Find out what readers voted as the best among shopping and services.
Best Barbershop
Get Faded
- Owner Jose Moya graduated from San Jose Barber College and is using his entrepreneurial talents to see his business through the pandemic.
- Moya uses a straight-edge razor for close shaves and hair design—don’t sneeze.
- Has partnered with Buena Vista Brewing, meaning you’ll be able to order a four-pack of some tasty Bien Faded to go.
- A brand-new product called Get Faded Pomade is now available.
- 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
Zinnia’s
- Zinnia’s has a wide selection of puzzles to fill in the missing pieces of your life.
- Love is expressed best with its artisanal chocolate bars and wide array of sweets.
- Offers the widest array of designer face masks in all of Santa Cruz.
- Owners Tim and Dedra Bennett pivoted from the corporate world to providing the county with gifts that our readers love.
- Also has online events where they show off their latest inventory. DNA
Best Hotel
Dream Inn
- 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.
- Originally built in 1965, all 165 rooms were upgraded in 2017, including a wall of vintage surfboards in the lobby.
- In Patti Smith’s memoir, The Year of the Monkey, she refers to the Dream Inn as “The Dream Motel.”
- Its restaurant is named after Santa Cruz legend and inventor of the wetsuit Jack O’Neill.
- 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
- Locally owned women’s clothing store began hosting walk-through appointments in 2020 for maximum pandemic safety.
- Owner Carolyn Heinrich runs the business with her two daughters Anandi and Rama.
- All three women love Santa Cruz, gardening, birds, good food and the perfect pair of jeans.
- If an item has a Look Closer logo on it, the brand makes a difference environmentally, ethically and socially.
- 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
Camouflage
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
Antiques
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
Barbershop
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
Butcher
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
Connoisseur
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
Contractor
Elite Construction Services
225 Ocean View Ave., Santa Cruz
234-5052, discoverelite.com
RUNNERS-UP Mandella Construction, Talmadge Construction
Crystals/Rocks/Stones
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
Eyewear
EyeQ
1101 Pacific Ave., Santa Cruz,
466-3937, eyeqsantacruz.com
RUNNERS-UP Spex, Plaza Lane Optometry
Fabric
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
Flooring
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
Furniture
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
295-6233
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
Headshop
KindPeoples
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
688-3200
RUNNERS-UP Illuminée, Botanic & Luxe
Hotel
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
Insurance
Chris Buich, State Farm
2222 E Cliff Drive, Suite 200, Santa Cruz
464-4300
RUNNER-UP Edna Vilozny, Farmers Insurance, Tedsen Insurance Agency
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 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
Landscaper
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,
689-9830
RUNNERS-UP Julia Hamilton
Lawyer
Dina C. Hoffman
740 Front St., Suite 305, Santa Cruz
423-1411
RUNNERS-UP Ed Newman, Lee Ann Shenkman
Life Coach
Sandy Jacquard
RUNNERS-UP Melanie Sargent, Healthy Way
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, Frenchy’s Adult Store
Mani/Pedi
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
GoDogz
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
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 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
Argus
905 Water St., Santa Cruz
457-1900, thearguscompany.com
RUNNERS-UP Auto Trade Center, Sunset Auto
Produce
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 , 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
RUNNER-UP MetaVinyl
Roofers
Daddario Roofing
930-4445, daddarioroofing.com
RUNNERS-UP Turk The Roofer, Knox Roofing
Senior Home Care
Lifespan
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
Allterra
207-B McPherson St., Santa Cruz
425-2608, allterrasolar.com
RUNNERS-UP Solar Technologies, Sandbar
Tanning
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
Tires
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,
295-6329
RUNNER-UP Retro Attack
Vintage Clothing
Cognito Clothing
821 Pacific Ave., Santa Cruz
426-5414, cognitoclothing.com
RUNNERS-UP Moon Zoom, Tomboy
Waxing
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.