Winnie Beattie spends 300 days a year surfing, and she founded Siren PR. Not busy enough, Hawaii-native Winnie and her surfer/New Yorker husband Rob Magnotta opened a store in SoHo, so chill, they named it Warm. 

Boutique Critique

STYLE: For the urban ocean lover that never goes beach bumming. The abundance of neutrals is highlighted with bright pastels. Silhouettes are flowing and tiered, with indigenous vibes. Materials are sumptuous, begging to be touched and packed into a weekender.

BRANDS: Hard to find designers with an emphasis on handmade quality. Like Cobra Society, Electric Feathers, Loomstate 321 and ROSEanna. Meet more ahead.

PRICE RANGE: Apparel, $100 (bikini separates) - $600 (hand-stitched dresses). Accessories, $50 (horoscope necklace) - $1,200 (thigh high boot)

NEIGHBORHOOD: On Mott between Broome and Kenmare, there is a wealth of adorable boutiques all around. For a great bite after shopping hit up Wild Ginger if you want delish Asian vegetarian fare. Also on the corner, The Avant Garde Diaries is setting up their officies, about to open.

INTERIOR PERKS: It's incredibly zen in this shop. They naturally bring the laid back beach feel into their space. And there's even a cute garden space in the back, where they sometimes host pop-up manicures by Butter London.

Now see some looks I styled, and find out more about the beachy designers inside.

Photography by Carly Planker