Neighboring Costume National and fellow laid-back-luxer James Perse is the flagship store for Seaton, Jill Roberts’s upscale beachwear line.

When approaching Seaton, it’s clear what sun-worshipping owners (and married couple) Roberts and Mark Freeman love the sea. There’s the name, Sea-ton (get it?), the silver seahorse door handles, the windows displaying yellow-striped surfboards and a white beach cruiser—and that’s just the outside. Inside is reminiscent of stepping into a 1,500-square-foot, Jonathan Adler-esque lagoon. Custom-made white shell-encrusted mirrors contrast the aqua walls; a hand-painted mural swims with the silhouettes of starfish, octopus, coral branches and jellyfish; and small ships’ wheels and candles embedded with coral sit on shelves. Then there’s the goods (including duds for dudes and kids). Beaded cover-ups, cashmere sweaters, sundresses, sweatshirts and T-shirts are designed each season in color palettes inspired by various costal regions: spring visited Greece, Tahiti and Capri—seen in the lines pale pinks, lemony yellows and Capri blues. Other seaside necessities available are sandals by K. Jacques, Havaianas flip-flops, unburied treasure like anchor necklaces by Giles and Brother and purposefully kitschy pieces by Elizabeth Locke and Gerard Yosca. Currently, Eres bathing suits, dresses by Mara Hoffman, Calypso Christiane Celle and Modern Amusement are carried, but outside lines will be phased out as the Seaton line expands. Linens, beach towels, baskets are part of a soon-to-be-added to Seaton home collection, plus Savon de Marseilles soaps and a simple starfish charm that caught our eye. We’ll sea you there.—Lyndsey Saul