Sonoma’s gotta have it!

Sonoma retail stores could use some love right about now. Thanks to COVID closures and a limited ability to reopen, sales have been slow. But local merchants report that some items have shown surprising “pandemic popularity.” We asked some Sonoma retailers to share one item that has been in high demand during this unusual time - and their guess as to why.

Happy shoes

Virigina Hayes, owner of the Plaza home-décor and accessory store G’s General Store, said that she has been selling a lot of the Ilse Jacobsen Tulip shoe. “The fun bright happy colors are particularly popular right now,” she said. “I think they’re selling because people want something cheerful and fun but they are also so comfy. They are great for walking around town and checking out all the neighborhoods besides your own.”

A little sparkle

Co-owner Laura Havlek said that throughout the pandemic, Soda Stream carbonator cartridges have been in high demand at her Plaza kitchenware store, the Sign of the Bear. “I think that people were home and focusing on their health and staying hydrated,” said Havlek. “A conversation also got going on Next Door about supporting local businesses and people reminded each other that they could exchange their cartridges here, and sales really took off.”

Safety bling

Owner Francie Skaates at the Plaza home furniture and accessories store H. Frank said that their stylish, private-label sequined mask covers are “super hot right now – we can’t keep them in stock.” When a boring or alarmingly functional mask doesn’t fit the bill, a mask cover is an increasingly popular solution. The store’s masks and mask covers come in 10 different colors and there are two styles of face shield hats.

Masks as art

As the importance of face coverings became clear, John and Carole Shearer, owners of J. James, quickly decided to commission a Hawaiian artist friend to create a line of masks for the store. The masks, CDC-compliant and made of vintage Hawaiian cotton fabrics, have been a huge hit. “Plus it kept an artist busy and working while we all shut down,” said Carole. “A win-win.”

Crafty color

David Villasenor, an employee at the Fine Line art and frame store in Sonoma Marketplace, said that home tie-dying has been a popular hobby during COVID. “We think everyone staying indoors needs to find creative ways to stay entertained,” he said. “Adding color to your wardrobe is a great way to do that.” Feeling blue? The store’s most popular choice has been its indigo tie-dye kit.

Chic clean

Owner Sarah Anderson said that Chateau Sonoma’s Savon de Marseille products have been in high demand during the pandemic. “We’re all washing our hands a lot more in this current environment and these olive oil-based soaps not only make washing your hands more enjoyable, but also moisturize and nourish the skin at the same time.” The unique French soaps, available at the Plaza store or online, also bubble up in the bath and are used for skin ailments like rosacea and eczema and can remove most any stains.

Work from home attire

Erica Heald, owner of the newest Plaza women’s apparel and accessory store, Myriad, said that pajamas have been flying off the shelves over the past few months. “With people home all day and working from home, comfy and stylish loungewear is crucial.”

Roots relief

While its salon has been closed for months, Peter Schamoni of Sonoma Beauty Supply said that his retail store has been doing a bang-up business in hair color since the early days of the pandemic. “Not only our regulars but hundreds of customers who have never before dyed their hair themselves,” he said about who’s buying the dye. “We give them advice on their color, help them with technique and have even done home delivery.” As for the guys, the store has done a brisk business in hair clippers.

Packing up and moving out

While their store sells everything from olive oil to home vineyard supplies, Kiersten Cook and her husband David Cook have noticed a huge increase in their UHaul side business. “Sales of moving supplies have been brisk since the start,” Kiersten said. “And since many people are working from home during this pandemic, many home improvement projects are happening which includes organizing and storage.”

Get out

Stuart Sager, president of Sonoma’s outdoor appliance store Outdora said that homeowers locally have rediscovered their backyard. “We’ve been helping people choose a new grill, firepit or even a pizza oven to expand their experience in their outdoor space.”

A puzzling pastime

Barbara Hall at Readers’ Books wasn’t surprised that people were doing a lot of reading while sheltering in place but the staff at the store was surprised by the huge upswing of interest in puzzles. “We’ve always carried puzzles but never sold so many so fast,” she said.

All the retailers who spoke with the Index-Tribune expressed relief in having been allowed to open their doors in May and hope that business, in general, will return to normal in the weeks and months ahead. And several expressed gratitude to customers who have helped keep them afloat during an unquestionably challenging time.

“The community here seems to have been carefully thinking about how to keep our lovely stores and restaurants afloat,” said Laura Havlek. “The local support has been really humbling.”

Soothing the body and mind

The staff at the Loop Cornerstone says that customers are finding CBD salve to be the perfect thing to relieve the stress and tension of the pandemic. “It is a great way to self-soothe at home,” said co-owner Kristi Kelly Cederborg. The store is also selling more art than usual, particularly by local artist Jennifer LaPierre. “Everybody is home, spending time staring at their walls so I imagine this is a perfect opportunity to improve their home,” said Cederborg.

Contact Lorna at lorna.sheridan@sonomanews.com.