MARY ESTHER — Joanie Jasper-Beaver and her daughter Jenni Beaver have always been storytellers. The pair have spent their lives traveling, building relationships and sharing stories of those they meet along the way.

Now, after a few years away, they have returned to their home on the Emerald Coast and want to bring that storytelling with them by way of their magazine and their store, Southern Style Studio & More within the Santa Rosa Mall.

“Southern Style is a celebration of the Emerald Coast, the special people and organizations that bring hospitality and Southern comfort to the area,” Joanie said.

“This store is really our opportunity to introduce people to these great Emerald Coast locals we write about,” Jenni added.

Inside the new space, the pair have curated a display of local vendors such as painters, tea makers, homemade skin care products and clothing. The idea, Jenni said, is for the store to always be showcasing something new.

“The store changes every issue,” she said. “If you see it in the magazine, you will be able to come in and see the product, and every issue we will have a party.”

Another important aspect of the store is to build local community they said.

“This back half of our store is going to be for events, presentations, lunch-and-learns, things like that," Jenni said. "It can be anything for anybody. It's really about giving back to the community."

Some events already planned are weekly painting classes, fundraisers for local charities and holiday portrait sessions.

“We’re not just selling products; we are building relationships,” Joanie said. “We want people to always feel a loving, vibrant atmosphere and just enjoy being here.”