British Flair in the Coastal Air

Charles Gruwell’s journey from designing for some of the most prestigious names in hospitality to launching his own inclusive hotel brand is a story of vision, craftsmanship, and timing. With a career spanning more than four decades, Gruwell has brought his design expertise to over 40 boutique hotels worldwide, as well as iconic destinations like Disney’s Animal Kingdom Lodge and the Four Seasons Las Vegas. At Disney Imagineering, he learned the power of “The Big Idea”: casting the net wide for concepts and letting creativity run its course before refining it into reality. From the Four Seasons, he absorbed an uncompromising dedication to quality, a principle he now threads through every detail of his own projects.

Those lessons, combined with extensive world travel and visits to boutique hotels across the globe, shaped the distinct style that defines The Charles brand. For Gruwell, every project has its own cast of characters and narrative, and The Charles Pacific Grove was his chance to tell the story of classical European elegance through the layering of color, texture, and carefully chosen furnishings. The result is an aesthetic that blends coastal contemporary, classical European, rustic ranch, and Asian-inspired elements into a harmonious whole. Authentic antiques, richly appointed fabrics, and bespoke design choices telegraph luxury while preserving a warm, lived-in elegance.

The location of Pacific Grove, California (once a Methodist settlement and now famed for its Victorian architecture and spectacular coastal views) proved an ideal setting for Gruwell’s vision. Housed in the historic Frank LaVerne Buck House, a 1904 Victorian listed on the National Register of Historic Places, The Charles exudes timeless charm while offering the cosmopolitan sophistication of a London-style private club. Deep brocades, black carpets warmed by cognac and caramel tones, and curated art pieces all contribute to an environment that feels as personal as it is refined.

From the outset, Gruwell wanted The Charles to be more than a stylish retreat; he wanted it to be an inclusive one. His definition of inclusivity goes beyond open doors. It’s about celebrating the LGBTQ+ community along with their friends, families, and allies, and ensuring that every guest feels safe, welcome, and valued. That ethos is built into the brand’s identity, merging style and hospitality in a way that encourages all people to coexist under the same roof. The vision came to life in collaboration with his business partners, Don and Jay Desai, whose hospitality expertise complemented Gruwell’s design acumen.

The Charles Pacific Grove opened in June 2025 during Pride Month, marked by a grand opening celebration on June 28. The inn features sixteen thoughtfully designed guest rooms, locally sourced gourmet breakfasts, and evening social hours offering Monterey wines and artisanal cheeses. It has quickly become recognized not only for its elegance and charm but also for its authenticity and purpose.

With its early success, Gruwell and his partners have already set their sights on expansion. The Charles Napa Valley is slated to open by the end of 2025, housed in a Victorian home that will borrow design elements from Pacific Grove while introducing its own character. Though each location will have unique touches, the hallmarks of The Charles – that of luxury, narrative-driven design, and inclusivity - will remain constant.

For Gruwell, The Charles is the culmination of years spent mastering the art of storytelling in design and the science of delivering uncompromising quality. It’s a place where history, craftsmanship, and community come together, offering guests not just a beautiful space to stay while visiting Pacific Grove, California, but a space where they truly belong.

Visit thecharlespacificgrove.com