Looking for places to shop for loved ones this holiday season? You don’t have to rely on Amazon or other large retailers—instead, look into small, locally-owned stores right here in the Pajaro Valley. Contact the stores directly, follow on social media and check out their websites for more information on what they are currently offering. Gift cards are available at many of these businesses. Some offer both in-person and online ordering, pickup and delivery, saving shoppers the hassle of driving to the physical store.
Here are a handful of Pajaro Valley businesses open during the Covid-19 pandemic:
El Dorado Fashions
500 Main St. Hours: 11am-6pm. Call: 722-6427
Headed by husband and wife team Jorge and Maria Estrada, they are a family and locally owned clothing store that carries branded pants and tops for all ages and genders.
Queen’s Shoes & More
734 East Lake Ave. Ste. 10. Hours: M-F 1:30-6pm. SAT 10am-3pm. (Private appointments available) Call: 763-9491
Queen’s Shoes & More offers a curated selection of clothing, shoes and accessories. They also offer their own brand designed by owner Sindy Hernandez and produced locally.
Foreverfly Skate and Apparel
442 Main St. Hours: Daily 11am-7pm. Info: 228-9819
Established in 2017, Foreverfly Skate and Apparel carries many skateboard brands including Santa Cruz Skateboards, Reef, Thrasher and more.
Little Trends Boutique
734 East Lake Ave. Hours: SAT-SUN 11am-5pm. Personal shopping available M-F evenings.
This family-owned business offers a carefully curated selection of small shop items for the kids—from hat and jackets to accessories.
42 Mariposa Ave. Hours: M-W 9:30am-4pm, TH-F 9:30am-5pm. Call: 724-6296
John’s Jewelers opened in 1961, and the family-owned business aims to give the best customer service and high-quality jewelry, watches and more.
Fatima’s Fine Jewelry
307 Main St. #101. Hours: M-F 10am-7pm, SAT-SUN 10am-5pm. Call: 768-1887
Locally owned and operated since 1995, Fatima’s Fine Jewelry offers a number of products, from diamonds and pearls to sterling silver, including men’s jewelry and plated watches.
Flowers and Plants
Betty’s Flowers and Gifts
531 Main St. Hours: M-SAT 9am-5pm. Call: 786-1841
This full-service local florist and gift shop is family-owned and operated. Gifts for various holidays including Christmas, Hanukkah, Kwanzaa and more.
Alladin Nursery & Gift Shop
2905 Freedom Blvd. Hours: TH-M 9am-3pm. Call: 724-7517
Alladin Nursery & Gift Shop is a retail nursery and gift shop with plants and garden supply for every need, plus garden art and sculptures. The gift shop features a wide variety of seasonably changing items for all ages.
928 East Lake Ave. Hours: M-F 8:30am-3pm. Call: 460-7000
A new addition to the East Lake Village Shopping Center, Ferrari Florist boasts a number of floral designs, including seasonal plants such as poinsettias.
Freedom Meat Lockers
160 Hi Grade Lane. Hours: TUES-SAT 9am-6pm. Call: 724-4355,
Freedom Meat Lockers is a national award-winning family-owned and operated butcher shop established in 1970, specializing in custom cut meat and smoke meats.
Corralitos Market & Sausage Co.
569 Corralitos Road. Hours: M-SAT 8am-6pm, SUN 9am-5pm. Call: 722-2633
The Corralitos Market & Sausage Co. is a historic market featuring more than 30 varieties of award-winning fresh and smoked sausages made in-house.
Shop online at heritage-chocolates.com/shop. Also available at various local markets, wineries and other stores.
This local chocolatier produces soft-center chocolates, hand dipped in a home kitchen. They offer custom assortments as well as various bars, including vegan options.
Wine and Beer
The Pajaro Valley boasts a number of wineries and breweries, each with its own unique assortment of products.
11 Hangar Way. Hours: SAT 12 noon-5pm. Buy online at warginwines.com. Info: 708-9463
135 Aviation Way #16. Hours: SAT-SUN 12 noon-5pm. Buy online at integrity.wine. Info: 322-4200
Santa Cruz Cider Co.
65 Hangar Way. Hours: FRI 2-5pm, SAT-SUN 12 noon-5pm. Buy online at santacruzciderco.com. Info: 288-7049
Slough Brewing Collective
65 Hangar Way #D. Hours vary. Pickup only. For information and to purchase, visit thesloughbrewing.com
918 East Lake Ave. Hours vary. Pickup and delivery. For information and to purchase, visit fruitionbrewing.com.
Books, Bikes and More
1838 Main St. Hours: TUES-SAT 10am-6pm. Info: 728-4139
South County’s only bookstore is a one-stop shop for all your book buying needs, plus a great place to pick up a small gift, including soaps, cards, stationary and more.
25 East 5th St. #101. Hours: M-FRI 11am-6pm, SAT 11am-3pm. Info: 724-1646
Whether you’re looking for a child’s first bike or gear for the avid cyclist, Watsonville Cyclery has it all—at a reasonable price. They sell bicycles, accessories and clothing.
Wishbone Pet Co.
1994 Freedom Blvd. Hours: Daily 10am-7pm. Info: 722-9474
Stop by Wishbone Pet Co. to pick up something for your furry friends this holiday season. This all-natural pet food and supply store also offers toys and specialty gifts.
Carriage House Collectibles
723 East Lake Ave. Hours: WED-SUN 10am-5pm. Info: 319-4885
Carriage House Collectibles is an antique shop located in the carriage house nearby the famous Tuttle Mansion. Stop by for an assortment of unique gift ideas.
Farm Discovery at Live Earth
Support a local nonprofit organization this year by purchasing Farm Discovery at Live Earth’s limited release gift set, featuring apples from Live Earth Farm and a curated selection of products made by Terroir in a Jar: margarita mixes, apple ginger jelly, vanilla lemon marmalade and more. Orders will be taken by Dec. 18. For information call 728-2032.