A quiet retail revolution is unfolding in Santa Cruz, and Natalie Wegrich of Toasted Jewelry stands at its forefront. From the mountains of Scotts Valley to the beaches of Pleasure Point, Natalie's entrepreneurial journey captures the essence of what makes our coastal community special—authenticity, craftsmanship, and an unapologetic pursuit of happiness.

With the tick-tick-tick of hammers in her workshop, Natalie and her team of eight women create affordable, high-quality jewelry that captures the beachy essence of Santa Cruz. Using gold-filled and sterling silver adorned with pearls, turquoise, and shells, Toasted Jewelry has grown from a YouTube-learned passion project into a thriving business with two retail locations. This expansion flies in the face of conventional wisdom about brick-and-mortar retail's demise, suggesting instead that something powerful happens when makers connect directly with their community.

The conversation delves into the transformation of 41st Avenue, where female entrepreneurs are creating a new business culture built on collaboration rather than competition. "There's truly enough to go around for everybody," Natalie shares, emphasizing the importance of staying in your lane while supporting those around you. Her perspective gained profound depth after facing breast cancer shortly after signing the lease for her first store—a challenge that crystallized her commitment to finding joy in each day and letting go of what doesn't matter.

Throughout the episode, Natalie's infectious optimism illuminates how personal values translate into business success. From bootstrapping every step of the way to creating a workplace where craftsmanship and happiness coexist, she exemplifies how authentic entrepreneurship can thrive even in challenging retail environments. Visit Toasted Jewelry on the westside or in Pleasure Point to experience firsthand how handcrafted pieces and genuine connection are creating a new kind of retail experience in Santa Cruz.

The beautiful, coastal paradise of Santa Cruz, California hides a complex reality beneath its postcard-perfect veneer. In this raw conversation, longtime local Brady Muller pulls back the curtain on what it truly means to call this tourist destination home – especially when you're watching it transform before your eyes.

Brady's story weaves through the neighborhoods of his youth – from the "jewel box" near the beach to the developments behind the mall – painting a picture of a community that has always valued athleticism, but now increasingly values wealth above all else. "It's hard to see people that grew up here that can't afford to live here," Brady reflects, having recently been forced to relocate to Watsonville after 13 years in the same Santa Cruz rental when his landlord passed away.

The conversation takes an unexpected turn as Brady opens up about his struggles with depression and self-worth. Despite being a gifted athlete, respected builder, and jiu-jitsu black belt, Brady battles persistent feelings of inadequacy – a sentiment shared by many men who feel unable to meet the escalating demands of living in such a high-stakes environment. His candid admission that "I've had thoughts of suicide many times" shatters the illusion that those who appear successful are immune to mental health challenges.

What emerges as Brady's salvation is surprisingly multifaceted: the unwavering love for his two sons, the physical and mental release he finds in jiu-jitsu, and his journey toward forgiveness – particularly of his absent father. "I can't force people to love me or be in my life," he shares, describing the healing that began when he reconnected with his father, primarily so his children could know their grandfather.

For anyone who has felt the crushing weight of not measuring up – whether in paradise or elsewhere – Brady's story offers both comfort in shared struggle and practical wisdom for moving forward. His experience reminds us that communities are built on connections, not comparisons, and that sometimes the most important perspective is the one that others have of us, not the one we have of ourselves.

What happens when four men from the Santa Cruz surf community strip away their tough exteriors and speak honestly about depression? This raw, powerful conversation breaks new ground as host Michael Howard and guests Jack Akrop, Neal Kearney, and Nick Borelli share their personal journeys through mental health struggles.

Michael opens with his story of battling depression since age 12, masking sadness with anger, and creating an identity as "the nice angry guy" in the lineup - a strategy that worked until his mid-40s when he could no longer outrun his demons. Jack reveals his experiences with bipolar disorder, describing the shame of not feeling grateful despite living in paradise and how helping others through coaching provides purpose. Neal shares how chronic physical pain led to depression and substance abuse, eventually finding healthier ways to manage both. Nick recounts feeling like a misfit since childhood and using alcohol to feel comfortable in his own skin.

The conversation dives deep into how traditional schooling affects boys' mental health, father-son relationships that shaped their sense of self, and the daily challenges of simply getting out of bed when depression hits. What emerges is a toolkit of strategies these men use to navigate dark days: service to others, exercise, nature immersion, and accepting "funky days" rather than fighting them.

Perhaps most striking is how these men - part of a surf culture often defined by competition and toughness - demonstrate the healing power of vulnerability. Their honesty creates a blueprint for authentic male friendship and community support that goes far beyond the water's edge. For anyone struggling with depression or supporting someone who is, this conversation offers both comfort in shared experience and practical approaches to finding light in the darkness.