ShineUp, Up, and Away

The sun came out just in time this year. I can feel the city exhale as the temperature rises to 80 degrees and the extended June gloom burns off. I leaf through my closet, thinking of all the upcoming midi dress and strappy sandal opportunities, and decide that a few fresh, sunshine-friendly pieces are in order (naturally).

After meandering through a few stores in the Funk Zone, I let my appetite lead the way and land at a sunny outdoor table at Lama Dog accompanied by rockfish tacos, courtesy of the Nook. Postindulgence, I stroll down Helena Ave and a new boutique catches my eye. From the outside, ShineUp, has an industrial, artistic feel and I can’t help but wander in.

I walk up the front steps, admiring the shipping container exterior and abstract skateboard collage. I haven’t even been inside and can already tell that I’ve happened across a true hidden gem. As I step across the threshold, I blink twice to adjust my eyes and find myself in a cozy yet masculine space, surrounded by men’s clothing and lifestyle accessories. I stroll through the store taking note of the clearly curated collection of artisan clothing brands, watches, shoes, wallets, beard oil, and more. I selfishly think “wow, I really need to get Jim (my boyfriend and resistant shopper) here.”

As I continue to browse the seemingly endless novelties, I strike up a conversation with Dina Murillo, the owner and creator of ShineUp. She’s outgoing, charismatic, and incredibly easy to talk to which makes the already welcoming atmosphere even more inviting. I quickly discover that Dina has lived in Carpinteria for twelve years and has always dreamed of opening a business in Santa Barbara centered around quality men’s goods. She has two sons and quickly realized that unique men’s brands selected intentionally for the ‘Santa Barbara’ man were nowhere to be found.

Inspired by this realization, Dina left a successful career to embark on the adventure of crafting the ShineUp experience. She was looking to create more than a store; she wanted to create a community and a place tailored specifically for the men of Santa Barbara (and those that like to buy them gifts).

Her philosophy is simple: unique brands and one-of-kind items at a reasonable price that can be worn from work to winetasting. Now that is something that I can get onboard with.

When I ask Dina about her decision to open shop in the Funk Zone, she smiles and says, “The store and the style belong in the Funk Zone—I could just feel that this would be the home of ShineUp.” I couldn’t agree more. I give Dina a quick hug and purchase a beautiful leather wallet (checking Jim’s birthday gift off my to-do list) and stroll back out into the sun.

As much as I love a good pair of strappy sandals, ShineUp has been hands down my favorite retail venture of the day. Whether you’re looking for education on men’s raw denim, the latest unique finds, or simply good conversation and a place to gather, look no further than 14 Helena Avenue. *

Her philosophy is simple: unique brands and one-ofkind items at a reasonable price that can be worn from work to wine-tasting.

shine-up.com

Written by Amy Dong | Photographed by Kennedy Williams