Everything’s coming up roses for Victoria Athey.
As the co-owner of Cottage Rose, after more than a decade in the same Indialantic location on Riverside Drive, Athey decided her consignment shop needed a change of scenery – and more space. So late last month she made the move to a new location in town just down the block at 400 S. Miramar Avenue, on the corner of A1A and 2nd Avenue.
Then she received a code violation notice on July 29 for a mural of roses painted above the entrance by a friend, Key Largo artist Ginger Hill.
After going to town hall and receiving what she felt was an unsatisfactory response, Athey took to social media in a Facebook post that garnered hundreds of messages of support.
“I was so nervous about the $250-a-day fine that if it wasn’t raining every day that week, I would have come and painted over it,” Athey said.
According to Indialantic Town Manager Michael Casey, town code requires murals incorporated as part of a sign to be permitted, and the business owner had not submitted any permits. So in a meeting on Aug. 8, Athey submitted the correct permits with a modification that met the code. A name will be added to the mural – making it officially a sign.
“I apologized for the uproar and thanked them for their guidance,” Athey said. “As far as I’m concerned this issue is closed. At the end of the day the town council was so supportive.”
Now business is blooming once again at Cottage Rose and Athey is excited about her new surroundings.
So is 85-year-old Greta Friberg, a longtime customer who travels from her Merritt Island home to the shop several times every week just to see what new treasures she can find. She even made the trip on her birthday last week.
“All the years they were at the other place I would bring in my clothes for consignment,” Friberg said. “It gives me a reason to be alive because I don’t have much family left and it’s so much fun here. I love it.”
Athey has been around the consignment businesses her whole life. Her mother, Peggy Daigle, who co-owns Cottage Rose with her, opened her first shop 30 years ago in Maryland before heading to Florida.
“There were clothing consignment shops and antique consignment shops here, but there was nothing that combined both,” Athey said.
Almost everything for sale in the shop is on consignment – with a 50-50 split between the original owner and the store. They also receive some items from estate sales.
Current stock includes a metal helmet from World War I, a mahogany chair from 1922, copper vases – and a wide assortment of designer items, including a pair of Yves Saint Laurent shoes. Just last week, a near-new Gucci bag sold for $595.
Typically items in the shop range in price from $3 to about $300.
She attributes her store’s longevity and solid customer base to having built a good reputation.
“You don’t have to root through a lot to find a treasure,” Athey said. “We have clean, up-to-date styles in great condition, as well as high-end jewelry, vintage jewelry and unique styles you can’t find at the mall or anywhere else around here.”
For his part, Town Manager Casey is happy the shop stayed in town.
“It is always a good thing for both the town and the business,” Casey said.
“If a business relocates and has the support of many customers, it is a positive situation for both the business, local residents, and the town. It creates the unique character of a local area such as Indialantic and we look to always support local businesses and residents.”
