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"\"&lt;p&gt;No doubt about it, Paradise Surf Shop has a great vibe about it. On the day of our visit, Owners Sally Smith and Kristina Marquez (sister of pro surfer Chris Gallagher), were hoping &amp;#8212; running around the counter answer phones calls, ringing up purchases, and finishing up a recent fund-raiser.&lt;P&gt;[IMAGE 1] &lt;P&gt;The fund-raiser raised nearly 6,000 dollars and benefited cancer treatment center Women CARE Santa Cruz. It&amp;#8217;s just one of the community-outreach events Smith and Marquez have gotten their surf shop involved with, and it&amp;#8217;s helped build a sense of community at this girl&amp;#8217;s-only surf shop.&lt;P&gt;According to Marquez, the number of women surfers in the water continues to rise. &amp;#8220;I grew up in this neighborhood near Pleasure Point and where once you only saw a few girls out at the point, now there&amp;#8217;s sometimes more girls than guys,&amp;#8221; she says.&lt;P&gt;[IMAGE 2] &lt;P&gt;According to Smith, Paradise&amp;#8217;s sales are broken down as one-third surfboards, one-third Paradise&amp;#8217;s own private-label apparel, and one-third other apparel. While Paradise customers buy a lot of sundresses in the summer and hooded sweatshirts in the winter, Smith says the trend toward more fashion-driven pieces from some brands have for the most part missed the mark at Paradise. &amp;#8220;A lot of the surf industry is trying to appeal to the mainstream boutique shopper and it doesn&amp;#8217;t work in a shop like ours,&amp;#8221; says Smith.&lt;P&gt;Now in its fourth year of operation, Paradise Surf Shop is building a loyal customer base &amp;#8212; not just through the product they offer &amp;#8212; but by being an involved member of the community.&lt;P&gt;**** Just The Facts Ma&amp;#8217;am ****&lt;P&gt;Window Brands: None&lt;P&gt;Major Display Brands: Aleeda&lt;P&gt;Strongest Category: Apparel (Paradise private label is especially important).&lt;P&gt;Weakest Category: Fashion-driven apparel designed for mainstream boutiques.&lt;P&gt;Bests Rep(s): Mikkel Clark from Local Motion and Ocean Minded, Tony from Smith.&lt;P&gt;Hottest Brand(s): Paradise&lt;P&gt;On A Scale Of 1 to 10, Rate:&lt;P&gt;Health of the surf sales: 8.5&lt;P&gt;Health of girls sales: 10&lt;P&gt;Health of men&amp;#8217;s apparel sales: n\\/a&lt;P&gt;Health of wetsuit sales: 8&lt;P&gt;Health of footwear sales: 9&lt;P&gt;Health of surfboard sales: 10&lt;\\/p&gt;\\n\""^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.grindtv.com/surf/paradise-surf-shop/>