Tucked within the Browns&Co. compound on Lincoln Road, a lofty boutique is leading the way to high fashion with heart. Joyella, one of South Beach’s newest arrivals, specializes in unique women’s apparel and accessories.

Situated in the back of Brown’s, a winding wooden staircase opens to an intimate loft where swimsuits, sari’s and sparkling stones all find their home in this serene space.

I was able to experience Joyella’s eclectic mix of cutting edge designers at a recent benefit for the Miami Beach Relay for Life. It was a night filled with cocktails, creativity and conga drums.

Poetry reading and ethnic beats provided the perfect backdrop to the innovative and distinctive designs, which Joyella showcases. “I carry the stuff you don’t find anywhere else,” comments owner Jennifer Mielke.

Designers Lucy Barnes, Prashe and Miami based Georgia and Red Carter are just a few of the local and international artists that comprise the collection. “I carry designers who are really doing unique and fabulous designs,” says Mielke.
“I like very feminine and classic designs. Even the trendier pieces can be worn for many seasons; they’re sexy but, still pretty.”

A chocolate silk velvet skirt with hand beaded art-deco pattern by Lucy Barnes is just one example of Joyella’s classic designs. “Lucy Barnes epitomizes femininity. Her fantastic embellishments and customized clothing are fabulous.”

Designer Prashe transforms vintage saris into vivacious new skirts. Hand sequence and delicate details accent each sari which, are unique in color, texture and have been passed down for decades.

Miami based designers Georgia, Red Carter and Eileen Christine are also showcased at the boutique. Georgia mixes it up with “edgy euro style meets modern classicism,” describes Mielke. Red Carter’s sexy swimwear covers a corner of the loft, offering clients an intimate alternative to swimsuit shopping.

Coral Gables accessories designer, Eileen Christine creates handmade purses from cigar boxes. Each purse is embellished with semi-precious handles and offers a distinctive piece of Miami’s rich Cuban history in the form of a handbag.

Joyella offers a unique shopping experience. Whether you’re in the market for a one of a kind hand beaded blouse or searching for the perfect accessory, Joyella’s diverse collection encompasses a range of various styles and genres. From shimmering saris to sexy swimsuits, Joyella is your one stop shop for specialty items on South Beach.

Hours: 10am-9pm. Joyella is located at 841 Lincoln Road, in the loft of Browns&Co. For more information please visit www.joyella.com