About

Beach On Hermosa was born from a lifelong love for the ocean and a deep connection to the South Bay. Founder Amanda is a third-generation local—both of her parents were born and raised in Manhattan Beach—and the beach has always been part of her story. Raised by two entrepreneurial parents, she was especially inspired by her mother, who owned South Bay Woman Magazine before her passing in 2013. Her mother’s passion, creativity, and unstoppable drive deeply shaped Amanda’s entrepreneurial spirit from a young age.

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Amanda’s own beach business journey began in 2016 under the name The Beachonista, offering private stand-up paddleboard lessons by hauling gear from her garage down to the harbor. That hustle quickly grew into something more. In 2017, she opened her first beach shop right next to Paisano’s Pizza by the Hermosa Beach Pier, offering rentals like SUPs, surfboards, beach chairs, and umbrellas, along with coastal essentials like sunscreen, trucker hats, and swimsuits.

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When the pandemic changed everything, Amanda pivoted and reimagined the business. In 2020, Beach On Hermosa emerged—bringing back the most-loved offerings from the shop and turning them into fully styled, set-up-for-you beach day and picnic experiences right on the sand. The concept has since expanded to include luxe add-ons, DIY pickup rentals, and custom setups that help people celebrate, unwind, and connect by the ocean.

At its heart, Beach On Hermosa is about helping people embrace the moment, live fully, and make lasting memories by the sea. Whether you’re a local or just visiting, we’re here to bring the beach day magic straight to you—crafted with heart, hustle, and a deep love for the place we call home.