About Us

Welcome to Back of the Bay Boutique - Online!

I’m Ulli, and along with my husband Joerg and our daughter Michelle, we bring you a well thought-out selection of the latest women’s clothing.

Our Journey

Born and raised in Germany, my journey into the world of fashion began at a young age. My mother, who worked for a renowned German fashion brand, passed on her love for fashion to me. This passion grew as I pursued a career as a buyer for jewelry and watches at Germany’s largest mail-order company. My work took me to fascinating places like Italy, Israel, India, Thailand, and Hong Kong, where I sourced the finest jewelry, diamonds, and gemstones.

Later, I joined the American TV channel QVC and played a key role in establishing its branch in Germany. This experience laid the foundation for my understanding of the industry and further fueled my passion for bringing beautiful, high-quality products to our customers.

Joerg's professional journey has been equally remarkable. He built a successful career with the Japanese watch brand Seiko, where he was deeply involved in their operations in Germany. His dedication and expertise frequently took him to Seiko’s headquarters in Japan, where he gained invaluable insights into the brand’s commitment to precision and excellence. This extensive experience in the luxury watch industry has greatly influenced our approach to quality and detail.

Our Move to Naples, Florida

Years ago, Joerg and I decided to embrace a new chapter in our lives by moving to Naples, Florida. This significant change allowed us to combine our passions for fashion and quality products in a new and exciting environment. For over 35 years, Back of the Bay Boutique on 5th Avenue and in Tin City have been well-known in Naples, and we continue this proud tradition with enthusiasm.

Our Family

Our daughter Michelle has been an integral part of our business. She studied Economics and International Business in the USA and is married to Nick, a Navy veteran. They have a son named Warren who continuously keeps them on their toes. Michelle handles marketing and customer service for our online business, bringing her unique touch to everything we do.

Our Transition to Fashion

Although our backgrounds began with jewelry and watches, our love for fashion has always been at the forefront. This led us to expand our vision and focus on women’s clothing. Our stores offer a selection that stands out for its authenticity, beauty, and quality.

Our Mission

Our store is a culmination of our shared experiences and passions. We aim to provide our customers with beautiful, unique, and functional clothing. Each item in our collection is carefully selected, reflecting our commitment to quality, craftsmanship, and timeless elegance.

Our Boutiques

In addition to our online store, we have four charming boutiques in Florida, including locations in Naples and on Sanibel Island. Each boutique offers a unique shopping experience, where you can explore our curated collections in person and receive personalized styling advice.

Our Lifestyle

Joerg and I love traveling, engaging in sports, specifically playing golf. Our travels have introduced us to a variety of culinary delights. We both love good food and in the evenings, you can often find us enjoying a delicious meal at one of the many wonderful restaurants in Naples.

Thank you for visiting our store. We look forward to sharing the beauty of our collections with you.