Owner’s Story
Tracey Griffiths is the owner and custodian of Lusty Glaze Beach, one of Cornwall’s most distinctive and loved coastal venues. Cornish by birth and instinct, Tracey has lived in Newquay for almost 30 years and bought Lusty Glaze in 1999, long before it became the destination it is today. She runs the business independently and is solely responsible for its long-term vision, direction and day-to-day stewardship.
From the outset, her vision for Lusty Glaze was never about over-development or polish for its own sake. Instead, she set out to create a place that feels relaxed, welcoming and quietly special. A beach that carries the soul of Cornwall but with the ease, warmth and rhythm of a Mediterranean resort. The kind of place where couples, families, friends, large groups or someone perfectly content on their own can all feel equally comfortable. A place that can hum with energy during a live music night or wedding, yet still offer calm, space and connection on an ordinary weekday morning.
Tracey has often spoken about her relationship with the ocean as deeply personal and humbling. Owning a beach, she has said, can feel like living on the edge of a volcano. Beautiful, unpredictable and powerful. That respect for nature runs through every decision at Lusty Glaze, from how the site has been developed to how it is protected, shaped and shared.
Her approach has been informed by years of travel and an instinctive understanding of what makes great places work. Spaces that flex effortlessly between intimate and expansive. Hospitality that feels natural rather than performative. A balance of laid-back ease and vibrant energy that invites people to linger.
Before returning to Cornwall, Tracey worked for the European Commission in rural economic development. Those years continue to influence how she runs Lusty Glaze today. Local sourcing, employing local people and working with the existing fabric of the town are not marketing statements but embedded principles. Wherever possible, Tracey believes in strengthening what already exists rather than imposing something that does not belong.
As a leader, she is known for being deeply present and fiercely loyal to her team. Staff describe her as a steady force and a constant source of support, someone who goes above and beyond and creates an environment where people feel backed, trusted and motivated to do their best work.
Alongside running the beach, Tracey supports a number of charities including Children’s Hospice South West, the RNLI, Leukaemia Care and the Meningitis Trust. Her involvement is informed by personal experience and a belief in using her platform responsibly.
She is also involved in a small number of research and development projects across different sectors, reflecting a continuing interest in innovation, long-term thinking and building resilient, future-focused ventures.
Lusty Glaze takes up much of Tracey’s waking time and creative energy. Outside of work, she loves spending time in Canada and is a keen skier. She lives in Newquay, close to the beach she cares for. Yet no matter how far she travels, Cornwall exerts a powerful pull. There is an inertia to this place, to the sea and to the cove at Lusty Glaze, that brings her back quickly. It is not just where she works, but where she belongs.