Skating Into Success

Several Former Paliskates Employees Share About Shop Owner Erica Simpson’s Influence on Their Current Career Endeavors

By SARAH SHMERLING | Editor-in-Chief

Of all the things Erica Simpson prides herself on after more than two decades of owning and operating a store in Pacific Palisades, the success of her previous “kids” is at the top of that list.

Since Paliskates first opened in 1999, Simpson has served as a mentor, trainer, confidant and second family to dozens of her employees—often guiding them to their future career accomplishments, as detailed to the Palisadian-Post by several now-adults who previously worked at the skate and surf store in their teen years.

Evan Powell—who worked at the store in eighth and ninth grade, and was part of the inaugural Paliskates skate team—described Simpson as a “second mother” to everyone “affiliated with Paliskates.”

“Her warmth and compassion left an indelible mark on each of us,” Powell said. “Paliskates transcended being merely a skate shop; it was a sanctuary for skateboarders and a hub for our community. The lessons Erica imparted didn’t fully resonate until later in life. Yet, her role as a caring adult in a teenager’s life was rare and invaluable.”

Today, as CEO of Key Healthcare, which operates “both inpatient and outpatient treatment programs tailored for teenagers grappling with mental health and substance use challenges,” Powell said “belief in the future of our youth lies at the heart of what” he does. Powell added that he “strives to emulate” Simpson’s example by ensuring the teenagers feel “heard and supported” in the work he undertakes.

Creative/art director and senior designer Clyde Corley, who lived in the Palisades and worked at the store as a teenager and a brief stint after graduating college, described Simpson as a “local icon.”

“She was really was supporting that aspiration of skateboarding and surfing in the community, which is such a part of the DNA of Southern California,” Corley said. “I think she was really bringing culture to the Palisades, and being an epicenter of what is true and valuable about SoCal culture. She had it going on there and no one else really did that specific lane of culture there.”

Corley’s career has spanned from growing a brand called Miaou, as well as working freelance and with some retained companies, like Nike and STAUD, doing art direction and graphic design. He said one of the lessons he has applied from his time at Paliskates is “showing up and being warm, and having a warm energy.”

“I think having a job while you’re a kid can teach so many lessons about just being warm, and not being afraid to talk to people and not being afraid to ask if people need help,” Corley described.

He said the “human connection” that is in retail—like saying “hi” to people—can go a long way, a sentiment with which Simpson agreed.

“First I’d say that Paliskates provides an opportunity to enhance their social skills,” Simpson said of the on-the-job training her employees receive. “We are big on customer service here and want to make sure customers have the best experience possible. In order to do this, everyone needs to hone their listening skills and feel confident in their ability to communicate with the general public.”

In addition to general sales and customer service, Simpson said they learn about what it takes to run a small business.

“We try to foster each person’s talents as they pertain to retail in general,” Simpson explained. “They are allowed to assist in buying, designing as well as more basic aspects of running a business. Of course, they also do things like cleaning, restocking, etc.”

Her employees also learn the importance of being responsible and how to work with a team.

“They understand and love that phrase ‘teamwork makes the dream work,’” Simpson said. “Everyone feels and values the family feeling that is created here. I love it when people learn skills to help them succeed in life. It always makes me so happy to have employees come back and tell me that I taught them how to start and run their own successful businesses.”

When it comes to her previous employees, some of them lived or went to school in the Palisades while they were working at the store, but others, like Elizabeth Do, drove in from as far away as California State University, Fullerton.

Do, who worked at the store starting at the age of 15 for her first retail job, is 44 now and resides in Huntington Beach. With 23 years of experience in real estate, she is CEO of The Elizabeth Do Team, which serves “all of Orange County and parts of Riverside and Los Angeles” counties.

Do described Simpson as having “one of the biggest impacts” on her, since Do “had to be self-sufficient at such a young age.”

“She took me in, and really mentored and coached me to be a great female in business,” Do explained. “She has a vision like no one else I know. When she sees an opportunity she always strives for it. That’s what she taught me, and execution plays a huge role in what we do to start, create and run successful small businesses.”

Other things she said she learned at the store include customer service, sales and numbers, goals, hard work, the importance of being humble, and community.

“She has always had a sense of community wherever she was at and that led me to not only be a business owner but for me to help the community through our nonprofit [Generation Elevate], helping via teaching classes, growing my team as the next leaders in our community,” Do said. “It’s not just about ‘work’ or running a business. It’s about seeing the bigger picture of growth and generational wealth and opportunities.”

Others, like Haley Sanford, lived in the Palisades while working at the store and attended Palisades Charter High School.

“It was close to my school and home, so it was very convenient and a fun first real job,” Sanford said. “Erica took a bet on me, I didn’t have any retail or related work experience yet at that time. The longer I worked for Erica, the more I learned and the more responsibility she gave me. I went in with a growth mindset, and wanted to learn as much as I could about how the store operated and what made it successful.”

Sanford said eventually she became a store manager, giving her the opportunity to order products from suppliers, manage inventory, run payroll, schedule and lead the team.

Now 21 and still living in Los Angeles, Sanford is an assistant celebrity stylist, saying she is “so lucky to do something” she loves every day.

“When at Paliskates, I realized how much I love helping people find clothes that look great and make them feel beautiful,” Sanford described. “This is what I get to do for a living now, and love thinking about it artistically and individually, one look at a time, personalized for each client. Success is based on relationships, and I enjoy building connections in the fashion industry to help best serve our clients.”

Sanford said it’s “hard work” but she continues to learn every day: “And seeing our clients light up in just the right outfit makes it all worthwhile.”

Powell, now 37 years old, lives in Marquez Knolls with his wife and two young sons. He mostly grew up in the Bluffs area, attending Paul Revere Charter Middle School and Pali High.

“I hope that the legacy of Paliskates endures for generations to come,” Powell said. “Reconnecting with Erica upon my return to the Palisades in 2020 filled me with joy. She remains a cornerstone of our community, maintaining connections with nearly every individual who has been associated with her shop.”

Powell said that to him, this exemplifies the “essence of an exceptional boss.” Simpson “served as a mentor to countless young individuals,” Powell described, “irrespective of their backgrounds, who shared a passion for skateboarding.”

“It brings tears to my eyes—literally,” Simpson said when asked what it means to her to have this impact on her employees. “It’s been a blessing and a gift and an honor.”

Paliskates is located at 1021 Swarthmore Avenue. For more information, visit paliskates.net.