Manager of surf shop seeks to catch wave of customers

King Street shoppers can be as inconsistent as the ocean waves at the beach.

Tourists, College of Charleston students or repeat customers wander in and out of Las Olas, Spanish for The Waves, a surf shop on upper King Street.

That's why the shop keeps a handful of boards in stock and a little of everything else.

Manager Rachel Martin, 22, said someone could come in with nothing and leave with everything that's needed for a day in the surf.

The shop opens at 10 a.m. and closes whenever, most days 5 or 6 p.m., she said. It's a go-with-the-flow kind of place.

They offer a variety of trendy surfer clothing, bathing suits, accessories and a comfy couch where friends can hang out and watch surf videos set to the music of up-and-coming musicians.

Martin, a Michigan native, took a job at Las Olas about nine months before graduating with a degree in corporate communications.

Already familiar with the area through family vacations, Martin moved here to attend the College of Charleston. She lives on the Isle of Palms in her parents' beach house.

So far, Martin has been unable to find a public relations position in Charleston but hopes to launch herself into her desired career path in January.

Until then, she's working on sharpening her skills of promotion at Las Olas.

Shop owner Daniel James frequently sponsors musicians at the Music Farm and more recently hosted an opening of the surf movie "The Drifters" at the American Theater across the street.

When she's not assisting customers, Martin helps James select new merchandise.

Martin's added a lot of girls clothing to the shop since coming on board.

"I love picking out the new lines and seeing how customers respond," Martin said.

Reach Jessica Johnson at 937-5921 or jjohnson@postandcourier.com.