Vlog Series: Explore Possibilities

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By Ben Sanchez

Superior Court of California

When I initially thought about presenting the idea about a vlog for marketing, I needed to develop a style on how to highlight multiple individuals rather than have a vlog centered around one person.

Traditionally a vlog follows an individual experience through weekly content. I knew I needed to find a way to capture the human side of people downtown, but how could I accomplish that goal? 

The vlog is not a new idea. Around the mid 2000s, people were already experimenting with video content and how to deliver it to the world. I realize this project is a radical departure from previous content posted by the organization. My goal is to create relatable, authentic content to bring more awareness to the downtown area. This is a time to step into a fresh, creative space and implement different, collaborative ideas from people who are supportive of this project. By exploring downtown through video content, we can showcase a new perspective on the life and culture happening in the downtown area.

My name is Ben Sanchez, and I am an alum from University of the Pacific. My co-worker in the Marketing department, Jason Millner, also an alum from University of the Pacific, works on the vlog project. Here are my thoughts on how and why we developed this project for downtown Stockton.

Featured Photos

Check out our latest video!

Vlog Thoughts

What is a vlog?

A vlog, short for ‘video blog’ or ‘video log,’ is video content uploaded to a video platform by a group or individual on a set schedule. The content varies based on the creator, but will typically highlight aspects of their life. This “day in the life” style of documenting content is generally unscripted and natural. With a wide variety of topics from traveling, cooking, and technology, followers can subscribe and watch ‘vloggers’ discuss and experience their thoughts through a series of video content.

While vlogging follows one individual, we decided on a hybrid style of filming with multiple people in front of the camera rather than having one person consistently appear and address the viewers. We switch between phone and camera footage, blending a style utilized by several content creators on major video platforms.

What is the difference between a vlog and a blog?

The main difference is the format. A blog is informal, written content that the audience has to read in an article or story on a website. A vlog is visual content with a story told through videos on YouTube. Although not limited to just YouTube, you can distribute vlog content across several social media platforms. 

When did you develop the idea for a downtown vlog?

I watched vlogs on YouTube for the past two years and through my research, I discovered a few I really enjoy. After speaking with Jason, we bounced around some ideas, and shared YouTube channels that would inspire us to develop a vlog that would work for us. To be honest, I never intended on developing a vlog for downtown. We just tossed around the idea and how cool it would be to do it. It was interesting to hear Jason’s perspective about the idea of a vlog. He was already thinking about a vlog during his time as an intern, but he felt no one would grasp that concept. I kept hearing ideas on what other people wanted to do, but never implement them. I took all of the scribbles from our notes and ran with the idea.

I did not mind directing the audience and putting myself out there to help navigate episodes, but I needed more people involved to explore downtown. I planned for a monthly vlog of 7 episodes in 2021. I pitched the idea back in May and we started filming randomly throughout downtown.

What is the vision for the vlog?

Patty Ayala, owner of Uniqo Salon, speaking with performer and entrepreneur, Renee Icasiano.

I think my overall vision was to find a way to capture moments in downtown and create a video archive. I knew it had to highlight a little bit of everything. Architecture, business, art, and entertainment — we have to change the narrative into something positive.

If we put together a video series, we could consistently have video content for people every month.  I did not want to be overly ambitious about where I would go with the vlog. I planned for 7 episodes and only 7 for this year.

The challenge with only two people producing, directing, and creating is how often can we create an episode on top of the other responsibilities we have in our roles at Downtown Stockton Alliance. I have to balance time and resources. I wanted to bring in key influencers that bring a positive presence in front of the camera. We currently showcase entrepreneurs and business, but I want to expand on other avenues of downtown if our vlog gains momentum. Ideally, I would love to bring in more artists and musicians to showcase the work they create downtown. 

Why create a vlog about downtown?

Why not? The organization has never done anything like it. They were slowly rolling out a new video project, but Doorways is very specific on what it does. I needed content that could cover a wider spectrum of downtown. The sustainability of the vlog has the potential to cover behind the scenes on small business, events, art, venue spaces, and other aspects of downtown people might not be familiar with. Once I had an idea about who I could approach for the vlog, we started to capture places and people. People get their information from different sources on a daily basis. Is there a demand for video content? Absolutely. Could you over saturate your channel? Never. You can never have enough content. We all know the saying, ‘content is king.’ 

The YouTube platform for the organization was not active and I knew that going in when I reviewed the channel. We need something more entertaining on the channel. In order for this project to be successful, I needed to establish good working relationships with business owners who feel comfortable behind the camera. Without the people and culture of downtown, our project would not be possible.

What is your goal for the vlog?

Nessie Huffhines, owner of Farout Foliage.

I want to show the ‘humanness’ here in downtown. Let’s highlight the people who are building something here. I keep talking about authenticity. Sometimes, I feel that is a lost artform.

When you look at everything pushed out to social platforms… what feels genuine? What feels authentic? What is real?

If I can bring a real sense of awareness to one person and get them curious about a key business or venue downtown — I know our project made a connection. I read comments on our Instagram from people who want to know more about these businesses. Where are they located? What do they sell? We have to build a connection with entrepreneurs and my goal is to help establish a sense of familiarity in how we can create storytelling through video.

The first idea was always ‘behind the scenes.’ I wanted that bit to be authentic and for the audience to see another side of entrepreneurs behind the camera. We never get our other video project (Doorways to Downtown) on the first take. Not all of us are performers or are prepared to be recorded — we have anxieties in from the camera.

That particular project felt rigid and formatted in a way that just goes through the routine. Here are generalized questions covering very specific aspects of a business. For that project, I feel it works. But you will never see any outtakes. You might not see us laughing about fumbling lines or general banter about everyday life. For the vlog, I want it to feel unscripted, natural, light-hearted, and on the fly. We have to be agile and think on our feet, similar to how entrepreneurs approach their ideas. If we evoke certain emotions, and create a way to have fun, people will become comfortable with us. This is what we need to achieve and I hope you will feel that when you watch our vlog.

Do you have any past experience with vlogs?

I have no experience working on vlog projects, but Jason and I have worked on several video projects over the years. The vlog is fresh, ‘off the cuff’ improvisation in front of a camera. Jason has a passion to create and tell stories through videography. We connected on this level when we discussed ideas about the vlog. He did his own personal vlog for a short time. I developed an entrepreneur video podcast at a local nonprofit radio station several years ago. I’m familiar with being in front of the camera hosting my own show. With Jason behind the lens working his craft, we both explore spaces downtown. Our passion to chase this idea allows us to bring people along for the ride as we capture these experiences. It has been an incredible collaborative effort with everyone who appeared in the first two episodes.

What about your Instagram reels and stories? How are those being developed?

Amazing specialty coffee drinks from Grinding Grounds truck at the Waterfront in downtown Stockton.

I approached it from a video game perspective (first person) in storytelling. From the eyes of the viewer, you see what I see walking downtown — pushing elevator buttons or opening doors to businesses. I want to give you the feeling that you are right there with me. Every block, every step. This is one method to tell a story and then creatively develop a reel.

During the editing process for other vlog content, there is a review process and material is cut. Some of that material will never see the light of day. I created another way to compile it and push it out into reels. 

With the implementation of reels on our Instagram account, we found a process that works for us based on the results we receive from viewers. To date, this is the most active form of engagement we have seen with the Downtown Stockton Alliance Instagram account. What impressed us is the interactions and views we get with this content. I’m thankful people were able to make time to watch and offer feedback.

Wall 2 Wall Fashion: You will find it all

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By Ben Sanchez

Hanging signs emit flickering lights to grab the attention of people passing by on South San Joaquin Street in downtown Stockton. A row of mannequins line up outside a storefront showcasing a unique fashion style to passersby peering inside a large display window. The spinning disco ball glimmers above the historic doorframe architecture, now occupied by a new small business.

Wall 2 Wall Fashion by Santana, is hand-written on the whiteboard sign outside the shop. An arrow points to an old vintage door at the storefront. The large audio speakers emit a soulful sound as I ventured into the space. I noticed the high ceilings and immediately understood why the shop is aptly named Wall 2 Wall. Sante Gayle, owner of Wall 2 Wall Fashion, greets us behind the counter. “Welcome to Wall 2 Wall gentlemen,” says Gayle. He reaches for a high-reach garment hook to place clothing along the wall. “I can display all of these unique pieces from wall to wall in this retail space — that’s where the business name originated from.”

The clothing is vibrant and seasonal with an array of women’s designer clothes that customers can view up to about 30 feet. From accessories, shoes, and jewelry, you can “find it all at Wall 2 Wall,” says Gayle. Along with men and women’s apparel, he does custom orders for clothing designs to accompany the accessories inside the shop. With neo soul beats in rotation playing from his Xbox One, we got to vibe with Gayle on how he started his business, the vision for Wall 2 Wall, and a brand new storefront opening soon in downtown.

Meet Sante Gayle, owner of Wall 2 Wall Fashion.

Gayle, born and raised in Stockton, lived off of American Street. He spent a majority of his life in Stockton before he went to college, played basketball, and traveled the world with AND1. While he toured to other countries playing basketball, Gayle had conversations with his uncle about his experience as an entrepreneur.

After completing his basketball journey, he started researching how to build a small business in downtown Stockton. “I decided to take a step toward being an entrepreneur here and building something where I live,” says Gayle. ”Downtown is nice because of the people — I wanted my store here to help my people and beautify my city.” 

Design and Inspire.

Throughout his experience, Gayle sold a variety of clothing from hats to jerseys. He developed a plan to start his business before launching Wall 2 Wall Fashion last year during the pandemic. With insight and inspiration from his uncle, he continued forward, studying fashion trends and learning what it takes to operate a successful business.

From casual to dress apparel, Gayle originally stocked inventory with a more uniform, work savvy look, specifically for women in business. However, that trend has shifted toward a sexy, sophisticated, and intelligent style. “Women come in for seasonal fashion designs. Lingerie or a swimsuit look during the summer is what they look for when they visit my store,” says Gayle. “We give people a personal tour of fashion — they can pick and pull from any kind of idea to design something unique.” 

Why downtown Stockton?

Downtown is about the people. Beautifying my city is exactly what I want to do.

How can the community support you?

The best way to support us is to come down and experience Wall 2 Wall.

What is different about Wall 2 Wall?

There hasn’t been a shop like this in downtown for a long time. Our location, clothing, accessories, and customer service with clients offer a welcoming experience for people who live near the downtown area. We offer women and men’s apparel, along with plus size clothing.

Our walls go 30 feet up to give people an optimal view of the designer clothing in our space downtown.

Sante Gayle

Make it unique.

Did you know Wall 2 Wall Fashion carries limited designer clothes?

Gayle works closely with his clientele to assist in their fashion choices, offering a unique custom look for any season.

While he manages several businesses, Gayle is actively involved in his community coaching at local schools and programs passing on knowledge from his experiences playing basketball around the world.

Address: 31 S. San Joaquin St.
Phone: 209.313.8811
Hours: 9 a.m. – 9 p.m.
Open 7 days a week

Farout Foliage: Plant Paradise

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By Ben Sanchez

As sunlight starts peeking into the large windows at Farout Foliage, an array of plants soak up the sun on a breezy day in downtown Stockton. The window displays on East Market Street feature a variety of plants that line the floors, shelves, and tables inside the storefront. Before opening the door, you are greeted by more succulents placed along the sidewalk. Each row of plants gives off this feeling as if they are trying to reach out to you. Large, leafy plants sprout up from containers hoping clients will pick them up to take home. A woman gently wipes each leaf, arranging the intimate space before opening hours. “Hey there! Thanks for stopping by,” says Nessie Huffhines, owner of Farout Foliage.

Huffhines offers a warm welcome to her first storefront establishment in downtown Stockton. In 2019, she operated a small pop-up space at Weberstown Mall. “I was in the mall for half a year in 2019. After December, I felt confident enough to expand. I eventually found this cute place downtown,” she says. “We have been here for about a year now, coming up in July.” The storefront opened in early February of 2020 until the pandemic forced small businesses to close. During this time, she planned accordingly in order to adapt through the pandemic. “It was difficult and stressful, but gave me time to think about strategizing my business accordingly with the new space,” she says.

Art prints of Léon: The Professional lean against the wall waiting to be framed for the shop. The art prints spark a memory from my recollection of the film. She vividly describes scenes from the film, specifically with Léon and his plant. “Do you remember that movie? He always had the small plant with him. When they moved to each hotel, he would carry it and care for the plant throughout the film,” she says. Her pop culture reference exudes a passion and friendship to spark our next conversation about the surrounding plant life she submerges herself in on a daily basis. We sat down with her to talk more about the business, her vision, and day trips to California nurseries.

Meet Nessie Huffhines, owner of Farout Foliage.

Throughout her travels, Huffhines has collected 500 plants for her own personal collection. Born in Torrance, California, she moved to Stockton around age 11. “I’m an L.A. girl… but I grew up in Stockton,” she says.

While she never intended on building a business around plants, her husband suggested investing in something you are genuinely passionate about for your business. “I knew I wanted to start a business. My husband said to focus on the plants. It was spontaneous — plants were the last thing I thought of.” she says. “Now it has evolved into something I never imagined.”

With the collection of plants growing at home, Huffhines curiosity for exotic succulents extend across California. She planned trips to southern California visiting nurseries in San Diego for cacti before venturing off to Folsom, Daly City, Vacaville, and San Ramon. In between researching nurseries and developing the business, she juggled different names for the shop before deciding on Farout Foliage. “I was working another job at the time… I had a coworker who was a big hippie lady. She was awesome! She always said ‘farout’ when she thought something was cool,” she says. “I thought about that moment — I felt it went with my theme for the business.”

Plant Life.

Her passion for the preservation and presentation of each plant is evident inside Farout Foliage. “I’m always learning and growing. When I visit nurseries to pick up plants, I inquire about the details and learn from others’ experiences with each plant,” she says.

Although the storefront is limited, the space emits a relaxing aura that is a great escape from the frantic, fast paced life. “It is a very cozy, welcoming environment,” she says. “I always look for lush, healthy plants to display. I want to find something people would want to take home and brighten up their day.”

Nestled between a few midsized plants, one small plant on the shelf with interesting leaf patterns captured our attention. She calls out the plant name without hesitation. “That’s a string of turtles!” she says. Each plant, accompanied by handwritten labels, offers a small insight to the nature and origin of the plant. As we observe the space, Huffhines can name every plant across the room. Whether it is a snake plant, Monstera, Zebra Haworthia or Blue Torch cacti, each unique plant needs a different type of care from the owner. “Almost all the plants in my shop I own at home. I share my experiences with customers on how to care for each of them,” she says.

What’s the best advice someone has ever given you?

Always be honest. Be honest with your customers and be more of a friend to them. 
What is more comfortable than being with a friend? 

Why downtown Stockton?

I have always been interested in where I live and what it has to offer. I wanted to be part of the movement.

What is your favorite plant?

Right now I’m really in love with my begonia maculata! 

Always be honest.

Be honest with your customers and be more of a friend to them. 

Nessie Huffhines

Hang in there.

Did you know one of her services is interior plant design for home and office space?

Huffhines knowledge of plants extends beyond her shop, visiting other businesses and clients to evaluate what type of plant arrangements would thrive in interior spaces. From plant care to placement, her consulting advice and ideas can bring more life to your work or home space!

You can inquire about plants, maintenance, and additional services by contacting her via phone or social media. See a plant featured on her social media? Send a direct message to custom order.

Address: 239 E. Market St.
Phone: 209.313.8811
Hours: Monday – Friday | 11 a.m. – 5 p.m.
Saturday and Sunday | 12 – 4 p.m.

Martinez Tailor Shop: From Mexico to California

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By Ben Sanchez

On the walls of Martinez Tailor Shop inside the Courthouse Plaza, next to a dressed up male mannequin bust, hang photographs of a young boy dressed in a suit. A small frame propped on the counter showcases a picture of a man on the phone dressed in a suit. Ignacio “Nacho” Martinez points to the photo on the counter. “Did I tell you I’m working on a short film?” Martinez says. His shop is tucked away in a corner of the plaza, just past Plaza Perks coffee bar. “I always wanted to be a secret agent,” he says, looking behind the shop door at a photograph of himself dressed in a James Bond suit. “I loved Sean Connery — he was the best James Bond.”

The well-suited young boy in the photograph is now a professional tailor, entrepreneur, and accomplished mariachi. Upbeat music blares from his smartphone with YouTube playing the trailer for his next project, The Case, starring Nacho Martinez. The trailer shows a montage of Martinez training in martial arts.  “I practiced Taekwondo when I was young. In my city of Uruapan, there were two brothers that taught me,” he says. Martinez can now add acting to his repertoire of skills. Along with music on Spotify, and music videos on YouTube, Martinez spent time talking about the tailoring trade, adventures in Mexico, and his journey from Pleasanton to Stockton.  

Meet Ignacio Martinez, owner of Martinez Tailor Shop

Ignacio Martinez began his tailoring journey with needle and thread at an early age in Uruapan, Michoacán. His mother suggested he start learning at six years old. By the age of 12, Martinez had all the tools he needed to apply his tailoring skills for the people in town. Hemming and sewing a variety of clothing out of his home, he started building a clientele in Mexico.

During this time, Martinez ventured around the town and found a mariachi band practicing for their next performance. The band asked Martinez if he would like to sit in during practice and try singing with the music. Martinez discovered he had a natural talent to sing. With support for the mariachi band, Martinez acquired his charro suit (traje de charro) and performed for crowds in Mexico. 

Martinez pursued his passion for singing and traveled to California, where he refined the love for both of his crafts. He spent over 15 years in Pleasanton working for Nordstrom doing alterations to clothing, suits and dresses. In 2004, he moved to Stockton to apply his craft with several shops throughout the Central Valley before opening his own shop in downtown Stockton. When he is not behind the sewing machine, Martinez suits up to perform with mariachi bands throughout California and Mexico. With natural charisma and talent for tailoring, he continues to build clientele serving the community throughout San Joaquin County.  

Alterations & Services

“I always tell my customers anything that a machine can sew, I’ll do it!” Martinez says. “I do garments, shirts, coats, and dresses for ladies.” While general alterations are popular with dresses and suits, he explained that leather is a specialty. This particular skill sets him apart from other tailor shops. “There is only one chance to do the alteration — leather is more complicated, but I specialize in leather and they (clients) can come in for that service,” Martinez says. For inquiries, you can contact Martinez by phone or through Facebook. He accepts walk-ins and is currently open from 9 a.m. – 2 p.m. in downtown Stockton inside Courthouse Plaza, 306 E. Main Street, #209.

“I always tell my customers anything that a machine can sew, I’ll do it!”

nacho martinez

Beas Auto Sales Corporation, 30 Years in Downtown Stockton

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Beas Auto Sales Corporation is a family-owned and used car dealership that exclusively offers Electric Cars, Plug-In Hybrids, and Hybrids to build a cleaner and healthier community. Located at 744 E. Miner Ave in Downtown Stockton, they’ve been proudly serving San Joaquin County for 30 years. This month, we sat down and spoke with Humberto Beas, Vice President of Beas Auto Sales Corporation, to learn more about this environmentally conscious business that has called Downtown Stockton home for the past three decades. 

Meet Beto

Humberto “Beto” Beas, is Vice President of Beas Auto Sales Corporation (not to be confused with Humberto Beas, his father, who is the President of Beas Auto Sales!). Beto grew up in Stockton and attended elementary school, high school, and college here, before completing his degree in Chile and soon after attaining a Masters Degree at the University of Nevada, Reno.

While pursuing an education, Beto was always interested in the car business. After amassing significant experience in the car industry and spending a few years teaching elementary school Spanish, Beto came to work as VP at his family’s dealership in 2010. In addition to his leadership at Beas Auto Sales Corporation, Beto is also the current president of the Independent Automobile Dealership of California, which is an organization that represents all independent car dealers in the state. There, he’s helped pass important legislation and ensure that independent car dealerships’ voices are heard.

What Makes Bea’s Auto Sales Unique?

Beas Auto Sales strives for quality, integrity, and honesty. Their mission is to provide the highest quality preowned vehicles on the market, and they work to, “build a healthier community, one driveway at a time.” Beto shares, “independent dealers get a really bad rep, but I’m most certain our dealership is distinguished because we do right by people. There’s a reason we’ve been in business this long.” Additionally, their selection of exclusively electric and hybrid vehicles sets them apart from other car dealerships in the county.

Because of ongoing construction on Miner Ave., Beas Auto Sales Corporation is currently closed. Despite the temporary closure, which has been in place for the past few months, Beto is excited for the new and improved look of Miner Ave., stating that it’s turning out to a be, “a beautiful, beautiful place” and that the area, “will be vibrant. Whole new street, whole new downtown!”

During the 2020 pandemic, Beas Auto Sales adapted to the challenging times by transitioning to home deliveries. Recently, 70 to 80% of their business is done through delivery. Visit their website to learn more about how this works! 

Why Downtown Stockton?

Bea’s Auto Sales first opened in Downtown Stockton on October 16th, 1991, and have been a solid piece of the downtown community ever since. Why Downtown Stockton? Beto answers, “Downtown’s always been a historical and important place.” He continues, “we’ve always loved downtown – there’s something about it that never died out – it’s only going to get better.”

30-Year Anniversary Celebration

This upcoming October, Bea’s Auto Sales will be hitting a huge milestone – their 30 year anniversary! To celebrate, they’ll be hosting a 30 Year Anniversary Party, and you’re invited! Stay tuned for more details. Make sure to follow them on Instagram and Facebook to stay updated and to be the first to receive important news.

Get the Lavish Treatment at Lavish Lashes and Skincare

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Are you ready to feel beautiful? Then head on over to Lavish Lashes and Skincare, a new business located in the Waterfront Warehouse at 445 W Weber Avenue Suite 132. With several experienced and licensed estheticians and lash artists at your service, choose from lash extensions, facials, skin care and waxing to feel beautiful and confident in your own skin! Today, we decided to sit down with Jessica Ramos, owner of this new beauty business to bring you all the details. 

Meet Jessica, Owner of Lavish Lashes and Skincare

Jessica Ramos, the owner of Lavish Lashes and Skincare, is an experienced business owner excited about opening her most recent business in Downtown Stockton. Before setting up shop in Stockton, she, “jumped around from place to place,” and lived in the Bay Area, Hawaii, and Texas. Throughout her journey leading up to Lavish Lashes and Skincare, Jessica opened several businesses along the way that always reflected her interests. For instance, she owned a club promotion company and an event planning company. She shares, “I’ve always been business-minded,” and credits her success to her parents, particularly her father, who owned his own business and passed his skills and knowledge onto her. 

What Services Do Lavish Lashes and Skincare Offer?

Jessica tells us, “I love giving facials and doing eyelash extensions,” but that isn’t all, because, “I love to have a variety of services!” The talented estheticians and lash artists offer all different type of soothing facials, beautiful eyelash extensions, brow lamination, body waxing, and they even carry a line of skincare available for purchase so that you can continue to treat your skin even after leaving the shop. Jessica also shares that she’s working on including body sculpting to the list!

Is your interest piqued yet? Lavish would love to welcome you as a new client! Although they accept walk-ins, appointments are preferred. You can book an appointment by messaging them through their Facebook or Instagram pages. 

What Makes Your Business Unique?

Jessica notes two things that makes Lavish Lashes and Skincare special: their array of services offered to clients, and that they have space rentals for estheticians who are not able to have their own establishments. She loves, “helping them grow and letting them be their own boss and having their own clients.” If you’re licensed through the state board of cosmetology and are interested in renting a space yourself, you can contact Lavish through their social media pages.

Why Downtown Stockton?

Jessica is a city girl who loves the city life, so it’s no surprise that she felt comfortable setting up her shop in Downtown Stockton! Specifically about Downtown Stockton, she says, “I really liked the whole Downtown feeling. There’s been a lot of changes.” She also shares that her favorite thing about downtown are the historical buildings and the nostalgic feeling they bring.

Additionally, Jessica loves her location in the Waterfront Warehouse, and appreciates that the Warehouse is working on revamping their building and making it more modern. The various businesses also located downtown was a selling point for her, too. She credits the DSA’s Instagram page for helping her find all these other businesses, as she, “never knew there were so many diverse businesses in the area.” All in all, Jessica is excited to “welcome anybody to come in and try our services,” and is looking forward to, “getting more involved in making Stockton better. “

Grand Opening

Did someone say raffles, giveaways and FREE food? Find all three at Lavish Lashes and Skincare’s GRAND OPENING on Saturday, April 24th from 12 p.m. to 5 p.m.! They’ll be giving a tour of the suite and will be giving away free services, like eyelash extensions! You wouldn’t want to miss this. Don’t forget your mask! 

Don’t forget to follow Lavish on social media:
Instagram: @lavish_lashes_skincare
Facebook: @lavish.lashes.skincare

Give their Esthetician, Lina, a follow on Instagram too!
Instagram: @aestheticsbylinaa

The Women of Women-Owned Businesses in Downtown Stockton

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In honor of Women’s History Month, we’re featuring some of the faces behind downtown’s Women-Owned Businesses in this month’s blog! Below, you’ll meet some amazing female business owners, find out what inspired them to build their own businesses, and learn what they love most about being a woman.

D’lilah, D’lilah’s Cakery

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“I was inspired to open a business because I wanted to bring something fun to the area. Bring desserts people weren’t used to. Something fun for the young people. I also just really wanted to work for myself and support my own vision instead of building up someone else’s. One thing I can also say is by me taking a leap of faith, I’ve inspired other girls to do the same and follow their own vision, and I love that.”

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“My favorite thing about being a woman is the irrevocable strength we all obtain. We might be crying one minute and the next pulling it together to conquer whatever obstacle is in our way, and for that we are pretty bada** .”

Natalie Navarro, The Beauty Base

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“I love helping others feel more confident in themselves and opening in downtown has definitely helped reach a different audience to do so!”

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“What is there not to love about being a woman?! There’s so many opportunities out there for us now and if there isn’t, we’ll make it happen. I feel like all women have this certain drive of determination and I just love and admire that so much!”

Rima Barkett, BellaVista Rooftop & Events

What ?

“I wanted to do something worthwhile in my life.”

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“[To be a woman] means to be someone who is not afraid to speak the truth for herself and for others. Means being compassionate, kind, vulnerable but at the same time tough and assertive. Being a woman is complicated but… magical. Because we, the women, we have the real power. When we will discover it the world will be a better place.”

Rosa Patricia “Patty” Ayala, UNIQO Salon

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“I am an entrepreneur at heart, having a business was always my dream , my beginning years as a stylist at my mothers shop in Mexico and traveling the world doing hair inspired me to one day have that ‘big city fashion salon’ in my hometown Stockton.”

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“Strong minded soft-hearted, they come together.”

Gwen Overton, Legendary Coffee and Books

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“Ever since I was a young girl, I’ve aspired to open my own business. As my interests in life changed, a few of my interests never did — my love and passion for people, coffee and books. At a former employment place, I started a coffee club where people would provide monthly dues to bring in good coffee and creamer. Little did I know, this would catapult my business idea to combine the three interests that never left my Spirit. In 2019, Legendary Coffee and Books was born. The same inspiration I had as a young child is the same inspiration I want to instill in every young person who walks through our café doors — If I could do it, you can do it too, and here’s how.”

’ ?

“My favorite thing about being a woman is our natural ability to make something fabulous. By design, we birth things into existence — life, success, businesses, a nation — our capacity to love unconditionally, our strength, power, beauty, spirits, and sisterhood. Women can do it all. Women have always made impactful contributions to this world in business, education, sports, politics, art, and finance, to name a few. I’m proud to be a woman and continue the incredible trailblazing legacy many amazing women have set before me.”

Marie Pease, The Freckled Moon

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“I’ve always wanted to own my own business. Doing what I love is my ultimate dream. Realizing working 9-5 for someone else wasn’t my idea of a great life. Creating and selling my creations was. I also wanted to prove to everyone that I could do it. Despite the odds stacked against me. Being a single mom of 4, working, raising kids and opening a business took determination and hard work. There were many obstacles but I overcame them and am living out my dreams. Set your goals and make it happen.”

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“I love everything about being a woman. I love how soft but hard we are. We are resilient, smart, kind, and powerful. I wouldn’t want to be anyone but me, a woman.”

Amy Sieffert , Goodstock Productions

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“Goodstock started in March 2015, with our flagship event, @stockmarketca. At the time, our mission was simple- to support local artists and entrepreneurs while fostering community connection, creative expression, and doing our part to promote the positive in Stockton. We didn’t anticipate that this one event would grow into a full-fledged events company. Since then, we’ve branched out into non-profit fundraisers, weddings, socials, and celebrations of all kinds. In 2020, we did our fair share of virtual events as well!

Our beginnings were pretty humble and involved literal blood, sweat & tears. We’ve been through the death of a friend and mentor, 2 partners, moving 3 times, becoming an LLC, growing from volunteers to interns to employees…. and now a pandemic.”

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“Not sure what the future holds, but this is certain- I’m proud to have brought this dream to fruition, to help others realize theirs, and to have done so as a woman.

Some things I love about event planning are the same things I love about being a woman~ proving assumptions wrong, challenging unrealistic standards and nurturing individuality… after all, event planning is basically the same thing women do every day- take ideas and turn them into reality.”

Check out our business directory for a complete list of women-owned businesses in downtown to help you plan your next visit into downtown!

UNIQO: A Unique Salon in Downtown Stockton

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UNIQO is a beautiful, modern salon located at 36 N. California Street in one of Downtown Stockton’s historic buildings. This month, we sat down and spoke with Patty Ayala, the successful owner of UNIQO, to learn more about her, UNIQO, and how this gorgeous salon found its way to calling Downtown Stockton home. 

Meet Patty Ayala! 

Rosa Patricia “Patty” Ayala is the talented and creative owner of UNIQO Salon. Born and raised in Mexico, her passion for hairdressing ignited within her at an early age as she watched her mother work her hairdressing magic in her salon. It was then that Patty, “started playing in my mom’s shop — playing with hair.” She cherished having a creative space, and soon also found a love for fashion and photoshoots. Later in her life, she and her family decided to move to the United States, where Patty, “pursued my passion, which was hairdressing.”

After settling in Stockton, Patty attended Marinello School of Beauty, which was located in Downtown Stockton’s Waterfront Warehouse at the time. Her affinity for the business side of hairdressing made her determined to own her own salon in the future. After graduating from Beauty School, she worked in several salons and even went on to receive an advanced education. Patty traveled to places like New York and London and was, “getting taught by people and companies I [she] looked up to.” Impressively, her journey didn’t stop there — she also worked for several hair companies and as an instructor before opening UNIQO.

The Message Behind Uniqo

Since Patty believes that it’s “important to represent who I am and where I come from,” it isn’t surprising that UNIQO’s name is inspired by the word único, which is the word for “unique” in Spanish. But wait, there’s more to the name! Patty explains that the “U” in UNIQO is a reminder that the entire experience is catered to “U” – the guest, the community, and the stylist. This is why she and her team work hard to ensure a welcoming, relaxing environment in their beautiful, modern space where customer service is the number one priority.

What makes this hair salon so unique? Patty confidently answers, “because we challenge the status quo.” She continues, “it’s a hair experience [and] self care is so important.” (Fun fact: UNIQO is also known for their signature hair massage for every client!) Not only does Patty and her team offer the best experience for every client that walks through their doors, but Patty also truly cares for her team, too. She works to create an environment that helps to cultivate careers in hairdressing and develop professionals in the field.

Why Downtown Stockton?

Despite traveling around the world and amassing substantial experience in the hair and beauty industry, Patty decided to open her salon in her hometown: Stockton. After being inspired by the new, trendy businesses that were opening in the downtown area, she thought to herself, “how can I create something different in my hometown?” After working up the courage to meet with Ten Space, Patty “took a leap of faith and took my dream to Downtown Stockton.” Patty’s search took her to 36 N. California Street, the location of a beautifully historic and spacious building. Since October of 2017, the gorgeous space has been home to UNIQO.

Patty’s Experience As A Downtown Business Owner

Patty has high praise for Downtown Stockton as she enthusiastically shares, “[its] been an amazing experience because there are so many cool, young entrepreneur business owners in downtown,” and, “the energy that flows here is incredible!” Before the pandemic affected businesses last year in 2020, Patty remembers the liveliness of downtown, from students and city employees walking around to busy restaurants. She also appreciates the supportive network that exists between downtown business owners and says she’s made, “amazing relationships with people here.”

Patty has an important message for business owners, creatives, and artists: “believe in the city and take the risk to create your dreams in Downtown Stockton!” She wants to encourage prospective business owners to become part of the downtown community, because it’s the “perfect location” and there’s “zero competition” since, “businesses are very supportive with each other.” She continues, “Stockton has so much potential — but people and artists leave the city. Let’s keep the talent in Stockton!”

How Can We Support Uniqo?

The pandemic greatly affected businesses, and UNIQO was no exception. For the first time since their opening, they had to close down for most of 2020 — so they had to get creative! They now sell professional, high-quality hair care products and gift cards. Patty is currently using her creativity and eye for fashion to design tote bags and merch so you can, “support by buying! [It’s a] good time to support small businesses!”

With their recent reopening, the best way to support UNIQO is by booking an appointment to get your hair styled, colored, or cut! If you’re not sure what you’d like done, you can even book a hair consultation. Rest assured, the UNIQO team is well versed in the latest hair trends and offer specialties from hair extensions, color corrections, blowouts, barbering and curly hair. if you haven’t visited the salon yet, now’s your chance! The chic, modern interior, filled by the natural light filtering in through the large windows is the perfect setting for your next hair appointment. Oh, and did we mention the relaxing ambiance and friendly team awaiting you?

Book your appointment today and get social with UNIQO! Find them on Facebook, Instagram, Tik Tok, and LinkedIn.

UNIQO owner Patty Ayala discussing a hair style with a client
Some of UNIQO’s beautiful interior

The Freckled Moon: A Shop of Small Treasures

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Imagine: you’re in Downtown Stockton, and you stumble across a charming shop. One step through its doors and you’re met with a cheerful greeting and a plethora of shining trinkets, vibrant greenery in clay pots, stunning jewelry, and pleasantly-scented candles— amongst other treasures displayed on the shop’s shelves. As you browse, you feel the rays of sunshine that are filtering through the large, front windows. Where are you? None other than The Freckled Moon, a shop of unique gifts and baubles located at 219 E. Weber Ave.

The Freckled Moon is undoubtedly one of the most unique, art-centered shops you can find in the city. We first introduced them to you on our blog back in 2018, when they first opened their shop downtown. Now, three years later, we decided to pop back in and see how this lovely shop was doing. 

A Family of Creatives Own the Freckled Moon 

Marie Pease and her daughters, Raven and Aria, have always lived in California (Marie was born in Modesto and later lived in Riverbank), but the family didn’t move to Stockton until 2000. After selling art at events such as the Stockmarket, they decided to open their own brick and mortar in Downtown Stockton during 2018.

Marie loves to create and proves it in her passion and versatility for the arts. She creates macrame pieces, dream catchers, and curates crystals and spiritual-type items. Even though she has tried her hand at so many different kinds of art, she enthusiastically shares, “I love to learn new things!” To add to her current list of skills, she’s also learning embroidering and plans to dabble in pottery in the near future. 

The art and creativity genes definitely passed onto Raven and Aria, as they are also creators and help Marie run The Freckled Moon. This, “eclectic gathering of unique items and handmade items,” not only features the family’s creations, but they also source many of their items, such as handmade soaps and lotions, from local artists. How cool is it to not only support a local shop, but to support a variety of local artists?

The Journey So Far  

Marie tells us that she, “really love[s] Downtown Stockton!” She especially enjoys the historic and beautiful architecture found downtown and the, “great businesses down here.” A few of her favorites include: Cast Iron Trading Co,. Empresso Coffeehouse, and The Golden Rose Barbershop Co. She admits that foot traffic, particularly during the time of the pandemic, hasn’t been as heavy as she would have liked. Fortunately, she says that she’s started to see this changing, and hopes to see a steady increase over time.

How to Support the Moon 

How can we support the Freckled Moon? “Shop! Visit us!” Marie suggests with a smile. Times are undeniably tough during the pandemic, so out of convenience for their customers, The Freckled Moon also offers curbside pickup and local delivery. The best way to reach them and set this up is through direct message on Instagram. There, you can “DM us anytime!” And Marie will be more than happy to help you out! Even if you can’t pick up some new items for yourself at this time, you can still support this family-owned local business by sharing their posts on Facebook and Instagram.

Follow The Freckled Moon on Facebook and Instagram to be the first to see their newest products and stay up to date on the latest news of collaborations or events. They hope to see you soon! 

One Eleven Web Design, the New Full Service Marketing Company in Downtown

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You’ve probably experienced the wonders of the Mexican Heritage Center and Gallery in Downtown Stockton at some point before (if you haven’t, the exhibits are calling your name!). The Gallery at 111 S. Sutter St., with its fascinating and vibrant art pieces, now houses something new on its second floor: One Eleven Web Design! One Eleven Web Design is a full service marketing company that offers web development, social media marketing, SEO services, ADA website work, and traditional print and graphic services.

Meet Eric Vaughn

Eric Vaughn, owner of One Eleven Web Design, was born and raised right here in Stockton. A graduate from Franklin High (Go Yellow Jackets!), Eric moved to Lodi and eventually settled in Acampo with his wife and two children. We sat down with Eric to learn more about his business and the journey that ultimately brought One Eleven Web Design to the downtown community- after all, he tells us, “this journey has been a crazy one for sure!”

What inspired you to create One Eleven Web Design?

Before solidifying himself in the world of web development, Eric spent 17 years in sales and marketing in the Construction Industry. What influenced his decision to leave this field? It all started when he was asked by Lodi Christian School to build their website. From this experience, he, “found something I really loved to do, so I stuck with it.”

In 2018, Eric changed the name of his business from Red Truck Designs to One Eleven Web Design, to indicate the focus of his company at the time: building websites. However, he says, “God has a funny way of taking your plans and really turning them upside down,” because immediately after the name change, clients started requesting brochures, business cards, social media, and other marketing materials for their businesses. Eric describes that these early customers significantly helped shape his business into what we see today, as it led him to realize that, “there was a real need in the market for a company that could help a small, local business bring all of their marketing together.”

What makes One Eleven Web Design unique?

One Eleven Web Design’s mission is to, “Help our customers elevate their brand and bring all their digital and print assets together to represent a cohesive company.” Eric further explains that they, “take a hands-on approach with every customer and fully manage their website and digital presence. Our customers can focus on their business, while we focus on their marketing.” This is important, Eric explains, because many web designing businesses do just that- design the website, but then not much else. The client would then be on their own to manage the website and all other marketing responsibilities. This can be too much for business owners who want to put more of their time and focus into the business itself. 

Why did you decide to open your business in Downtown Stockton?

When deciding where to move his business, Eric strongly considered two places: Elk Grove and Stockton. Since many of One Eleven Web Designs customers were located in Stockton and throughout Stanislaus County, though, “Stockton seemed like a natural fit.” Additionally, Eric shares, “I believe this is where we’re going to see the growth of businesses and entrepreneurs in downtown. I wanted to be in the middle of it. There’s an energy here and it’s exciting to be part of this community.”

What do you like most about downtown?

Eric cites the variety of businesses in the area, stating that he loves to, “get out of the office and explore all the restaurants and coffee spots here. It’s nice to be able to take a walk during the day and get out of the office for a few minutes. Although much of my work day is digital, I prefer to get out and be a part of the community rather than just ordering something from my phone.” We hear you, Eric, Downtown Stockton’s streets are lined with so many different local businesses that it definitely makes for great walking paths with many spots to explore!

Overall, we’re excited to have One Eleven Web Designs here with us in Downtown Stockton. If you’re in need of a website, marketing materials, or would like to inquire about their services, give their website a visit!