Even with the flurry of construction along State Road AIA, it's still a short, scenic drive to St. Augustine and its refreshingly quirky, one-of-a-kind restaurants, distinctive art galleries and unique boutiques. Though technically not new, one clothing store recently moved into new digs on, Anastasia Boulevard. It's definitely worth adding to your itinerary.
Rochelle's has been in business in the area for several years but their move to a former sign shop near the Bridge of Lions gives them a whole new identity. Owners Karen and Tom Rochelle retained many of the raw elements of the space, giving the shop an edgy, urban feel—a perfect backdrop for a sophisticated selection of clothing and accessories with West Coast, New York and European overtones. The new facade of the store, with tall glass windows added to the formerly industrial shell—and a sign promising Earl jeans—lured me through the door. Once inside I found labels I've seen in Europe, such as French Connection and Custo Barcelona, along side metropolitan looks from BCBG, ABS and Urban Outfitters as well as Buffalo jeans, recycled 501 Levis, and unusual lines like Ercoli. Also eye catching were cool '80s style tinted sun glasses, ala Charlie's Angels, beaded costume jewelry and a big selection of body jewelry (a very popular item for the store).

-by Lisa Parrish Priano

Less than a decade ago, North Anastasia Boulevard was in trouble. Located at the northern tip of Anastasia Island, the strip of one-story cinderblock shops was plagued by economic stagnation and decay. Motels, long the economic heart of the area, were in decline; some were havens for drug abuse and prostitution. Longtime businesses closed leaving empty storefronts by the dozen. And the city of St. Augustine, just across the Bridge of Lions, was just far enough away to ignore what was happening.
Today, however, North Anastasia' Boulevard has become the city's hippest new address, home to several edgy new retailers.l It's also an unlikely proving ground for, businesses that have become extinct elsewhere: small, independent mom-and-pops. The result is a mix of enduring businesses that were able to survive the slump and a crop of energetic entrepreneurs ready to give luster to the old address.
According to Karen Rochelle, who along with husband Tom owns Rochelle's~ Clothing and Accessories, "the strip feels very alive." The two decided to move their 18-year-old business to the strip two years ago after falling in love with the quirky building. Once a sign-painting shop, the boxy structure has been transformed into a funky, brighly colored storefront. And although Rochelle says she expected a transitional slump when they reopened, business soared. Sales increased by more, than 50 percent some months, and with the improving fortunes of the neighborhood, she believes there is plenty of room to grow.
In Rochelle's wake, several new businesses have come on line including Oddities Coffee House, a sandjava spot that features live music and recroom ambiance. Georgeanne Killion, who created Oddities just over two months ago, decided to open shop after she fell in love with the building (familiar to St. Augustine, residents as the former Admiral Spicoli's bar). "This area is very cool," she says. "The buildings are great."
Dana Taylor opened the adjacent Final Groove, a vintage clothing and furniture store, within weeks of Oddities. She also loves her oddly shaped building, and remembers it from when it was a grocery store owned by her best friend's parents. Taylor, who lives just four blocks away, says the entire area is undergoing a transformation. "It's like San Marco Boulevard," she says, referring the busy shopping district in St. Augustine. "That area i used to be nothing. Now it's 'Uptown St. Augustine'"—a popular shopping district.
In addition to the newest crop of business, several successful independents including A New Dawn health foods, Ease Yoga and Island Bicycle—have been around for several years. These stores are: anchored by stalwarts, like Stewart's Market and Neff Jewelers, which have been around as long as anyone can remember. A British pub is expected to open soon next to the bicycle shop.
Whatever the-formula for the area's | success, most agree that She resurgence was sparked by the arrival of Punch Jones, an interior design studio. Located at the base of the bridge, the two-story building was once home to a service station, but has been transformed into a showplace. It was the first building to catch Karen Rochelle's eye, and persuaded her that the area held promise.
Rochelle adds that part of the appeal is the area's affordability and scale. Real estate in downtown St. Augustine is expensive, and the outskirts—the area south of the city, in particular—have been aesthetically obliterated by the big box retailers and fast food restaurants. "This area feels good for a business this size," she says. "It's a nice fit."

-by Anne SchindIer