Transformation Is Not Just For Butterflies, But Businesses Too

"You do not just wake up and become the butterfly. Growth is a process."

There is no better description of the evolution of the contemporary clothing store Butterfly Beach than these words by poet, artist, and author Rupi Kaur. Born from a collaboration of three friends from the DC-Baltimore area, and much like the transformation of a butterfly, the SWFL operation has gone from a small fledging start-up in Sanibel to a high-flying SWFL enterprise, consisting of six stores.

"We chose the name Butterfly Beach because the butterfly represents growth, rebirth and change that is positively beautiful," says Jodi Ellis, COO of Butterfly Beach and one of the three friends who launched the company in 2010.

That's not to say it has been easy. Through hurricanes, economic downturns and a pandemic, the shape and the growth of Butterfly Beach has been remarkable. Over the last 13 years, the company has opened stores in Sanibel Island, Marco Island, Estero, Fort Myers, Sarasota, and Naples.

"We lost three stores during Ian," says Jodi, "but we have either rebuilt or relocated all three…you can’t clip a butterfly's wings," she says with a smile. "We are working to make these stores even more interesting and beautiful than before."

The Fifth Avenue South store opens this month and according to Jodi it will look completely different. "We would describe the new design as light and bright," says Jodi. "We took something as negative as Ian and have worked to turn it into something really unique and beautiful. We are hoping customers will come and see our new space. Because we lost three stores, we have been one of the last businesses on Fifth Avenue South to reopen since Ian."

Butterfly Beach carries both women's and men's clothing, plus a line of casual shoes. "Our clothes are different, not only can you wear them in a Florida environment, but you will be just as comfortable wearing them back home as well," says Jodi.

The store's customer base ranges in ages from 35-65, but it is also a generational store where moms, daughters and granddaughters go to shop together. "It's not about an age but about a feeling when you’re visiting Butterfly Beach," says Jodi. "We are truly customer centric. We are glad to have you come in whether you shop or not. We just want to get to know you, have you get to know our store, and establish a relationship."

Jodi Ellis has been in the retail business since she was 15, working in all types of settings, from boutiques to big boxes. From White House Black Market to Garmento's Showroom in NYC, Jodi has taken it all in and grown despite some challenging times. "I knew I always wanted to do this…for me it was just fun," says Jodi. "I'm an Irish redhead, so don't ever tell me I can't do something…you have to know your path."

Before opening on Fifth Avenue South, the three founders of Butterfly Beach would often stop in Naples and dine on Fifth Avenue South as they drove from their store on Sanibel to the one in Marco. "There is something very special about Fifth Avenue South. We would meet the most awesome people and have the most interesting conversations," says Jodi. "So many of them left lasting impressions on us, we just knew we had to be on Fifth Avenue South."

"We reopen in September and practically everything in the store is custom-made, including our wallpaper, our store fixtures, even our floors. And yes, we have incorporated butterflies into our design. Wait until you see our fitting rooms."

Naples and especially Fifth Avenue South are a flutter with entrepreneurial businesses like Butterfly Beach. They all work exceedingly hard, but there is one thing they all know "You do not just wake up and become the butterfly. Growth is a process." That is part of why the Fifth Avenue South Business Improvement District (BID) exists. We've created a support system to help the businesses market their brands, weather the storms, and fly as high as they can.


Sizzle Dining, Southwest Florida's Charity Restaurant Promotion, Returns September 7 Through 27.

It’s an annual chance to savor local flavors and Southwest Florida’s collection of the tastiest cuisines from around the world featuring set-price menus at $19 or $29 for two-course lunches and $29, $39 or $49 for three-course dinners.

For every Sizzle Dining lunch or dinner meal purchased during the three-week event, each participating restaurant donates $1.00 directly to Blessings in a Backpack of Southwest Florida, a local chapter of a national 501c3 charity that feeds 7,500 food-insecure elementary-aged students every week in Lee and Collier Counties during the 38-week school year.

Visit these participating Fifth Avenue South restaurants
Bar Tulia | BHA BHA Persian Bistro | BICE | Del Mar | Osteria Tulia | The French

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Did you know by Weisberg Wealth Management

On August 1st, 2023, Fitch Rating downgraded the U.S. sovereign credit rating from AAA to AA+. This is the first downgrade since 2011. The Fitch downgrade was based on four reasons. They are the erosion of governance, rising general government deficits, general government debt to rise, and medium-term fiscal challenges that are unaddressed. If you have any questions, please reach out to Rich Weisberg, CRPS, Financial Advisor, RJFS and President at Weisberg Wealth Management at 239-367-7152 or Located at 400 Fifth Avenue South Suite 302.

Securities offered through Raymond James Financial Services, Inc., member FINRA/SIPC Investment advisory services are offered through Raymond James Financial Services Advisors, Inc. Weisberg Wealth Management is not a registered broker/dealer and is independent of Raymond James Financial Services.


Arts, Culture & Entertainment

Join us here on Fifth Avenue South for these upcoming events.

New Works Festival

September 15 to 17

Gulfshore Playhouse The Annual New Works Festival brings together playwrights, actors, and directors to workshop never-before-produced plays!

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Evenings on Fifth

September 14 | 6:30 p.m. - 9:30 p.m.

An array of live musical performances up and down the sidewalks of Fifth Avenue South, plus dining, shopping, and more.

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Fifth Avenue South Business' Updates

Journey 360 Travel

Save on Airfare with AirPlus Special Rates for Your Next River Cruise
AmaWaterways is dedicated to ensuring your peace of mind when preparing for your river cruise journey. For a limited time, on select dates with AirPlus promotion, they are offering:
Economy Air - $899 per person
Premium Economy Air - $2,299 per person
Business Class Air - $ 4,299 per person
Special terms and conditions apply.

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East West Fine Art

We invite you to visit our newest gallery at 472 Fifth Avenue South. Summer is the perfect quiet time to enjoy the newest artwork arriving weekly before the busy season.

Visit Our Fifth Avenue South Gallery to View Work by Hervé Lenouvel
Born in Breton, in 1960, Hervé Lenouvel had an assertion to paint at a very young age. Early on, Lenouvel embraced a figurative career and then moved towards a more suggestive approach. Equilibrium, shapes, harmony of colors, materials and light play a vital role in his paintings. Hervé Lenouvel’s paintings have been exhibited in France for over 25 years. East West Fine Art represents Lenouvel exclusively in the United States.

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Call of Africa's Native Visions Galleries

Stunning Shark Sculptures by Acclaimed Artist Victor Douieb
Victor Douieb’s passions run deep and are many, appearing to combine these notions of beauty and the sublime into one singular yet somewhat circular activity: when he sees a beautiful animal in its natural surroundings, he experiences something impossible to describe with words alone and is compelled to re-create the encounter in artistic form.

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Aldo Castillo Gallery

Clarita Brinkerhoff's Art with a Spark
Clarita Brinkerhoff creates sculptural forms in metal and Swarovski Stellux Crystals. She is inspired primarily by nature and its animal kingdom. The attention to detail in her creations is in perfect harmony with the shape of her subject matter. The result is an extraordinary art form that mimics perfection.

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Marilyn’s luxury boutique offers a unique selection of European clothing and accessories. We are dedicated to helping women look good and feel special. Located at 375 Fifth Avenue South.

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bha! bha! Persian Bistro

Summer Offering!
Prix Fixe $49, 3-Course Dinner
Sunday through Thursday, 5:00 p.m. – 6:00 p.m.

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Art On Fifth Ave Naples

We are a Fine Art Gallery located in the heart of Naples on the famed Fifth Avenue South. We showcase works of art by some of the top Florida-based artists and photographers that are collected all over the world.

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Naples Historical Society

Celebrate Labor Day with a BOGO Tour of Historic Palm Cottage!
Baby, it’s hot outside! So why not grab a friend and cool off in the oldest house in Naples? In honor of Labor Day, Naples Historical Society is once again offering BOGO tours of Historic Palm Cottage on Saturday, September 2 from 12:00 p.m. to 4:00 p.m.

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Revel in the Sweet, Meaty, Majesty of Alaskan King Crab
Fresh from the cold, salty waters of the Bering Sea, our Prime Alaskan King Crab is an entrée worthy of the most extraordinary occasions, served up at your command.

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L'Olivo Ristorantee

September Special!
Enjoy 50% Off all day food menu every Thursday in September. Seating is limited.

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In The News

Announcing Naples Woman’s Club Kitchen Tour & More 2024

Are you ready for an unforgettable experience? Join us for the Naples Woman's Club Kitchen Tour & More 2024, where you can embark on a journey through four fabulous homes and indulge in a delightful day of inspiration and elegance. On Friday, January 19th, at...

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Dine on Fifth

Join us here on Fifth Avenue South for a great meal.

See All Restaurants on 5th


Shop on Fifth

Shop a variety of stores here on Fifth Avenue South.

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Play on Fifth

Join us here on Fifth Avenue South for some fun.

See All the Ways to Play on 5th


Concierge Services on Fifth

Many concierge services are offered right here on Fifth Avenue South.

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Fifth Avenue South | The Crown Jewel of Naples

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649 Fifth Avenue South I Naples, Florida 34102

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