simons Island, has come a long way in the retail apparel industry. What started as a simple solution to my personal frustration as a mom has now turned into a thriving business that connects with parents and kids all over.

Back in July 2021, while I was on maternity leave from my full-time nursing job at Southeast Georgia Health System, I found myself struggling to find quality boys' clothing. As a mom of two boys, I wanted something that wasn’t too extreme—either covered in cartoon characters or overly formal. I just couldn’t find that “happy medium” for my boys. That’s when I decided to take matters into my own hands.

“I told my husband I was going to make some shirts for friends and family and sell them in Facebook groups I was already in,” I shared in an interview with Coastal Illustrated. What happened next blew me away. In the first month, we sold over 1,000 shirts, and honestly, I thought it was just a fluke. But the second month, we sold a similar amount. By the third month, stores were reaching out, asking if they could carry our products.

Within six months, we took the brand to market in Atlanta, where we launched the wholesale side of Saltwater Boys Co. for the first time. We picked up our first 30 wholesale accounts there, and I remember thinking, “I have no idea how to do this,” but we figured it out as we went.

A Family-Run Business, Through and Through

One of the things I’m most proud of is that Saltwater Boys Co. is truly a family-run business. I’m the owner, and my husband Brandon plays a huge role in everything we do—I couldn’t do this without him. My sister-in-law, Dana, manages our flagship store on St. Simons Island, and my brother Micajah oversees our warehouse and shipping operations in Homerville. We’re all in this together, day in and day out.

We have a real family culture, and that comes through in every part of the business. From designing collections to packing orders, talking to our wholesale partners, and serving our retail customers, we put our heart into everything we do. Saltwater Boys Co. was literally born out of a spare closet in our home, and I truly believe that some of the greatest brands can come from humble beginnings like ours.

Our Growth in Wholesale and Retail

Within the first year, we had the incredible opportunity to partner with Ron Jon Surf Shop, the largest surf store in the world. Since then, we’ve expanded to work with over 300 independently owned boutiques including renowned resorts such as Bakers Bay, Sea Island Resort, and King and Prince. Our reach now extends as far as the Seychelles off the coast of Africa.

Quality Is Everything to Us

I’m often told I focus too much on quality, and it’s true—I’m passionate about it! To me, there’s no point in doing this if we aren’t delivering the best fabrics and workmanship for the moms and kids who trust our brand. In such a competitive market, I believe our emphasis on quality is what truly sets Saltwater Boys Co. apart. Like I’ve said before, it’s like the bread aisle—there are so many options, but we’re determined to be the best loaf on the shelf.

We are involved in every single aspect of this business—from designing the collections to packing the orders ourselves and talking directly to our customers. The passion we have for what we do is what makes us different.

Looking Toward the Future

As we continue to grow, I’m excited about the future of Saltwater Boys Co., especially with our expansion into resort partnerships. We’re now working with elite properties across the Caribbean and the U.S., and we’re even seeing interest from as far away as the Seychelles. Our resort business is a big focus as we move toward 2025, and I can’t wait to see what’s next.

Saltwater Boys Co. started with a simple idea in a spare closet, and now we’re working with some of the best retail partners in the world. It’s been an amazing journey so far, and I’m so grateful for the support we’ve received. If you’d like to explore our latest collections, visit saltwaterboysco.com or stop by our flagship store on St. Simons Island.