Julie & Ashley McDaniel – Mother Daughter Team Define Plum Delightfuls’ Style and Flair for Fashion
Plum Delightful is my favorite store for clothing and jewelry. Every time I stop in, I feel as if I am coming to a magical place. ‘Feeling like a kid in a candy store’ describes it even better. Brightly colored scarves and purses line up against an antique armoire background and antique wood floors are scattered with Persian rugs of all sizes. The eclectic décor demands attention at every glance! There are several rooms that are separate, yet transition beautifully from jewelry to apparel to accessories and household ornaments that speak to you sweetly and endearingly. The interior is tastefully decorated with stained glass, old window frames; wooden doors and antiques in the most unsuspecting places. The wooden building that houses Plum Delightful is one of the oldest buildings in Panama City, with its age of approximately 113 years. The floors and walls are all original and the silver corrugated aluminum ceiling above adds a contrast to the old wood interior structure.
It usually takes me quite some time to go through all the rooms and look at everything. The large building wanders, as if there is no end to it. The building itself has quite an impressive history and was once owned by the Pepsi Bottling Company and when the owners of Plum Delightful, Julie and Ashley McDaniel, bought the building a few years ago, they discovered hundreds of old bottles and caps underneath the floorboards. Walking in, on the right, is an antique u-shaped jeweler’s case filled with Chanel button jewelry and a lot of beautiful bling! Further in, there is another jewelry filled display case and beyond that is a clothing display with cowboy boots and current fashions as if to taunt the buildings’ age. The contrast of old and new, now and then is peeking out from every nook and cranny. I could spend hours in here and never see it all! Maybe this is what brings customers back over and over again. Rounding the corner I step into a clothing boutique filled with trendy pieces for the young and sensible style for the not-so-young. There is something for everyone! Need a gift or a dress or some trendy new cowboy boots? No problem, Plum Delightful carries all of it, even décor for the house! You can spend as little as $8 on a scarf to several thousands of dollars for a vintage and unique piece of jewelry. One of a kind clothes and jewelry is what I am most attracted to. Living in a small(ish) town, it is easy to see someone wearing the same jeans, shirts or jewelry. So I am always looking for something that makes me an individual and sets me apart from the rest. Plum Delightful has delivered in many ways.
OH! TA! ZU! If you know jewelry, then you know what I’m talking about! I love Otazu and Plum Delightful has it! If you haven’t heard of Otazu, then watch an installment of “Sex in The City” – it is the jewelry brand that was used in the movies and it is simply gorgeous.
Julie and Ashley are a mother/ daughter team and they go on shopping sprees to New York and Paris and lots of places I’ve only dreamed of visiting. So coming into this shop, I can experience these places in a different way and without having to pack a single bag! Julie is the creative one and an expert in merchandise and brands. Her daughter Ashley keeps her balanced and organized and claims to be the more structured of the two. Together they are the heart of Plum Delightful and are not missing a beat. They tribute their success to knowing and offering what their customers want, coupled with impeccable customer service. They are honest when you ask for their opinion and will tell you, “That doesn’t look good on you, let’s try this!” or “Why spend $67 on this item? We also carry the same thing by another brand for a fraction of the price! Try it, if you don’t like it, bring it back!”
Plum Delightfuls’ employees have all worked for Julie for years. Keeping long term employees says a lot about a business. They all love working at Plum Delightful and Julie and Ashley make their workday seem like pure fun. Who wouldn’t mind working in such a fashionably stimulating environment? After all, girls will be girls! Julie also has a gift in seeking out the items that shoppers will love, which is undoubtedly something that she has a natural talent for. Daughter Ashley calls her “one very intelligent businesswoman”.
When I asked Ashley about what it was like working with her mother, she answers “It’s fun to work with my mom. Sometimes I have to remind myself [she’s my mom] because it is easy to get out of your element. Here at the store I call her Jules.” “She’s a really smart business lady, so I like to learn from her.”
When asked about what it’s like working with her daughter, Julie laughs and says with pride “Well, she’s my boss, the new self-appointed CEO. And if I get out of line in the least bit, I am told ‘Mother!’ Snapping her fingers.”
Julie’s favorite merchandise in the store is the jewelry. I can tell she has a passion for jewelry and wears it with style. In Julie’s words “Jewelry always fits! Jewelry always sparkles! And jewelry always puts a smile on your face!” And I have to agree!
Ashley is a clothing and shoe kind of girl. She has her own style and on her petite frame, she can show it off! She looks like a walking manikin in the store!
Going to Plum Delightful is like going to visit friends, with a shopping bonus and I have shopped with Plum Delightful for many years! If you aren’t Julie’s and Ashley’s friend when you walk through the door, you will probably be one by the time you leave.
Julie ended our interview by saying “We try our hardest to please everyone! Every single person is a good customer! We are grateful for every single person that shops in here! We don’t care what anyone else does. We care about you and us. And we care about having the best product, the best price and the best customer service!”
Well, they have won Best of Bay for JEWELRY category for the past 4 years, so they are definitely doing something right!
You can certainly tell the mother – daughter love is alive and well at Plum Delightful!
What you can find at Plum Delightful would be a list that could fill a small novel. No kidding. But here are a few things you can get excited about:
- Plum Delightful is the worlds’ largest Sorrelli retailer
- Otazu Jewelry
- Clothing in Junior, Missy and Women’s sizes with brands like Miss Me and Missy Robertson
- Boots, purses, accessories of all kind
- Vintage Chanel jewelry
- St. Isabel of France Chanel Button jewelry (all one of a kind)
Phone: 850-769-6979
Hours: 10:30am – 6:00pm, Mon – Sat (Open Sundays during holidays) [/box]
By Victoria Stewart Photos by Sonja Revells