Josa Tulum

Josa is one of Tulum’s best-known boutique brands, with a main store on the beach road (look for the white wooden porch swing out front) and two offshoots—a men’s shop and a children’s shop—around the corner. The main store stocks Josa’s own clothing line, with gorgeous, easy dresses in every color and length. This is where you can find everything from a lightweight navy floor-length dress that’s great for a beach wedding to chevron-print sundresses that scream vacation. Josa also stocks leather and suede sandals from local brand By James, a fashion-crowd favorite. And just outside the shop is a sale section, labeled the Closet. Head there for great pieces at up to half off—an incredible value, given the high quality of the products they sell.