Merchants within the Village block section bounded by Silverado Street, Torrey Pines Road and Herschel and Ivanhoe streets are truly diverse, with lots of small businesses and independents represented.
“That block of Herschel is mostly service-oriented — beauty, dentists, CPAs et cetera, with the exception of the corner where Come On In, Marketplace Grill, Porkyland et cetera are, on the corner of Torrey Pines Road,” said Realtor Claudette Berwin, a block captain for the La Jolla Village Merchants Association business improvement district. Berwin pointed out that one huge anchor of this merchant area is The Crosby Center, 7730-7742 Herschel Ave.
“The Crosby Center is the business center with individual one-person businesses like beauty services, CPAs, psychiatrists, therapists, et cetera,” said Berwin. She added another cornerstone tenant in the area is La Jolla Village Lodge boutique hotel, at 1141 Silverado, on the corner of Herschel and Silverado. Across from the lodge is Prana Yoga studio, at 1041 Silverado St.
Prana’s owner, Gerhard Gessner, said he likes his location and the visibility the corner provides him.
“We get quite some business from drive-by and walk-by customers,” said Gessner. “Besides that, being located that close to ‘downtown,’ the main roads of Girard and Prospect, is a bonus.”
Pointing out parking and traffic noise from buses and trucks nearby can be limiting factors, Gessner noted a primary advantage of Prana’s strategic location is that it’s in a building that “has been there for a while and is part of ‘old’ La Jolla.”
“We are in walking distance from basically everything in town,” said Gessner, citing walkability as the biggest advantage of his location. “We (also) have one of the La Jolla benches in front of our studio, which is very nice.”
The Crosby Center has been a focal point for local merchants for many years. Two tenants in Crosby, Amorah Kelly, owner of Wonderworks Healing Arts, an acupuncture and holistic healing studio at 7742 Herschel Ave., suite Q, and Caran Hardy Bookkeeping at 7742 Herschel Ave., suite C, both say the Crosby Center is the place to be.
“I like it here,” said Kelly. “It’s got a small-town feel. It’s got charm. I like the people. I like my office. It’s like a sanctuary, with gardens and ponds and a fountain with koi fish and palm trees.”
Hardy likes the sanctuary aspect too.
“It’s because I like the outdoors,” said Hardy, whose office is near a flowing water fountain. “I like hearing the water and seeing the birds come down and take a bath.”
Hardy also likes Crosby Center’s central location, which is ideal for her business.
“It’s near banks and restaurants,” she said. “I can walk to the ocean. I’m right in the center of things.”
Typical of this area of independent small business owners is Jade J. Schulz Violins, at 7748 Herschel Ave., and Judy Judy Judy, a high-profile local artist whose studio is at 7734 Herschel Ave.
“I am a full-service violin shop,” said Schulz, “including retail sales, appraisals, repairs, restorations, accessories and lessons (the school is called San Diego Academy of Strings).” Schulz noted he runs the business himself: “My customers come from all over San Diego County, even some from Riverside and L.A. counties.”
“My block is very friendly between business owners,” said Schulz, adding “Volubulis Imports next door is making huge strides in importing Baja wines.”
Judy Judy Judy, the name the artist prefers, said her art is inspired by frequent trips to France and elsewhere in the world. Her website notes that most of her paintings “are influenced by the feminine mystique: the femme fatale, the exotic, the ordinary woman… ”
Other businesses in this Village block section include: Dario Salon, The Pretty Box, La Jolla Learning Works, Evolve, Wax Me Boutique, Perfection Hair & Nails, The Kinsella Library, Capital Growth Properties, Inc., Brianne Brose Photography, Melange Studio, Seaside Massage, Spot Kids Summer Camps, Financial Alternatives, Inc., Ken Falstad engineering, Island Architects, Headway Hair Studios of London, Natural Look, Leni Cornell Skincare, Kiki’s Alterations Custom Tailoring & Design, True Beauty San Diego Aesthetic Surgery & Medicine, H.S. Perlin Co., Inc., A1 Hearing Aid Centers, Allure Hair Studio, Albina, Rosalind Bridal & Alterations and Scott Spencer Architect.