Shorelines, formerly of Boardwalk Mall, set to open at new location

Photo by Brian Foley

For nearly two decades, Shorelines has been a fixture on the upper level of the Boardwalk Mall.

This Saturday, the popular souvenir store will open in a new location at 3916 Boardwalk, near Spencer Avenue.

(This is the previous home of Winterwood Gift & Christmas Shoppe, which will continue to operate its other store at 2910 Boardwalk; Meanwhile, the future of Shorelines' longtime home at the Boardwalk Mall is unknown.)

Shorelines will continue to specialize in nautical-themed gifts and novelties, along with local prints and signs, and more.

"[The move] was a difficult decision, but I was ready to take the next step," owner Pauline Curran told Wildwood 365 by phone earlier today.

Shorelines' longtime (now former) home

"We were at the Boardwalk Mall for 19 years and met so many wonderful people. The new store is in a great location, right on the Boardwalk. I've never experienced that, so it's very exciting."

Though she noted it is a big change that will take some getting used to, Pauline is enthusiastic about the new set-up.

"I think our guests are going to find it even better," she said. "It's a different layout, of course. But everything just looks better for some reason.

"I can't wait for everyone to see it. We also have some new products that I think people are going to love."