Established in 2013, TOLA. New York is a beach-inspired boutique offering carefully curated must-haves: gifts + home accessories + jewelry + apparel for him, her & the little one. TOLA. Bellport is situated in the heart of the historic Village on Main Street. TOLA. Fire Island Pines, located in the center of the Main Harbor, opened its doors in the Spring of 2016 and like Bellport, it has become the perfect pop-by for locals and weekenders alike. And Oh heyyy, a third location just opened its doors in May, 2020 on Main Street in Westhampton Beach. The TOLA. shops are all about good things, good people, and good vibes, all the time. FEEL.THE.LOVE.


A true island girl, TOLA. Founder Alison Buck was born on Tortola, in the Caribbean's British Virgin Islands. Raised on Long Island, in Brookhaven and Bellport, Alison's passion for all things sun, sand & surf has taken her around the world, often island hopping and always within water's view. TOLA. prides itself on maintaining a team vibe; "the greatest asset of any business is its people". The staff at TOLA., many of whom have beenthere since day one, are considered family to both Alison and her husband Rob, carrying the same flair for creating warm and inviting customer experiences, all smiles, all the time. FEEL.THE.LOVE.


Offering a unique blend of wares, shopping at TOLA. is often referred to as a "treasure hunt" of sorts. Customers most often find something they are looking for, and often times leave with special somethings they didn't know they were looking for. Top selects include locally branded Bellport, Ho-Hum Beach, Westhampton Beach & Fire Island Pines merchandise + our exclusive Charms By The Bay is now available right here on our website. Gifts, apparel, jewelry + home accessories: no matter the season, you will always sense the salt air at TOLA. Whether browsing or buying, we promise always distinct, always fresh, all the time. FEEL.THE.LOVE.

Brighten Up Someone's Day 🌈


Purchase a digital TOLA. Gift Card for a friend, a co-worker or a family member and he or she will receive an email either immediately or on a date you designate, with the "Card" of your choice! Gift Cards may be redeemed at any of our locations and have no expiration. EaSy-pEaSy!  

Buy Now


A Long Time Customer Favorite at TOLA.

Charms By The Bay jewelry is custom designed and created in a home studio in Denver, Colorado by our talented jeweler Jenny. The all-embracing theme for the collection combines sentimental and personal elements, and transforms them into lasting memories. Likewise, each charm can inspire passion and purpose. Charms By The Bay was an immediate customer fav when we opened our doors in 2014, and remains our most popular offering in each of the shops today. No matter the occasion, whether for a friend or loved one or one of our most encouraged gifts: a self-gift; Charms By The Bay is always distinct, always special, and always loved.


Charms By The Bay
Frequently Asked Questions


"... a staple in the community"


"TOLA. is like Cheers where everybody knows your name"

"you can feel the beach when you walk in, even in the middle of January"

"Thank you for keeping my bank account low but my wife happy..."

Leave Us a Review of Your Own

Click here