Founded in 1999 as the women’s counterpart to the South Coast Surf Shop family, South Coast Wahines Pacific Beach at 4500 Ocean Blvd in the 92109 ZIP code sits half a block from Crystal Pier and specializes in women’s surf clothing, swimwear, and footwear. Rob, the original South Coast founder, opened the first shop in 1977, and in 1993 partnered with Eric “Bird” Huffman and Erich “ET” Tramonti to establish the Pacific Beach presence that eventually grew into the standalone Wahines boutique. Longtime employees Heather Shields and Steve Cowan later stepped into partnership roles, keeping the operation family-run across five total South Coast locations in Pacific Beach and Ocean Beach. The store carries brands like Roxy, Volcom, Billabong, and Body Glove, and California Express VIP members receive 40 percent off apparel and accessories, a deal worth grabbing before post-surf tacos at Pueblo nearby. Google reviewers highlight the reasonable pricing for a beachfront location and the knowledgeable staff who help customers find the right wetsuit fit or pair of sandals. South Coast Surf Shops has been a Southern California tradition for over four decades, and every South Coast Surfboard is shaped and team-tested in-house before reaching the retail floor, a craft enthusiasts can learn about while browsing the pier-side shops near 710 Beach Club. Hours run daily from 9:30 AM to 6 PM with the Ocean Boulevard address offering direct sightlines to the Crystal Pier lineup. The store is wheelchair accessible and accepts NFC mobile payments.