When Mario Farias purchased a house on Sixth Street in Surf City, he did not realize the impact his children and grandchildren and now great-grandchildren would have on the island community and vacationers for years to come.
Vince and Michele Farias were school teachers in Edgewater Park, spending their summers on LBI. Vince kept busy working as lifeguard and bartender during the time here. While working on the Island, Vince noticed that rental houses did not come with amenities needed for families and recognized the potential.
In 1969, Vince rented a dirt floor garage from a neighbor of the lifeguard barracks in Surf City. It was in this space that they established Farias Sales & Rentals. Vince was confident that if he started a business there it would become successful, his premonition was indeed correct. The beach and bike shop opened providing rental items for everything people would need for their stay. From umbrellas, beach chairs, bikes, boogie boards, rafts and surfboards to cribs and cots.
Vince and Michelle continued to run the business through the 70's establishing themselves as a necessary stop on your summer vacation on LBI. Then during the 1980's Michele decided to bring apparel into the stores, printing t-shirts between sales and rentals. Further laying the groundwork for the Farias you know today.
In 1983 the couple purchased Byerly’s Rentals on 28th St. in Ship Bottom, which was renovated in 2008 and is the current location of their Flagship store.
Much like the initial premonition, the business was thriving and continued to evolve throughout the years, adding new products such as surfboards 1993. In 1994 the company purchased Taylor Ave Grill in Beach Haven and renovated it to be the newest shop.
Brian Farias and his sister Stacey Farias-Jordan have been involved their entire lives working in the family business. They have helped continue Farias' evolution into a destination retail surf and hard-goods store through building relationships in the surf industry and staying involved on a community level locally.
Brian took over the business full time and Stacey as a part time partner in the fall of 2012 from their parents. That year, Superstorm Sandy flooded 6 of 8 properties with over four feet of water. In order to save the holiday season, they opened a mainland location that acted as home base for the rebuild. The storm redefined connections to old and new friends, as well as reaffirmed the strength of our amazing community and business leaders.
Farias is truly a family business. Stacey took over running the books and payables in the office, a position long held by Peg Caffery, Brians god-mother. Ally, Drew and Sydney Jordan all work in each of the stores during the summer months. Ally most recently taking over as manager of the Surf City location. Vince and Michelle both pop in from time to time to check on the store.
In 2016, Sarah Jordan, Stacey's daughter, opened the Five 0 Six Surf Boutique next door to the original Surf City location. The Centre St. location in Beach Haven, managed by Brian's wife Natalie, soon followed adding to branches of the family business focusing more on women's trends. Keeping up with the customer demand Farias has expanded their children’s surf clothing offering, by opening a dedicated Farias Kids Store across the street from Ship Bottom flagship store.
With no signs of slowing down anytime soon, and a small army of Farias' to carry the torch, it is nice to know that Farias will be a mainstay on Long Beach Island for years to come.
