Julia Magur (left) who worked at Paliskates when she was 16, gave owner Erica Simpson’s a hug. The new store had its grand opening on Friday. And then . . ..Julia refolded shirts.
Despite the downpour outside on November 14, the interior of the store was alive with excitement as Paliskates owner Erica Simpson welcomed people to the new store location.
The store had been located at Swarthmore since 1999. In the midst of Caruso’s Palisades Village, Paliskates was the sole building that burned in the January 7 Palisades Fire– all other stores survived. This location at 212 26th Street marks a new chapter in the store’s growth.
Simpson lost all of her inventory and 25 years of memories on Swarthmore. She gave many Palisades kids their first job, teaching them about retail. She provided a safe haven for many to come and explore skateboarding and the culture associated with it. Tolerant, her store was a place for kids, who were forging their own path, such as young artists.
When she opened in December 1999, her store was a go-to place for affordable, comfortable and unique clothing, shoes, handbags, jewelry and, of course, skateboards.
In August 2005, her store was acknowledged in Los Angeles Magazine as having the City’s “best flip-flops,” and wrote “We wear them with a bathing suit to the beach, and we wear them with a beaded tunic to A.O.C. We need lots of flip-flops, and sometimes that pair we picked up on the Venice Boardwalk simply won’t cut it. Paliskates can stock the closet without emptying the wallet.”
Simpson said then, “We try to find the cool stuff that doesn’t look cheap but is inexpensive and fun. After all, they’re just flip-flops.”
And that’s why the store worked, it never took itself seriously.
People enjoyed the food and drink at the grand opening, with skate board decks in the background.
It’s not been an easy road for Simpson. When Developer Rick Caruso starting building Caruso Village, Swarthmore was shut closing off all street traffic and business. She eventually closed the store in 2017, renting her space to Caruso’s construction staff.
In late 2018, Simpson had barely reopened, when Covid hit and all schools and stores were closed except for liquor and grocery. Kids were trapped. One parent contacted her and wanted to know if he could get a skateboard his kid could ride on sidewalks. “Yes,” was the answer. It was assembled and delivered to the doorstep.
Simpson also told people during Covid if they saw something in the window when they were out walking, to call and it could be delivered. An actress, turned entrepreneur she fought to stay in business and she did.
Simpson, who pioneered being the sole woman business owner of the skateboarding industry, stuck with it. She expanded her lines and added art and consistently adapted to stay relevant and connected with her customer base.
She had just celebrated her 25th year in business in December 2024 and then the Fire wiped her out. Art from her former skaters still survived on the property – #CharlieEdmiston’s cartoon-like back alley mural and #GarrettWasserman’s brick portrait brought life to the storefront’s tattered remains.
Canadian singer-songwriter Avril Lavigne stepped up and helped the store with the launch of a custom limited-edition hoodies with 100% of the proceeds will go directly to supporting and rebuilding Paliskates.
The new store is across from the Brentwood Mart and has some great Pali Gear. On opening night, one of the people refolding sweatshirts was Julia Magur. “Ericka gave me my first job when I was 16,” she said.
Now Magur has a master’s degree in clinical psychology. Joining her at the store’s opening was Magur’s husband Alex and their two children. Alex is a full-service licensed contractor and real-estate broker.
Stop by and wish Erica well in the next chapter of her store and life. There are some great gift items. You can order online click here.
Simpson is a survivor, and she’s reopened just in time for holiday shopping.
Paliskates was located between two buildings on Swarthmore next to and across from Rick Caruso’s Palisades Village and the only one that building that burned.
Photo: RICH SCHMITT/CTN