Shore + Sage Market Brings Curated Wellness to San Diego

San Diego's vibrant wellness community is about to get a dedicated gathering place. The Shore + Sage Wellness Market, launching on Sunday, October 26th, from 11 a.m. to 4 p.m. at Pilgrimage of the Heart Yoga in Normal Heights, is set to be the city's first recurring market exclusively focused on local wellness, health, and community.

Shore + Sage Wellness Market founder Olivia Tokunbo

The market is the brainchild of Olivia Tokunbo, a certified yoga instructor and breathwork practitioner who is a proud daughter of Jamaican and Nigerian immigrants. Though raised in D.C., Tokunbo graduated high school in San Diego and has a deep understanding of the city's wellness-centered culture.

“On the East Coast, we’re ambitious, but we operate on burnout,” she says. “When I came to San Diego, I discovered yoga, the beach, and rest. It shifted everything.”

Tokunbo first found community at Pilgrimage of the Heart Yoga, where she now works part-time at the front desk. The studio, known for its free weekly meditations and inclusive environment, will also host the first Shore & Sage Market in its open-air courtyard.

"I just was feeling called to do something more, especially in community," Tokunbo explains. Her personal journey into wellness, ignited after walking into a yoga studio in tears and seeking support for long-standing mental health struggles, has shaped her mission. "I found a safe space in yoga. I found a safe space in wellness. I found a safe space in community that you choose, not community that you're born into."

For Tokunbo, the market is a direct response to the "tumultuous time" we live in, where community gathering feels less like a luxury and more like a necessary act of survival.

"I truly believe in community…we need this, or we will not survive," she says. She views the effort to create these gathering spaces, especially when other free public spaces are being restricted, as an "active resistance."

Having spent years on both sides of the vendor table, Tokunbo knows what makes a market experience feel inclusive and balanced.

“I’ve been an event planner, but I’ve also been a vendor sitting in 94-degree heat trying to sell my products,” she laughs. “So I’m intentional about how I curate. I don’t want ten jewelry vendors competing. I want variety, collaboration, and care.”

The inaugural Shore + Sage lineup features a mix of wellness exhibitors offering everything from mini facials and Reiki to chiropractic adjustments, oracle readings, and flash tattoos, alongside local makers selling candles, ceramics, jewelry, and more.

And while it’s a business venture, accessibility remains central to Tokunbo’s mission. Each month, she’ll reserve two vendor spots for community-supported participants who may be facing financial hardship.

“Wellness should be accessible to everybody,” she says. “I’ve gone years largely unpaid doing this work because I believe in it. So even now, there will always be space for people who are struggling — because I’ve been there too.”

Following its debut, the Shore + Sage Market is planned to be a monthly, reoccurring event, typically on the fourth Sunday of the month. While the initial location at Pilgrimage of the Heart Yoga provides a beautiful courtyard setting, Tokunbo has ambitious goals.

"My goal is to one day…be like Little Italy Farmer’s Market and shut down three blocks," she says, adding that she plans to expand to other neighborhoods, moving around San Diego to serve the wider community.

Mark your calendars to support this new, intentional, and much-needed addition to the San Diego wellness community.

Follow @shoreandsagemarket for vendor application details and more information.

Explore our Events Calendar for upcoming San Diego wellness events, yoga events, meditation classes and wellness workshops around San Diego. Or browse all of our Wellbeing articles for the latest wellness news and trends.