08/28/2026
Welcome Julie to this edition of the Faces of Broadway!
For nearly 18 years, Julie Yamtich has helped make magical memories for families at Broadway at the Beach as the owner of Sparkles.
Originally from northwest Indiana, Julie has called Myrtle Beach home for 19 years. During that time, she has watched the area grow while raising four children and building a business that has become an important part of her life.
“Being a mom has had a huge influence on who I am and how I approach Sparkles,” Julie shared. “I understand how important those childhood moments and family memories are, and that’s something I try to bring into everything we do.”
Julie is involved in every aspect of Sparkles, from larger business decisions to the smallest details of each guest’s experience. What began as a boutique has evolved into a place where imagination comes to life through makeovers, fashion, accessories, fairy hair, ear piercing and other memorable experiences.
At Sparkles, children can become a princess, mermaid or even a pirate for the day. From the moment they arrive, the team works to make each guest feel special. Girls can enjoy hairstyling, sparkling nails, dress-up outfits and accessories before taking the stage to dance, show off their new look and feel like the star of the show.
“One of the first things we do is our Sparkle Wishes, where we welcome each girl and make her feel special right from the beginning,” Julie explained. “We want every child who walks into Sparkles to feel like something magical is about to happen.”
For Julie, the most meaningful moments often happen when a child sees her completed transformation for the first time.
“Sometimes a child walks in a little shy or unsure of herself, and by the time she leaves, she’s smiling, dancing and completely embracing the experience,” she said. “After so many years, it’s still incredibly special to watch a child look in the mirror and feel beautiful, confident and important.”
That mission of making children feel special extends beyond the store through Sparkles’ work with Make-A-Wish and other charitable organizations. Julie believes that giving back is one of the most important responsibilities—and rewards—of owning a successful business.
“Every child deserves the opportunity to experience joy and make happy memories,” she said. “Being able to give a child a moment of happiness, confidence and excitement is something that stays with you.”
Some of Julie’s favorite memories have come from Sparkles fashion shows and collaborative events held throughout Broadway at the Beach. She loves teaching the girls how to walk the runway, encouraging their confidence and watching them light up as they feel like superstars for the day.
Over the years, Sparkles has participated in KidzTime events and partnered with neighboring businesses such as Hard Rock Cafe and The Hangout. Julie hopes to continue developing those relationships and creating new experiences for local families and visitors.
“After nearly two decades, Broadway at the Beach truly feels like a family,” she said. “There’s something really special about knowing that when families come to Myrtle Beach year after year, Sparkles can become part of their vacation traditions.”
Some of the young guests who first visited Sparkles years ago are now returning with children of their own—a full-circle experience that Julie never takes for granted.
As Sparkles looks toward the future, Julie is especially excited to connect with local families throughout the offseason. Plans include discounted makeover days, themed events, fashion shows and other special experiences, along with continued collaborations across the Broadway at the Beach community.
“After being part of this community for nearly 18 years, we’re excited to continue growing with Broadway at the Beach and creating new traditions and special memories for both our local families and visitors.”
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