Lilly Grace Boutique today opened their second location at Durbin Pavilion! We have been frequent shoppers at their first spot in San Marco for years and could not be more excited for their expansion. 

Owner Amy Walwyn had a vision in her head for 18 years of opening her own boutique. In 2021, she and the community of Jacksonville saw that vision become a reality, with the opening of Lilly Grace in San Marco. The store quickly became a local favorite. Amy had plans to open her second store near Bartram Trail since the beginning, and she's thrilled to see her long-time dream finally coming to fruition.

Married and a mother of four, she was always into the latest fashion trends, but put her dream on hold while she journeyed through corporate America for some years. Originally living in St. John’s County, Amy and her family would make the long trek to downtown Jacksonville to see sporting events. As Jaguar season ticket holders, they eventually purchased a condo in the area to lessen the trip before later moving in full-time. Lilly Grace is her contribution to the community that she so quickly fell in love with.

I asked Amy how she would sum up the purpose of her store in one statement. She quickly answered, “I want women of all styles to have a place to shop for reasonable prices. I don’t want to appeal to any specific demographic, but rather see mothers coming in with their daughters and them both leaving with something.” Her passion is evident in every detail and not only the quality and selection in her stores, but how patrons feel when shopping there.

Amy explained that she has brought over some of the most popular styles from the first store as well as brand new designs. Both new and existing San Marco shoppers are sure to discover pieces that they will love!

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