Businesses operating in Santa Cruz County must register with the county clerk. Lookout Santa Cruz reviews the public filings from local businesses to report on new businesses starting in the area.

Here is what’s new in local business recently.

New businesses

  • RHS was registered at 320 E. Lake Ave., Watsonville, by Rhs Vehicle Sales LLC as a limited liability company on Sept. 15.
  • ARC TAX & ADVISORY was registered at 2121 41st Ave., Ste. 301, Capitola, by Yates & Family LLC as a limited liability company on Sept. 15.
  • PLUG-IN ELECTRIC, PLUG-IN HVAC, PLUG-IN HVAC AND APPLIANCE REPAIR, PLUG-IN SERVICES was registered at 2222 Preakness Ave., Capitola, by Better View Real Estate, LLC, as a limited liability company on Sept. 15.
  • MISSION WEST, MISSION WEST BAR, MISSION WEST SALOON was registered at 2405 Mission St., Santa Cruz, Mission West, Inc as a corporation on Sept. 15.
  • SANTA CRUZ DESIGNS BEAUTY SALON was registered at 1600 Soquel Ave., Santa Cruz, by Michelle Louise Knudsen as an individual business on Sept. 16.
  • ESTHER DORSEY, ESTHER DUSHEY was registered at 1860 Via Pacifica #1207, Aptos, by Ethel Dushey as an individual business on Sept. 16.
  • KWTSC REFERRALS was registered at 1360 41st Ave., Suite A, Capitola, by Scrg Inc as a corporation on Sept. 16.
  • BELLEZA OLYS was registered at 150 Blaine Street, Apt. 1, Santa Cruz, by Olivia Sanchez Aparicio as an individual business on Sept. 17.
  • DON JOSE AUTO SALES was registered at 445 Auto Center Dr., Watsonville CA 95076 by Juana Arevalo Garcia as a business operated by a married couple on Sept. 17.
  • BRIAHNA VELVET ESTHETICS was registered at 9051 Soquel Dr., Aptos, by Briahna Lanzarotta as an individual business on Sept. 17.
  • GROUNDSWELL FARM was registered at 2037 Ocean St. Ext., Santa Cruz, by Heather Rose Cook as a business operated by a married couple on Sept. 17.
  • THOMPSON AVENUE MINI STORAGE was registered at 1211 Thompson Ave., Santa Cruz, by Gizelle Alice Sipin as an individual business on Sept. 18.
  • SMALLWOOD CONSTRUCTION was registered at 3970 Jarvis Rd., Scotts Valley, by Trustee Of Revocable Trust Robert H. Smallwood on Sept. 18.
  • RAVEN SOAP CO. was registered at 327 Getchell St., Santa Cruz, by Michels Consulting And Sales, LLC as a limited liability company on Sept. 19.

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