About

Our mission

Shop local. Support San Diego makers.
We’re a local-first marketplace and directory connecting you with San Diego–made products, food, and trusted services—so your dollars stay in the neighborhoods we love.

What we do

  • Spotlight local brands & services — from tees and gifts to food trucks, caterers, photographers, cleaners, and more.

  • Curate by vibe & neighborhood — Gaslamp nights, Southeast flavor, North Park creatives, La Jolla classics, PB/OB beach days.

  • Make it simple — browse collections, open vendor profiles, shop or book directly, and leave reviews to help others discover SD gems.

Why shop local?

Every purchase helps a real person in our community. Local spending supports jobs, culture, and unique small businesses that give San Diego its character.

Our values

  • Local first — amplify micro-businesses and indie creators.

  • Inclusive & fair — spotlight diverse vendors across the county.

  • Transparent — clear info, real reviews, honest policies.

  • Sustainable — encourage lower-waste packaging and local pickup when possible.

Neighborhood pride

We feature vendors from across the county—Gaslamp Quarter, Southeast San Diego, North Park, Hillcrest, Barrio Logan, La Jolla, Chula Vista, PB/OB, and beyond—so you can shop the city your way.

For vendors

Are you a San Diego business? We’d love to feature you. Share your story, photos, and offerings—we’ll help you reach more locals.
→ List your business: /pages/list-your-business
→ Vendor FAQ: /pages/vendor-faq

Get involved

  • Discover a new SD brand each month

  • Leave a review for your favorite vendors

  • Share finds on social: @ItsSoSanDiego

  • Join our newsletter for drops, deals, and pop-up alerts

Contact

Questions or media inquiries? We’re local—reach us anytime.
Email: support@itssosandiego.com (or your support email)
Blog: /blogs/news