Just a seashell’s throw from the shoreline, tucked into the heart of Jacksonville Beach, sits a store that feels more like an old friend than a shop. For 30 years, Cottage by the Sea has been welcoming beach lovers, treasure hunters and coastal dreamers alike to step inside and discover a bit of seaside charm to call their own.
This year, as the beloved boutique furniture shop celebrates its milestone anniversary, owner Dale Gray pauses to reflect on a journey built on friendship, vision and an enduring love for the beach.
“It really started with a garage full of furniture and a dream,” Gray recalls with a laugh.
In 1995, Gray and her best friend, Joy Hollingsworth, were two spirited women with an eye for unique, weathered wood and the cozy, breezy style that makes a beach house feel like a true retreat. They held weekend sales from their homes, pulling neighbors and passersby in with word-of-mouth and the promise of affordable, hand-picked treasures.
Before long, the dream outgrew the garage. In 1997, Gray and Hollingsworth took a leap of faith and opened the doors to a real storefront at 401 S. 3rd St. — the very same spot where Cottage by the Sea still stands today, its windows offering a glimpse of whitewashed dressers, handcrafted dining room tables with chairs and sideboards, coastal lamps and the relaxed elegance that has become its signature.
Over the years, the store’s famed container sales have become a local tradition. When a fresh shipment arrives, loyal customers line up early, eager to claim that perfect dining table, driftwood mirror or charming accent piece before someone else does.
But behind the furniture is something deeper — a sense of connection that Gray and Hollingsworth cultivated from day one. For them, Cottage by the Sea was never just about selling furniture; it was about inviting neighbors in, sharing stories and creating a space where everyone feels at home.
This spirit lives on, even after heartbreak. Six years ago, Hollingsworth’s passing left an emptiness not just in the store but in the hearts of everyone who knew her. Yet her legacy is woven into every corner of Cottage by the Sea.
“I like to think she’s still here with us,” Gray says softly. “She’d be so proud that we’re still doing what we love, the way we’ve always done it.”
Part of that legacy is a commitment to sustainability and ethical sourcing — values that Cottage by the Sea has championed long before they were buzzwords. For decades, the shop has partnered with Bramble Furniture, an artisan company in Java, Indonesia, known for its skilled craftsmanship and dedication to reforestation and fair labor. To date, Bramble has planted more than a million trees, a small forest of hope that Cottage by the Sea proudly supports.
The heart of Cottage by the Sea also beats for its community. Over the years, Gray and her team have hosted fundraisers and supported local causes dear to their hearts — from BEAM and Mission House, to the Down Syndrome Association of Jacksonville. Giving back, Gray says, is simply part of who they are.
“Jacksonville Beach welcomed us all those years ago,” she says. “We’ve always felt it’s our privilege to give back in return.”
This fall, to celebrate 30 wonderful years, Cottage by the Sea will host a special anniversary container sale, inviting old friends and new visitors alike to share in the joy, the stories, and maybe find that perfect piece of coastal charm to take home.
As Gray looks ahead, she does so with gratitude — for Hollingsworth, for her loyal team and for the generations of customers who have made Cottage by the Sea part of their own story.
“Here’s to many more years of laughter, community and coastal living,” she says. “We can’t wait to see what the next chapter holds.”
The Cottage by the Sea store manager is Gail Tetreault.
Article submitted on behalf of Dale Gray, owner of Cottage by the Sea in Jacksonville Beach.
