Nestled in San Francisco’s Hayes Valley, Fiddlesticks is bursting with unique children’s toys and tons of Tea. Come explore Fiddlesticks and have a macaroon or two while strolling the quaint neighborhood in the heart of San Francisco. This month we chatted with Elizabeth, founder of Fiddlesticks.
Tea: How did you decide to take the leap and open your own store? How long has your store been in business?
Fiddlesticks: Ten years ago I opened my first store, Lavish. The focus was on home accessories and women’s clothing, with a small baby section. Over time the baby section grew as the demand for more kids items increased. The Tea Collection was one of our first brands we carried actually. I can remember that first collection and those Chinese sweaters like it was yesterday! About four years later, I decided to open a second store, Fiddlesticks – with the focus on all things kids. The neighborhood, Hayes Valley, was exploding in retail and it was ripe for a kid’s store. I knew I could fill that gap. So in the spring of 2007, I opened Fiddlesticks. We are six years old and going strong.
T: What is your favorite part of your day at the store?
FS: My favorite part of any day at Fiddlesticks is watching the kids interact with the merchandise – whether that be trying on shoes, playing with a new toy or putting an outfit together. It’s their reaction that fuels our future decisions in what and how to buy, and it’s their glowing squeals that make it absolutely fun to the core.
T: We know how special all of our stores are, what makes your store unique?
FS: Honestly, it’s our esthetic. I think at the core we are really good curators of all things kids and that is why customers keep coming back. Our individual attention to every customer – we work really hard to give everyone the attention and focus to ensure they have a really great experience. Our customer service definitely sets us apart from others.
T: At Tea, we “Go There”, how do you share in that mission at your store and/or in your life?
FS: We have a great deal of customers who are dedicated to Tea and come in only wanting to see Tea. Most of them know the story, but for those who are new and haven’t had a Tea experience, we spend a good deal of time with them educating them about the production and the design process. The more we are able to discuss and share with them, the more they are vested in the collection. And, as you can imagine, once they try Tea they tend to be lifers. T: Woo hoo!
T: How do you balance it all? What tricks can you offer us?
FS: I have a very dedicated team at Fiddlesticks. Team being the key word, it’s not I but WE at Fiddlesticks. Kassie keeps us up-to-date on our website and in all things social media, while Caitlin focuses on the toys and books making sure we have the most current merchandise. And, I am mainly the clothing buyer and everything else that happens behind the scenes. TOGETHER we create Fiddlesticks and somehow keep it balanced.