La Jolla merchants group launches business ‘matchmaking’ project

The La Jolla Village Merchants Association is testing a new “matchmaking” project designed to connect local business owners with potential collaborators in similar fields.

At the group’s Jan. 14 meeting, Executive Director Jodi Rudick said the concept, which she calls “Curated Connections: Merchant Matchmaking,” has been in the works for years but is rolling out this month.

“So often when I am out and about I see these opportunities for the wine bar to connect to a yoga studio or something like that,” she said. “So one of the things I am doing is … customized walkabouts with those who might make good collaborators.”

In early January, Rudick brought representatives of UC San Diego’s athletic department to The Village to meet with retailers who sell athletic apparel or other sports-related products. Similarly, she recently took representatives of Fashion Week San Diego to some of the fashion retailers in The Village.

The intent is to have someone visit once a week for a walkabout to meet with local businesses and forge relationships for future collaborations.

Other LJVMA news

Nowruz event: In light of the ongoing conflict in Iran that has led to thousands of casualties, the LJVMA board may postpone its “Views of Nowruz” celebration scheduled for Wednesday, March 18.

Nowruz, or the Persian New Year, celebrates the coming of spring with cultural decor, music, dance, food and more. LJVMA presented “Views of Nowruz” events in 2024 and ’25.

“We are not canceling it for 2026, but we are, due to the situation in Iran, postponing it for now,” said LJVMA Vice President Elnaz Iraj, the event chairwoman. However, she said she hopes the conflict will be over soon and the event can proceed as planned.

Since Dec. 28, demonstrations have erupted across Iran against the Islamic Republic government, and an  ensuing crackdown has led to reports of tens of thousands of protesters being killed.

Should the situation continue into the spring, an alternative La Jolla event might be a smaller gathering of solidarity.

Rudick said the board intends to make a decision about the event by the end of this month.

“We’re going to wait … but this is Elnaz’s decision and she said it would be in very bad taste right now,” Rudick said.

Strategic plan: Following its December drafting of a 2026 strategic plan, considered a blueprint for the coming year, LJVMA formally adopted the plan at this month’s meeting in a unanimous vote.

It contains four “objectives” that will guide the board in the coming year: strong, ethical leadership and financial stability; increasing business awareness and engagement; driving visitor traffic and buyer activity; and expanding the reach of the “La Jolla by the Sea” brand.

Next meeting: The La Jolla Village Merchants Association next meets at 4 p.m. Wednesday, Feb. 11, at the La Jolla/Riford Library, 7555 Draper Ave. The agenda will be posted 72 hours in advance at lajollabythesea.com.