Sheryl J. Smith & Simone L. Palmer
Founders, Sandcastle on the Beach
Sheryl J. Smith and Simone L. Palmer left the frigid winters of New England and Maine for a two-week vacation in St. Croix, U.S. Virgin Islands, in 1999, and never looked back. Smith, formerly a veteran sales representative with Nabisco Brands and enthusiastic home-remodeler, and Palmer, a physical therapist, created their first successful venture in 1987, a physical therapy clinic serving rural populations. But the strain involved with running an expanding business led them to St. Croix, to a beautiful but dilapidated beachfront resort that they noticed was for sale. The rest, they say, “is her-story.” They sold the practice in New England, and after extensive refurbishment and renovation, opened Sandcastle on the Beach in 2002.
“Our vision was to implement a sustainable philosophy that honors the human mind, body and spirit and to embrace diversity respectfully,” Palmer says. “Our mission is to create the premier beachfront resort destination that we initially were searching for, and to consistently deliver that welcoming atmosphere for both local and global guests to de-stress from the vigorous demands of daily life.”
Sandcastle on the Beach continues to grow by offering wellness classes, spa services and the rejuvenating experience of simply enjoying the sunsets—with a lesbian sensibility. “[We are] in fact a diverse mixture of people, cultures, backgrounds and sexual preferences,” they say. “We are the new niche, diversity, embracing all those who are respectful of one another. Our guests’ feedback is very positive about meeting new friends from all walks of life, whom may not have otherwise crossed paths.” —KL
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