About

About It’s So San Diego

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.

Beyond the Marketplace

It’s So San Diego is also home to several exciting ventures:

  • Nosh Dock™ – Delivery support services and tools that make takeout safer, cleaner, and easier.

  • Relate-EZ® – A relationship-management platform helping individuals and professionals build stronger connections.

  • Knob2Knob™ – Household furnishing consultation and creative marketing to elevate living spaces.

  • AI Sneeze™ – Fresh, approachable education and marketing that make artificial intelligence easy to understand.

These projects share a single goal: to create smart, practical solutions while staying true to our San Diego roots.

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
→ 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.
📧 support@itssosandiego.com
📝 Blog