The Power of Ten: Porter’s New Destin Boutique
By Chris Manson July 13, 2006 Issue

In March, Veronica Porter relocated from Ocean Springs, Miss., where she basically lost everything to Hurricane Katrina. She had worked at one of the casinos in Biloxi and was drawn to the nearby $10 store. She often visited her parents in Navarre and always thought the concept would work for Destin. She opened her store in the 98 Palms Shopping Center at the beginning of May. “I didn’t have a house to sell or a job to lose,” Porter says of her decision to move.

As the name implies, everything at DesTen Boutique is priced at $10. Porter carries unique items like the Carnes Pass Christian Soap Company’s homemade soaps and lotions. Katrina also affected the owner of that company. “It’s kind of a local product—the owner lives in Daphne, Ala. now—so we decided to join forces as hurricane victims,” she says.

Porter’s folks operated retail stores most of her life. “I was born into it,” she says. Porter has also worked for an airline and taught art education. “It didn’t seem to fit my personality,” she says of the teaching gig. “I also had a deli in a small Mississippi town years ago. I didn’t realize how much work the food industry is.” Later, an opportunity came to serve as visual merchandising manager for the Beau Rivage casino. The position allowed Porter to combine her creativity and retail background.

Despite post-Katrina worries and getting the new shop up and running, Porter managed to complete her master’s degree in marketing and public relations from the University of Southern Mississippi.

“The $10 store is a great concept,” Porter says. The DesTen Boutique is primarily a ladies store with plenty of costume jewelry and other small gifts. Like other beach shops, DesTen also carries hats, flip-flops, and sunglasses, but Porter wants people to know her store is different.

“One of the things I wanted to overcome was the image of the $10 store or ‘beach accessories’ store. Once you’re in here, you realize this is quality merchandise at a bargain. Especially for this area.” The sales floor occupies a mere 1200 square feet, but the fixtures are smartly arranged. Despite the wide variety of items on sale, there is plenty of room to move around. “It’s a great place to pick up a gift if you don’t want to fight the crowds. If you’re a tourist, it’s something to bring home other than a T-shirt.”

DesTen has a few T-shirts on its racks, but they are all fishing-related. Porter plans to add more products before the holidays.

Porter and her husband own the shop. The only other staffer is her mom, who helps out on occasion. Porter’s long-term goals are to expand the variety of merchandise offered and to open a few more stores in the area, spreading the “everything is $10” philosophy to Panama City and Navarre.

“Locals have been pretty receptive to the concept,” Porter says. “I hope to fill the need of a place where you can grab a quick, affordable gift or something for yourself.” The DesTen boutique is open every day but Sunday from 10 a.m. to 5 p.m. The store website is www.destenboutique.com.

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