Today we’d like to introduce you to Toni Edwards.
Hi Toni, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Surf City Skates emerged from my lifelong passion for roller skating, which ignited when I was just around six years old. Upon relocating to Huntington Beach in 1999, I found myself gliding along the beach path daily, drawing attention from passers-by intrigued by my skates. I had been aware there was a void in Southern California’s skate shop scene, where roller skates were becoming increasingly rare.
In 2014, I seized an opportunity to deepen my involvement in the skate industry, immersing myself in every facet to absorb as much knowledge as possible. This immersion laid the foundation for what would become Surf City Skates—a manifestation of my dedication to the roller-skating lifestyle.
In 2015, Surf City Skates was born in my garage, where I hosted intimate “roller skate garage sales,” offering services for local skaters and selling a curated selection of manufacturer’s blemished and vintage inventory.
By 2017, Surf City Skates had grown, and I expanded my presence by setting up a pop-up shop at the weekly Surf City Nights street market in Huntington Beach. Then, in February 2018, I fulfilled a longtime dream by opening the doors to my first full-service Pro Skate Shop in Huntington Beach, strategically located next to the renowned Vans HB Skatepark—an iconic spot where I had spent countless hours honing my park skating skills.
In 2019, Surf City Skates further cemented its place in the heart of Huntington Beach by relocating to Main Street, the vibrant epicenter of Downtown Huntington Beach, affectionately known as “Surf City USA.” This move not only solidified our presence but also underscored our commitment to serving as a hub for roller skating enthusiasts in the community.
We all face challenges, but looking back, would you describe it as a relatively smooth road?
With every dream comes challenges, and as a small business owner, I’ve faced my fair share. From a sudden pandemic to fluctuating market trends and unexpected expenses, navigating the roller skate industry isn’t always smooth sailing. Yet, I’ve always fought for the opportunities for growth and innovation amidst the challenges.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
As the passionate creator and owner of a thriving roller skate brand and business, I immerse myself in all things roller skating. With a deep-seated love for the sport, I’ve cultivated my expertise over the years, specializing in various aspects of the roller-skating world.
At the heart of my brand is a commitment to quality and diversity. I offer a wide range of roller skate products, carefully curated to cater to skaters of all ages and skill levels. Whether it’s stylish quad skates for leisurely cruising or high-performance skates for high-level skaters, my brand ensures that every customer finds their perfect fit.
But my involvement doesn’t stop at product sales. I’m also dedicated to ensuring that every pair of skates performs at its best. Through my servicing and refurbishing services, I breathe new life into old skates, providing maintenance and repairs to keep them rolling smoothly.
For those seeking something truly unique, I specialize in crafting custom roller skates. From personalized designs to tailored fit adjustments, I work closely with customers to bring their roller-skating dreams to life.
Education is another cornerstone of my business. I offer roller skate classes where beginners can learn the ropes. By fostering a supportive learning environment, I empower individuals to embrace the joy of roller skating while honing their abilities.
Active participation in industry events further underscores my dedication to the roller-skating community. Whether it’s attending trade shows, sponsoring competitions, or collaborating with fellow enthusiasts, I strive to contribute to the growth and vibrancy of the roller-skating world.
In essence, my role as the creator and owner of a roller skate brand transcends mere business. It’s a labor of love fueled by a deep-seated passion for roller skating and a commitment to sharing that passion with others. Through product innovation, personalized services, and community engagement, I aim to inspire individuals to lace up their skates and embrace the thrill of the ride.
In the sun-kissed haven of Huntington Beach, California, I’ve carved out a reputation as both a seasoned roller skater and a visionary business owner. Amidst the palm trees and ocean breeze, I’ve become synonymous with the resurgent roller-skating scene, breathing new life into a pastime once thought extinct.
What also sets me apart is my unwavering commitment to preserving and revitalizing roller-skating culture in my community. Through my roller skate business, I’ve been able to reintroduced roller skating as more than just a hobby; it’s a lifestyle, a form of self-expression, and a communal bond. From teaching roller skate classes to hosting vibrant events, I’ve created spaces where individuals can rediscover the joy of gliding on wheels and forging connections with like-minded souls.
As the pulse of the roller-skating revival in Huntington Beach, I take immense pride in the sense of belonging and camaraderie that has flourished under my watch. Seeing the streets come alive with the rhythmic beat of wheels and the laughter of skaters, young and old, fills me with a profound sense of fulfillment.
In a world where trends come and go, I stand as a testament to the enduring power of passion and perseverance. Through my dedication to preserving a cherished pastime, I’ve not only revitalized roller skating in Huntington Beach but also ignited a spark of nostalgia and excitement that continues to spread far beyond its sandy shores. And for that, I am most proud.
What sets me apart isn’t just my proficiency on wheels or the products I sell; it’s the fusion of passion, creativity, and community spirit that infuses everything I do.
As a roller skater, my comfortability on 8 wheels is matched by my boundless enthusiasm for the sport. Beyond the act of skating itself, is my genuine love for skating that truly distinguishes me. Roller skating isn’t just a hobby—it’s a way of life, a source of joy, and a means of self-expression.
As the owner of a roller skate business, I bring this same passion and authenticity to every aspect of my enterprise. From hand-selecting top-of-the-line products to providing personalized customer service, I prioritize quality and customer satisfaction above all else. But what truly sets my business apart is its role as a hub of community engagement and empowerment. Through roller skate classes, events, and outreach programs, I foster a welcoming environment where skaters of all backgrounds can come together, learn, and grow.
My dedication to the roller-skating community isn’t just a business strategy—it’s a reflection of who I am and what I believe in. And in Huntington Beach, where the sun always shines and the waves beckon, I’m proud to be not just a roller skater and business owner but a driving force behind a cultural revival that’s sweeping the city by storm.
Contact Info:
- Website: www.surfcityskates.com
- Instagram: @surfcityskates
- Facebook: www.facebook.com/surfcityskates
- Youtube: www.youtube.com/@surfcityskates
- Yelp: https://www.yelp.com/biz/surf-city-skates-huntington-beach-2?utm_campaign=www_business_share_popup&utm_medium=copy_link&utm_source=(direct)
