Looking for local deals? Planning a party? Seeking family fun? Find it all and more here!

The Mom Behind Just Between Friends

Wow! I can’t believe that it has been 7 years and 14 sales since the first Just Between Friends sale came to San Diego. I remember how amazing it felt to find deals on clothes and toys for my then 5 and 4 year-olds. JBF just gets bigger and better each season and helps thousands of moms like us save money and make money!

I am so pleased to spotlight JBF owner and my friend, Amy Fernandez, in our new weekly blog post about San Diego mom-preneurs. Her 15th sale starts this Friday at the Scottish Rite Center, and you’ll find Amy behind the cash register or on the sales floor. She’s a wonderful person, and I hope you enjoy her insights into juggling a business and motherhood at the same time . . .

How has owning JBF San Diego changed your life?

I feel much more connected to my community and have made many new friends.  I have had to learn to be bold. It’s hard to ask for things you need or want, approach people you don’t know, be rejected and not take any of it too personally. I have had to learn that my business is not for everyone and that’s ok. It’s not personal. I’ve been turned down so many times by property owners who won’t rent to me and I’ve had to get a much thicker skin to not let it bother me. So boldness and perseverance are two things that owning my own business has changed about me. Sometimes people still gets to me, I’m human, but I’ve gotten stronger.

What would you like your girls to know about being a mom and a business owner?

It’s hard!!!  It’s hard to find the right balance and sometimes I swing too far one way or the other. However, I want them to know that you can be a mom and a business owner. You can do anything you put your mind to and desire enough. But you do have to work at it-life isn’t given to you on a silver platter.

What has been your favorite part of owning JBF SD?

I love working with our charity partners. Each sale we give away a shopping spree to a family living in hard times through our charity partner Birthline of San Diego. I love the look of shock and gratitude they have knowing that someone they have never met cares about them and their circumstances. I also am very grateful for the friendships and connections I have made along the way. I have met some amazing women and families that have made such a positive impact on my life. Finally, it’s been very gratifying to watch our event that started in 3,000 square feet with less than 100 families consigning to grow to over 15,000 sf and over 250 families consigning. It’s been a big, community effort to grow our event to the size and impact it is today. I love mailing out those checks that I know are going to bless some family. JBF has helped families make rent payments, go to Disneyland, pay for Christmas gifts etc. I’m proud of that.

If you could give advice to moms who are looking for work/life balance, what would it be?

I am very fortunate in that I am a mentor for other jbf sale owners who are struggling. One thing I remind them of frequently is that we all have talents in many things, but not everything. It’s ok to ask for help in your business at the parts you aren’t great at. Hire a bookkeeper or someone to do your social media or whatever it is that you need some help with. We don’t have to do everything ourselves. By soliciting and accepting help, it allows us to keep a better balance.

Just Between Friends Savings Event

Friday – Sunday, September 21-23

Scottish Rite Center

1895 Camino Del Rio South, Mission Valley


Daniel Tiger Returns to Our Neighborhood!


We’ve got some grr-ific news . . .



Daniel Tiger is coming back to our neighborhood!


DANIEL TIGER’S NEIGHBORHOOD LIVE: KING FOR A DAY! is a musical for little tigers and grown-ups alike. Your favorite characters are hopping back on board Trolley and coming to San Diego for a brand-new adventure in Neighborhood of Make-Believe. The beloved characters come alive on stage to captivate you with new songs to sing along to, magical moments, and SURPRISE guests along the way!

We love Daniel Tiger and his friends because they help us teach the valuable lessons of kindness, helping others, and being a friend. The all-ages show brings the #1 PBS Kids TV series to life at San Diego Civic Theater on Sunday, March 10 2019 at 3 p.m.

Don’t miss the trolley! Daniel Tiger’s Neighborhood Live sold out last March. Snag your seats to the March 10, 2019 performance early using the password TIGER during the special pre-sale running Wednesday, September 12 at 10AM to Thursday, September 13 at 10PM. Tickets go on regular sale this Friday.

Daniel Tiger’s Neighborhood Live

San Diego Civic Theatre

Sunday, March 10 at 3PM.

Tickets are $100.00 for VIP and $50.00, $40.00, $30.00 and $20.00 for general reserved seats. VIP tickets include the best seats in the house and a post-show meet & greet with the characters. All ticket prices increase $5.00 day of show. Tickets go on sale Friday, September 14th at 10:00AM PST and are available at Ticketmaster.com, by phone at 800-745-3000, or in person at the San Diego Theatres’ Advance Sale Windows.


September Snapshot

What family-friendly happenings are on your September calendar? School is back in session, which means lighter daytime crowds at museums, aquariums, the zoo, Seaworld & Legoland. Parents rejoice!

Looking for some fun and FREE activities? Check these out:

Stuffed Animal Slumber Party 

Friday, September 14th 10:30 a.m.

Have you ever wondered what happens in the library when it’s closed? Kids,bring your stuffed animals to the La Mesa library for a story time and craft, then tuck your stuffed friends into bed for the night and pick them up on Sunday. The library will be sharing photos of the shenanigans via social media. Visit the library online for this and other fantastic free children’s programming.


Baby Meet-and-Greet

Sunday, September 16th 3 p.m. – 4:30 p.m.

The Parent Connection and Gymboree Play Clairemont Mesa offers this free class to meet other parents who have babies born in 2018. Join in for some tummy time fun, flashlight play, first songs and more. Registration is necessary to secure a spot in the class. Visit the Facebook event for more information.

Family Read & Play Day at the Kroc Center

Tuesday, September 18th @ 10:30 a.m.

Let your little play in the imagination playground, enjoy story time and even take home a new book to add to your family library.  Kroc Center Family Read & Play Days are monthly events for children ages five and under geared toward getting kids excited about reading. To RSVP and for more information visit the Kroc Center’s Facebook Page. 

What free fun are you up to this month?



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