La Jolla and Pacific Beach residents who want to hold estate sales but can't because of HOA restrictions now have an alternative: a storefront where someone else does it for them.
Palm & Sage Estate Sales, a new venture from North Pacific Beach-based JAG Real Estate, opens with its inaugural "Grand Estate Sale" on Saturday, Aug. 29, and Sunday, Aug. 30, from 7 a.m. to 2 p.m. The sale features items from five client properties.
The business exists because of a specific local problem. Condo buildings and planned communities across La Jolla and parts of Pacific Beach enforce HOA rules that ban traditional at-home estate sales, according to Sanja Sullivan, a senior real estate specialist on the four-person JAG team.
"Because of HOA restrictions in the community, they're not allowed to do the estate sale at their home," Sullivan told the Times of San Diego.
Palm & Sage works on consignment. JAG staff visit a client's home, help sort belongings into keep, sell, donate or trash categories, price the goods and then host a weekend sale at the Palm & Sage storefront in the 92109 zip code, near where Pacific Beach and La Jolla meet. The firm takes a percentage of sales. Unsold items stay in the store for up to 90 days; after that, clients decide whether to donate, discard or leave them.
Jason Coleman, who teamed up with Sullivan in 2025 to form JAG Real Estate, said the pair kept hearing the same story from aging clients and their own family members: people accumulating a lifetime of possessions with no practical way to liquidate them.
"People have been calling it the boomer burden," Coleman said.
Sullivan described the typical client as a baby boomer whose large home is no longer practical, or an adult child living out of the area trying to help a parent move into assisted living. The team also includes Gizem Keskin and Jackie Guiterrez.
The storefront itself came together when a retail space became available for lease. Sullivan said the Aug. 29–30 sale is expected to draw both individual shoppers and buyers looking to resell items.
The store's contact number is (858) 218-6697.
