By Caroline Jaffe-Pickett
Rootstock Collective is ultimately a happy place for so many visitors,” says Nicole Fischer. “And I wouldn’t have it any other way.”
She’s the award-winning entrepreneur, artist, and owner of the thriving Rootstock Collective, which she opened in 2020 at 861 41st Ave. in Pleasure Point.
Nicole Fischer at her shop, Rootstock Collective.
Through consignment arrangements, she showcases works by local artisan jewelers, potters, and graphic artists, creating a broad selection of wearables, decorative pieces, and framed art for customers to choose from.
Step inside, and the vibe is one of beauty and inclusiveness.
Her background as a graphic designer, and her innate sensibilities of color and light, make her an ideal collaborator, mentor, and business leader in the arts.
Fischer not only sells unique creations, but also nurtures relationships with the makers she represents, starting with the 27 artists when she launched to an impressive 60 artists currently.
Joe Vickers, who creates surf art in tones of mango and aqua, says, “You can tell Nicole puts a lot of time and love into curating her store and working with the community. I always have people telling me what an amazing place it is… it’s my favorite shop in Santa Cruz too! I feel lucky to be part of Rootstock!”
Naomi Stretton, who designs fringe earrings and sells them on Instagram, says, “Being part of the Santa Cruz art community has been a dream come true and having my art featured at Rootstock Collective has been a perfect fit ! I’m constantly inspired by the vibrant energy and the supportive, creative souls that make up our city.”
When Fischer relocated to coastal Santa Cruz County from central Florida in 2020, she was searching for a way to start her life anew. Selling her jewelry at local crafts fairs, she found customers loved her creations, and she was excited to meet so many other artists.
“I was so impressed with the tight-knit community of Pleasure Point in particular,” Fischer says. “I’d see people on the street or the beach walking their dogs or getting coffee every morning, and in seeing these familiar faces, it’s inevitable that you just make a special connection.”
Once she began to settle in, she knew she wanted to nurture and celebrate artists.
Art by Tessa Hope
“Opening a shop during the pandemic was definitely a challenge,” she admits, acutely aware many small businesses were closing all around her as she was opening her doors. But it also presented some silver linings, including the opportunity to create something from the ground up.
She was hands on, painting the walls herself and installing the fixtures. Every January, she refreshes the space.
Her dedication has paid off.
In her first three years, she doubled her holiday sales.
Top sellers: Jewelry and framed artwork.
“We get so many loyal customers,” she says, “from those who want to find that special gift for their significant others, to friends shopping for friends, whether it be for birthdays, holidays, or special occasions. They know they are choosing from handmade items they can’t find anywhere else. That’s what makes the shop, and our customers, so special.”
Customers noticed her talent for arranging the framed art on the walls and began asking her for advice. This occasionally puts her in the role of interior design consultant, and Fischer is happy to help.
Fischer organizes her time between running Rootstock and working as a photographer (see https://nfisch.com), where her passion for the Santa Cruz coast and Monterey Bay is reflected in her colorful photographs of harbor scenes, wildflowers, sunsets, and magical oceanscapes.
An action figure in her community she was named “Nexties” 2023 Entrepreneur of the Year and 2023 Capitola Art and Wine Festival poster co-artist. In 2022, she spoke at the SBDC Small Business Summit on “Maker to CEO.”
A member of the Pleasure Point Business Association, and the Capitola-Soquel Chamber of Commerce Board of Directors, she has decided to run for chamber president with her goal to help many local artists living in our area thrive.
Reflecting on the meaning of “rootstock,” Fischer offers this apt metaphor for life and business. “Beauty grows from strength,” she explains. “If you look at wild roses, a small pink bud hides under the larger rose, and provides the strength for it to grow and flourish. That’s the real journey and inspiration for all of this.”
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Rootstock Collective is at 861 41st Ave., Pleasure Point. Hours are 11 a.m. to 5 p.m. Tuesday through Sunday.
Website: https://rootstockcollective.com/ • Instagram: @rootstockcollective • Email: [email protected]
TOP PHOTO: Art by Joe Vickers