All posts by HMerrick

Darling – Talking Shop, Motherhood and Magic with California’s Coolest Designer

If you could personify the best parts of the West Coast — welcoming, warm, free, a creative joie de vivrethat makes you feel like you can conquer the globe — then you’d get Heidi Merrick. As a Los Angeles-based fashion designer, her line evokes a simplicity that can only come through talent, through an ability to take delicate, feminine forms and preserve them so that they’re universal.

Heidi’s also careful to preserve the deeper aspects of who she is as a woman, too. While her success as a designer isn’t something she holds lightly, it’s easy to see that her roles as a wife and mother of two (not to mention as daughter of iconic surfboard shaper Al Merrick) never take second place. And while we know it’s a myth to “effortlessly do it all,” we couldn’t resist chatting with Heidi to see if a little precious golden dust might just rub off.

This is California, after all.

Heidi shares more on her inspiration, balance and what it looks like to chase a passion, below:


Read the rest at Darling Magazine ….



Summers Call for the Vicent \\ Gracie Mercedes

Summer’s call for the Vicent — whether your at the beach or lounging around on a Sunday this suit is for you! Shop swim at

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SRF LA by Gracie Mercedes

“SRF LA or “surf LA” is from Heidi Merrick and to me represents summer. Or at least what I hope my summer will be: long days at the beach watching surfers or surfing my self!

The daughter of surfboard icon Al Merrick, it’s only naturally that Heidi would create a collection of tees and sweatshirts devoted to the sport. Is it a sport though? Or a way of life? I’ll let surfers hash that out, but I would lean towards a way of life. Check out her full SRF collection here and here’s to summer! ” – Gracie Mercedes

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