Destin’s longest standing boutique prepares for big move as it celebrates 40 years

After 22 years in The Shoppes at Paradise Key in Destin, Today’s Boutique formally announced that they will be moving their luxury boutique to a new location in 2022.

  • In the final stages of confirmation, the new location will be officially unveiled this spring.

This decision will bring this locally-owned store a fresh new space to better serve their loyal clientele, many of which have been shopping with them since their opening in 1981. 

Founded in 1981 by Kim & Jim Dettle, Today’s Boutique was initially located in the Harbor District of Destin, where Target and Hobby Lobby currently stand today. Today’s occupied this location from 1981-2000 and made countless memories during this time including starting Destin Community Cares, an organization that mobilized numerous fundraisers to help local individuals and families that faced hardships.

Kim & Jim Dettle

Kim & Jim expanded their family with the gift of their two children, Jameson and Kristin, who spent many of their childhood days in the boutique. In 2005, Jim was honored as the Businessman of the Year by the Destin Chamber of Commerce. The Today’s booth was the focal point for fun at Destin Seafood Festival, with ladies lined up to get their hair spray painted by Jim.

Throughout the years, the Dettles also owned multiple other retail stores including Naturally White (all white clothing), Something’s Fishy Gifts, Fresh Produce clothing store, as well as the first Brighton store in the area.

In 2000, Today’s moved to their current location in The Shoppes of Paradise Key and over time, the Dettles streamlined their efforts to focus on their flagship store.

  • Over the 22 years in this location, Today’s held over 200 fashion events and trunk shows within the store, including their annual anniversary party, an opportunity for the Today’s family to celebrate their long-time clients who have been such an integral part of the boutique’s history.
Today’s previous location.

They have hosted numerous opportunities to give back to the community, including a clothing drive for Save the Closet, which generated 50+ massive bags of gently used clothing donated by their clients to support those affected by Hurricane Michael.

Even through the uncertainty of the pandemic – a shutdown, supply chain delays and staffing challenges, the local boutique credits the support of their loyal shopper for helping them thrive.

The Today’s booth was the focal point for fun at Destin Seafood Festival, with ladies lined up to get their hair spray painted by Jim.

In their new location, Today’s will continue to offer the luxury brands for which they are known – including Joseph Ribkoff, Planet, Clara Sunwoo, Alembika, Liverpool and more, as well as plans to add new brands.

  • Today’s last day at their current location in The Shoppes at Paradise Key will be February 12.

Now through the final day, the Today’s family will celebrate their move with 40-70% off storewide, also available online through

During the transition period, Today’s says that shoppers will have access to shop online through their website with free local shipping while they get their new location ready.

Here Today…where tomorrow?

“The Dettle family and the team at Today’s Boutique look forward to sharing the location of their new home and continuing their tradition of dressing the fashionable and confident women of the Destin area,” said the company in a statement. “Follow Today’s on Facebook and Instagram to stay up to date or go to to shop online.”

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