Page 3 - 2015 Small Shops of Sonoma County Holiday Guide

Dear Readers,
13 years ago I started publishing the Small Shops guide because I was inspired to promote small businesses run by people who responded positively to me when I handed the Gazette to the person across the counter. I found
a remarkable difference between people who reacted to me with a smile, as opposed to disdain because they thought I was selling them something. As media, I can support the people with kind hearts who are clearly happy with what they do for a living.
Entrepreneurs take huge risks when they go into business for themselves. They work long hours, many times make less money than their employees, and aren’t covered by employee benefits. Why? because they really can’t
do someone else’s subject. They are leaders, “Lone Wolves”, stubbornly independent, and not really capable of being managed by others. It’s an affliction as much as an asset.
Being that kind of person, I like supporting entrepreneurs since I can. Media is a tool of influence, and as Mr. Rogers said when he was honored for his decades-long show for children, “Mr. Rogers Neighborhood,” media has a responsibility to support what is good in this world. Since I am in love with my home, and want to be part of keeping it healthy and strong, I can support locally-owned stores and locally-made products in the pages of the Gazette’s Small Shops of Sonoma County.
WHY Locally-Owned & Locally-Made?
GoLocal, the local version of the international business organization (Business Alliance for Local Living Economies: BALLE) that launched a marketing campaign to get people to Shop Local, has written about the economic benefits of shopping at locally-owned stores. Some times a warm smile from someone you know isn’t enough influence to keep people from shopping online or going into a Big Box store for convenience, sales, etc. It takes facts and economic benefits to get people to change their habits.
The numbers that tell us how many millions of dollars leave our home through national chains are eye-opening. When people complain about services, pot holes, suffering school budgets, etc. they need to get the connect between where they shop and the services they find lacking. You can’t have it both ways. Using credit cards sends money out-of-state as much as shopping at national chains . There are thousands of ways we can support our home just by where - and how - we shop.
This Year’s Editorial Focus
Every year, I pick a subject, store type, etc. to shine a light on. Book stores, bike shops, small winery tasting rooms, bakeries etc. have all been my focus in the past. These stories and guides can all be found on our website at SonomaCountyGazette.com
This year I chose to focus on toy stores and shops that sell the ingredients
to make home-made gifts because I am a grandmother. When we spend time together making things, they learn to use their hands, and they gain a sense of accomplishment, “look what I made!” As a mother I loved getting presents for my daughter, Aleta, that inspired her creativity and imagination. Now I get to do that for my granddaughters. They have so much fun simply playing.
I’m not a natural born shopper so getting out to downtowns, shopping centers, etc. is fun. I enjoy seeing people milling about, eating in restaurants, spending time with family and friends. Shopping for pleasure and
gifts is a social experience...very different from grocery shopping.
So HAVE FUN this holiday season while you shop to find treasures for people you love. That’s the gift you give yourself...
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