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ShopLocalSD: A Marriage Made In Retail



Cedros Soles definitely does shoes.
Photo by Rebekah Sager

Stephanie Stock and Mike Zambetti are newly engaged. If you were to say they complement each other perfectly, at the very least you might be talking about their occupations.

Stock owns Cedros Soles, a shop on Cedros Avenue in Solana Beach that has captured the attention of shoe addicts and boutique shoppers. Stock’s patrons are mostly women—she calls Cedros Soles, “an estrogen den.”

Zambetti runs a store just a few doors down Cedros Avenue. His slightly-more-refined-than-the-average surf shop is called, in contrast, HIS.

There are more than 85 businesses in the Cedros area. Cedros Soles seems to have captured a good share of the market. The store succeeds in filling the gap for women young and old.

It offers everything from the young, trendy and hip line by Jeffery Campbell, to a very upscale comfort shoe by Taryn Rose; or a casual SoCal-staple—Reef flip-flops.With faux Tuscan columns, rounded arches, and a romantic very feminine feel, the store sells lines that are varied in style, but somehow successfully intersect, and according to Stock, all sell very well.“

Women can find Hudson Jeans, Free People and Johnny Was,” says Stock. “In the average department store these lines would be compartmentalized in different sections—a youth section, a savvy section, or a designer section.”


HIS caters to men.
Photo by Rebekah Sager

Cedros Soles’ prices would be considered “moderate” by boutique standards. T-shirts go for $20, all the way to fine jewelry for a couple thousand.

Stock says clogs, shoe booties and rugged boots are huge for fall 2010. Women will feel underdressed and out of style without a great pair of Jeggings, and every line is showing “mensy” and military style cut jackets and shirts.

At Stock’s fiance’s place, the look is different. HIS looks like your granddad’s workshop. With re-claimed wood, the store is rustic and industrial without feeling sterile—a place a guy would feel comfortable shopping.

The best selling items at HIS are graphic-tees, vintage sports team shirts and all things plaid and striped. The most structured shirt is by the L.A. line Ever. Ever is synonymous with California-casual, done in luxury style.

Zambetti says sweaters worn over a cool and relaxed button down shirt is the menswear look for fall.“The key to a great men’s boutique, especially on Cedros, is to be accessible. “Too cool doesn’t work here,” says Zambetti.

And in a good sign for impending marital bliss, Stock would agree.

Details »
  • City: Solana Beach, CA 92075
  • Address: 111 South Cedros