.Best of Santa Cruz County 2020: Shopping & Services

Find out what readers voted as the best shopping and services.

Best Boat Tour


  1. Whether you’re a seasoned seafarer or you’re exploring the open waters for the first time, all ages and experience levels are welcome on Chardonnay’s sailing tours. 
  2. The company teams up with local businesses like The Buttery, Pono Hawaiian Grill and Humble Sea Brewing Company to offer guests first-class bites and on-tap brews for special sailing events like the year-round Champagne Brunch Charter or Santa Cruz Brewmaster Charter. 
  3. Rent out the 70-foot Chardonnay II or III for special events like weddings, business meetings or birthdays and observe the marine life of the Monterey Bay with up to 49 of your closest friends. 
  4. On Tuesday and Thursdays ‘BYO’ specials, guests can pack their favorite snacks and drinks and enjoy a two-hour venture aboard Chardonnay’s fleet for just $50. 
  5. The Chardonnay Sailing Charters garnered its name from the owner’s love of farming and producing local Chardonnay wines. Now, the company shares this love with guests by featuring a different local winery each Friday on its April-September Winemaker Charter. 

Susan Landry

Best Crystals/Rocks/Stones

Mountain Spirit

  1. Before opening up shop in Felton in 2010, the husband and wife duo behind Mountain Spirit sold wholesale crystals, gems and rocks across the country. 
  2. From cute, pocket-sized stones to large, focal-point geodes, Mountain Spirit has all your rock needs covered.
  3. The store offers an impressive collection of new and used books on topics like new-age spirituality and women’s empowerment. 
  4. For the crafters among us, Mountain Spirit is one of the few places in the county that sells a wide selection of beads and jewelry-making accessories. It is virtually guaranteed to boost your creative spirit. 
  5. Stop in to find one-of-a-kind gifts or something extra special just for you.  

Susan Landry

Best Jewelry

Dell Williams

  1. Dell Williams opened in Santa Cruz in 1927. That’s more than 90 years of providing residents with top-quality jewels. 
  2. The family-owned business is the perfect stop for watches, engagement rings, designer jewelry and gifts for that special someone. 
  3. You can relax when shopping at Dell Williams, knowing that all diamonds are conflict-free and in compliance with UN resolutions. 
  4. Break your favorite pair of earrings? No problem. The staff at Dell Williams can handle just about any repair. 
  5. If you’re looking for a custom, one-of-a-kind piece, the master jeweler at Dell Williams is highly-trained to bring even your sparkliest dreams to life. 

 Susan Landry

Best Massage School 

Five Branches University Health Center

  1. The school opened in Santa Cruz in 1984, making it one of the first schools in the entire country to offer training in Traditional Chinese Medicine (TCM), and it is currently recognized as one of the top TCM schools nationwide.
  2. They offer massage and professional bodywork certification programs based on Asian therapies including Qigong, Shiatsu, Tuina, and acupressure.
  3. It has a study abroad program which allows students to experience the practice of TCM where it started, at one of the university’s several sister schools in China.
  4. The school began with one classroom, five teachers, and 18 students. It now has two campuses, 14 classrooms, 200 teachers, 450 students, and 1,500 alumni. Oh, and it sees 160 patients a day.
  5. TCM has been used in Asia for many centuries, making it one of the oldest forms of healthcare in human history. 

Andrew Steingrube

secure document shredding

Adult Store


1329 Pacific Ave., Santa Cruz, 423-7613, camouflage.com

RUNNERS-UP Frenchy’s, Pure Pleasure 


Alternative Health Services

Santa Cruz Integrative Medicine 

740 Front St., Suite 130, Santa Cruz, 465-9088, santacruzintegrativemedicine.com

RUNNERS-UP Five Branches University Health Center, Thrive Natural Medicine


Center Street Antiques

3010 Center St., Soquel, 477-9211, centerstreetantiques.com

RUNNERS-UP Attilia’s Antiques, Crawford Antiques 

Arts and Crafts

Palace Art & Office Supply 

1407 Pacific Ave., Santa Cruz, 427-1550;

1501 41st Ave., Capitola, 464-2700,


RUNNERS-UP Harts Fabric, Lenz Arts


Auto Dealer 

Ocean Honda

3801 Soquel Drive., Soquel, 278-4253, oceanhondsantacruz.com

RUNNERS-UP Subaru of Santa Cruz, Toyota of Santa Cruz 

Auto Repair

Specialized Auto

2415 Chanticleer Ave, Santa Cruz, 462-3458, specializedautos.com

RUNNERS-UP AE Motorsports, Rusty’s Repair

Bank (Local, Non-Credit Union)

Santa Cruz County Bank 

7775 Soquel Drive, Aptos, 662-6000;

819 Bay Ave., Capitola, 464-5300;

75 River St., Santa Cruz, 457-5000;

2020 North Pacific Ave., Santa Cruz, 600-4000, 

4604 Scotts Valley Drive # 10, Scotts Valley, 461-5000;

595 Auto Center Dr, Watsonville, 761-7600;


Bank (Credit Union)

Bay Federal Credit Union

3333 Clares St., Capitola;

48 Rancho Del Mar, Aptos;

2028 Freedom Blvd., Freedom;

420 River St., Santa Cruz;

255 Mount Hermon Rd., Scotts Valley;

1481 Main St., Watsonville;

479.6000, bayfed.com

RUNNER-UP Santa Cruz Community Credit Union


Montgomery’s Barber Shop

1047 Water St., Santa Cruz, 713-5038

RUNNERS-UP Get Faded Barbershop, Waves & Fades

Beauty Supply

Westside Beauty Supply 

3555 Clares St., Capitola, 479-1026;

550-B River St., Santa Cruz, 459-8450,


RUNNER-UP Kinship Hair Company 

Boat Tour

Chardonnay Sailing Charters

790 Mariner Park Way, Dock FF, Santa Cruz, 423-1213, chardonnay.com

RUNNERS-UP O’Neill Yacht Charters, Stagnaro Charter Boats

Bookshop (new)

Bookshop Santa Cruz 

1520 Pacific Ave., Santa Cruz, 423-0900, bookshopsantacruz.com

RUNNERS-UP Atlantis Fantasyworld, Bad Animal

Bookshop (used)

Bookshop Santa Cruz 

1520 Pacific Ave., Santa Cruz, 423-0900, bookshopsantacruz.com

RUNNER-UP Bad Animal  


Shopper’s Corner 

622 Soquel Ave., Santa Cruz, 423-1398, shopperscorner.com

RUNNERS-UP Corralitos Market and Sausage Company, El Salchichero

Car Wash

Whalers Car Wash 

2001 Soquel Ave., Santa Cruz, 423-0676, whalerscarwash.com

RUNNERS-UP Cruz Car Wash, Master Car Wash

Carpet Cleaning


476-9721, santacruzclean.com

RUNNERS-UP Peachy Kleen, Sea Breeze Carpet Cleaning 

Children’s Day Care

Simcha Preschool

3055 Porter Gulch Rd., Aptos, 479-3449, simchapreschool.org

RUNNERS-UP Coastal Community Preschool, Discovery Preschool

Computer Repair

Click Away 

303 Potrero St., Santa Cruz, 420-1200, clickaway.com

RUNNERS-UP Blue Screen, Pleasure Point Computers

Consignment Clothing

The Closet Shopper 

1203 41st Ave., Capitola, 476-1565, theclosetshoppersantacruz.com

RUNNER-UP Jet Set Bohemian 


Mountain Spirit  

6299 Highway 9, Felton, 335-700, mountainspiritstore.com 

RUNNERS-UP Gaia Earth Treasures, World of Stones and Mystics 

Custom Framing

Lenz Arts

142 River St., Santa Cruz, 423-1935, lenzarts.com

RUNNERS-UP Frame Circus, York Framing Gallery

Dry Cleaners

Classic Vapor

285 Water St., Santa Cruz, 423-4646;

809 Bay Ave., Capitola, 479-0650;


RUNNERS-UP Almar Cleaners, Master Cleaners



1101 Pacific Ave., Santa Cruz, 466-3937, eyeqsantacruz.com

RUNNERS-UP Plaza Lane Optometry, Spex


Harts Fabric

1620 Seabright Ave., Santa Cruz, 423-5434, hartsfabric.com

RUNNERS-UP Modern Handmade, Santa Cruz Sew & Vac

Feed Store

Mountain Feed & Farm Supply

9550 Hwy. 9, Ben Lomond, 336-8876, mountainfeed.com

RUNNERS-UP Aptos Feed & Pet Supply, General Feed & Seed, Westside Farm & Feed

Financial Planner

Christine McBroom / Lanai Financial Solutions

1066 41st Ave., Suite A101, Capitola, 476-7300, lanaifinancialsolutions.com

RUNNERS-UP Ivor Thomas, Cheryl Rebottaro


Bay Area Floors

2617 41st Ave., Soquel, 662-3000, bay-area-floors.com

RUNNERS-UP Samaya’s Eco-Flooring, Warehouse Direct Flooring Outlet 

Flower Shop

The Flower Shack

614 S Branciforte Ave., Santa Cruz, 423-3877, flowershacksc.com

RUNNERS-UP Ace’s Flowers, Susi’s Flowers


SC41 Furniture

2701 41st Ave., Soquel, 464-2228, sc41.com

RUNNERS-UP Couch Potato, Redo Consign & Redesign 

Garden Supply/Nursery 

San Lorenzo Garden Center

235 River St., Santa Cruz, 423-0223, sanlorenzolumber.com/garden-center

RUNNERS-UP Dig Gardens, Far West Nursery 

Gift Shop

Zinnia’s Gift Boutique 

Graham Plaza, 219 Mount Hermon Rd., Scotts Valley, 430-9466, zinniasgiftboutique.com

RUNNERS-UP Botanic & Luxe, Outside-In 

Green Retailer 

The Zero Shop / Ethos 

101 Capitola Ave., Capitola, 854-2490, ethossantacruz.com

RUNNERS-UP Greenspace, Eco Goods  

Grocery Store (local)

Shopper’s Corner

622 Soquel Ave., Santa Cruz, 423-1398, shopperscorner.com

RUNNERS-UP New Leaf Community Markets, Staff of Life

Grocery Store (natural)

Staff of Life

1266 Soquel Ave., Santa Cruz, 423-8632, staffoflifemarket.com 

RUNNERS-UP New Leaf Community Markets, Wild Roots Market

Hair Salon

Lavish Salon & Spa

602 Soquel Ave., Santa Cruz, 457-1544

RUNNERS-UP Kepare, Kinship Hair Company 

Hardware Store

Ace Hardware

1214 Soquel Ave., Santa Cruz, 457-2222;

72 Rancho Del Mar, Aptos, 662-0222;

849 Almar Ave., Santa Cruz, 426-7650

RUNNERS-UP San Lorenzo Lumber, Scarborough Lumber  



818 Pacific Ave., Santa Cruz, 425-7473

RUNNERS-UP KindPeoples, Treehouse

Home Decorating

Botanic & Luxe

701 Front St., Santa Cruz, 515-7710, botanicandluxe.com

RUNNERS-UP Dig Gardens, Warmth Company


Dream Inn  

175 W Cliff Drive, Santa Cruz, 740-8069, dreaminnsantacruz.com

RUNNERS-UP Hotel Paradox, Chaminade Resort & Spa

House Cleaner

Sunrise Cleaning Service 

421-9664, sunriseclean.com

RUNNERS-UP Dynamic House Cleaning, Maxima’s Cleaners

House Painter

T Paul Sek Eco-Friendly Painting

721 Seabright Ave., Santa Cruz, 588-4080, greenpaintingcontractor.com

RUNNERS-UP Andson Painting, JJM Painting 

Hydroponic Supplier

The Grow Biz

2450 17th Ave., Suite 100, Santa Cruz, 475-9900, thegrowbiz.com

RUNNERS-UP Specialty Garden Supply, Mountain Feed & Farm Supply 


Sean Rovai, Farmers Insurance   

6990 Soquel Drive., Aptos, 462-3222

RUNNER-UP Edna Vilozny, Farmers Insurance 

Internet Service Provider (local) 


877 Cedar St., Suite 150, Santa Cruz, 459-6301, cruzio.com 



Dell Williams  

1320 Pacific Ave., Santa Cruz, 423-4100, dellwilliams.com

RUNNERS-UP Artisans Gallery, Mountainside Jewelry 

Kids’ Clothing

Jelli Beanz 

2555 Soquel Drive, Santa Cruz, 462-6700, jellibeanzonline.com

RUNNERS-UP Hopscotch, Mini Mint  

Kitchen Store

Toque Blanche 

1527 Pacific Ave., Santa Cruz, 426-1351, mytoque.com

RUNNERS-UP Outside-In, Santa Cruz Restaurant Supply 


Terra Nova Ecological Landscaping

425-3514, terranovalandscaping.com

RUNNERS-UP Dreamscape Creative Landscape Solutions, K&D Landscaping

Laser Hair Removal

Laser Hair and Skin Solutions

783 Rio Del Mar Blvd. #71b, Aptos, 689-9830

RUNNERS-UP Monterey Bay Laser Aesthetics, UltraDerm


Michael Tunink

820 Bay Ave. #120, Capitola, 477-2001

RUNNERS-UP Ben Rice, Dina Hoffman

Life Coach

Marisa Abzug-Callender

501 Mission St., Suite 10, Santa Cruz, 704-6775, balancemft.com

RUNNERS-UP Melanie Sargent, Nikole Duke


Riverside Lighting & Electric

300 Soquel Ave., Santa Cruz, 423-7411, riversidelightingandelectric.com

RUNNERS-UP Illuminée, Om Gallery



1329 Pacific Ave., Santa Cruz, 423-7613, shopcamouflage.com

RUNNERS-UP Amoureuse, Yvonne’s Capitola  


Tracy’s Nails

1440 41st Ave., Capitola, 462-2292, tracysnailspa.com

RUNNERS-UP Opal Spa & Boutique, Red Carpet Salon  

Massage School

Five Branches University

200 7th Ave., Santa Cruz, 476-8211, fivebranches.edu

RUNNER-UP Cypress Health Institute School of Massage 

Men’s Clothing

Patrick James

7538 Soquel Drive, Aptos, 688-2105, patrickjames.com

RUNNERS-UP Berdels, Pacific Wave

Men’s Shoes

Sockshop & Shoe Company 

1515 Pacific Ave., Santa Cruz, 429-6101, sockshopandshoeco.com

RUNNERS-UP Eco Goods, Old School Shoes

Mortgage Brokerage

Opes Advisors Inc.

133 Mission St., Suite 210, Santa Cruz, 600-1580, flagstar-opes.com

RUNNER-UP Seabright Mortgage 

Music Instruction

Everyone’s Music School

3627 Portola Drive., Santa Cruz, 902-0650, everyonesmusicschool.com

RUNNERS-UP Be Natural Music, Music Together 

Musical Instruments

Sylvan Music

1521 Mission St., Santa Cruz, 427-1917, sylvanmusic.com

RUNNERS-UP Jansen Music, The Starving Musician

Pet Grooming

Bed & Biscuits/Groomingdales

2625 Chanticleer Ave., Santa Cruz, 475-1580, bedandbiscuits.com

RUNNERS-UP Coast Veterinary Services, The Whole Kitten Capoodle

Pet Sitting

Bed & Biscuits/Groomingdales

2625 Chanticleer Ave., Santa Cruz, 475-1580, bedandbiscuits.com

RUNNERS-UP Who’s Your Walkie, Woofpack 831

Pet Store

Pet Pals

3660 Soquel Drive, Soquel, 464-8775, epetpals.com

RUNNERS-UP Aptos Feed & Pet Supply, Earthwise Pet Supply 


Frank’s Pharmacy   

7548 Soquel Drive, Aptos, 685-1100, franksrx.com

RUNNERS-UP Horsnyder, Westside Pharmacy

Photo Developing

Bay Photo Lab

715 Soquel Ave., Santa Cruz, 425-1100;

2959 Park Ave., Soquel, 475-6090;

920 Disc Drive, Scotts Valley, 475-6686;


Piercing Studio

Amory Body Arts

1720 Brommer St., Santa Cruz, 600-7801, amorybodyarts.com

RUNNERS-UP Mission Street Tattoo & Piercing, Staircase Tattoo

Plumbing Company

Bellows Plumbing, Heating & Air  

2652 Research Park Drive, Soquel, 244-6718, bellowsservice.com

RUNNERS-UP Expert Plumbing, Duncan Plumbing

Portrait Photographer

Devi Pride  

1060 River St., Studio #103, Santa Cruz, 600-6055, devipridephotography.com

RUNNERS-UP Annie Rowland, K Stone Photography 

Pre-Owned Auto Dealer

Auto One

1236 Soquel Ave., Santa Cruz, 427-2700, santacruzautoone.com

RUNNERS-UP Toyota of Santa Cruz, Sunset Auto


Farmers’ Markets

RUNNERS-UP Shoppers Corner, Staff of Life

Real Estate Agency

Coldwell Banker

824 B Mission St., Santa Cruz, 489-8000, coldwellbanker.com

RUNNERS-UP David Lyng Real Estate – Pleasure Point, Sereno Group – Santa Cruz

Real Estate Agent

Lauren Spencer – Coldwell Banker Residential Brokerage  

818-3723, coldwellbanker.com

RUNNERS-UP Tom Brezsny – Brezsny Associates, Shawna Spaulding – Coldwell Banker Residential Brokerage 

Real Estate Team

Sereno Group – Santa Cruz

720 Front St., Santa Cruz, 460-1100, serenogroup.com/Offices/Santa-Cruz

RUNNERS-UP Brezsny Associates, The Madani Team / Room Real Estate 

Record / CD Store

Streetlight Records  

939 Pacific Ave., Santa Cruz, 421-9200, streetlightrecords.com

RUNNER-UP MetaVinyl  


Knox Roofing   

46 El Pueblo Rd., Scotts Valley, 461-0634, knoxroofing.com

RUNNERS-UP Daddario Roofing, Turk The Roofer

Senior Home Care

Safe at Home Senior Care  

820 Bay Ave., Suite 101, Capitola, 462-3500, safeathomeseniorcare.com

RUNNERS-UP ComForCare, Lifespan 

Senior Residential Community

Dominican Oaks

3400 Paul Sweet Rd., Santa Cruz, 462-6257, dominicanoaks.com

RUNNERS-UP Aegis, Sunshine Villa   


Glimmer & Glow 

153 S. Morrissey Blvd., Santa Cruz, 469-4569;

266-L Mt. Hermon Rd., Scotts Valley, 471-8201;


RUNNERS-UP Paradise Tanning Co., Rio Tanning & Salon 

Tattoo Studio

Good Omen Tattoo 

1025 Water St., Santa Cruz, 425-1107, goodomentattoo.com

RUNNERS-UP Heavy Water Tattoo, O’Reilly’s Tattoo Parlour  

Thrift Store

Caroline’s Thrift Store

402 Trout Gulch Road, Aptos; 

408 Trout Gulch Road, Aptos; 

662-0327, carolinesnonprofit.org

RUNNERS-UP Abbot’s Thrift, Grey Bears


Lloyd’s Tires

303 River St., Santa Cruz, 219-4122;

311 Capitola Rd. Ext., Santa Cruz, 346-1897;

5310 Scotts Valley Dr., Unit C, Scotts Valley, 777-5711;


RUNNERS-UP Calderon Tires, Pasillas

Toy Store (kids)


1127 Soquel Ave., Santa Cruz,  454-8208, childishsantacruz.com

RUNNERS-UP Jelli Beanz, Wonderland Toys

Video Game Shop

Level Up

113 Locust St., Santa Cruz,  295-6329

Vintage Clothing

Moon Zooom  

813 Pacific Ave., Santa Cruz,  423-8500

RUNNERS-UP All Shook Up, Tomboy


European Wax Center

1955 41st Ave., Capitola, 477-9331, waxcenter.com

RUNNERS-UP Bare Studio, The Skin Bar 

Women’s Clothing

Pacific Trading Company

1224 Pacific Ave., Santa Cruz, 423-3349; 

504 Bay Ave., Capitola, 476-6109

RUNNERS-UP Stripe, Tipsy Gypsy 

Women’s Shoes

Sockshop & Shoe Company

1515 Pacific Ave., Santa Cruz, 429-6101, sockshopandshoeco.com

RUNNERS-UP Bunny’s Shoes, Shoe Fetish

Read the full e-edition of the Best of Santa Cruz County 2020 magazine: bit.ly/BestOf2020Print


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