Best Shopping & Services
Best Kid’s Clothing
JELLI BEANZ
1. Owner Stephanie Hendersen thinks the most unique thing about her store is their mini-library. There are books for customers of all ages, including young adult novels and parenting books.
2. Eight years ago, Jelli Beanz opened as a partnership, but one year ago, Henderson became the sole owner when her business partner took off for sailing adventures. Hendersen has lived in Santa Cruz for 18 years, and has three daughters.
3. Why kids love it: “We let the kids be free in here, and we allow them to play with everything and just have freedom to do what they want,” Hendersen says.
4. Jelli Beanz buys kid’s and maternity clothing, and accepts drop-offs daily. Parents may bring their items into the store whenever it’s convenient for them during business hours, and choose store credit or cash. Anything that is not sold to the store is donated to Hopes Closet, a local clothing bank that gives clothes to kids in the county through various organizations.
5. Kids who come into the store can sign up for the Birthday Club, which means they get a book or surprise basket on their birthday. Sign up in the store or online at jellibeanzonline.com. | AMANDA EDWARDS
BEST GAMING
LEVEL UP
1. You can sell video games at Level Up for cash or store credit.
2. Their inventory includes both used and new games, as well as consoles and controllers.
3. They have games for several generations of consoles—Nintendo 64, PS2, Super Nintendo, Playstation, etc.
4. To see new arrivals, follow them on Instagram @levelupvideogames.
5. On Saturday, April 4, there will be a Super Smash Bros. tournament in the store. Prize will be $450 in store credit. | AMANDA EDWARDS
Best Pet Grooming
SHAMPOO CHEZ
1. Shampoo Chez is a certified green business using natural pet products.
2. It has been open since 1983.
3. Services include both self-service dog wash and professional dog and cat grooming.
4. There are herbs for sale to aid dog skin, ears, joints and more.
5. Shampoo Chez has been publishing its bimonthly newsletter for almost 30 years, featuring articles on every aspect of pet health and advice for pet owners. | AMANDA EDWARDS
Best Piercing Studio
STAIRCASE TATTOO & BODY PIERCING
1. In the last year, the most common piercings at Staircase are septum, nostrils, and forward helix.
2. James McDermott opened Staircase 21 years ago, and currently has Alana Paris and Tom Garrison as piercers. Garrison has been working at Staircase for 16 years.
3. The piercers say they don’t have a favorite piercing to do, but they have a favorite customer to pierce—someone who’s excited about what they’re getting done.
4. Quality of jewelry and employee dedication is important at Staircase. They also pride themselves on making the experience enjoyable.
5. On stereotypes: “I know a lot of people come into tattoo shops and think it’s a bunch of rough people, but it’s all about quality and fun here. Santa Cruz keeps us going,” Garrison says. | AMANDA EDWARDS
Adult Store
CAMOUFLAGE
1329 Pacific Ave., Santa Cruz, 423-7613, shopcamouflage.com
RUNNERS-UP Pure Pleasure, Frenchy’s
Alternative Health Services
THRIVE NATURAL MEDICINE
2840 Park Ave, Soquel, 515-8699, thrivenatmed.com
RUNNERS-UP Five Branches University, Santa Cruz Integrative Medicine
Antiques
MR. GOODIE’S
1541 Pacific Ave, Santa Cruz, 427-9997
RUNNERS-UP Attilia’s Antiques, Boulder Creek Antiques
Arts and Crafts
PALACE ARTS & OFFICE SUPPLY
1407 Pacific Ave., Santa Cruz, 427-1550
1501 41st Ave., Capitola, 464-2700
RUNNERS-UP Lenz Arts, Hart’s Fabrics
Auto Dealer
TOYOTA OF SANTA CRUZ
4200 Auto Plaza Drive, Capitola, 465-8600, santacruztoyota.com
RUNNERS-UP Ocean Honda, Chevrolet of Watsonville
Auto Repair
SPECIALIZED AUTO
2415 Chanticleer Ave., Santa Cruz, 462-3458, specializedautos.com
RUNNERS-UP Rusty’s, Lloyd’s Tires
Bank (local)
SANTA CRUZ COUNTY BANK
7775 Soquel Drive, Aptos, 662-6000
819 Bay Ave., Capitola, 464-5300
720 Front St., Santa Cruz, 457-5000
4604 Scotts Valley Drive, # 10, Scotts Valley, 461-5000
RUNNER-UP Lighthouse Bank
Barbershop
MONTGOMERY’S BARBER SHOP
1047 Water St., Santa Cruz, 713-5038
RUNNERS-UP Vicki’s Hair Cuts For Men, Live Oak Barber Shop
Bed & Breakfast
INN AT DEPOT HILL
250 Monterey Ave., Capitola, 462-3376, innatdepothill.com
RUNNERS-UP Adobe on Green Street, Babbling Brook Inn
Beauty Supply
WESTSIDE BEAUTY SUPPLY
3555 Clares St # N, Capitola, 479-1026
RUNNERS-UP CosmoProf, Olympia Beauty Supply & Salon
Bookshop (new)
BOOKSHOP SANTA CRUZ
1520 Pacific Ave., Santa Cruz, 423-0900, bookshopsantacruz.com
RUNNERS-UP Logos Books & Records, Crossroads Books
Bookshop (used)
LOGOS BOOKS & RECORDS
1117 Pacific Ave., Santa Cruz, 427-5100, logosbooksrecords.com
RUNNERS-UP Bookshop Santa Cruz, Goodwill
Butcher
SHOPPER’S CORNER
622 Soquel Ave., Santa Cruz, 423-1398, shopperscorner.com
RUNNERS-UP El Salchichero, Freedom Meat Locker
Car Wash
WHALERS CAR WASH
2001 Soquel Ave., Santa Cruz, 423-0676, whalerscarwash.com
RUNNERS-UP Cruz Car Wash, Master Car Wash
Carpet Cleaning
CONNOISSEUR
2888 Estates Drive, Aptos, 476-9721, santacruzclean.com
RUNNERS-UP Peachy Kleen, Quality Carpet Care
Children’s Day Care
SIMCHA PRESCHOOL
3055 Porter Gulch Road, Aptos, 479-3449
RUNNERS-UP Happy Days, Santa Cruz Toddler Care
Computer Repair
CLICKAWAY
303 Potrero St., Santa Cruz, 420-1200, clickaway.com
RUNNERS-UP Blue Screen Computers, User Friendly
Consignment Clothing
CLOSET SHOPPER
504 Front St., Santa Cruz, 427-0400, theclosetshoppersantacruz.com
RUNNERS-UP Crossroads Trading Co., Jet Set Bohemian
Cosmetology School
SHORELINE
1550 41st Ave., Capitola, 423-5806, shorelineworks.org
RUNNER-UP TheCosmoFactory
Coworking Space
NEXTSPACE
101 Cooper St., Santa Cruz, 420-0710, nextspace.us
RUNNERS-UP Cruzio, Satellite
Credit Union
BAY FEDERAL CREDIT UNION
Multiple Locations
RUNNER-UP Santa Cruz Community Credit Union
Dry Cleaners
VAPOR
285 Water St., Santa Cruz, 423-4646, vaporcleaners.biz
RUNNERS-UP Master Cleaners, Bariteau’s
DVD Rental
EAST CLIFF VIDEO
21511 East Cliff Drive, Santa Cruz, 462-0707
RUNNERS-UP DVD to Go, Westside Video
Eyewear
EYEQ
1101 Pacific Ave., Santa Cruz, 466-3937, eyeqsantacruz.com
RUNNERS-UP Plaza Lane Optometry, Spex
Fabric
HART’S FABRIC
1620 Seabright Ave., Santa Cruz, 423-5434, hartsfabric.com
RUNNERS-UP Crossroads Fabrics, Judy’s Sewing and Vacuum Center
Feed Store
MOUNTAIN FEED & FARM SUPPLY
9550 Hwy. 9, Ben Lomond, 336-8876, mountainfeed.com
RUNNERS-UP General Feed, Westside Feed
Financial Planner
CHRISTINE MCBROOM
1066 41st Ave., A101, Capitola, 476-7300, lanaifinancialsolutions.com
RUNNERS-UP Cheryl Rebbotaro, Kyle Sharpe at Edward Jones
Flooring
SAN LORENZO FLOORS
3113 Scotts Valley Drive, Scotts Valley, 461-1300, sanlorenzofloors.com
RUNNERS-UP Interior Vision, Floors Etc.
Flower Shop
FLOWER SHACK
614 S Branciforte Ave., Santa Cruz, 423-3877
RUNNERS-UP Ace’s Flowers, Boulder Creek Flowers
Free WiFi
THE ABBEY
350 Mission St., Santa Cruz, 429-1058, abbeylounge.org
RUNNERS-UP Lulu Carpenter’s, Verve Coffee Roasters
Furniture
SC41
2647 41st Ave., Soquel, 464-2228, sc41.com
RUNNERS-UP Modern Life, Couch Potato
Gaming
LEVEL UP
113 Locust St., Santa Cruz, 295-6329, levelupvideogames.com
RUNNERS-UP Mythic Games, Comicopolis
Garden Supply
GARDEN COMPANY
2218 Mission St., Santa Cruz, 429-8424, thegardenco.com
RUNNERS-UP Mountain Feed & Farm Supply, DIG Gardens
Gift Shop
ZINNIA’S HOME & GARDEN
Graham Plaza, 219 Mount Hermon Road, Scotts Valley, 430-9466, zinniasgiftboutique.com
RUNNERS-UP Stripe, The Farm Bakery
Green Business
GREENSPACE
719 Swift St., Santa Cruz, 423-7200, greenspacecompany.com
RUNNERS-UP T Paul Sek Eco-Friendly Painting, Allterra Solar
Grocery Store
NEW LEAF COMMUNITY MARKETS
1101 Fair Ave., Santa Cruz, 426-1306
1134 Pacific Ave., Santa Cruz, 425-1793
1210 41st Ave., Capitola, 479-7987
RUNNERS-UP Shopper’s Corner, Staff of Life
Hair Salon
SALON ON THE SQUARE
110 Cooper St., Ste 100E, Santa Cruz, 600-7087, salononthesquare-sc.com
RUNNERS-UP L’Atelier Salon, Kepare Salon
Hardware Store
ACE HARDWARE
849 Almar Ave., Santa Cruz, 426-7650, acehardware.com
RUNNERS-UP San Lorenzo Lumber / Probuild, Scarborough Lumber
Headshop
PIPE LINE
818 Pacific Ave, Santa Cruz, 425-7473, pipesinthecity.com
RUNNERS-UP Puff and Pass, Go Ask Alice
Home Decorating
CHARLEY & CO.
515 Capitola Ave., Capitola, 687-8873, charleynco.com
RUNNERS-UP Stripe, Modern Life
Hotel
DREAM INN
175 W Cliff Drive, Santa Cruz, 426-4330, jdvhotels.com
RUNNERS-UP Hotel Paradox, Hilton
House Painter
T PAUL SEK ECO-FRIENDLY PAINTING
721 Seabright Ave., Santa Cruz, 588-4080, greenpaintingcontractor.com
RUNNERS-UP D2 Painting, Precise Painting
Hydroponic Supplier
SANTA CRUZ HYDROPONICS
Multiple Locations
santacruz-hydroponics.gardeningunlimited.com
RUNNER-UP Specialty Garden
Innovative New Business
CONCRETE ROSE SALON
303 Potrero St., Santa Cruz, 600-7214, concreterosesalon.com
RUNNERS-UP The Listening Stack, Looker
Insurance
ROVAI INSURANCE
6990 Soquel Drive, Aptos, 462-3222, rovaiinsurance.com
RUNNERS-UP Laureen Yungmeyer, ANB Insurance
Internet Service Provider
CRUZIO
877 Cedar St., #150, Santa Cruz, 459-6301, cruzio.com
Jewelry
DELL WILLIAMS
1320 Pacific Ave., Santa Cruz, 423-4100, dellwilliams.com
RUNNERS-UP Artisan’s Gallery, Gembroker’s
Kids’ Clothing
JELLI BEANZ
2555 Soquel Drive, Santa Cruz, 462-6700, jellibeanzonline.com
RUNNERS-UP Childish, Hopscotch
Kitchen Store
CHEFWORKS
1527 Pacific Ave., Santa Cruz, 426-1351, mytoque.com
RUNNERS-UP Le Chef, Outside-In
Landscaper
DREAMSCAPE CREATIVE LANDSCAPE
1916 Encina Drive, Santa Cruz, 476-6800, dreamscape-cls.com
RUNNERS-UP Tree-O Landscape Co., Quilici Gardening
Laser Hair Removal
LASER HAIR AND SKIN SOLUTIONS
783 Rio Del Mar Blvd., #71b, Aptos, 689-9830
RUNNERS-UP UltraDerm, Monterey Bay Laser
Lawyer
MICHAEL TUNINK
820 Bay Ave., #120, Capitola, 477-2001
RUNNERS-UP Ben Rice, Jane Becker
Life Coach
TAMMY RUST
trustlifecoaching.vpweb.com
RUNNERS-UP Karin Leonard, Janette Valentino
Lighting
RIVERSIDE LIGHTING & ELECTRIC
300 Soquel Ave., Santa Cruz, 423-7411, riversidelightingandelectric.com
RUNNERS-UP Illuminee, Om Gallery
Lingerie
CAMOUFLAGE
1329 Pacific Ave., Santa Cruz, 423-7613, shopcamouflage.com
RUNNERS-UP Amoureuse, Legs
Mani/Pedi
TRACY’S NAILS
1420 41st Ave., Capitola, 462-2292
RUNNERS-UP Red Carpet Nail Salon, New Escape
Massage School
CYPRESS HEALTH INSTITUTE SCHOOL OF MASSAGE
1119 Pacific Ave., Ste. 300, Santa Cruz, 476-2115, cypresshealthinstitute.com
RUNNER-UP Five Branches University
Men’s Clothing
STRIPE MEN
107 Walnut Ave., Santa Cruz, 421-9252, stripedesigngroup.com
RUNNER-UP Eco Goods
Men’s Shoes
SOCKSHOP & SHOE COMPANY
1515 Pacific Ave., Santa Cruz, 429-6101, sockshopandshoeco.com
RUNNERS-UP Old School Shoes, Aptos Shoes and Apparel
Music Instructor
MUSICALME, INC.
3709 Portola Drive, Santa Cruz, 438-3514, musicalme.com
RUNNERS-UP Rhan Wilson, Dale Ockerman
Musical Instruments
SYLVAN MUSIC
1521 Mission St., Santa Cruz, 427-1917, sylvanmusic.com
RUNNERS-UP The Starving Musician, Union Grove Music
Outdoor Store
OUTDOOR WORLD SPORTING GOODS
136 River St., Santa Cruz, 423-9555, theoutdoorworld.com
1440 41st Ave., Capitola, 479-1501
RUNNERS-UP Patagonia, Down Works
Pet Grooming
SHAMPOO CHEZ
1380 Soquel Ave., Santa Cruz, 427-2284, shampoochez.com
RUNNERS-UP Bed and Biscuits, Earthwise Pets
Pet Sitting
LITTLE PUP LODGE
4602 Old San Jose Road, Soquel, 476-1948, littlepuplodge.com
RUNNERS-UP Bed and Biscuits, Happy Tails
Pet Store
PET PALS
3660 Soquel Drive, Soquel, 464-8775, epetpals.com
RUNNERS-UP Aptos Feed, Westside Farm and Feed
Pharmacy
WESTSIDE PHARMACY
1401 Mission St., Santa Cruz, 423-7175, westsidepharmacyrx.com
RUNNERS-UP Horsnyder, Frank’s
Photo Developing
BAY PHOTO
715 Soquel Ave., Santa Cruz, 425-1100
2959 Park Ave., Soquel, 475-6090, bayphoto.com
900 Disc Drive, Scotts Valley, 475-6686
Piercing Studio
STAIRCASE TATTOO & BODY PIERCING
628 Ocean St., Santa Cruz, 425-7644, staircasetattoo.com
RUNNERS-UP Mission Street Tattoo, Black Pearl
Pilates
AGILE MONKEY PILATES
121 Walnut Ave., Santa Cruz, 458-4125, agilemonkey.net
RUNNERS-UP Pleasure Point Pilates, Body in Motion
Portrait Photographer
DEVI PRIDE PHOTOGRAPHY
1060 River St., Santa Cruz, 600-6055, devipride.com
RUNNERS-UP Pascale Wowak, Rebecca Stark
Pre-Owned Auto Dealer
OCEAN HONDA
3801 Soquel Drive, Soquel, (877) 893-1024, oceanhondasantacruz.com
RUNNERS-UP Toyota, Specialized
Real Estate Agency
KELLER WILLIAMS SANTA CRUZ
1414 Soquel Ave., Santa Cruz, 457-5500, kwsc.com
RUNNERS-UP David Lyng Real Estate, Sereno Group
Real Estate Agent
GRETCHEN BACH AT COLDWELL BANKER
824 B Mission St., Santa Cruz, 469-8000
RUNNERS-UP Lauren Spencer, Melody Russell
Real Estate Team
MULHERN AND GOMES
1414 Soquel Ave., Ste. 100, Santa Cruz, 457-5555, mg4homes.com
RUNNER-UP George and Jeanne Wilson
Record / CD Store
STREETLIGHT RECORDS
939 Pacific Ave., Santa Cruz, 421-9200, streetlightrecords.com
RUNNERS-UP Logos Books & Records, MetaVinyl
Roofers
KNOX ROOFING
46 El Pueblo Road, Scotts Valley, 461-0634, knoxroofing.com
RUNNERS-UP Daddario, Turk the Roofer
Senior Home Care
COMFORCARE
100 Doyle St., #F, Santa Cruz, 427-1553, comforcare.com
RUNNERS-UP Safe at Home, Lifespan
Senior Residential Community
DOMINICAN OAKS
3400 Paul Sweet Road, Santa Cruz, 462-6257, dominicanoaks.com
RUNNERS-UP Sunshine Villa, Aegis
Sign Shop
STOKES SIGNS
303 Potrero St., Santa Cruz, 426-1570, stokessigns.com
RUNNERS-UP Sign Authority, Signs Up
Solar Company
ALLTERRA SOLAR
207 McPherson St., Santa Cruz, 425-2608, allterrasolar.com
RUNNERS-UP Solar Technologies, Clean Solar
Tanning
PARADISE TANNING CO.
3555 Clares St., Capitola, 464-7985, paradisetanningco.com
RUNNERS-UP Glimmer and Glow, Smooth Body Lounge
Tattoo Studio
F U TATTOO
1355 Capitola Road, Santa Cruz, 464-1669, futattoo.blogspot.com
RUNNERS-UP O’Reilly’s, Love Dog
Thrift Store
GOODWILL
350 Encinal St., Santa Cruz, 423-8611, scgoodwill.org
RUNNERS-UP Caroline’s, Abbot’s
Tires
LLOYD’S TIRES
303 River St., Santa Cruz, 426-4363, lloydstire.com
RUNNERS-UP Holser’s Tire Service, Pasillas Tires
Toy Store (kids)
CHILDISH
1100 Soquel Ave., Santa Cruz, 454-8208, childishsantacruz.com
RUNNERS-UP Jelli Beanz, Leo Kids
Veterinarian
SCOTTS VALLEY VETERINARY CLINIC
4257 Scotts Valley Drive, Scotts Valley, 438-2600, scottsvalleyvet.com
RUNNERS-UP Soquel Creek Animal Hospital, Westside Animal Hospital
Vintage Clothing
MOON ZOOM
813 Pacific Ave., Santa Cruz, 423-8500
RUNNERS-UP Tomboy, Cognito Clothing
Waxing
EUROPEAN WAX CENTER
1955 41st Ave., Capitola, 477-9331, waxcenter.com
RUNNERS-UP Smooth Body Lounge, Simply Skin Esthetics
Women’s Clothing
PACIFIC TRADING COMPANY
1224 Pacific Ave., Santa Cruz, 423-3349
504 Bay Ave., Capitola, 476-6109, pacifictradingonline.com
RUNNERS-UP Stripe, Aptos Shoes and Apparel
Women’s Shoes
BUNNY’S SHOES
1350 Pacific Ave., Santa Cruz, 423-3824
7000 Soquel Dr., Aptos, 662-2730, Bunny’s Facebook
RUNNERS-UP Sockshop & Shoe Company, Aptos Shoes and Apparel
