Indigo

Indigo is a ladies’ fashion and lifestyle boutique in WaterColor Town Center, offering curated clothing, jewelry, and home decor. The shop is owned and styled by a local team known for its fashion-forward, vacation-ready selections, the kind of boutique where a quick browse tends to turn into leaving with a new sundress, a stack of bracelets, and something for the beach house too.

The shop’s roots trace back to founder Catherine Walega, who named the store after the color’s earthy and, to her, almost spiritual qualities (indigo dye comes from a plant, after all), then built a mix of boho tunics, glamorous bags, flowy bottoms, and coastal-leaning jewelry around that idea. The original cash wrap, a striking blend of a reclaimed 1700s Spanish door, glossy modern shiplap, and deep blue acrylic, became something of a signature detail for the space and a favorite backdrop for regulars.

Indigo entered a new chapter in 2025 under owner Rayna Bishop, who grew up in Bainbridge, Georgia, and first landed on the Emerald Coast in 2010 while working as a wholesale gift representative for the Simblist Group, a role that had her calling on 30A retailers, Indigo included, long before she owned one herself. After a decade spent selling historic real estate in New Orleans, Bishop returned to the coast in early 2024, and when the chance to take over Indigo came up in 2025, she called it a dream she had held onto for years.

To mark the relaunch, Bishop hosted a grand opening on June 26, 2025, built around a full refresh of the shop, working with designer Danielle Balanis out of Birmingham and custom fixture maker E. Kraemer of New Orleans. The original hardwood floors were exposed and painted blue and white, the dressing rooms picked up playful new wallpaper and curtains, and the checkout area gained a colorful new accent wall, all while keeping the store’s coastal, lived-in charm intact.

The brand mix keeps longtime favorites like Mother Denim, Dear John, Sundays, Mirth, and a wall of handwoven handbags and hats, and adds newer names such as Hemant and Nandita, Ramy Brook, and S. Carter Designs to widen the range of sizes and styles on the floor. The in-store team helps put together full vacation looks rather than just ringing up single items, a service regular customers mention often in their reviews, calling out stylists by name for their patience and eye for what actually works for a given trip.

Indigo is open daily from 10 a.m. to 6 p.m. at 6 Watercolor Blvd S in WaterColor Town Center, an easy add-on to an afternoon spent browsing the square’s other shops, grabbing a coffee, or waiting on a dinner reservation nearby. Whether you need one statement piece for a night out or a whole new rotation of resort wear, it is worth setting aside time to actually try things on here rather than just skimming the racks, since the staff’s styling suggestions are often better than what shoppers would have picked for themselves.

The shop’s location inside WaterColor Town Center also means a visit rarely stands alone. Shoppers routinely bounce between Indigo and the neighboring boutiques, restaurants, and galleries that make up the square, turning what starts as a quick errand into a full afternoon of browsing on foot. For anyone planning a 30A wardrobe refresh, it is worth checking Indigo’s newer arrivals each time you pass through, since the mix rotates often enough that a return visit later in the same trip can turn up something completely different from what was on the racks a few days before.