.Best of Santa Cruz County 2021: Shopping & Services

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

Best Barbershop

Get Faded

  1. Owner Jose Moya graduated from San Jose Barber College and is using his entrepreneurial talents to see his business through the pandemic.
  2. Moya uses a straight-edge razor for close shaves and hair design—don’t sneeze.
  3. Has partnered with Buena Vista Brewing, meaning you’ll be able to order a four-pack of some tasty Bien Faded to go.
  4. A brand-new product called Get Faded Pomade is now available.
  5. One-stop shop for the entire family, with braids, hair coloring, perms, fades and beard trims available, plus a lot more. DNA

Best Gift Shop


  1. Zinnia’s has a wide selection of puzzles to fill in the missing pieces of your life.
  2. Love is expressed best with its artisanal chocolate bars and wide array of sweets.
  3. Offers the widest array of designer face masks in all of Santa Cruz.
  4. Owners Tim and Dedra Bennett pivoted from the corporate world to providing the county with gifts that our readers love.
  5. Also has online events where they show off their latest inventory. DNA

Best Hotel

Dream Inn

  1. The pandemic-inspired Vertical Concert Series allows you to spend the night and watch some live music from your balcony. In 2020, they had Los Lobos.
  2. Originally built in 1965, all 165 rooms were upgraded in 2017, including a wall of vintage surfboards in the lobby.
  3. In Patti Smith’s memoir, The Year of the Monkey, she refers to the Dream Inn as “The Dream Motel.”
  4. Its restaurant is named after Santa Cruz legend and inventor of the wetsuit Jack O’Neill.
  5. Speaking of Los Lobos, the band will be back poolside for the Vertical Concert Series in May. DNA

Best Women’s Clothing

Pacific Trading Company

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  1. Locally owned women’s clothing store began hosting walk-through appointments in 2020 for maximum pandemic safety.
  2. Owner Carolyn Heinrich runs the business with her two daughters Anandi and Rama.
  3. All three women love Santa Cruz, gardening, birds, good food and the perfect pair of jeans.
  4. If an item has a Look Closer logo on it, the brand makes a difference environmentally, ethically and socially.
  5. Opened in 1972, the company has weathered earthquakes, fires, flood and a pandemic—and to this day, greets customers with a smile. DNA

Adult Store


1329 Pacific Ave., Santa Cruz, 

423-7613, shop-camouflage.com

RUNNERS-UP Frenchy’s, Good Vibrations

Alternative Health Services

The Healthy Way 

3251 Mission Drive, Santa Cruz

462-5900, thehealthyway.us

RUNNERS-UP Santa Cruz Integrative Medicine, Thrive Natural Medicine


Center Street Antiques

3010 Center St., Soquel, 

477-9211, centerstreetantiques.com

RUNNERS-UP Wisteria Antiques & Design, Attilia’s Antiques

Arts and Crafts

Palace Art & Office Supply 

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

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


RUNNERS-UP Lenz Arts, Beverly’s Fabrics & Crafts 

Auto Dealer 

Toyota of Santa Cruz

4200 Auto Plaza Drive, Capitola

462-4200, santacruztoyota.com

RUNNERS-UP Ocean Honda, Subaru of Santa Cruz

Auto Repair

Specialized Auto

2415 Chanticleer Ave., Santa Cruz, 

462-3458, specializedautos.com

RUNNERS-UP Glenn’s Auto, 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


Get Faded Barbershop

907 Cedar St #3801, Santa Cruz, 

600-8958, getfadedsc.com

RUNNERS-UP Montgomery’s Barbershop, Waves & Fades

Beauty Supply

Westside Beauty Supply 

3555 Clares St., Capitola, 479-1026;

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


RUNNER-UP Golden Bee Apothecary

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 Two Birds, Kelly’s Books

Bookshop (used)

Bookshop Santa Cruz 

1520 Pacific Ave., Santa Cruz, 

423-0900, bookshopsantacruz.com

RUNNER-UP Two Birds, Bad Animal  


Shopper’s Corner 

622 Soquel Ave., Santa Cruz, 

423-1398, shopperscorner.com

RUNNERS-UP El Salchichero, Freedom Meat Lockers and Sausage Co.

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 Quality Carpet Care, Aptos Carpet & Upholstery Cleaning

Children’s Day Care

Simcha Preschool

3055 Porter Gulch Road, Aptos, 

479-3449, simchapreschool.org

RUNNERS-UP Family Network Preschool, Rocking Horse Ranch

Computer Repair

Click Away 

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

RUNNERS-UP Santa Cruz Tech Exchange, Nerd by Night

Consignment Clothing

The Closet Shopper 

1203 41st Ave., Capitola, 

476-1565, theclosetshoppersantacruz.com

RUNNER-UP Jet Set Bohemian, Encore Resale Boutique 


Elite Construction Services 

225 Ocean View Ave., Santa Cruz

234-5052, discoverelite.com

RUNNERS-UP Mandella Construction, Talmadge Construction


Mountain Spirit  

6299 Highway 9, Felton, 

335-700, mountainspiritstore.com 

RUNNERS-UP Serpent’s Kiss, World of Stones and Mystics 

Custom Framing

Lenz Arts

142 River St., Santa Cruz, 

423-1935, lenzarts.com

RUNNERS-UP York Framing Gallery, Frame Circus

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 Spex, Plaza Lane Optometry


Harts Fabric

1620 Seabright Ave., Santa Cruz, 

423-5434, hartsfabric.com

RUNNERS-UP Beverly’s Fabrics & Crafts, Modern Handmade

Feed Store

Mountain Feed & Farm Supply

9550 Hwy. 9, Ben Lomond, 

336-8876, mountainfeed.com

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

Financial Planner

Alison McClure-Ohana Wealth Management

2901 Park Ave., Suite B1, Soquel

216-5519, ohanawealthmanagement.net

RUNNERS-UP Gary Pezi, Rachel Wedeen


Bay Area Floors

2617 41st Ave., Soquel,

662-3000, bay-area-floors.com

RUNNERS-UP Warehouse Direct Flooring Outlet, Western Design Flooring 

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 Natural Selection Furniture, Illuminée 

Garden Supply/Nursery 

San Lorenzo Garden Center

235 River St., Santa Cruz,

423-0223, sanlorenzolumber.com/garden-center

RUNNERS-UP Dig Gardens, The Garden Company 

Gift Shop

Zinnia’s Gift Boutique 

Graham Plaza, 219 Mount Hermon Road, Scotts Valley, 

430-9466, zinniasgiftboutique.com

RUNNERS-UP Dig Gardens, Botanic & Luxe

Green Retailer 

The Zero Shop / Ethos 

101 Capitola Ave., Capitola,

854-2490, ethossantacruz.com

RUNNERS-UP Dig Gardens, Alibi Interiors 

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

The Nook

920 Soquel Ave., Santa Cruz


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 Outdoor Supply Hardware, Scarborough Ace Hardware  



3600 Soquel Ave., Santa Cruz, 471-8562

533 Ocean St., Santa Cruz, 515-4114

RUNNERS-UP Pipeline, Santa Cruz Naturals

Home Decorating

Warmth Company 

140 Post Office Drive, Aptos 


RUNNERS-UP Illuminée, Botanic & Luxe


Dream Inn  

175 W Cliff Drive, Santa Cruz, 

740-8069, dreaminnsantacruz.com

RUNNERS-UP Hotel Paradox, Chaminade Resort & Spa

House Cleaner

Dynamic House Cleaning

5736 Soquel Drive, Soquel 

662-0656, dynamichousecleaning.com

RUNNERS-UP Laura Dolores, Christi’s Green Cleaning

House Painter

Andson Painting

295-0532, andsonpainting.com

RUNNERS-UP Brent Garvey Painting

Hydroponic Supplier

The Grow Biz

2450 17th Ave., Suite 100, Santa Cruz, 

475-9900, thegrowbiz.com

RUNNERS-UP Specialty Garden Supply


Chris Buich, State Farm 

2222 E Cliff Drive, Suite 200, Santa Cruz


RUNNER-UP Edna Vilozny, Farmers Insurance, Tedsen Insurance Agency

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 Treasures Fine Jewelry, John’s Jewelers 

Kids’ Clothing

Jelli Beanz 

2555 Soquel Drive, Santa Cruz, 

462-6700, jellibeanzonline.com

RUNNERS-UP Hopscotch, Little People

Kitchen Store

Toque Blanche 

1527 Pacific Ave., Santa Cruz, 

426-1351, mytoque.com

RUNNERS-UP Outside-In, Jones & Bones


Terra Nova Ecological Landscaping

425-3514, terranovalandscaping.com

RUNNERS-UP K&D Landscaping, The Landscape Company

Laser Hair Removal

Laser Hair and Skin Solutions

783 Rio Del Mar Blvd., #71b, Aptos, 


RUNNERS-UP Julia Hamilton


Dina C. Hoffman

740 Front St., Suite 305, Santa Cruz


RUNNERS-UP Ed Newman, Lee Ann Shenkman

Life Coach

Sandy Jacquard

RUNNERS-UP Melanie Sargent, Healthy Way


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, Frenchy’s Adult Store  


Tracy’s Nails

1440 41st Ave., Capitola,

462-2292, tracysnailspa.com

RUNNERS-UP Opal Spa & Boutique, Red Carpet Salon  

Massage School

Cypress Health Institute School of Massage 

1119 Pacific Ave., #300, Santa Cruz

476-2115, cypresshealthinstitute.com

RUNNER-UP Five Branches University 

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 Old School Shoes, Pacific Wave

Mortgage Brokerage

Jeri Skipper-Financial Solutions Home Loans

 830 Bay Ave., Suite G, Capitola. 831-818-0299, jeriskipper.com

RUNNER-UP All Cal Financial, Opes Advisors/Flagstar Bank

Music Instruction

Everyone’s Music School

3627 Portola Drive, Santa Cruz,

902-0650, everyonesmusicschool.com

RUNNERS-UP Be Natural Music, Musicschool

Musical Instruments

Sylvan Music

1521 Mission St., Santa Cruz,

427-1917, sylvanmusic.com

RUNNERS-UP The Starving Musician, Jansen Music 

Pet Grooming

Bed & Biscuits/Groomingdales

2625 Chanticleer Ave., Santa Cruz, 

475-1580, bedandbiscuits.com

RUNNERS-UP Coast Veterinary Services, Earthwise

Pet Sitting


824-4694, godogz.com

RUNNERS-UP Woofpack, Bed & Biscuits/Groomingdales

Pet Store

Pet Pals

3660 Soquel Drive, Soquel, 

464-8775, epetpals.com

RUNNERS-UP Aptos Feed & Pet Supply, Wishbone 


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 Staircase Tattoo, Mission Street Tattoo & Piercing

Plumbing Company

Expert Plumbing

2551 S Rodeo Gulch Road, Suite 7, Soquel

316-7338, expertplumbingca.com

RUNNERS-UP Bellows Plumbing Heating & Air, Duncan Plumbing

Portrait Photographer

Devi Pride  

1060 River St., Studio #103, Santa Cruz, 

600-6055, devipridephotography.com

RUNNERS-UP Jana Marcus, Ben Ingram

Pre-Owned Auto Dealer


905 Water St., Santa Cruz

457-1900, thearguscompany.com

RUNNERS-UP Auto Trade Center, Sunset Auto


Farmers’ Markets

RUNNERS-UP Sunnyside Produce, Shoppers Corner

Real Estate Agency

Sol Property Advisors

4401 Scotts Valley Drive, Scotts Valley

713-5220, solpropertyadvisors.com

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

Real Estate Agent

Shiri Gradek

831-359-7130, sh**********@gm***.com (opens in a new tab)" href="mailto:sh**********@gm***.com" data-original-string="QC+tagTO0OKbNLZrUSEt4J8UClRc6jxsNFwOxY0B2Vc=" title="This contact has been encoded by CleanTalk. Click to decode. To finish the decoding make sure that JavaScript is enabled in your browser." target="_blank">sh**********@gm***.com, shirigradek.com

RUNNERS-UP Lauren Spencer – Coldwell Banker, Greg Lukina – David Lyng Real Estate

Real Estate Team

Sereno Brezsny Associates

720 Front St., Santa Cruz, 

818-1431, brezsnyballantyne.com

RUNNERS-UP Kroft & Hulsey Team, Sol Property Advisors

Record / CD Store

Streetlight Records  

939 Pacific Ave., Santa Cruz, 

421-9200, streetlightrecords.com



Daddario Roofing 

930-4445, daddarioroofing.com

RUNNERS-UP Turk The Roofer, Knox Roofing

Senior Home Care


600 Frederick St., Santa Cruz

469-4900, lifespancare.com

RUNNERS-UP Safe at Home, ComForCare

Senior Residential Community

Dominican Oaks

3400 Paul Sweet Road, Santa Cruz, 

462-6257, dominicanoaks.com

RUNNERS-UP Sunshine Villa, La Posada

Solar Company


207-B McPherson St., Santa Cruz

425-2608, allterrasolar.com

RUNNERS-UP Solar Technologies, Sandbar


Glimmer & Glow 

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

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


RUNNERS-UP Paradise Tanning Co.

Tattoo Studio

Good Omen Tattoo 

1025 Water St., Santa Cruz, 

425-1107, goodomentattoo.com

RUNNERS-UP Freedom Tattoo, Staircase Tattoo

Thrift Store

The Abbot’s Thrift

 6164 Highway 9, Felton

335-0606, theabbotsthrift.org

RUNNERS-UP Grey Bears, Caroline’s Thrift Store


Lloyd’s Tires

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

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

5310 Scotts Valley Drove, Unit C, Scotts Valley, 777-5711;


RUNNERS-UP Pasillas, Wheel Works

Toy Store (kids)

Wonderland Toys 

19 Rancho Del Mar, Aptos

316-7261, wonderlandsantacruz.com

RUNNERS-UP Childish, Jelli Beanz

Video Game Shop

Level Up

113 Locust St., Santa Cruz, 


RUNNER-UP Retro Attack

Vintage Clothing

Cognito Clothing

821 Pacific Ave., Santa Cruz

426-5414, cognitoclothing.com

RUNNERS-UP Moon Zoom, Tomboy


European Wax Center

1955 41st Ave., Capitola, 

477-9331, waxcenter.com

RUNNERS-UP The Skin Bar, The Nook 

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 Shoe Fetish, Beck’s Shoes

UPDATED APRIL 2: The runner-up “Real Estate Team” listing was updated to correct the affiliated company. We regret the error.


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