Women Shaping Downtown El Cajon

Meet the Entrepreneurs and Leaders Transforming East County

Downtown El Cajon has been quietly evolving in recent years. Once known primarily as a commercial hub of East County, the district is increasingly becoming something more layered—part cultural corridor, part culinary destination, and part creative community. Walk down Main Street today and you’ll find bustling cafés, art studios, wellness spaces, and live entertainment venues drawing residents and visitors alike.

Behind many of these spaces are women whose work extends far beyond simply running a business. They are shaping the character of Downtown El Cajon through entrepreneurship, creativity, and a deep commitment to the community. In recognition of Women's History Month, we’re spotlighting several women whose leadership and passion are helping define the district’s next chapter.

Joy Romey of Main Street Donut Deli Helps Shape Downtown El Cajon

Few places capture the spirit of a neighborhood quite like Main Street Donut Deli.

Owner Joy Romey has built more than just a breakfast destination—she’s created a gathering place where regulars start their mornings and newcomers quickly feel at home. Her journey into food began long before opening her shop. Growing up in upstate New York, Romey was surrounded by a wide range of cultural cuisines, from Polish and Italian dishes to Puerto Rican and German specialties. That early exposure sparked a lifelong fascination with food.

Before becoming a business owner, Romey worked for the San Diego Union-Tribune. Eventually, her entrepreneurial spirit pulled her toward the culinary world, where she now serves comfort breakfast classics alongside freshly made donuts.

Her influence extends beyond the deli through La Cuisine Custom Catering, a venture that supports local businesses, celebrations, and community events across East County.

Nina Oshana of Sultan Baklava Brings Global Flavor to Downtown El Cajon

Since 2003, Nina Oshana has been sharing the rich culinary traditions of southeastern Turkey with visitors to Downtown El Cajon.

At Sultan Baklava, the desserts are as beautiful as they are flavorful. Layers of delicate pastry filled with pistachios, walnuts, chocolate, and cream reflect recipes rooted in the culinary heritage of Diyarbakir.

For many guests, the experience doesn’t end with dessert. Just steps away, Oshana also operates Mediterranean Grill, where diners can explore a broader menu of Middle Eastern and Mediterranean cuisine.

Through both businesses, Oshana has helped introduce authentic global flavors to East County while building a loyal following of locals who return again and again.

Linda Baltodano and the East County Arts Association Support El Cajon’s Creative Community

Art plays a vital role in shaping the cultural identity of a neighborhood, and in Downtown El Cajon, much of that creative momentum is supported by the East County Arts Association.

Led by Linda Baltodano, the organization provides resources, education, and exhibition opportunities for artists across East County. Its mission is simple yet powerful: ensure that artists regardless of where they are in their careers—have access to the tools and community support they need to grow.

Through workshops, collaborative programs, and public exhibitions, the association has helped cultivate a network of artists who not only support one another but also give back to the broader community.

Sophie’s Gallery Creates an Inclusive Space for Artistic Expression

Creativity can also be a powerful force for inclusion, something clearly visible at Sophie's Gallery.

Led by Wendy Morris and Erin Perschbacher, the gallery operates as both an art studio and creative program for adults with intellectual and developmental disabilities. Participants are encouraged to explore painting, sculpture, and other forms of artistic expression in an environment designed to nurture confidence and creativity.

Perschbacher, who also serves as an instructor within the program, works closely with artists to help them discover their individual styles and artistic voices. The result is a gallery space filled not just with artwork, but with stories of growth and possibility.

Denise Rich’s “Happy Cows” Add Color to the Local Art Scene

Walk through Downtown El Cajon and you might encounter a cheerful face staring back at you from a painting.

Artist Denise Rich, known as the “Official Happy Cow Artist,” has built a distinctive niche around vibrant portraits of cattle. Her journey into this unique artistic style began in 2004 when she completed a commissioned painting for the California Milk Advisory Board as part of the well-known Real California Milk campaign.

Today, Rich continues creating her signature work at Denise Rich Art Studio, where she transforms photographs she captures into colorful, expressive paintings that celebrate the charm and personality of these animals.

Her work has become one of the more recognizable artistic signatures in the local community.

Dr Lesley Custodio Brings Holistic Wellness to East County

Health and wellness are another growing part of Downtown El Cajon’s identity.

At Feel Well Acupuncture, Dr Lesley Custodio guides patients through holistic healing practices rooted in traditional Chinese medicine.

Her treatments integrate acupuncture, herbal remedies, and nutritional guidance to address each client’s individual needs. Rather than focusing solely on symptoms, Custodio’s approach emphasizes long-term balance and wellness—an approach that continues to gain popularity among those seeking alternative paths to health.

Paris Landen and the Cultural Energy of The Magnolia

When the sun sets in Downtown El Cajon, the neighborhood’s energy often shifts toward entertainment—and one venue at the center of that transformation is The Magnolia.

As General Manager, Paris Landen oversees operations at the state-of-the-art venue, which has quickly become one of East County’s most dynamic spaces for live performances. With expansive seating, advanced sound and lighting systems, and a VIP lounge, The Magnolia hosts concerts, comedy shows, and cultural performances throughout the year.

As an East County native, Landen understands the importance of bringing arts and entertainment to the community she calls home.

The Women Driving Downtown El Cajon Forward

Beyond individual businesses, organizations such as the Downtown El Cajon Association continue to play a vital role in supporting the district’s growth. Community events like Artival and Music on Main bring residents and visitors together while highlighting local businesses and artists.

Board members including Paris Landen and Cathy Zeman, along with staff members such as Assistant District Manager Gabby Manocchio, contribute to the ongoing momentum behind Downtown El Cajon’s revitalization.

Together, these leaders and entrepreneurs represent the evolving identity of the district—one built on creativity, cultural diversity, and community collaboration.

As El Cajon continues to grow, it’s clear that many of the voices shaping its future are women who are building businesses, supporting the arts, and strengthening the sense of community that defines East County.

And their impact is only just beginning.

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