With four generations of women holding down the shop at the Rustic Rooster Interiors, it's no wonder that with one step into the little yellow cottage on the Coast Highway, you instantly feel at home.

The shop was begun by the mother-daughter team of Sally and Alexandra von Gymnich, and Sally's 95-year-old mother, Genevieve, can often be found sitting near the cash register. Sometimes Alex's little red-headed girl, Taylor, is dropped off to smile at customers and get passed around.

"This look is family-friendly and comfortable," said Alex, who offers interior design services on the side and is an member of American Society of Interior Designers. "We have a very different look from other stores."

Three years ago, the mother-daughter team decided to go into business together after Alex graduated from San Diego State University with a degree in interior design and was looking at her career options.

Her father said he was happy to offer her $10,000 in cash to start her own business if she was willing to take her mother, Sally, as a partner. Since Sally, a UCLA graduate, was a retired designer herself, she jumped at the chance to start the business in Encinitas with her daughter.

Originally from the San Fernando Valley, a suburb of Los Angeles, the two found the bright yellow and white beach cottage across from the Lumberyard in Encinitas, rented it and rolled up their sleeves, stripping the floors, sanding, spackling and repainting the walls, and filling the window boxes with bright flowers.

"It was already our style," Alex said of their shop's display of vintage furniture and accessories. "We've always loved vintage mixed with antiques and distressed painted furniture and slipcovers."

They said they acquire only what they love and would have in their own homes. And what they love is the comfort and the relaxed feel of shabby chic, though the bland look of white on white could be improved with a splash of color. "It's a take-off of shabby chic, but the color is the difference," said Sally who added that sometimes they refinish it, repair it or just add a coat of paint. "This has been the fashion forever - we just put our signature on it."

With colorful items such as a wheelbarrow, a headboard or an Adirondack chair spilling out on the sidewalk from front courtyard, Sally says they like to give the look of a garage sale on the street. There is stroller parking on the side of the cottage, too.

Inside, visitors find the beach cottage look with blue and white Asian pottery, nautical pillows and shells, and of course, roosters. The name, Sally said, they came up with when they were shopping in Los Angeles and saw a shop called the Crimson Rooster and thought it sounded interesting.

The eclectic mix of one-of-a-kind furniture is chosen for its charm and affordability. "We have got a lot of pickers who pick for us," said Alex, and then they spruce the pieces up.

Prices are surprisingly affordable, such as a wooden kitchen table that seat six for under $500.

"You don't have to pay exorbitant prices to decorate," said Alex, adding they also do custom furniture and upholstery. "You change slipcovers, repaint the furniture, change the drapes and move things around."

And your home doesn't have to be a beach bungalow to make the look work. "You can do this style in a condo or a tract home. We live in a condo," said Alex. "Put flagstone in and the decor softens a new home.

"Or add crown molding and a few things, and you have brought the personal touch to a big tract home," Sally agrees. "We can go in and bring the charm back, add vines and touches of color."

Behind the main cottage at the Rustic Rooster and through the patio is a relatively new addition they call the chicken coop - a large room filled with vintage children's furniture and tons of darling baby finds, including cable knit sweaters, pillows, picture frames, blankets and warm and cuddly stuffed animals.

The von Gymniches say they treat their customers like family. "One of us is here 24/7," said Sally. "We love what we do. I look forward to waking up and coming into the store."We have made great friends with most of our customers. If you get something home and it doesn't work, we'll take it back within seven days and make it right."

Old Encinitas was a perfect location because it is where old-beach-cottage style works perfectly. "We loved bringing the cottage back and preserving it," said Sally of the 1920-30s cottage that was originally built across the street but moved to its present location by a local architect years ago.

"We love Encinitas," said Sally. "It's a true community, so down to earth. No one knows how much money you have." Both mother and daughter now live only five blocks from each other.

Most days, they work together too, because at the Rustic Rooster there is a definite sense that this family loves what they do and loves doing it together.

- Contact staff writer Ruth Marvin Webster at (760) 740-3527 or rwebster@nctimes.com.

DESIGN FINDS:

Rustic Rooster Interiors

930 S. Coast Highway, Encinitas

(760) 436-2171; toll-free (866) 787-8427

www.rusticrooster.com