fbpx vie magazine subscribe button

Creating Happily Ever After

By Sallie W. Boyles  |  Photography courtesy of Destin Jewelers

Whether it’s a mahogany chest lined in velvet or a pink vinyl heart with a pop-up ballerina, a girl’s first jewelry box is among her most treasured possessions. It holds all the gifts and promises of the future. She doesn’t necessarily perceive differences in value among the contents: a delicate strand of pearls and a gaudy plastic ring are equally precious in her eyes. They all make her look and feel like a princess.

Needless to say, the modern princess in training is not the subservient Cinderella of yesteryear. Instead, she has visions of ruling the kingdom—or running the company! Even so, she probably longs to meet her Prince Charming when she grows up and to “live happily ever after.” Although life’s realities often detour from such childhood fantasies, today’s empowered woman—one who feels good about herself and embraces life—overcomes setbacks and shines at any age.

VIE Magazine Creating Happily Ever After Destin Jewelers  

Lisa Peters, owner of Destin Jewelers, has made “Live Happily Ever After” a philosophy and trademark of her business, especially in encouraging women to celebrate their lives. “The great thing about working with jewelry is that it revolves around celebrations,” says Peters. “The fairy-tale theme embodies the joy and happiness people feel when commemorating these special times. Whether it’s an engagement, an anniversary, or the birth of a newborn, the jewelry celebrates someone’s happy ending.”

She emphasizes, too, that any occasion, even a carefree afternoon with friends, is reason enough to drop by Destin Jewelers. “We want our customers to grab their girlfriends, relax, and enjoy the charm and whimsy that our store has to offer,” says Peters, who loves to see customers play dress up in the store as they try on jewelry and accessories.

VIE Magazine Creating Happily Ever After Destin Jewelers  

It’s more than the message that appears in ads. The concept came to life inside the whimsically designed Destin Jewelers store in Miramar Beach, Florida. “I never had the typical jewelry store,” says Peters. For starters, she has eliminated “threshold resistance” by facilitating an inviting first impression with one happy surprise after another: a frog prince mascot and a friendly staff; vivid colors and approachable displays; and high-end yet fun, trendy jewelry and accessories. The merchandise is upscale but the atmosphere is never hushed or intimidating—certainly not with Lola and Louie (Peters’s Ragdoll cats) and Gracie Lee (her chocolate Lab puppy) manning the floor! VIE Magazine Creating Happily Ever After Destin Jewelers


Peters’s approach has won favor with customers and industry peers. In 2004, readers of INSTORE Magazine, a trade publication, voted Destin Jewelers in the top ten stores that received the “America’s Coolest Store” award. The retailer has been rated among the top twenty stores two other times. For eight consecutive years during the store’s seventeen years of doing business in the region, Destin Jewelers has been named Best Jewelry Store by a reader’s poll, “Best of the Emerald Coast” by Emerald Coast Magazine.


Regarding her success in building a relatable brand, Peters says, “I became a jewelry store owner without preconceived notions or traditional training.” Still, she had preparation, which began with her first retail job at the age of fourteen. She also holds a business degree from the Florida Institute of Technology. Over the years, Peters also held outside sales and corporate retail positions. She ignored what she didn’t know about jewelry and applied business insights and personal instincts as she decided to capitalize on two timeless advantages: quality and uniqueness. What would succeed in Destin, she decided, was a boutique jewelry store.

“We have tried to stay away from the mass-produced, heavily branded designers that can be found in any high-end department store,” says Peters. Her merchandise is refreshing to discerning shoppers who can buy any big label at the mall or online. “We also focus more on the artistic and easy-to-wear jewelry and accessories.” City life, she explains, dictates a more prescribed, professional way of dressing, but the beach remains casual. “Our selections are fashion-forward but not over-the-top formal.” VIE Magazine Creating Happily Ever After Destin Jewelers

VIE Magazine Creating Happily Ever After Destin Jewelers  

When choosing a jewelry line, she says, “I look for unique characteristics in designers that set their work apart, and for pieces that customers can easily incorporate into an existing jewelry collection and style.” The Mazza Collection, for one, features colored gemstone jewelry and pearls in high-fashion designs that complement everyday jeans or classic little black dress. The company is also a resource for women who seek a casual update to the fine jewelry they already own. “Mazza can restring pearls with a toggle clasp, or we can add one of their enhancers for a less formal look.” The designer will also remake customers’ jewelry into fabulous new signature pieces.

Armenta, another designer line at Destin Jewelers, presents a completely different look with delicately handcrafted diamond and gemstone jewelry, both in gold and “midnight” oxidized sterling silver. “Our mix of designers—from The Mazza Company and Armenta to others like Nanis and Yvel—allows us to offer a variety of styles for a truly glamorous presentation,” Peters says.


Though she expresses that she would be hard-pressed to pick favorites, Peters personally loves the array of precious and semiprecious gemstones that are now available in her store. In comparison to when she first began buying jewelry, she now enjoys having a greater variety to offer her customers. The prevalence of stones like sleeping beauty turquoise, lapis, green onyx, moonstone, crystal, and quartz gives shoppers plenty of affordable alternatives to emeralds and diamonds. Likewise, designers are creating dazzling effects with unconventional pairings of stones and mixed metals. Meanwhile, gold is back, so for those who adore its richness but not its price, Peters enthusiastically suggests jewelry in sterling silver with a gold overlay.

In general, Peters caters to a fashion sense that reflects “the decadence of Southern charm—big, fun statement pieces with lots of color—but also the high-end elegance of big-city style.” The hottest trends also appeal to that sensibility. “Bold and beautiful jewel tones in all categories, from jewelry to scarves, are in this season,” she reveals, “as are edgy, geometric shapes.”

VIE Magazine Creating Happily Ever After Destin Jewelers Lisa Peters
Photo by Shirley J. Brown

Accessories definitely share the spotlight at Destin Jewelers. “We have all silhouettes of handbags,” says Peters, “from big totes to large and small clutches. You’ll find a number of patent leather options with embossed designs, from crocodile to quilted textures. For the second year, we’re also carrying some interesting fur pieces—ponchos, scarves, and vests—in natural hues as well as ombré dyed (or dipped) in colors like wine and royal blue.” Beginning in January 2014, beach and travel merchandise will return: totes in bold colors and patterns, oversized hats, cover-ups, and sandals.

If the selection is intimidating to gift shoppers, individuals can count on personal assistance plus the peace of mind that the recipient may return or exchange any item that doesn’t deliver ultimate joy and satisfaction. Many customers also simplify the process for their significant others by maintaining a wish list at Destin Jewelers. “If I have a relationship with a couple,” says Peters, “I’ll call the husband and say, ‘X just left the store, and she loves a certain ring.’ He’ll know there’s no pressure to buy, and he appreciates having the option.” Peters notes that she also has watches and cuff links for men. “French cuffs are back!”


Styles come and go, but Destin Jewelers, now celebrating seventeen years in business, remains a fixture in Northwest Florida through commitments that extend well beyond the walls of the store. “As a business owner, I believe it’s important to support the local community,” says Peters. Drawn to the area’s charities that help women and children in need, she names Children’s Volunteer Health Network, Sinfonia Gulf Coast, Destin Charity Wine Auction Foundation, and the Boys and Girls Club among those she has recently sponsored. VIE Magazine Creating Happily Ever After Destin Jewelers


Considering the ways in which Destin Jewelers strives to make a difference, many would say the most significant is in reminding everyone to celebrate life and create their own “happily ever after.”

— V —

Read Responsibly

VIE Magazine September 2023 Jay Mercado
VIE Magazine - The Art & Design Issue November 2021
VIE Magazine January 2021 Special Commemorative Edition
VIE Magazine September 2020 Wanderlust Issue, Fancy Camps, The Idea Boutique
VIE Magazine August 2020 Art & Culture Issue, Nathan Alan Yoakum Art
VIE Magazine - Architecture & Design Issue - July 2020
VIE Magazine - Decor and Home Issue - June 2020
VIE Magazine May 2020 Entertainment Issue, Leslie Odom Jr
VIE Magazine - April 2020 Culinary Issue
VIE Magazine March 2020 The Fashion Edit, VONDOM, Alys Beach Fl, Digital Graffiti, Tres Chic, isidro dunbar Modern Interiors, Digital Graffiti Festival
VIE Magazine February 2020 Health & Beauty Issue
VIE Magazine - Travel Issue - January 2020 - Tanzania Safari Cover
VIE Magazine - Women's Issue - December 2019 - Tina Brown Cover
VIE NOV19 Goodness Issue
VIE Magazine, September 2019 Art & Culture Issue, Paul Hanninen
VIE Magazine - August 2019 - The Architecture and Design Issue
VIE Magazine - July 2019 - The Artist Issue
VIE Magazine - June 2019 - Fashion Edit
VIE Magazine - May 2019 - Culinary Issue
VIE Magazine - April 2019 - The Health & Wellness Issue
VIE Magazine - Special Entertainment Edition - March 2019
VIE Magazine February 2019 Luxury Homes & Technology Issue with Robbie Antonio of Revolution Precrafted
VIE Magazine - January 2019 - Southern Sophisticate Issue Cover
VIE Magazine - Special Anniversary Travel Edition - December 2018
VIE Magazine - The Goodness Issue - November 2018
VIE Magazine - The Art & Culture Issue - October 2018
VIE Magazine - Home & Garden Issue - September 2018
VIE Magazine - August 2018 Animal Issue
VIE Magazine - July 2018 Architecture & Design Issue - Subscribe to the magazine!
VIE Magazine - June 2018 Travel & Tech Issue
VIE Magazine - May 2018 Couture Issue
VIE Magazine - The Culinary Issue - April 2018 Cover - Chef James Briscione and Brooke Parkhurst
VIE Magazine - The Entertainers Issue - March 2018
VIE Magazine - February 2018 Destination Travel Issue
VIE Magazine - January 2018 Health & Beauty Issue
VIE Magazine, The Sophisticate Issue, December 2017
VIE Magazine - November 2017 Art & Culture Issue
VIE Magazine - October 2017 Home & Garden Issue
VIE Magazine | September 2017 | The Stories and Storytellers Issue
VIE Magazine - The Adventure Issue - August 2017
VIE Magazine - July 2017 - Art & Artist Issue
VIE Magazine - The Voyager Issue - June 2017
VIE magazine 2017 March-April Cover South Walton Fashion Week
VIE Magazine - January/February 2017 - The Health & Beauty Issue
VIE Magazine - Nov/Dec 2016 The Sophisticate Issue
christian siriano vie magazine september october 2016 vie magazine
the modern minimalist issue
the culinary and couture issue march april 2016 vie magazine
the voyager issue alys beach vie magazine january february 2016
cultural issue vie magazine november december 2015
home and garden issue vie magazine september october 2015
the art and style issue vie magazine july august 2015
the wedding issue 2015 May June vie magazine
the food and fashion issue vie magazine march april 2015
the travel issue vie magazine january february 2015
the music issue vie magazine 2014 november december
The Animal Issue vie magazine september october 2014
the home and garden issue vie magazine july august 2014
the wedding issue vie magazine may june 2014
emeril lagasse food and fashion vie magazine
the men's issue january february 2014
the music issue november december 2013 vie magazine
the home and garden issue 2013 october september
the wedding issue vie magazine july august 2013
the artist issue may june 2013 vie magazine
the food and fashion issue march april 2013
the men's issue january february 2013 vie magazine
The Holiday Issue
the love issue july august 2012
the all american summer may june 2012
the entertainment issue march april 2012
the fashion issue vie magazine winter 2011
the home and garden issue vie magazine fall 2011
the anniversary edition vie magazine summer 2011
the wedding issue vie magazine spring 2011
vie magazine the holiday issue 2010 Dec
vintage swimsuits vie magazine 2010 Fall
judith march designer vie magazine summer 2010
wedding giveaway vie magazine spring 2010
holiday gift guide vie magazine winter 2009
emarketing explosion vie magazine fall 2009
tribute to mother's day vie magazine summer 2009
james and robert redford vie magazine spring 2009
zz top vie magazine fall winter 2008
project dreams vie magazine new york fashion week
Sign-up for VIEmail

Sign up for VIEmail