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Sheila Bushard-Jamison: It’s all in the family

Story by SAMANTHA WASHER

Photos by Mary Hurlbut

Bushard’s Pharmacy is part of the fabric of Laguna. That happens when a business thrives as long as Bushard’s has. Joe and Mary Bushard came to Laguna Beach in 1942. In 1960, after renting several spaces, Joe built his pharmacy on Forest Ave. where it still is today. 

From father to daughter

The Bushard’s daughter Shelia, now Sheila Bushard-Jamison, has followed in their footsteps, running the business both with a partner, as well as alone for the past 30 years. To keep the family business going was definitely not part of a master plan. Bushard-Jamison had other ideas for her life when she earned a masters degree in Environmental Science. But, she recalls good-naturedly, “I couldn’t get a job! My dad’s manager had sadly just had a stroke. He needed my help.” So she jumped in.

It was definitely not a foreign place. Bushard-Jamison had worked at the pharmacy in some capacity since she was 13. “My dad trusted me, obviously. And when he was ready to retire I took over in 1986. My partner at the time, Tony D’Altorio, was the pharmacist and we were partners for 22 years. He passed away in 2007, so since then, I’ve been on my own.” At least she was.

LLP Jamison closeup

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Shelia Bushard-Jamison, owner of Bushard’s Pharmacy, a Laguna Beach institution

Now a mother-daughter team

In 2010, Bushard’s daughter Marisa graduated with a business degree from Loyola Marymount University. The business climate back then was extremely rough for just about everyone, especially new graduates. This prompted Bushard-Jamison to ask her daughter if she wanted to come work with her. “She embraced it,” says Bushard- Jamsion. “She likes the business side of it. She’s so much more tech savvy than I am. And, a lot of my customers are aging. We have to keep the younger ones coming in.”

So, despite a lack of intention, it seems as though this family business will stay in the family for quite some time. Marisa is ready to take the reins, according to her mother, but it doesn’t sound like Bushard-Jamison is ready to “cut the leash” just yet. 

And this dynamic makes Bushard’s a rather unique place. It is definitely a modern pharmacy, but there is a palpable nostalgia one feels upon entering. Maybe it’s the building? Maybe it’s the employees, some of whom have worked there 20+ years? Maybe it’s how everyone knows your name when you come in? It is probably all of these things, and then there are the M & M’s.

A commitment to customers – and M & M’s

Bushard-Jamsion says she started putting a dish of M & M’s at the pharmacy counter many years ago. Her partner Tony was not a fan – at first. “Then he started buying them!” laughs Bushard-Jamison “I have to make sure we have enough all the time. I’m running to Costco to keep our stash full.”  The candy, small as it is, says a lot about the way Bushard-Jamison runs her business. People come in and have a few M & M’s, even if they’re not there to buy anything. “It’s fun to visit and catch up. We try to make people happy and have a good time. We always try to take extra care. We each have a group of people we know really well, and it’s really great to see them when they come in.”

Known for their perfumes, among other things

Another Bushard’s trademark is the perfume. People check in from all over the country in order to pick up a favorite fragrance that they can’t find anywhere else. “It’s so funny,” explains Bushard-Jamison. “Mitzi Interlandi…she started working here and was totally into fragrances. She created relationships with these companies, and it just kept building.” Interlandi came to work in 1980, retired in 2008, but not before she trained her replacement who now knows as much as her mentor.

LLP mother daughter

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The dynamic duo: Marisa Bushard-Jamison with her mother Shelia in front of their family-owned and managed business

While Bushard’s definitely echoes some of the better things from the past, it is not stuck there. Every Bushard who has been involved in the pharmacy has demonstrated innovative thinking. Joe Bushard fought the city to build the breezeway that connects the parking lot on Ocean to Forest Ave. “Can you imagine?” muses Bushard-Jamison at the thought of that ubiquitous pathway not existing. 

A voice for local merchants

While very active over the years with the Chamber of Commerce, Bushard-Jamison herself tried several different ideas to help keep locals shopping in town. She, like all Laguna residents, realizes the town is up against a fierce adversary: lack of parking. 

To combat locals’ inclination to head to a mall, Bushard-Jamison says they tried the  “Our Town Until 10:00” where businesses were encouraged to open early so locals could shop before the crowds came. She also helped convince the city that the parking meters should be for three hours instead of two. “You can’t go to lunch, look around and maybe do some shopping in two hours,” she explains. But the problem is only getting worse and that worries Bushard-Jamison. “I don’t think there’s a long-term plan and that concerns me.”

Deliveries help customers get what they need

 With that in mind, Bushard-Jamison decided the pharmacy needed to start making deliveries. “People who can’t get here or don’t want to try and get here, they still need their medicines. We deliver six days a week.” And as with all good business owners, when something needs to get done, sometimes you have to do it yourself. Her driver was going to be unavailable this weekend which means Bushard-Jamison was taking over. Driving on a weekend in full summer traffic is no picnic, but Bushard-Jamison was sanguine. Small business owners must wear many hats.

A family with deep roots in Laguna

And if there was an award the “The Most Local Family” of all local families in Laguna, the Bushard-Jamison’s would be hard to beat. Bushard-Jamison’s husband was also born in Laguna. His father was a member of Laguna Beach High School’s first graduating class. Both sets of in-laws were friends despite the children not meeting one another until college. This is because Bushard-Jamison went to a private school in Anaheim. She says her parents weren’t thrilled about Timothy Leary’s presence in Laguna and decided it was safer to send her away. After college, Bushard-Jamison says she traveled a lot, but never considered leaving Laguna. At the time, she didn’t want to leave her boyfriend. Since the two have now been married for 38 years, it seems like she made a smart choice. 

LLP Bushards breezeway

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The front of Bushard’s Pharmacy and its connecting breezeway that Jack Bushard fought for back in the late 1950’s

As a Laguna Beach native, Bushard-Jamison has watched her hometown evolve from an idyllic beach community to a world-class tourist destination. Talking with her about the old days, it’s easy to feel a sense of longing for what things were like then. “When I was a kid there were cows grazing in the canyon,” she says. Everything anyone needed could be found downtown, according to Bushard-Jamison. There were shops along the boardwalk (before Main Beach park was created) and Allen Cadillac sold its cars between Oak and Brooks Streets. And you could make it from point A to point B considerably quicker. Times have certainly changed.

What has not changed is how Bushard-Jamison values her customers who were once her father’s customers, and who will eventually be her daughter’s customers (and possibly her son’s, though he is currently enrolled in film school). This continuity is not something she takes for granted. “My dad loved Laguna. He was very encouraging for me to take over and that was a blessing. We’re all very blessed to live here, and I’m really lucky to still have this store.” 

Bushard-Jamison may call it luck, but luck isn’t delivering prescriptions over a sunny, tourist-packed weekend.