Shop and Shop Again at a Special Pair of Stores in Seaside

September 29, 2014 by Manny Chavez

John and Laurie Olshefski are quite the pair. They are always on the move and always thinking ahead. They own and operate multiple businesses, including a couple of super stores on both sides of Scenic 30A in Seaside - Shimmering Seas Jewelry & Gifts and The Fitness Fetish.

As a fitness instructor, Laurie knows firsthand what clothes work best for active lifestyles. She applies her experience avery day at The Fitness Fetish, next to Bud & Alley's on the Gulf.


Both Shimmering Seas and The Fitness Fetish stores have been fixtures at Seaside for many years now. Laurie and John opened The Fitness Fetish first in 1994. At the time, Laurie was already selling fitness merchandise out of her home in Panama City Beach and they decided to open a Seaside store offering Coastal lifestyle clothing for men, women and children.


Both locals and tourists have been attracted to the store which continues to offer the latest in beachy clothing, gear, beach toys, hats, bags, swimwear and shoes. The store currently offers popular brands including Life is Good, Salt-Life, Seafolly, Anne Cole, Luli Fama, and Southern Tide among others. Fresh from her recent visit to Surf Expo in Orlando, Laurie is excited about the upcoming season at Seaside. Fitness Fetish will be offering the latest products featuring the hottest trends in the industry.


Shimmering Seas came to life at Seaside in 2007. Laurie and John began their Seaside jewelry business with the opening of Sea of Silver in 2002, but changed the name to Shimmering Seas in 2007. Shimmering Seas Jewelry and Gifts offers a unique product mix.

”we have items that are exotic and mostly represent or come from the sea,” explains Laurie. “We sell Pandora, Uno de 50, Alex and Ani, Waxing Poetic, and Beautiful Aqua Blue Larimar among others."


Shimmering Seas has a sister location at Pier Park in Panama City Beach and Laurie and John are now busy planning their newest store to be located at the new 30Avenue location (at the intersection of Scenic 30A and Hwy 98 near Rosemary Beach). Laurie and John plan on closing the Seaside store April 30, 2015 and opening the 30Avenue store May 1.

“This will be our 10th buildout in the past 20 years and we are working closely with our design team,” explains John.  “Our store will increase from 1100 square feet to 2100 square feet and we are very excited about this latest venture.”

30Avenue is being billed as “a distinctive setting for professional offices, outstanding restaurants, and affluent retail,” and both John and Laurie will continue to be part of the ever-growing South Walton shopping phenomenon.



Manny Chavez's picture

Manny has been a working photojournalist his entire career and is now writing stories/taking pix for He and his wife Kris live in Seagrove and have “seen a lot come and go.” Lots of stories have been told, with lots more to come!

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