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    Personal Fx

    4.8 (31 reviews)
    ModerateJewelry, Gift Shops
    Closed 12:00 pm - 5:30 PM

    Services - Personal Fx

    Gift shops

    Personal Fx Photos

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    Reviews With Photos

    There is so much to see in this shop!
    Teresa C.

    A find! This is the place to discover your little piece of panache to add to the wardrobe. Handmade, unique and breathtaking pieces that won't give rise to the guilt factor when you go home and show loved ones. It's tucked into a lovely courtyard on the main drag in Half Moon Bay. The owner has inspired personal style and her taste is outstanding. There were women who drove from San Francisco and other areas that show a devoted following for this little treasure of a shop.

    She always makes sure that everything is sent home with style
    Kimberly R.

    Love this store and the variety of beautiful items that the owner has assembled! I have been coming here for years now and always refer my friends. Last visit was jewelry and scarves... Today was as well! Exceptional collections of quality craftsmen and designers! It's a must visit if you are in Half Moon Bay AND it's at the end of the street so make sure that you go down the street far enough! BEST jewelry & gifts in Half Moon Bay!

    John M.

    Long story...to shorten it,suffice it say we had a pair of sentimental earrings from Personal FX. One was lost right away and that was lamented ever since. I sent a picture of the earring to the store and had personal (FX...get it?) service on a relatively low cost item. It was important to us and I was treated with respect and warmth, and got a beloved replacement. This shop was the highlight of our visit to HMB, the excellent customer service this time left me with a warm heart. Stylish packaging... great design/taste! That's why you need to go there! Thanks! Thanks!

    Heather K.

    This little shop is so adorable. Full of bright eye-catchy things....it's perfect for someone with ADD like me. Jewelry, unique clothes, watches, figurines, little multi-colored jars. Even tiny plants (the cutest ones I've ever seen). The woman working the counter is always friendly and helpful. And the store is situated in a multi-store building that has an adorable little courtyard in the middle.

    Purses, bracelets, etc

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    Ask the Community - Personal Fx

    Do they repair jewelry there?

    No repairs that involve soldering or stone replacement. And no gold repair work. Generally able to do simple clasp replacement and adding links or extensions to some silver chains.

    Don’t See Your Question? Ask Away!

    Review Highlights - Personal Fx

    Kathy has curated a beautiful selection supporting local artisans, made in environmentally conscious ways.

    Mentioned in 9 reviews

    Read more highlights

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    Hometown Mercantile is an absolute gem and one of my favorite places to shop in Half Moon Bay! The…read morestore is beautifully curated with an incredible mix of thoughtful homewares, stunning jewelry, gorgeous makeup, and the sweetest finds for dogs and babies. Every time I walk in, I find something special--whether I'm shopping for a gift or treating myself. What truly sets Hometown Mercantile apart is the heart behind it. The owner is exceptionally kind and caring, and that warmth carries through to her entire staff. She makes it a point to know the backstory of every line she carries, which adds so much meaning to each product and makes shopping here feel personal and intentional. You can feel how much pride she takes not only in her shop, but in being an active part of such a vibrant downtown community. Nothing feels mass-produced or generic--everything is chosen with care, quality, and purpose. The staff is welcoming, knowledgeable, and genuinely excited to help, without ever being pushy. Hometown Mercantile is exactly the kind of small business you want to support. A true community staple and a must-visit boutique--I'll keep coming back again and again. PS: She always has treats for your four-legged friends!

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    Home Town Mercantile - Taking an interest in some of the merch in this store.

    Taking an interest in some of the merch in this store.

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    Home Town Mercantile

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    IMHO I love coming…read morehere. If not to buy, at least to look around. Everything is beautifully merchandised. I want to take so much home with me. I am partial to their garden decor, especially the adorable animal sculptures. I'm a shopper who loves a deal, so I was pleasantly surprised to see some lavender plants on sale outside of the store! No, I didn't purchase any because I have at least 8 lavender plants of my own at home, but someone will surely take advantage of the deal! I will definitely return when I'm back in Half Moon Bay!

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    Half Moon Bay Lavender - Air plants in the front

    Air plants in the front

    Half Moon Bay Lavender

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    Personal Fx - jewelry - Updated May 2026

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