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New store opens on Plaza in Sonoma

Quietly last week, and seemingly overnight, a new women’s clothing store opened on the eastern side of the Plaza, next to Sweet Scoops ice cream.

The shop, Mabel & Mae, is a sister store to Wildeflower on West Napa Street, selling women’s clothing, jewelry and accessories.

According to owner Cindy Holman, Mable & Mae has a slightly different product mix that she describes as “more contemporary, with a focus on clean lines, at a comparable price point.” She is a fan of classic silhouettes and said she particularly loves the idea of being a shop that mothers and daughters can both enjoy. She stocks new items weekly and hopes to offer some small events in the months to come.

Holman splits her time between an apartment in Sonoma and a home in Healdsburg, where she owns and runs her first store, Gathered.

Mabel & Mae is located in the former site of Filigree Estate Jewelers, which moved to Sonoma Marketplace, near the Toy Shop and Whole Foods. Holman said that she had her pick of several empty storefronts around the Plaza but that she chose this site because it was in great shape, with a nice interior, in a great location, at what she considered to be a fair rent. Holman only needed to reconfigure the cases and to paint and furnish the space, which contributed to her ability to open quickly.

Holman said that her Wildeflower shop has been successful since it opened and she is particularly pleased by how many locals shop there for hostess and birthday gifts.

“We see more local foot traffic in Sonoma than we do in Healdsburg,” she said. “The response has been great so far. Locals are so happy we aren’t another tasting room.”

When asked about the origin of the name, Holman said she chose it because the traditional, more old-fashioned names represents a sweeter time.

M&M’s website and social media pages are still in development. The store is open from 10:30 a.m. to 6 p.m., seven days a week.

Mabel & Mae is located at 416 First St. E.

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