Find out what readers voted as the best shopping and services.
Best Boat Tour
Chardonnay
- 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.
- 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.
- 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.
- 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.
- 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
- 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.
- From cute, pocket-sized stones to large, focal-point geodes, Mountain Spirit has all your rock needs covered.
- The store offers an impressive collection of new and used books on topics like new-age spirituality and women’s empowerment.
- 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.
- Stop in to find one-of-a-kind gifts or something extra special just for you.
Susan Landry
Best Jewelry
Dell Williams
- Dell Williams opened in Santa Cruz in 1927. That’s more than 90 years of providing residents with top-quality jewels.
- The family-owned business is the perfect stop for watches, engagement rings, designer jewelry and gifts for that special someone.
- You can relax when shopping at Dell Williams, knowing that all diamonds are conflict-free and in compliance with UN resolutions.
- Break your favorite pair of earrings? No problem. The staff at Dell Williams can handle just about any repair.
- 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
- 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.
- They offer massage and professional bodywork certification programs based on Asian therapies including Qigong, Shiatsu, Tuina, and acupressure.
- 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.
- 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.
- TCM has been used in Asia for many centuries, making it one of the oldest forms of healthcare in human history.
Andrew Steingrube
Adult Store
Camouflage
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
Antiques
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
Barbershop
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
Butcher
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
Connoisseur
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
Crystals/Rocks/Stones
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
Eyewear
EyeQ
1101 Pacific Ave., Santa Cruz, 466-3937, eyeqsantacruz.com
RUNNERS-UP Plaza Lane Optometry, Spex
Fabric
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
Flooring
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
Furniture
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
Headshop
Pipeline
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
Hotel
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
Insurance
Sean Rovai, Farmers Insurance
6990 Soquel Drive., Aptos, 462-3222
RUNNER-UP Edna Vilozny, Farmers Insurance
Internet Service Provider (local)
Cruzio
877 Cedar St., Suite 150, Santa Cruz, 459-6301, cruzio.com
RUNNER-UP Got Net
Jewelry
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
Landscaper
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
Lawyer
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
Lighting
Riverside Lighting & Electric
300 Soquel Ave., Santa Cruz, 423-7411, riversidelightingandelectric.com
RUNNERS-UP Illuminée, Om Gallery
Lingerie
Camouflage
1329 Pacific Ave., Santa Cruz, 423-7613, shopcamouflage.com
RUNNERS-UP Amoureuse, Yvonne’s Capitola
Mani/Pedi
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
Pharmacy
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
Produce
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
Roofers
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
Tanning
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
Tires
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)
Childish
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
Waxing
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
