An Interview with Dennis Wills of D.G. Wills Books


A veritable one-of-a-kind, it’s easy to see why D.G. Wills Books is a true charm in La Jolla. What is more, in our contemporary, progressively and increasingly impersonal, digital society, the attention paid to personalization and the sheer aesthetics of text is simply inspirational and stimulating.

Dennis began advertising with the La Jolla Blue Book back in 1979 when La Jolla was yet the budding seaside beauty of a community it has grown into. Wills has a complete understanding of what it means to construct a business from the ground up, which is precisely what he set out to do and achieve on La Jolla Boulevard the same year he began advertising. Moreover, his community roots in La Jolla complement the little store’s enduring allure and charisma

The diminutive edifice began on a shoestring budget and with an idea born of love. With a couple of borrowed hammers, a rusty old saw, a few friends that believed in his vision, and a smattering of lumber, work began in 1979. Wills began to craft bookshelves from scratch with painstaking dedication and attention to detail. And with his visualization entrenched in his mind for the La Jolla community, he began to stock the store with various books he located and or stumbled upon at area garage, yard and estate sales.

The dream grew quickly and the bookstore came to be a serene haven for lovers of books, intelligentsias and academics, and rankly, right down to the local who was merely seeking an unobtrusive place to sit and peruse a tome or novel away from the noise pollution life often brings.

Dennis’ undying devotion and commitment to knowledge has drawn various scholars, literary critics, myriad students, and professors from universities from around the contiguous United States. With authors such as Plato, Shakespeare, Darwin, and the Bronte sisters, Wills’ rests assured that he stocks a most inimitable selection of books in the literary world. Indeed, the old, antique and difficult to locate books one may find in his store are certainly not carried by the impersonal chain and corporate stores that pander to frivolity. Perhaps best of all is the place he maintains in the hearts of his clientele, those thousands upon thousands who have found this La Jolla niche and veritable treasure trove, and who have had occasion to interact with him on a personal and intellectual level.

We had the pleasure of speaking to Mr. Wills about his remarkable bookshop.

The genesis of D.G. Wills Books is really interesting. Did you ever imagine it would become what it is today?

Well, one is never sure when opening a business how long or to what extent it might last; but that said, I chose La Jolla specifically to be near UCSD and the Salk Institute on the premise that the educated community’s interest in scholarly books would make it more likely that we would survive for thirty-six years now;  and that good libraries from retired professors would emerge. We were lucky and honored, for example, to have acquired Nobel Laureate Francis Crick’s library.

Out of all of the literary celebrities who have spoken at D.G. Wills Books, do you have any personal favorites?

Gore Vidal, Norman Mailer and Christopher Hitchens were clearly the most entertaining and witty. Francis Crick and Freeman Dyson were the most brilliant scientists here. Former U.S. Poet Laureate Billy Collins was the most entertaining poet, although Allen Ginsberg drew the largest and most chaotic crowd, and Lawrence Ferlinghetti was the funniest. Playwright Edward Albee’s appearance was like attending a graduate seminar on theater. Pulitzer Prize journalist Maureen Dowd and Jill Abramson, then Managing Editor of the “New York Times,” were a brilliant team when they appeared here together.

Some may argue that the printed word is dying due to all of these technology advancements. What keeps your passion alive for what you do?

While Kindle and other e-book options have their use, many also continue to prefer to handle the printed page. The passion ever remains as we continue to discover the wonders of knowledge and mystery contained within books.

For people who have never been to your store, what should people know before going to D.G. Wills Books?

We carry new, used and antiquarian books, mainly within academic categories, and “backlist titles” that have passed the test of time, like Shakespeare, Darwin or Isaac Newton.

Is there anything special coming up at D.G. Wills Books that you’d like to mention?

Our Thirty-Eighth Annual St. Patrick’s Day Open Reading of Irish Poetry and Prose is coming up, on 17 March 2017, from 7 P.M. until it ends.

What is one piece of advice you would give to aspiring writers today?

My advice to aspiring writers is to read, read, and read; then practice, practice and practice with your revisions, constantly fine tuning.

D.G. Wills is open from Monday through Saturday from 10 a.m. to 7 p.m.; and on Sunday from 11 a.m. to 5 p.m. Be sure to drop in at D.G. Wills, give Dennis a whispered holler, and see for yourself why indeed you’ll want to come back time and again seeking those hard to find gems, as well as enjoy the tranquil atmosphere.

For more information on D.G. Wills Books, Click HERE

Community Spotlight Feature: La Jolla Kayak

Screen Shot 2018-08-18 at 2.07.17 PMMichael Luscomb, owner of La Jolla Kayak is a true La Jolla native. In fact, he was one of the last to be born at the old Scripps Hospital. The San Diego area is certainly no stranger to the Luscombs, either. If you’ve ever heard of Luscomb Point (the surf break), it’s named after Michael’s father, a surfer and lifeguard from Point Loma. So, you could say (in a very Ron Burgundy-esque way) they’re kind of a big deal.
So, what was the Genesis of La Jolla Kayak you ask? Well, it was a trip to Napoli that gave Michel the idea. After exploring Italy’s kayaking adventures, Michael came back to the states, bought six kayaks, and started piecing together the plans for his business out of his garage. With paper flyers and a pager in hand, Michael started marketing. In 1996, he opened the space that he’s still at today. Cut to 2018, we’re La Jolla Kayak and Hike Bike Kayak are moving about 50,000 tourists annually through their shops alone.
If you haven’t been yet, you should know that La Jolla Kayak is known as San Diego’s premier ocean kayaking and snorkeling destination. Located just a few blocks from the world famous La Jolla Shores beach, it’s no wonder why La Jolla Kayak is a favorite among locals and visitors alike. Operating from the Shores since 1996, La Jolla Kayak provides tours of breathtaking cliffs, caves, and natural landscapes. Guests have the opportunity to venture out into La Jolla‘s 6,000 acre underwater reserve. This protected ecological site is renowned for its deep trenches, expansive marine life, and stunning reefs. “It’s like SeaWorld in the raw. You get to have an interactive experience with these animals, and you’re not in a confined place. You’re in the water, you’re with the water, and you’re with nature” says Luscomb.
Michael runs the business with his wife Sharon, who handles all of the background work and event coordination. He has over 90 employees, all of whom are like family. “The gratifying thing to me is to see the kids who I’ve hired grow up. They’ve gone on to be doctors, lawyers, engineers, some are in nuclear submarines. I have 6 marriages that people have met through my company. 4 out of those 6 couples have children. I’m like a dating service” Michael jokes.
There are two convenient ways of exploring this local gem. Guests can either rent individual or double kayaks and explore the sea caves on their own, or join a guided tour with a certified instructor. “It’s amazing to have people come up to me who are 60 years old and say ‘you know, that was the best thing I’ve ever done in my life.’ It’s just a very rewarding experience” says Luscomb. You can also rent snorkeling gear and observe the marine life and reefs native to Southern California. “The conditions are epic right now. The leopard sharks that have not been seen yet this summer are now starting to come back.”
So what are you waiting for? Take adventure a step further in the beautiful city of La Jolla. La Jolla Kayak gives tourists and locals the opportunity for an experience of a lifetime. All kayaks are waiting for guests at the only public kayak launch on the beach. The only thing you need to worry about is getting yourself there. Experience some of the finest scenery in La Jolla with a company that is the premiere kayak and snorkeling exploration outfit in San Diego. Make a reservation to rent a kayak or snorkeling gear and get out on or in the water. Locals come in for a local rate. Give them a call at (858) 459-1114 or visit to make a reservation.

An Interview with Design Studio West


Established in 1982, Design Studio West creates impeccable settings for every room in your home, including award-winning designs for kitchens and baths. With a seamlessly-integrated, comprehensive suite of services at your disposal, Design Studio West is proud to serve as Southern California’s “one-stop-shop” for the finest in cabinetry, flooring, countertops and world-class appliance brands.

Staffed by a highly-respected and accomplished corps of long-time industry professionals, Design Studio West’s entire team collectively possesses a rare and remarkable talent: to unite their inner artist with their inner pragmatist, resulting in kitchens, baths and outdoor settings that are as exhilarating to look at as they are to live in.

We had the pleasure of talking with owner Karl Utzman about this wonderful business.

Can you tell us a little about the background and history of Design Studio West?

Design Studio West has been around for over 35 years as a kitchen and bath design showroom. In 2001 as a result of a merger between two complementary businesses – a highly-respected construction firm and an award-winning design studio – Design Studio West began offering a full suite of integrated services that run the construction and design industries’ gamut, from initial concept to ultimate completion.


How would you describe your clientele?

We have projects as far south as Coronado to as far north as Carlsbad. Our clientele ranges from empty-nesters, young families, part time residents, long term homeowners to  new home buyers. We offer a diverse line of cabinetry product that can accommodate various project budgets. We also work directly with interior designers and contractors to provide quality design and cabinetry product to their customers.

Is there an area in design and remodeling that Design Studio West specializes in?

We are dealers of custom build to order cabinetry product so are projects typically revolve around area of the home that would call for use of those items: kitchens, bathrooms, office spaces, laundry rooms, mudrooms, entertainment centers, fireplaces, master bedroom suites etc. In addition, we can  help with general design detailing, space planning, furnishings, accessories as well as  complete home additions.

Could you describe a little bit of your design process for our readers? If I’m a new client, what should I expect?

Our design process is very fluid and we break each project down into 4 steps.

Step 1 – Research and information gathering: To start the process, we will ask the client detailed questions to understand their needs, desires, style and priorities. The answers to this initial interview provide us with direction and guidance. We will talk about options, timeframes, costs and take “before” measurements and photos.

Step 2 – Concepts and layouts: We create new layout/floorplan concepts to review with our client ranging from minimal changes to more creative options along with projected costs for each option. Once the  client has chosen  a specific layout or combination of layouts, then we proceed with design detailing and refinement, creating elevation drawings for the space or 3D Renderings.

Step 3 – Design Refinement & Material Selections: The materials options we assemble to review with a client may include: Cabinetry, countertops, fixtures, tile, flooring, appliances, etc. During this step we review budget considerations for materials and products selected and see how these items fit with the overall scope and budget for the project.

Step 4 – Contracts and Remodel Agreement: Upon your approval of the designs, materials & pricing, we will present a client with Design Studio West’s  Home & Lifestyle Remodeling Agreement package. Upon acceptance of these agreements, materials will be ordered and a start and completion dates will be scheduled.

What do you love the most about your new location?

After being located on Girard Avenue for 35 years, Design Studio West relocated to the Upper Morena Design District in 2018. Our new design showroom/studio is located at 4250 Morena Blvd. Suite C. We are just south of the Costco Wholesale Club on Morena Blvd and love our new location. We have been visited by many of our La Jolla clients and colleagues on their way to a shopping trip to Costco. The ease of parking makes our new location much more accessible. We love  the fact that we are so close to La Jolla and can access our clients easily. We still shop for product in La Jolla and work with many  homeowners, design firms and showrooms in the village. We are excited to continue to provide La Jolla with our design and construction services and are happy that we can showcase our products and services in a showroom that is convenient to the community.

0-6Tell us a little about this new showroom – that sounds exciting!

Our new showroom is about 2400 Square feet  and is located in the Upper Morena Design District just south of the Costco. The new space was a blank slate when we moved here so we had free range to design and create what we wanted. Our new space is light and airy and very open. We showcase 4 different cabinetry product lines  and show them in  various kitchen vignette installations. We have hundreds of cabinet finish samples and countertop materials that are available. We also show  appliance products, cabinet hardware, faucets and fixtures as well as a vast array of interior cabinetry accessories. We view our showroom as a working studio. Our vignettes and installations allow us to illustrate design details and installation applications to our clients and homeowners giving them clear illustrations of how their new cabinetry product will look and function.


Aside from the new showroom, is there anything else new and exciting about Design Studio West that you’d like to share? 

We recently became a dealer of an amazing outdoor cabinetry product line called Naturekast. They manufacture a weather proof cabinet that can stand up to the elements.  We are excited to be carrying their product because it allows us to be more creative when designing and working on outdoor spaces. Gone are the days where our outdoor patios and BBQ’s would have to have stainless steel doors or masonry kitchens. We can now create custom wood look kitchen and cabinetry storage spaces that feel more integrated to the home. The product is well suited for the indoor/outdoor lifestyle we all enjoy in southern California.

To learn more about Design Studio West, click HERE

$4 Million Renovation Unveiled at La Jolla’s Grande Colonial Hotel

The landmark Grande Colonial has completed a $4 million renovation of its 97 guest rooms & suites, and most bathrooms.  The project, which began in November, was completed in phases, building-by-building, floor-by-floor.

“The Grande Colonial, which celebrated its Centennial anniversary just six years ago, is committed to making continuous upgrades and improvements, all the while preserving the hotel’s enduring historic appeal,” said Terrence Underwood, general manager.  “The renovation project has substantially elevated the hotel’s high caliber of accommodations and amenities for which it has been known for more than a century.”


Artfully recapturing the hotel’s storied past with a keen focus on modern sensibilities, the new design infuses a classic European ambiance and a refined, contemporary sophistication.  Interior design has been provided by Warren Sheets Design, Inc., a San Francisco-based architectural and interior design firm, the same design firm used for the two most recent renovations of the hotel lobby, and meeting spaces.

The overall guest room decor package mixes very traditional elements with contemporary and mid-century modern elements.  The color scheme reflects the traditional blues and yellows that define the Grande Colonial.  New drapery treatments allow for maximum use of the hotels expansive, operable windows, welcoming the fresh ocean breeze nudged about by the new ceiling fans.  The deep blue-patterned carpet brings into the room the hues of the ocean and sky.  And keeping in line with traveler expectations, the traditional bedspread has been replaced with a crisply linen-wrapped down duvet with colorful accent pillows.  Added in-room amenities include refrigerators, and mobile device charging outlets.  The corridors were also significantly improved with new carpet, wall vinyl, and lighting.


A majority of the 97 bathrooms were also completely renovated, resulting in a larger, more upscale, residential style.  New vanities with counter and storage space were added, along with new marble floors, new shower or tub enclosures (most tubs converted to walk-in showers with glass enclosures), new warm LED back-lighted designer mirrors and vanity mirrors, and all new plumbing and fixtures.

“We look forward to welcoming back our guests and continuing to offer the first class service and gracious hospitality that has made the property legendary,” added Underwood.

As La Jolla’s oldest, still-operable hotel, the Grande Colonial has been a landmark in the community since 1913.  The hotel offers 97 European-style guest rooms and suites (22 of which are residential-style suites with full kitchens and fireplaces).  Over 5,000 square feet of indoor and outdoor ocean-view meeting space is also available for up to 120 guests.  Breakfast and lunch are served daily in the award-winning, ZAGAT-rated NINE-TEN Restaurant and dinner is served nightly.  The Grande Colonial is located at 910 Prospect Street in La Jolla, California. For additional information, visit our website at

An Interview with Author Patricia Lipe

0-1Patricia Lipe is a  La Jolla native and an author of 9 books, two of which included stories about La Jolla. She has a collection of vignettes and essays about historic La Jolla, with emphasis on the many extraordinary people who helped to build and shape this special place. Along with the writing, she includes vintage photos of famous faces and places, many published for the first time.
We had the distinct privilege of talking with Patricia Lipe about her books and her time in La Jolla
You were raised bi-coastal. Did you have a preference between La Jolla and Washington?:
I liked La Jolla! I was an ocean person- I loved swimming. I was born and raised right across the street from the Pacific Ocean on South Coast Boulevard. My house is no longer there- there’s an apartment where the house used to be, but it was wonderful. Since I lived across the street from the ocean, I of course fell in love with the ocean. I body surf, and my husband, also a native La Jollan, body surfs.
For as amazing as La Jolla is now, it really sounds like it was a prime spot back in the day:
Yes, one of the reasons I wrote these books about La Jolla was so that people could see what it was like in La Jolla back in the day. Also, to learn about all of the famous people, and what they did for La Jolla and what La Jolla did for them.
It sounds like so much work went into this 2002 book just to curate these stories. How long did this take you to write?:
Well, here’s a little bit of the story to that: La Jolla Historical Society asked me to volunteer, and I said that I would be happy to open on Saturday’s. At one point I got a phone call from Beach and Bay Press, and they asked if I would write articles for them. They asked for an article of the history of La Jolla every week. I decided to contact Barbara Dawson, and she did so much work in helping me understand the community. She was the first president of the La Jolla Historical Society, and she introduced me to so many people and so many things in La Jolla. But the book came about because the publisher had read the articles, and asked if I could make a book out of the articles. We integrated all of the photos into the text, and greatly reduced what we had originally. It took a good amount of time to finish everything.
This book is so celebrated, and you’re so celebrated. It’s was the 2002 winner of San Diego Book Awards, and in early 2004, you were presented with the 2004 “Woman of Achievement” award by the La Jolla Branch. How does all of that feel?
Yes, it was all a lot of fun. That was an honor, and it was an honor to be president of the La Jolla branch of the National League of American Pen Women (NLAPW) – and it was really successful. I miss all of that, being out here on the East Coast now.
What do you think made La Jolla so special back in the day?:
In La Jolla, you had a feeling of community. It didn’t matter if you were rich or poor, you were family. That’s what made it so special.
What is one thing that you would like for your readers to know about your La Jolla books?
I wrote these books in hopes that people will have a respect for the real La Jolla- the original La Jolla that I know and love.
To learn more about Patricia Lipe and purchase her books:

Spotlight Feature: An Interview with Jason Millard of California Bicycle

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California Bicycle is located on La Jolla Blvd. right off of Pearl Street. The family owned company has been serving La Jolla since 1977. The last three decades have been spent not only providing great customer service, but filling every customer’s bike-related needs. Whether you are looking for a beach cruiser to explore gorgeous beach areas in La Jolla, road bikes to amp up fitness routines, Mountain bikes for some off roading in the mountains or hiking trails, or beginners bikes for children and adults, California Bicycle has everything in stock. They also have a large amount of bike parts and accessories as well as provide in store service and maintenance on bike items. Visit California Bicycle Tuesday through Saturday and get yourself on out on two wheels.

We had the pleasure of speaking with Jason Millard of California Bicycle.

What is the history behind California Bicycle? I understand that it’s been a family owned business for three decades, originally owned by your dad Kevin?

My dad, Kevin Millard started California Bicycle in 1976 at the age of 16.

Did your dad come from a cycling background? What made him want to get involved in owning a bike shop?

He always loved bicycles and began working in a bicycle store at the age of 13. He loved the mechanical side of a bicycle and that passion continues today. He did a lot of riding when he was younger including a long tour of Europe by bicycle in 1976 right before he opened our store.

In addition to selling bikes, what other services do you offer?

We offer a full service family-oriented store. We specialize in everything bicycle–sales, service, and rentals. Our reputation for higher-end bicycles expands around the world. Our clients will travel to us for their custom built dream bicycles.

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California Bicycle has won several awards over the past few years. What makes you stand out from other bike shops?

Our pride. We take a lot of pride in everything we do – offering the best selection of products and the absolute best personalized service you will find in any retail environment. Call us old school, but we still prefer a good old fashioned handshake over a fancy e-commerce website that offers no personal interaction. We instill in our entire California Bicycle Team to treat our clients like family. This “Cheers” type atmosphere shines through whole heartily and we truly do remember everyone’s name!

You guys have been in the business for over 40 years, what trends are you seeing in the industry?

We are celebrating our 42nd year, all of which have been in La Jolla. I think the largest growth we are seeing locally is the electric bike market. This new breed of bicycle is now offering riders of all skill levels an opportunity to enjoy La Jolla in ways that was not possible just a year ago.  With four different brands of electric bicycles we have an option for everyone. For our clients that live up the hill, Mt. Soledad is no longer a problem with these high powered-pedal assist bicycles.

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Of all the bike brands, are there any companies we should get excited about?

Over the past four decades we have learned to pick our brand partners wisely.  We have partnered with these brands for their advancements in technology, materials, and client support.  We work very closely with our partners to insure we offer our clients the best products and after-sale support possible.

It seems like you’re very involved in the community. What is the best part of having a store in La Jolla?

The best part about the village is the diversity of the people. We operate in one of the most beautiful places in the country and maybe the world. People come from all over the world to visit ‘The Jewel” and the beauty it offers. The locals are fabulous and many have been clients since we opened 42 years ago.

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Every Saturday you guys do the morning group ride- can you tell us a little about that? 

We started our Saturday Morning Ride years ago.  We created this event for beginning to intermediate riders. There are many rides in San Diego that cater to the more aggressive riders which intimidates the beginners. Our ride leaders are California Bicycle Ambassadors that offer many tips and tricks, safety recommendations and will never leave riders behind (we always stay together).

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Are there any upcoming events you want to let folks know about?

Our most exciting news for 2018 is the addition of our California Bicycle Ambassador Squad. We started this group of hand-selected riders to focus on bicycle awareness, safety, and advocacy. You should plan on seeing our squad all over San Diego doing road/trail maintenance, bicycle training rides, safety courses, helping to promote a healthy lifestyle and many other things to come.  We would also like to reach out to our community to teach children about the benefits of riding and appropriate cycling etiquette. This is an all-volunteer squad, so if you see us out there be sure to say hi!

For more information about California Bicycle, click HERE.

8-395x600-1We would love to promote you or a friend’s San Diego business via our 80+ year established diverse local media brand:

Serving the San Diego area for over 80 years, Blue Book Media Group has been generating enormous amounts of revenue for local businesses in the La Jolla and Rancho Santa Fe areas, along with San Diego County businesses wanting to do business in these same areas thanks to their consistent advertising with our media brand. Our local La Jolla and Rancho Santa Fe Blue Books (annual community guides) are so revered and used by the long time area locals that they refer to our print and web resources as the Bible of La Jolla and Rancho Santa Fe.

We would like to offer our diverse annual print, web, app and social media marketing/advertising platform to your local business as a way to help you generate new clients and customers to increase your revenue. If you or someone you know would like to see a true increase in their business, customer base or sales, please reach out to us by phone at 858-459-7939. We look forward to sharing information on our successful established diverse advertising resources with you.

We are thankful to have so many local businesses who have been advertising with us successfully every year since the 1940’s. We would like to be able to bring you the same huge ROI we have brought other local businesses each year due to their advertising with us.

For more information on our nearly 500-page annual Blue Book community resources, our website, our app, or our social media platforms, please call 858-454-7939 today.

Some ad space opportunities are limited as so many businesses renew their same ad spots with us year after year. We hope to hear from you soon.

“Find It La Jolla” App


Spotlight Feature: An Interview with Sima Alefi of Serenity Financial Planning

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Sima Alefi is a wealth management advisor. She helps her clients break down financial details into a simple picture of where they stand, without using complicated financial jargon. Sima can help you focus on making a plan for your financial future today.

We had the pleasure of speaking with Sima Alefi about her business.

I understand that you have over two decades in the financial industry. Can you tell us a little bit about your background?:

My background is finance and business management. I started out back in 1994, so 24 years in the financial industry. I started a very successful practice in Northern California, and now I’ve relocated down to Southern California.

Well welcome to Southern California! What do you like best about La Jolla?

La Jolla just feels like a small, cozy town. It’s so serene. I love the ocean, the people, the atmosphere, the little shops. I just love everything about La Jolla.

Are there other advisors on your team?

I’m completely independent. I am the only advisor in the business, yet affiliated with LPL Financial.

So in your opinion, when is the right time for someone to seriously start planning their financial future?

There is really no time. My philosophy is that it’s time in the market, not timing the market. Nobody can predict the future, so to stay abreast of your financial goals the best thing to do is to take the first step. It’s like the Chinese proverb, “a journey of a thousand miles begins with a single step.” For people that are pre-retirees or retirees, they probably need to stop procrastinating about seeking professional advice and consult with a professional. There can always be surprises in the market and they won’t know what decisions to make.

What would you say is the key to a successful retirement plan?

The key to a successful retirement plan is to pay yourself first, even before you pay your bills. Also, diversify, stay away from greed, and seek professional help.

What is the most common financial mistake you see people make

The most common mistake is selling at the wrong time or buying at the wrong time, and also following the advice of their family, friends or neighbors as opposed to financial advisors. You wouldn’t go to a friend when you get sick, you go to a doctor. The same thing applies to managing finances.

You seem very warm and personable, so I’m sure for you it’s not just a business transactions with your clients:

I pride myself in keeping clients fees low, be generous with my time, making sure that I always do what’s in the client’s best interest and not my firms, and giving people the service and the attention that they deserve.

What is the most rewarding part of what you do?:

Seeing people achieve their financial goals. For example if somebody is retired or retiring and they’re seeking better interest rates in todays market, and since interest rates are low, they usually think that there’s not much out there to help them get a nice income stream from the assets that they’ve saved. So to find out that I could actually provide a comfortable retirement income for them and give them more choices than the average CD is rewarding.

I’d imagine that you foster a long relationship with your clients as well:

Yes, I cherish the relationships not only with them, but with their children and their grandchildren.

Sima A. Alefi is a Registered Representative with, and advisory services offered through LPL Financial, a registered investment advisor. Member FINRA/SIPC.

To learn more about Sima, click HERE. 

8-395x600-1We would love to promote you or a friend’s San Diego business via our 80+ year established diverse local media brand:

Serving the San Diego area for over 80 years, Blue Book Media Group has been generating enormous amounts of revenue for local businesses in the La Jolla and Rancho Santa Fe areas, along with San Diego County businesses wanting to do business in these same areas thanks to their consistent advertising with our media brand. Our local La Jolla and Rancho Santa Fe Blue Books (annual community guides) are so revered and used by the long time area locals that they refer to our print and web resources as the Bible of La Jolla and Rancho Santa Fe.

We would like to offer our diverse annual print, web, app and social media marketing/advertising platform to your local business as a way to help you generate new clients and customers to increase your revenue. If you or someone you know would like to see a true increase in their business, customer base or sales, please reach out to us by phone at 858-459-7939. We look forward to sharing information on our successful established diverse advertising resources with you.

We are thankful to have so many local businesses who have been advertising with us successfully every year since the 1940’s. We would like to be able to bring you the same huge ROI we have brought other local businesses each year due to their advertising with us.

For more information on our nearly 500-page annual Blue Book community resources, our website, our app, or our social media platforms, please call 858-454-7939 today.

Some ad space opportunities are limited as so many businesses renew their same ad spots with us year after year. We hope to hear from you soon.

“Find It La Jolla” App


Welcome to 2018! Achieve Your Cycling Goals with California Bicycle!

The following is from our friends at California Bicycle. We hope you can join them for some great rides!

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California Bicycle Store Rides are Back! For 2018 we will be rotating from 4 routes with increasing speed and elevation as the month progresses. Not to fear, all of our rides will be a no drop policy. The idea is to build fitness, confidence and comradery over a 4 week build period and help you achieve your 2018 cycling goals!

Rides will be lead by our wonderful team of ambassadors who will be there to guide you. Helmets are required and we highly recommend lights front and rear. Riders of all abilities are welcome.

The first ride of the month (this Saturday) will head to Harbor and Shelter Island. This route is very flat and will is perfect for anyone trying to ease back into cycling. Pace is social, views are amazing, times are good! Check out the route here: Strava Route

For the second Saturday we will do our well known ride to Cabrillo Monument. After and nice jaunt over the park entrance we will regroup and decide if we want to do ride down to the tide pools for a couple extra miles and a bit more elevation. Check out the route here: Strava Route

The third Saturday will go around Mission Bay and head up towards UCSD before dropping back down to La Jolla. We will ride at a casual pace over to Fiesta Island were we will regroup and do a hot lap around the island and regroup at the end. We will keep riding around the bay to Rose Canyon bike path. We can climb Gilman Avenue at a more spirited pace and ride back to La Jolla at a more casual pace. Check out the route here: Strava Route

Our Soledad and Torrey Pines route will be the last route of the month. This route has the most elevation with just over 2000ft over 28 miles. We start out by riding down La Jolla Blvd and hit the first climb up La Jolla Mesa as a good warm up. After riding around the campus we ride down to Torrey Pines. Once at the bottom we will turn around and right back up. You have the option of riding the inside (steeper) or the outside (longer) and we regroup at the top before heading back to the store. Check out the route here: Strava Route

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