By Jondi Gumz
Some people might see an empty storefront as a sign of these COVID-19 times, but for Nicole Graham, a graphic designer new to Pleasure Point, it was a business opportunity.
Nicole Graham is proprietor of Rootstock Artisan Collective, newly opened at 861 41st Ave. in Pleasure Point. • Photo Credit: Jondi Gumz
Graham, 32, turned that empty space at 861 41st Ave. into a beautifully appointed shop featuring art, wood furnishings, wall hangings, and jewelry, all the work of local artists and makers.
She calls it Rootstock Artisan Collective.
Her goal is to have a permanent makers’ market, featuring different artists on Saturdays, “to rebuild the sense of community we all lost.”
When the Capitola-Soquel Chamber of Commerce hosted a ribbon-cutting celebration for the shop Nov. 7 — before the county was placed in the restrictive Purple Tier to prevent the virus from spreading — dozens of people came by to look and to buy.
“People are eager to get out,” she said. “Having events like this is an attraction for shopping local.”
Stacy Pappanastos, 43, was one of the artisans at a table outside. She was selling her Turq & Terra earrings. She also created the zen-like “moon phase” wall hangings on display inside.
Stacy Pappanastos of Turq & Terra makes these zen-like wall hangings, sold at Rootstock Artisan Collective. • Photo Credit: Jondi Gumz
She said she learned about Rootstock on Instagram when Graham began to follow her work and the two connected.
Jacqui Hendricks, 32, a graphic designer turned full-time woodworker, said she sold a couple of pieces thanks to Rootstock and will be dropping off some new pieces.
She creates coffee tables, desks, wall designs, signs and rain catchers under the name, TheWoodress, and will be selling at the Maker By the Sea event outdoors at the Santa Cruz Harbor.
For her artistic enterprise, Instagram has been “a total game-changer,” she said. “I didn’t realize how important it was — it’s the perfect platform.”
Graham said she used Instagram to connect with local artists to fill her shop.
A colorful painting by Amadeo Bachar at Rootstock Artisan Collective depicts ocean life. • Photo Credit: Jondi Gumz
She lives close by on 33rd Avenue and noticed the “for lease” sign, a rare occurrence for this stretch of 41st Avenue. The property owner, she said, loved her idea, so she forged ahead, repainting the place herself.
The space is bright, and there’s enough room to highlight each artist.
“With COVID, it’s nice to have that extra space,” Graham said.
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Hours are 11 a.m. to 5 p.m. Tuesday through Friday and 10 a.m. to 5 p.m. Saturday and Sunday. Website: RootstockCollective.com. To be featured in the shop, email rootstockcollective@gmail.com