Life is a beach, but for the founder of Balzacs Coffee Roaster Diana Olsen, the beach is a lifestyle. The entrepreneur recently launched a new lifestyle brand called Inner Beach Co., which is inspired by beach and surf culture and is available both online and in-store.
The brand launched online in early June, while the flagship store in Port Credit opened its doors to beach enthusiasts on June 15. With a wide range of beach products ranging from housewares, apparel, gift items and wellness products, the launch of Inner The Beach could not have come at a better time as Canadians are looking for a tropical vacation after a long winter season of snow, locks and more locks crave.
Olsen says she was inspired to start the brand while witnessing the cultural changes the pandemic brought.
“In my spare time over the past year and a half, I’ve put my pent-up travel and beach vacation energy into imagining something new,” says Olsen. “The pandemic has changed the way we live, how we travel, and what we value, and I saw the need for a brand that embodied this new ethos.”
Lifestyle store in Inner Beach
Located on Elizabeth St. South in Port Credit, the flagship store has been designed to provide shoppers with a complete experience and a relaxed, good-vibed community. With vibrant, colorful and kitschy designs, the Inner Beach products on offer can help you transform your home into a tropical oasis in time for a summer break.
“With the Port Credit store, we are offering a uniquely immersive brand experience that transports our customers to that magical place and state of mind that we all long for on a tropical vacation,” says Olsen.
To support the local environment and the beaches they represent, the brand will partner with Lake Ontario Waterkeeper, a charity dedicated to protecting all of the Great Lakes, which sponsors water testing on four beaches in the Port Credit area . Inner Beach and Lake Ontario Waterkeeper will work together on other initiatives going forward to protect Ontario’s lakes and keep the area’s beach culture alive.
For more information and to shop, visit the online shop at www.innerbeach.com or in person at 6 Elizabeth St. South, Tuesday to Saturday from 11 a.m. to 6 p.m. and Sunday from 11 a.m. to 4 p.m., with a few extended evenings hours.