One of the main reasons I come to Santa Cruz is bc of Berdels. I LOVE IT SOOO MUCH!!! The clothing…read moreis just the best beach / ocean vibe, can't find anything like it anywhere else!!!! The quality of all the clothing items is so good. I've washed my Katin shirts so many times, and they're still like new. My mom and I love going here bc they have the coolest water design shirts, perfect for my brother who owns a dive shop. He always gets complimented on the clothes we get from here! I also love how it is a family owned locally owned business!!! What could be better?! The service is always so nice when we check out, the people will always give us recs to go too. There is a large variety of brands from well known to ones I've only seen here at Berdels. The price of the clothing is comparable to other stores. This is a must when in downtown Santa Cruz!! You have to get a Berdels sweatshirt to really say you were at Santa Cruz!!

Great selection of high quality mens clothing. I was shopping for my 21 yo son who needed some…read morecooler casual dress shirts for working in San Jose. Sean made some great recommendations, including sizes. Sean was super nice and answered all my questions about fabric care and their return policy. My son was delighted with the shirts I got him. Thanks Berdels and Sean for helping me to be a cool mom.

I had a fantastic experience here earlier this month choosing a ring for a special occasion. Abby…read morewas helpful, friendly, patient, knowledgeable and professional. It took me ages to decide and then I still had to "sleep on it" and I never felt pressured or rushed. I will definitely visit again in the future!

I've been wanting to come here and show some love for Golden Bliss, ever since the spate of jewelry…read moreheists hit Northern California. The price of gold and silver has suddenly put jewelry artists at risk, which is so outrageous. Here's what I want to tell you about Golden Bliss and their sister store, Simply Silver: they are *wonderful.* Their selection is marvelous, inspiring. The people who work there are knowledgeable and artistic themselves, real jewelry aficionados. They have given everyone in our town access to beautiful work and an education about gem stones and precious metals one couldn't find anywhere else. You can walk in with children, with your grandparents, and find both affordable and also rare works of art -- because that is what they are-- that make shopping and experimenting such a pleasure. Golden Bliss is fairly new -- Simply Silver have been here for decades, and they were inspired to start a place "next door" that focusses on gold earrings, necklaces, and bracelets. I have been buying presents and celebratory gifts here since I was a young woman, now I'm a "senior"-- still love the beauty of this world. As I got older, I loved how gold reflects the light on the skin, a kind of glow that hopefully reflects our inner wisdom, right? Love to all of you at our beloved stores.

Everyone should know about this wonderful store in Felton. It's full of fabulous gift items -all…read moreunique and handmade. The owner does all the jewelry herself. The staff, Carly and Raissa were so friendly and helpful. I will return to this wonderful store since I am planning to purchase a very nice wedding gift here. Great value, ambiance and items for sale!

Mountainside Made is such a wonderful addition to downtown Felton. Amber makes the most beautiful…read morejewelry and it's so nice to be able to go look at it and purchase it in person. Besides her beautiful jewelry, the shop is filled with tons of unique things. There are special chocolates, cute cards, lovely soaps, candles, artisan olive oils, etc. the perfect place to find a thoughtful gift for a friend or for yourself. I could spend hours in this cozy little shop!

I just had the most pleasant experience at a local Santa Cruz Shoppe called SALT, located in the…read moreTannery Building. These earrings are one of the many she has created along with very unique necklaces that has a Notting technique and this lovely wrap or blanket or whatever you want it to be. Great to wrap up and read a book or ponder your path in life. Just a bunch of really cool things. She has gently used unique clothing, a lot of linen, that she finds, washes, and hangs on her rack. I love to promote women in business. Sarah has been here for five years. This is the first time I've even been to the Tannery! I know, I'm embarrassed. But do yourself a favor and check it out. I'm sure you'll go home with some unique item that will charm you. Warmly, Jodi Laub

If you want a store that has beautiful handmade jewelry and creative finds in every knook and…read morecranny of the space, this is your place. Sarah the store owner has such an eye for detail it will make each shopper want to take everything home with them. A wonderful person and an absolute joy to visit Salt, everytime you visit trust me you will not be disappointed.

Garrett's has been a staple in our lives for over two decades, and it was time for a visit. My wife…read morehad a few pairs of earrings that needed surgery, and it seemed like the perfect opportunity to reconnect with Jeff and Yvonne, the lovely couple who have been our go-to jewelers. As always, Jeff and Yvonne were the same wonderful people we've come to know and trust. They chatted with us, cleaned up the earrings, and worked out which ones needed to be sent off. Two weeks later, my wife returned to pick them up, and they were in a brand-new state. Repairs don't come cheap, but neither does a new pair of earrings, so my wife was thrilled with the results. I've read some recent and less than favorable reviews about Garrett's, and I understand that everyone is entitled to their own opinions. However, I want to assure anyone looking for a solid family-run and ethical jeweler that Jeff and Yvonne are the most genuine couple I've ever met. It's been an absolute pleasure to work with them each time we've visited. As an Elite member, we have a duty to be unbiased, which means we should always say it as it is. However, I find it a crying shame when I see a negative review. I click through to the profile and realize that the reviewer has way more gripes than praise. They jump on the platform to moan without caring to understand the ripple effect their negative comments can have. Anyway, another great visit, good results, and a reconnection with a lovely, caring couple who truly love their trade and their clients!

I have never been happier. I have used them for every piece of jewelry I have ever purchased…read more They have designed things for me that turned out amazing. Nobody will ever try harder to work with you. Jeff and Yvonne care. That is what makes them so special. You can trust them. I just can't say enough about the quality and sevice that I have received from both of them for over 20 years.

I have been a fan of Variance for 5+ years. I love the artistry of this designer and have sought it…read moreout in the Bay Area, but no local shops seem to carry it now. SO, I decided to drive to Santa Cruz to check out the shop. Everyone was very helpful and attentive. I bought a ring and they sized it on the spot. Love this shop and Nicole's designs.

I just wanted to say thank you so much for everything!! I decided to get married somewhat…read morespontaneously, and my partner and I had little hope of getting rings in time. But Variance helped us in no time, and we are very grateful for the pricing, and advice, and the fact that our rings are beautiful and locally made with lovely materials. I couldn't be happier :)

The team here has been a pleasure to deal with. I grew up in Santa Cruz but sadly, no longer live…read morethere. I saw a few shirts on the PW social media feed that I *had* to have so I called up to see if they would hook me up. Jessica was super helpful and sought out the T-shirts by my description from IG posts, and saw the transaction through even though it took a couple of tries for my card to cooperate. Not long later, everything arrived just as I ordered it! On the other end- I needed to exchange one of the shirts and Elfin was key in making that go as smoothly as possible. They even texted me photos of the shirt display so that I could select the best color. Sure enough, the perfect exchange was made, and they even included some Pacific Wave stickers! So great! I wish I lived there so that I could impulse buy their sick designs on the regular!

My family and I love this store, their clothing and the staff. We had a complicated exchange (as we…read moredon't live in the area) however Elfin and his staff were great at accommodating our exchange and working with us to get my daughter the right fit for her hoodie. All their clothing is good quality and super cool. Highly recommend visiting when in the Santa Cruz area.

Great deal and great Selection managed by a great staff…read more The prices are always right. Especially when you can pick up shirts and shorts for $5 and Hoodies for $20. Must stop for shopping when in Santa Cruz.

The Outlet Store on Mission in Santa Cruz: Excellent,…read moreservice, selection, and valued. Staff friendly and helpful.