This place is huge and has an amazing selection of swimwear/beachwear. The service was great too at…read morehelping pick out what you'd like. I got a bikini and it feels really high quality and thick. The only downside is that a lot of the swimwear is very expensive. Overall though, it's a great value and great place to go to shop for a new piece!

So many bikinis and such a friendly shop! Loved my experience shopping here!! Thank you!! :) :)read more

This is a cute little store by the beach. They have a lot of cute dresses and other beach wear. My…read moreonly complaint is the service. Although the woman who helped me was very nice, she was way too persistent and kept trying to throw things at me to buy. lol I saw a cute dress on a mannequin outside and she took it off for me. As I was trying it on, she brought me a necklace and earrings to go with it. She said how beautiful I was and how great I looked in the dress, and while I agree (lol), I was well aware of her motives. I'm not a huge fan of pushy sales people, but it's a nice little store. Not the best pic but here's what I got: http://www.yelp.com/user_local_photos?userid=B8CqppjOne8X4RSJ5KYOvQ

I usually do not leave reviews but came to the beach with my family. The employees were very…read morefriendly and helpful found my wife a perfect dress! Also got my daughter a dress ; both looked to be great quality. The prices were also really good probably the best store in belmont park. Has everything we needed. Thanks again.

Poor customer service...cashiers were more interested in flirting with each other than helping…read moretheir customers.

5 Stars for South Coast!…read more They've got everything you need. Nice selection of hats, shirts, & hoodies as well.

I stopped by this store while we were at Seaport Village because my wife wanted to shop here. I…read morecame to this store because I was looking for a hat. Since I saw it was a surf store, it thought they would have some Hurley hats. I was pushing my baby daughter in her stroller so this store does have enough room to push a stroller in. I didn't find any Hurley brand hats, it was only San Diego Surf hats which makes sense this is their store. I look at some of their tshirts here as well but nothing stood out to me. This store is also next to a nice duck pond so if you're lucky, you'll see some ducks hanging out there and swimming

Wonderful stop while at Seaport Village service was awesome. Very friendly and selection was good…read more My husband was looking for a belt of all things which I know is hilarious to me too. We're on vacation, but to each their own guys.. I was looking for pins that I try to collect when we travel somewhere. I love to stick them in the roof of my car. If I can find one I think is special enough or reminds me of something we also picked up a hat, some sunglasses and a few other knickknacks. They had great sandal options as well as T-shirts and hoodies. Great stop. I come every time we visit. Prices are affordable while they do have some things more on the expensive side it is good quality. So I'd say you get nice things for the value they offer.

New owner is incredible and very professional This is a very charming store ,a must see when…read morecoming to lajolla.

Seems like people either have a brilliant or a poor experience here. I, fortunately, had a…read morewonderful experience. The shop had a great selection and the service was friendly and accommodating! I think there is great value in the clothes because of the unique selections. I just love little boutiques like this and it is what makes it so much fun to visit La Jolla. I'll be back!

Great selection of wearables that don't look run down. Their color schemes for clothing are top…read morenotch!

We found this little store because we parked nearby. Lots of cute La Jolla logo magnets- many…read moreoptions for tourists. There were sea life, such as sea turtles, those vintage cars (that held surf boards, the ones with the wood panels). We bought one. It is bright and colorful. The magnets were $4.99 and under. This is a small store, but it is stocked well and has some womens clothing that actually caught my eye. I saw a thin light La Jolla logo hoodie at $30 and a La Jolla logo heavy winter fleece hoodie at $50. I don't normally consider clothing like this, but they were really cute. (Hubby thinks I have too much.) There were t-shirts and other things, but I didn't really look at them in detail. The clerk was nice. No other customers besides us. There are a lot of little shops in the area, more competition.

There are times you cannot be prepared for the moment and this was of those times. Walking around…read morewith not the right shoes which I will remain nameless we ended up in here and purchased some proper beach shoes appropriate for cruising up and down the street. The sales people were laidback and checked in to me without approach which I can appreciate. Lots of assortments including the Reef Brand. Reasonable prices for the brands. Would slide by again.

South Coast is a 5 Star shop for sure…read more It's the first place I go to get t-shirts, shorts, and hats. They've got a few locations but it seems like the OB store always has the best selection.

Whenever we have guests in from out of town, I take them to this shop. They are always looking for…read moreT-shirts, sweatshirts, tchotchkes... etc with a San Diego theme. This shop has virtually anything you're looking for and pricing is very reasonable.

As another reviewer noted, I am a 'local' also and LOVE this store!…read moreI originally stopped in when it was recommended to me as a source for souvenirs for a friend visiting from out of the country. I found exactly the souvenirs I was looking for and more! They have the cutest, softest sweatshirts for kids (and adults!) with San Diego and Pacific Beach motifs, Pura Vida style bracelets for less than half the PV price, swimsuit coverups, t-shirts galore, beach toys, tatami beach mats, insulated cooler bags and backpacks ... there is a ton of great stuff crammed in to this shop that looks small from the outside but is big and extremely well stocked inside. The prices are about half of what you will find at other touristy souvenir stores and resort wear stores. Perfect place for tourists to stock up on little gifts to bring back home, or beach wear and kid stuff for their San Diego vacation, and also the perfect place for locals to pick up some super cute bargain priced beach and resort wear! Helpful, friendly employees also!