Hansen: Spirit of Laguna lures Argentine shopkeeper

A myth in Argentina called “Luz Mala” refers to an evil light or bad omen that floats in the air. However, if the light falls at the base of a hill, then it is believed to point to buried treasure that only the brave can uncover.

Walter Cholewa, a charismatic 38-year-old Argentine shopkeeper, artist and musician, believes that he has found his buried treasure in Laguna Beach. He and co-owner Ginger Demke have opened a colorful storefront called Artisan.works at 1143 S. Coast Hwy.

Like his enthusiasm, the shop is filled with everything he loves about Argentina: passion, eccentricity, grace and hard work.

This is not Pier 1 Imports. This is the spirit of the eighth-largest country in the world, a country whose real economy thrives on small family businesses.

“It’s such a beautiful craft,” said Demke, describing what makes Argentina different. “Nobody wants to make things by hand anymore, hardly ever. That’s the thing about Argentina. They still have the old craftsmanship.”

“Sometimes I don’t want to sell things,” Cholewa added, picking up a delicate sculpture of two people dancing a tango. “So beautiful. What do I put here if I sell this? There will be a hole in my shop.”

The shop is really an extension of Cholewa, who takes things personally because it’s taken him 13 years to arrive in Laguna.

In 2001, he fled Argentina, frustrated by a heavy-handed government and lack of opportunity.

“The government took everyone’s money,” he said, citing the well-documented government freeze on private bank accounts. “You go to the ATM and you look for money and your money is gone — all your retirement, everything.”

Cholewa landed in Claremont, where he opened a small store. He tried art as a profession but learned that selling Argentine goods was more profitable. He had the store for 11 years but always looked toward Laguna.

“Almost every Monday when I closed my shop, I went to Victoria Beach,” he said. “If you want to talk art and the beach, it’s Laguna Beach.”

“I feel like we were fed art,” Demke said. “We just always came here because it’s our favorite beach and favorite place to take a day off and be filled up with beautiful things.”

It was during one of those visits this summer that Demke noticed a new “for rent” sign. At first, Cholewa resisted, worried that the rent would be too expensive.

“I said, ‘Why don’t we just call and see?’” Demke said.

She did and they moved in about two months ago. They haven’t stopped since — except for sunsets. They make a habit of closing the store at sunset for about an hour and walking down to the beach.

When they come back to the shop, they offer visitors sangria on Friday and Saturday nights. It’s more than just selling products; it’s a lifestyle shared from one family to the next.

“Everything you buy here is from a family business,” Cholewa said. He quickly points to various jewelry, purses and other one-of-a-kind pieces and tells the story of each: how it was made, the artist, their family and where they are from in Argentina.

He draws from a pool of about 75 core artists and crafters but has as many as 200 at his disposal. He turns on his smartphone and shows a picture of a close friend and artist he met just last week on a trip to Argentina for new products. They are standing in an artisan park and marketplace, not too different from the Main Beach craft fair in Laguna on Saturdays.

“Everything is unique,” he said. “You won’t find unique at Walmart or Target or Ross. You always remember the unique gift.”

He knows he will never open a chain of Argentine shops across Southern California. That’s not his goal, plus it’s completely antithetical to his heritage and the new Laguna culture he has embraced.

“It’s not, ‘Give me 200 next week for Christmas.’ I only have two hands. It’s handmade,” Cholewa said.

He enjoys the pace and priorities of Laguna and is eager to infuse energy and new ideas in a city that already feels like home.

“I live day to day. That’s my life,” Cholewa said. “I’m feeling like the Hawaii life here. It’s very relaxed. It’s not about the money; it’s about the dream.”

Demke feels a sense of pride and renewal as well, confident in their decision to relocate to Laguna.

“If you love something and you believe in it, and it’s your bliss, go for it — try.”

DAVID HANSEN is a writer and Laguna Beach resident. He can be reached at davidhansen@yahoo.com.