A look inside collector Heidi Geffen's Tiddle E. Winks Vintage 5 and Dime

For the Tiddle E. Winks owner and avid collector, orange is the new black|

Two women sharing a secret on a red, black and white sign marks the spot to one of Sonoma’s most beloved shops. Just off the Square lies Sonoma’s retro inspired Tiddle E. Winks Vintage 5 and Dime. A shop not to be missed.

At this fun shop, the young and old can step back in time. In fact, the word “fun” can be spotted at least 10 times inside.

In a nostalgic nod to an era of now defunct proper-name department stores, Tiddle E. Winks was born out of a clever play on words derived from the board game “Tiddlywinks.”

Displayed in the rafters, are over 100 Tiddlywinks games dating back to the late 1890s. Other collections in the shop from decades past create smiles and evoke joy for shoppers. Stop signs. College banners. Phrases and sayings. The colorful pairings of vintage goods, many for sale, are hand-selected and arranged by owner Heidi Geffen herself. Her rare and unique collectibles are constantly being rearranged and switched out. The displays are never done.

As a child, Geffen first collected stuffed animals. Next, came Barbie dolls, followed by trolls and then an assortment of animal rubber erasers. Only a select few are privy to the private collection Geffen acquired over time as an adult. Until now.

In addition to her museum-like collection of all things 1950s and ‘60s, Geffen collects, oddly enough, carrots.

Limited to just two rooms in her home, her current carrot collection is, as she calls it, the “crème de la crème.” “Everybody gives you what you collect,” she says. Having received and purchased carrot-themed goods for many years, only the most unique and favored items are shown in the home. “There is always a way to group them,” says Geffen. All of the wheelbarrows go together; and, the teapots; or, the carrot furniture. There is a story to tell even in the smallest of groupings.

What started this unique obsession? Geffen says, “It just kind of happened.” One rustic, bunny shaped basket got her thinking of what would go inside. “Carrots” naturally was the answer. While there may be more carrot collectors out there, Geffen knows only of one. And, the two met inside of Tiddle E. Winks.

So goes the story: Geffen, at work alone, grabbed her keys, left the doo-wop music blaring, and locked the variety store to run an errand. Startled upon her return, Geffen found a woman admiring Tiddle E. Winks’ vintage displays inside. The Healdsburg shopper had no idea she was briefly locked inside. After sharing a laugh, somehow a conversation about their mutual collecting of carrot nicknacks ensued.

What likely fascinated the once-captive shopper, is that there’s a creative gene that is undeniable when you meander through the store. And, artistic expression runs in the family.

Nori Geffen, Heidi’s mother, was classically trained and talented in a multitude of artistic disciplines, but best known for her prolific work as a painter. Not only can you see the creative gene passed down from generation to generation in the store’s displays of a simpler time, Heidi Geffen also designs some of the items for sale at Tiddle E. Winks herself.

From acquisition to design to merchandising, Geffen has kept her pulse on the market in order to keep her retro-inspired shop afloat. Established in 2005, her hit candy store has evolved, catering to the public’s wants and desires. If buyers ask for something three times, Geffen will bring it to the store. Geffen works with wholesalers to cherry-pick new items inspired from the past for the modern buyer. She supports the arts by carrying many up-and-coming locals works. She also frequents flea markets and estate sales to find rare gems the store needs.

In addition to choosing her stock, she clocks in as a regular employee. Behind the counter, she rings up customers with her four-legged business partner, Scooter. “I love what I do everyday. I created it.” Her personality shines through her branding.

Anthony Rodriquez and Natalya Fedorova of San Francisco stopped in when their eyes were caught by the colorful embroidered collegiate pillow window display.

“You don’t see stores like this,” says Fedorova. The tourists walk on to peruse the aisles lightheartedly handling many toys for sale. “We don’t have kids, but if we did, I’d get the bubbles,” Rodriquez said. “The store is very unique.”

David Kohnhorst, a third generation Sonoma resident and local fourth grade school teacher, comes to Tiddle E. Winks because it is a trip back to his childhood. In the candy corner, he points to his mother’s favorite variety. Glancing through the rows, he is thrilled to find Buttered Rum Lifesavers. As a child, his grandmother always had those in her purse. “You just can’t find those,” he says. His daughter, first-grade student Karina Kohnhorst, selects her own favorite from over 100 varieties of candies available. Going to the five and dime creates new candy-inspired memories for this family.

Tiddle E. Winks is a great place for the gifter as a wide variety is available for all occasions. From 707 coasters, California totes, wine straws, old school metal, whimsical wood, toys and games, clothing, dish towels, glassware, cinnamon toothpix, vintage dictionary art, fortune telling fish, imported confections to candy cigarettes, it is almost impossible to leave empty handed.

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