Simply Jo’s Boutique opened in November 2023 on upper Main Street—a stretch of downtown that’s been transformed by the addition of the Aster & Links apartment complex and a new Sprouts grocery store.

Location aside, 38-year-old Joanna Brewer has determined that many of her customers find the store through word-of-mouth. She’s earned that repeat clientele thanks to her clear vision for the store, which, she says, is to offer “quality designer pieces” for all age ranges. She says she looks for “breathable, lightweight, good-quality fabrics” from brands like Bella Dahl, Emily McCarthy and Dear John Denim.

Customers also love the shop because of Brewer’s personal touch. After working as a nurse practitioner, she was inspired to leave the medical field to open Simply Jo’s, which is modeled after her cousin’s store in Greensboro, North Carolina. Moving from medicine to retail may seem like an odd trajectory, but Brewer says the people skills needed to succeed in both fields overlap.

Simply Jo’s carries designer Emily McCarthy’s clothes, which work with Sarasota’s coastal chic vibe. She holds a cheerful pullover in the colorway Lime Cheetah ($210) and caftan in Joy Bouquet ($278), both by the brand Poppy.

Scented candles from Kim Howell ($34) come in beachy scents and jars that can be reused after burning.

ENewtown mix-and-match gold bracelets and necklaces ($16-$120) are made with 14K gold-filled beads, which make them tarnish-resistant and able to be worn in water. 

Simply Jo’s Boutique, 1950 Main St, Sarasota (941) 361-3213