Meet Amanda from Linen and Waves Boutique
Say hello to Amanda Strange, the owner and buyer of Linen and Waves Boutique, located inside the Surf Station on Anastasia Island. You can shop online or in-person at her shop!
Tell us about yourself! What made you want to start your business?
I started this business for the woman living on the coast. I felt there was a need for a LOCAL shop to have clothing and gifts that fit our St. Augustine casual lifestyle but still keeps up with the latest trends in fashion. I’m inspired to find gifts and clothing that is unique, affordable and represents our St. Augustine way of life. I am always searching for ways to find others small business owners like myself. I carry jewelry handmade from a woman in Hawaii, towels from a friend in Orlando, local art by Jenna Alexander, and lots of small owned business from Charleston. Nothing makes me feel more fulfilled than when I am supporting others dreams as the shoppers in my store are fulfilling mine.
What’s a typical day like at your shop?
We are located inside the Surf Station in St. Augustine. I have several tourists come through our shop each day because The Surf Station has been around for 30 years and is a St. Augustine stop. I also have many locals come in to pick up a quick gift for a birthday or grab an outfit for their everyday closet. I spend most of my day at the shop talking to women and helping them find clothing that makes them feel comfortable yet beautiful. I love rearranging the store for whatever season is coming up and finding clothes and gifts that inspire me to pass on to you.
What’s the biggest lesson you’ve learned since starting Linen and Waves?
The biggest lesson I have learned is that there is no guide or book for owning a boutique. Even if there are tools to help, your boutique, your town, your customers are all one of a kind and you have to meet the needs for your area. The only way to find out what works is by constantly trying things and watching them succeed or fail. This comes with a lot of financial risk and anxiety.
What kind of challenges have you had to overcome as a small business owner? How has COVID-19 affected your business?
As a new business, I can’t afford free shipping, free returns, and three-day shipping. With Covid- I had to put everything online but what I love about owning a business is the interaction with people and seeing them and helping them with their purchases. How can I make my online business as successful as my in-store when I can’t compete with those terms?
Covid-19 affected my business because I am the mom of three kids. It was very hard balancing work with homeschooling them all. It was hard being closed in March which is one of the two busiest months of my whole year.
What are your goals for the new year?
My goals for the new year is to reach more locals. I’ve been open for two years but we have many locals just coming in for the first time. My favorite part of owning the boutique is meeting new people and making connections and friends with people in my community.
What are you inspired by lately?
With the Covid pandemic my holiday collection was definitely inspired by the new lifestyle we are all having. People aren’t looking for party dresses or wedding outfits. Women are looking for casual wear they can lounge around in and it has really changed the way I think about what I am buying for the shop
Any advice for people looking to start their own business?
Do it! I have invested a lot of money and myself in this job yet but this has been the most rewarding two years of my life. I have done something that I am passionate about so every day I wake up so grateful and blessed to be doing my dream job. Talk to someone else who has a similar business and find out all the ins and outs of what comes with owning a business.
Any advice for people looking to find their style?
Be true to yourself. Know who you are and be honest with what you are comfortable wearing. Don’t buy something because it’s trendy or someone pushes you to. Buy something because you know when you put it on it makes you feel like you are expressing who you are and no one else. Also, don’t be afraid to ask for help. My passion is clothes and people and I would love to help you!
What is your creative process? Do you start with an idea in mind? Do things happen more organically?
My creative process is to figure out my ideal client and then when I look at things to purchase ask myself is this a need of my ideal client? It’s easy to be led astray by all the beautiful things there are to bring to my shop but at the end of the day I need to stay true to my brand and my customer.
You're based in St Augustine. What spots/businesses/makers are your favorite in town?
The Floridian is my favorite date night restaurant. I eat at Nalu’s tacos daily, Jenna Alexander has painted my children and it’s the best money I have ever spent, Danielle at Future Friends has really helped me creatively run my business. I can list a million more. We live in the best town! So proud to be a part of this community.
“Let the beauty of what you love, be what you do.” I love pretty things and I love living on the coast. Everything about coastal living attracts me. I’ve lived many places around the country, but the beach has always felt like home to me. I’m in love with everything from the pastel colored houses, the soft feel of the sand, and light and airy feel of being on the beach. Linen + Waves is my way of bringing that coastal feel into a store. My boutique is a coastal-chic collection of clothing, swimsuits, UPF-50 sun-protective apparel and coastal gifts. My shop is a space that evokes the feeling of coastal living and the warmth of southern hospitality.