In the mid-1980s, Jones demolished the old shop and built the new store, which officially opened January 1, 1986 and closed in late December 2014. To this day, the Bruce Jones Surf Shop in Sunset Beach stands as a testament to the vision that a true surf shop can survive, even amongst the giant surf mega stores that have more or less taken over the surf retail business. Put out a quality product and give friendly one-on-one service and it will flourish. Jones died on January 13, 2014, of a heart attack at the age of 68. A paddle-out ceremony (friends and family sitting on surfboards in the ocean holding hands as a tribute) was held March 9, 2014. One of the things that I admire about Bruce is that he is one of the few shapers who can still create his boards totally by hand, without the use of the "shaping" machines that are in common use. He shapes all kinds of boards, from longboards to shortboards to big wave guns to "fish." "He is a master. And as long as I have known him, he has always remained a mellow and genuinely nice dude." "When he opened his shop (Bruce Jones Surfboards) on Pacific Coast Highway in Huntington Beach, it became an iconographic part of the surf scene...He was a laid-back, super-together guy, and the shop reflected his persona.”