Our Story

Our Owner

Before Angie Sparks started Rosie True, she lived out a cross-country adventure that led her right where she needed to be. Angie graduated from Smith College with an art degree and followed that up with a year of studying interior design at Florida State University. After her now husband graduated from FSU, they got married, packed up their Jeep and headed off on the ultimate road-trip. They traveled toward the west coast, stopping along the way to camp and explore, finally ending up in Seattle. To find out what she truly loved doing, Angie experimented with all sorts of jobs, from tutoring in schools to waiting tables to refurbishing old furniture. After taking over as manager of a footwear boutique, she realized her passion for retail and decided to focus on her love of fashion. She set her sights on a location in the historic San Marco Square in Jacksonville, Florida, and the rest is history.

Our Start

On October 7, 1999, Angie opened the first Rosie True boutique. Nestled within the shops that line San Marco Boulevard, Rosie True fit right into the San Marco Square, just steps away from the St. Johns River. Her initial store concept focused on bringing hard-to-find designers to Jacksonville with a carefully curated selection of shoes, belts and other accessories. Angie searched out high-quality, hand-crafted designs and offered a personalized experience to each shopper. As she built up her following with loyal customers and Rosie girls, her dream grew into the store we are today. Once she expanded into clothing, underpinnings, jewelry and home goods, she moved into a bigger space within the Square and eventually opened up a second location in Jacksonville Beach. 

Angie’s background in art, interior design and furniture really sets the tone for the design of the Rosie True storefronts. With a gypset style, each of the two locations features pieces from Angie’s travels, like a refurbished chandelier made from an old silo or a vintage, one-of-a-kind farm table. Our signature scent is sourced from the Capri Blue Volcano candle, one of our top-selling products. 

Our San Marco Boutique

At our San Marco location, customers are welcomed with earthy hard wood floors and an assortment of antique chandeliers. The front desk is fashioned from an old carpenter’s table, with holes and compartments for supplies and trinkets, including a pair of hefty gold scissors that Angie purchased for the store on day one. Our website is headquartered at this location, with an all-white loft office sporting RT marquee letters + twinkly lights.

Our Jacksonville Beach Boutique

Our Jacksonville Beach location features a slightly more industrial vibe, with grey wash cement flooring and vaulted ceilings. The shelves have been hand-painted, and the walls are covered in large-scale abstract paintings from a local artist. The front windows sparkle in the reflection of hanging acrylic chandeliers, with mannequins displaying the latest favorites from the shop girls. Our potted plants out front were designed by a local gardener.

Our Selection

Our goal at Rosie True is to help each customer find her own personal style. We source a hand-picked selection of designers – the ones you know and love as well as the undiscovered gems that you have yet to find. Angie and our buyer search out the best of the best so that you don’t have to. The Rosie style is coastal meets bohemian, with a laid-back outlook and a fun-loving spirit. We stock everyday brands with classic silhouettes, clean lines and timeless styles, like Bella Dahl + CP Shades. You’ll find free-spirited dresses and poppy prints to bring on your next vacation, from brands like Free People + Show Me Your Mumu. We stock a unique range of gift items, like our cult-favorite candles, inspiring books and hand-designed cards, so that you can cross two things off of your list at once.

Our Team

We love working at Rosie True each day because it’s fun to know that we’re all a part of a real life dream come true. Our staff is made up of the owner + girl boss, Angie Sparks, along with a team of six other ladies. Fun fact: our longtime business manager is Shirley Tool, Angie’s mom. You can learn more about our dream team here, with mini bios and fun facts from each of the Rosie girls. When you shop at Rosie True, you’re supporting a locally-owned, small-business, which does wonders for your local community and adds to the character of the city of Jacksonville. You can follow along on the continuing adventures at Rosie True via our Instagram, Facebook page and blog. We’d love to hear more from you, so know that you can always find us at customerservice@rosietrue.com. 
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