Owner, Dijital Fix
David Auerbach moved to San Francisco from Williamsburg, Brooklyn in 2012 after a series of brief long-distance relationships with the city over the span of a 7 years. Dijital Fix was originally founded in 2006 at the age of 21 in Brooklyn as a creative outlet to bring character and style into an electronics store. He opened a flagship location of Dijital Fix in the Mission in late 2012. He’s a big fan of community organizing and ethical small business principles as well as camping, motorcycling, and burning a large wooden man.
Founder & Director, VCMA
Deena founded the VCMA when she relocated her salon, Glama-Rama, from South Van Ness to Valencia. She had always wanted to work with a community of merchants, and envisioned a collaboration of like-minded folk that would create a safe and pleasant environment for merchants, customers and neighbors alike, while protecting the magic of small business in the Valencia Corridor.
Kelly Lynn Jones
Owner, Little Paper Planes
Kelly Lynn Jones is an artist and owns Little Paper Planes. She is from Los Angeles, but has lived in SF since 1995 and currently lives in the Mission. She has her MFA from the California College of the Arts. Jones started LPP as an online shop in 2004 after she graduated from undergrad. She wanted to create a place where her friends could sell the art ephemera they were making to help support them in their individual art careers. Besides providing a platform to sell objects, LPP has a commitment in assisting artists and designers in their work through print editions, publications, a residency program, and collaborations.
Owner, Five and Diamond
Haley Lynn has lived in SF for over 10 years, in the Mission for over 5 years, has managed Five and Diamond for 6 years, and as of 2013 is the secretary of the VCMA.
Owner, West of Pecos
Tyler started working in his parents’ restaurant, Buck’s in Woodside, when he was 13. He’s traveled the world making documentaries but has always come back to the restaurant business. Tyler and his brothers opened West of Pecos on Valencia in 2012, just two blocks from their home. The restaurant is an homage to their love for the southwest, particularly New Mexico, where they frequented on family road trips growing up.
Manager, Mission Bicycle
Jefferson has managed Mission Bicycle Company since 2010 and has been actively involved with the VCMA since its inception. He’s a Mission resident for coming up on a decade and an advocate for the business community and the neighborhood.
Hunter-Gatherer, Smitten Ice Cream
Samantha joined Smitten Ice Cream in 2013 to hunt and gather the best ice cream ingredients the Bay Area has to offer. Originally hailing from Chicago, Samantha was drawn to Bay Area from a young age and even after living in the city for years, she is still giddy to call San Francisco (and especially the Mission!) home. When not meeting with happy cows and delicious chocolate makers, Samantha can be found tending her tiny backyard garden, cooking and eating, and bicycling all over the Bay Area.
Nice Jewish Boy from The Bronx packs up his NY neuroses, moves to SF, and makes it big in The Mission. After 25+ years of retail – both big and small – JP co-founded Heliotrope San Francisco, an all-natural, locally made skincare line. After working for years at Williams-Sonoma, Bare Escentuals, Restoration Hardware and Good Vibrations (another local favorite on Valencia), it was time to start something from scratch, and source everything locally. All of Heliotrope’s products are made in the SF Bay Area. In 2012, we moved our Noe Valley shop to Valencia St, joining forces with another local brand, Acacia – which offers well-curated home decor and accessories. JP lives nearby in Kite Hill (which you”ve never heard of) with his dog Laika (no, she’s not named after the camera, but thanks for asking). Laika makes a particularly good shop dog, and will welcome your visit.
If Paxton Gate owner Sean Quigley had his way, it would be 1880. Hop on a horse, find land, stake a claim, build a house, pan for gold, and voilà. This might have something to do with growing up in a Northern CA town named Happy Valley. Though it sounds like a name dreamt up by an ad man working on Madison Avenue, it is a place where his family raised its own food and livestock, built barns and where kids were free to roam through woods for fun, literally miles from home.
He moved to the Bay in ‘89 and after graduating from SF State in ‘92 started his businesses, the original retail store and his design/build company, that same year. He spent the next 14 years working as a bartender at a number of Mission bars including Dr. Bombay’s, Casa Nova and Kilowatt while patiently building his company which he moved to Valencia in 1999. In 2008 he opened his 3rd business, Paxton Gate’s Curiosities for Kids.
If you ask Quigley, he’ll say he was “strong-armed” into taking on the role of VCMA President in January 2012. In truth, founder Deena Davenport had dedicated over two years to the role and wanted to pass the torch to someone else. Seeing himself as more of a behind-the-scenes guy Quigley changed the organizational make-up of the VCMA and created the first board, distributing the duties previously held almost entirely by Davenport. Moving forward he endeavors to set up non-profit status for the organization, attain recognition city-wide for the VCMA’s merchant members, secure more exposure for the corridor, and continue to support the VCMA and its mission.
Founder, Ritual Coffee Roasters
Eileen Rinaldi is the founder and owner of Ritual Coffee Roasters, a San Francisco-based coffee company with four retail coffee bars. Ritual at 1026 Valencia opened in 2005 and is responsible for putting San Francisco on the map for coffee. And as fanatical as she is about coffee, Eileen is just as passionate about small business.