Rising Co. Vision + Concept

a recount by Julie Rais Ellis 

What began as a 2 merchant operation in Del Mar, CA with Mr. B’s Necessities has organically formed wonderful format for operating a shop. Beginning in 2013 I have been blessed by working alongside fellow designers in a co-operative format. Over the years we grew to include more designers, we changed locations, we all started families, but what remained was the format.  Out of the blue in Feb. 2019 we learned we would not be able to renew the lease in our shop located in South Oceanside.  It was then when we started looking at new locations.  We toured 15+ spaces in and around Oceanside.  

When we went to 332 South Coast Hwy, I could feel that it was a special place.  A 1930’s building, a big parking lot, lots of outdoor space and a sweet little loft.  The potential was endless, so we started the process of structuring a partnership.   To make this project happen, my husband, Grant and emptied what we had in our retirement accounts and took out a loan from my brother to be able to purchase the Rising Co. building with longtime friends, Rob + Jamie Riese and Steve and Cindy Blumkin.  Our three families are partners in this project and have CO-CREATED Rising Co. together. 

My partners and I all shared the vision for a modern day retail concept that celebrates local artists and designers.  We saw the importance of an excellent coffee experience being a critical part of the concept.   And because of the amount of outdoor space we have we felt that we could hold a variety of events throughout the year for our community. 

We worked with C3Bank to purchase the property, they are local and wonderful and also believed in our idea.  We came in and worked day and night to restore  1930's gem.  It was a very exciting experience, not without its ups and downs.  But ultimately the shared vision was strong enough that we persevered.   

From September thru November 2019 we worked non-stop to transform a 1930’s Gas Station (formerly the Graeber & Son building) into a coastal community hub.   We are a constant work in progress, and that is the way the model we want.  We want to be a reflection of our community so we must be open to seeing what the needs and wants are of our friends, neighbors, customers. Therefore we must be constantly (and slowly!) evolving to best serve tailor our offerings for what we see the times call for. 

We invite you to come visit! Rising Co. is located at 332 S Coast Hwy, Oceanside CA 92054.