Cindy Krutz and Celia Tucker, owners of upscale 30A fashion boutiques Willow in Rosemary, Willow + Woods in Seaside and Wearwillow.com, have now opened Mason, offering goods exclusively for men.

The name for their new men’s store is a nod to the Mason-Dixon line. Krutz and Tucker said their idea for the ‘Mason man’ is rooted in Southern tradition. Mason by definition means, ‘to make’ so the lines and products carried throughout the store will reflect this with southern designers such as Billy Reid and Krewe being true masons of their respective genres in clothing and sunglasses.

Customers will delight in items ranging from Mason jar shakers and designer Bluetooth speakers to casual attire and southern-made accessories all befitting a preppy, yet relaxed style for the “Mason man.”

Mason is designed to provide a sense of everything the beach has to offer from the moment customers step inside.

The atmosphere of the store and wares is crisp and clean offering familiar items with a modern update. Brands include: Billy Reid, Swims, Peter Millar, Collard Greens, Vince, Original Penguin, Strong Bolt, Criquet, Rodd & Gunn, Hudson Denim, Mason Shaker, Bec & Bridge, Hari Mari, Joshua + Vela and Krewe.

“If the Willow girl had a father, son or brother this is how he would dress,” Tucker said. “We envisioned Mason offering a place for that guy to shop comfortably and in a relaxed enjoyable environment while strolling the streets of our idyllic beachside town.”

Krutz and Tucker said they were honored and excited when Seaside’s town founders, Robert and Daryl Davis, approached them and asked if they would be interested in opening a store dedicated to exclusively carrying men’s clothing and accessories.

They immediately began brainstorming on what the store would look like and how it could complement the town the Davis’s so lovingly created.

“Willow + Woods has historically offered both women and men’s clothing and will continue to do so, but Mason will aim to expand upon the men’s lines, offering a broader sampling of quality products,” Krutz said.  “The store, we hope, will fill a much-needed niche for casual men’s clothing and goods in Seaside and along 30A.”

Mason is located at 2236 East County Hwy 30A, in Seaside. It will be open seven days a week, from 10 a.m. – 9 p.m. this spring and summer.

For more info, visit Wear Willow or call 850-231-0041.