Meet the Mermaid

Founded in 2016 on the first day of summer, East Coast Mermaid is a travel and lifestyle brand dedicated to helping you develop a mad coastal crush on New Brunswick. A salty resource for Maritime adventures, summer island hopping and planning the perfect New Brunswick vacation with an ocean view; East Coast Mermaid is your destination for all things coastal life in Atlantic Canada. From seafood to seaglass – the best mermaid secrets are shared here.


East Coast Mermaid Founder Crystal Richard is an award-winning entrepreneur and the PR Siren behind Crystal Richard & Co., a global digital PR company helping small businesses, brands and entrepreneurs catch the media coverage of their dreams.

Crystal is also the Owner of Sandy Toes Shop, an online shop selling coastal apparel made famous by its flagship collection East Coast Mermaid and beloved Homard Bound collection.

She’s passionate about keeping straws out of sea turtles noses, saving the whales, and she donates a portion of her profits to various ocean conservation organizations annually, including the Campobello Whale Rescue Team.

Born and raised on the coast of New Brunswick, Crystal is happiest with her toes in the sand, the sun on her skin, and sea salt in her hair. She lives in Dieppe in a cozy Cape Cod home with her husband Dan and thumbed cat Bella.

This is her adventure, one wave at a time.

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