Every day we have a choice. We can support an up and coming podcaster, try a new family-run restaurant, join a boutique gym started by a local fitness champ or we could keep giving away our money to the handful of giants who already control so much of our commerce. Our daily decisions impact the kind world we live in; if we want a world where small businesses are growing and artists and creatives are thriving then we should support them with our time, money and attention. We’re proud to highlight inspiring creatives and entrepreneurs each week in Hidden Gems series. Check out some of our latest local gem features below.
Tonya Danielly
In 1999 I was invited to interview for the position of Executive Director at Ivey Ranch. My background was varied in Administration, Management, Customer Service, Real Estate, Construction, and Sales. Each of those pieces blended to support the role that has included program development and expansion, capital development, fundraising, grant writing, volunteer coordination, facility management, and community relations. Read more>>
Cassidy Boelk
I became interested in spinal rehabilitation and Non-Surgical Spinal Decompression after suffering a broken back and spinal injuries myself when I was younger. Going through that experience firsthand gave me a deep appreciation for how life-changing chronic neck and back pain can be and ultimately inspired me to help others avoid unnecessary surgery whenever possible. Read more>>
Matthew Audia
I grew up in New York and studied at Northeastern University in Boston, where I earned my Bachelor’s in Rehabilitation Science and my Master’s in Physical Therapy. My direction changed during clinical rotations at Saint Mary’s Medical Center in San Francisco, where I was first exposed to acute rehab and patients recovering from stroke and traumatic brain injury. Read more>>
Houman Nikmanesh
I sold and exited my previous business in early 2014, just a couple of years after moving to San Diego. At that point, I was eager to explore something new and found myself drawn to the emerging micro-mobility space—electric bikes, scooters, even drones. At the same time, I was spending a lot of time kayaking along the San Diego coastline. Read more>>
yuliya ulman
I graduated from San Diego State University with a degree in Business Marketing while simultaneously earning my Graduate Gemologist certification from GIA. From the beginning, I was drawn to the artistry and emotion behind fine jewelry—how something so small can hold so much meaning. When the opportunity arose to open my own business, I followed that passion. Read more>>
Mavis Carolina Herrera
Mavis by Herrera began with a simple but deeply personal idea: to create something beautiful that could also do good for people and for the planet. Back in 2019, I found myself thinking a lot about waste, how much is discarded, and how much potential still exists in those materials. Read more>>
Karla Guillen
I’ve spent over 20 years in the beauty industry, building not just a business but real, lasting relationships with my clients. Behind the chair, I’ve had a front row seat to people’s lives their transformations, their struggles, their growth and that’s where I realized my purpose went beyond beauty. Like many women, my own journey hasn’t been perfect. Read more>>
Haley Carmody
I created Haley Carmody Artistry in 2017 when I was just 21 years old. I’m originally from Las Vegas, and I’ve been classically trained in art for as long as I can remember. Read more>>
Sean Bostrom
I began studying piano at age eight and quickly fell in love with both the discipline and expressive freedom it offers. That passion led me to earn a degree in Music Education and eventually spend the past six years teaching and performing in North Idaho, where I built a private studio and worked closely with students of all ages. Read more>>
Ashley Cohen
Grooming Cohens started the way a lot of meaningful things do—out of necessity and a little bit of organized chaos. My wife and I weren’t setting out to build a brand at first. We were building a life that balanced our love for animals with starting a family. Read more>>
Sophie Webber
My life as a cellist in San Diego began ten years ago, almost by happy accident. My husband and I got married in 2015, the same year his work brought us out from Chicago, and the move turned out to be one of the most musically generative things that’s ever happened to me. Read more>>
Marcia Johnson
As a ceramic artist for over 50 years, I’ve experienced firsthand how creating can carry you through life’s hardest moments. Art gave me a way to process, to steady myself, and to keep moving forward. That’s what led me to start OUR Arts Foundation in 2019. Read more>>
Matthew Neal
Six years ago, I didn’t know what a professional fiduciary was. My parents redid their estate plan in November 2020. At that time, with my father’s failing health, I stepped in as co-trustee with my mom to their trust. Read more>>
Kim Parizek
With a degree in Science, I originally thought my career would stay rooted in the medical world. I spent years in pharmaceuticals and medical capital equipment sales, but somewhere between airports, passports, and planning my own adventures, I realized the part I loved most was the journey itself. Travel was never just a hobby for me. Read more>>
Marion Garver
I grew up in Texas (Dallas-Ft Worth) and back then, music education in the schools was really great. I started playing the flute in 1980 at age 11. I went through the whole marching band years from 8th grade to 11th grade at the same school (West Mesquite) and then got into Booker T. Read more>>
Dan Moon
I didn’t wake up one day and decide to build a line dance empire. It started way simpler than that. Line dancing has been part of my life since I was a kid. I was literally two-stepping as a toddler, and that love for dance followed me into adulthood. Read more>>
Mandi Zucker
I wanted to work with kids. So my bachelor’s degree is in Child Development and Care. I then earned a masters degree in social work. My dream job was to work with kids in a school, but I actually hated the job. All paperwork – no kids. Read more>>
Eli Recht
I was born and raised in San Diego in a multicultural Jewish family. This nurturing and supportive environment instilled in me the values of community, service to others, and a passion for critical thinking and curiosity. As an inquisitive and introverted kid, I became acutely interested in people, the human condition, and the meaning of life. Read more>>
Lindsay Rutherford
The shop ‘loop-de-loo’s’ came from a casual conversation with my mom and sister about hypothetical, fun business ideas. At the end of last summer, I was starting to think about returning to work as an RN after being home with my kids for the previous 6 years. Read more>>
Jim Robeson
I entered the insurance business in 1978 by becoming an agent with the New York Life. I spent several years being trained by the NYL and in 1982 launched out on my own and started Robeson and Associates. My focus became small businesses…helping them with their group health, life, and retirement plans. Read more>>
Jake Smith
Just a young man who joined the United States Army right out of high school. After serving 8 years I returned to California in 2005 and decided it would be a good idea to start training in Muay Thai. Training under my long time coach Bill Dean taught me many things in life and in fighting. He was a major pillar in my life. Read more>>
Vinny Cloutman
I’ve been working in education since 2017 when I got my career started in a self contained K-1 special education classroom for primarily students who needed behavioral support. After that experience, I pivoted my path in education to work in with more families and students with special needs. My career included work in classrooms, homes, and community integration programs. Read more>>
Beth Italia
My journey started in inner-city Philadelphia, where I worked as an elementary school teacher for several years. That experience shaped a lot of who I am—teaching taught me patience, creativity, and how to connect with people from all walks of life. After some time, I felt called to explore a different path. Read more>>
Brenden Moran
During my undergraduate years, I knew I wanted to eventually build my own coaching and consulting business. Because of that, I intentionally put myself into roles where I could learn how businesses actually operate from the inside, especially in businesses where operations weren’t running well. Read more>>
Annie Carlson Second Chance Dog Rescue
The journey Second Chance Dog Rescue is deeply rooted in a shared belief that every dog deserves safety, care, and a loving home. Read more>>
Rex/Gene Nockengust/Allen
Beach Glass Bingo was established in 2000 in Honolulu, Hawaii. Handmade jewelry using only found beach glass. We use cold connection techniques that we have taught ourselves over the years. Rex grew up in Cleveland where from a young age he was involved in theatre. Read more>>
Sarah Moskowitz
My journey to starting Grow As We Go began at Northern Arizona University, where I earned my doctorate in Occupational Therapy. During my doctoral capstone, I specialized in feeding therapy at an outpatient clinic in San Diego. That experience became the foundation of my clinical approach and passion for pediatric occupational therapy. Read more>>
Steve McNally
I’m a techie who got bored. That’s the short version. The longer one starts at Caltech, then USC for a degree in Decision Systems, then UCLA’s Anderson School for an MBA. Very impressive on paper. I told my parents I was going to do something with all of it. I did, sort of. Read more>>
Jerry Shipman
After more than two decades in the hospitality industry, I made the decision to pivot toward a deeper passion—beauty, skincare, and overall wellness. In 2020, I earned my esthetician license and began building a career centered on helping others look and feel their best. Read more>>
Greg Kuchan
My path to real estate definitely wasn’t a straight line. I graduated college in 2009 right in the thick of the financial crisis. I had just broken my neck wrestling in college, there were zero internships, and honestly, I just wanted to get out of small-town Wisconsin. Read more>>
Erin Engstrom
I grew up in a small agricultural town outside of Sacramento, raised by a public school teacher who gave me early exposure to neurodivergent students navigating systems that often lacked adequate support. That environment shaped how I understood both education and access from a young age. Read more>>
MARSHALL CRAWFORD
Worked for an S&L in 1974 and accepted a promotion to Appraiser Trainee. Still here today. Of course, it is not that simple, but I don’t have enough space here to tell the tale. Read more>>
Luke DeBoer
My wife and I moved here approximately 7 years ago to begin working at Hollandia Dairy. I was previously working sales roles at JPMorgan Chase and Goldman Sachs in Chicago. My role at Hollandia started off more focused on financial aspects of the business, but gradually I transitioned to to the commercial side of the business eventually being named the Chief Commercial Officer. Read more>>
Jessica Elliott-Pomerenke
I’ve always had a strong passion for helping others, and I think a lot of that comes from the family I grew up in. Giving back to the community was always modeled for me. Read more>>
