Over the past few years, I’ve interviewed more than two dozen people who grew up along the Mendocino Coast and couldn’t wait to move away, believing they’d never return. But return they did, to establish businesses or professional careers. Some also chose this place to raise children, to nurture them in the small town values that shaped their own childhoods.
These are a new wave of pioneers who, like their forebearers, use intelligence and imagination to forge a vibrant path. In exchange for the privilege of being able to live in one of the most beautiful places on earth, they work long, hard hours.
The shelter in place orders due to Covid-19 have knocked many down, but they are devising ways to get back up and resume their vision of what it means to live here.
They have open minds and are digging deep to find solutions.
They have entrepreneurial spirits that will spawn innovations to move them forward.
We are so fortunate to have them here—especially during this trying time.
***
Sarena Breed – Frame Mill Art Works
I met Sarena in 2017 when I interviewed her for my blog. She had recently purchased the Frame Mill Art Works. As a first-time business owner, she worried about her ability to succeed. Despite the challenges of learning to run a shop, she’s seen her business grow and is happy she made the decision. https://ithappenedatpurity.com/2017/06/02/sarena-breed/
She was surprised in March 2020 when nonessential businesses in Mendocino County were forced to close under the shelter in place orders. “A week before the shutdown, I had celebrated my third year in business,” she says. “I noticed things had gotten slower, but expected to continue to operate with some mandated adjustments.”
The Sunday before the order took effect, she spent the day cleaning her store and making changes to keep employees and customers safe. “I separated tools and work areas so everyone in the back room could maintain social distancing. I drafted a sign for the front door asking customers to social distance. I didn’t imagine I would have to close the shop.”
With her routine suddenly disrupted, Sarena says, “I felt I was going through the stages of grief. This was the death of something.”
In addition to the temporary closure of her shop, her eighth grade daughter’s middle school was closed. “Sadly, her class had to settle for a virtual promotion ceremony this year.” Despite these losses, she’s grateful that her husband’s job as an utility arborist is considered essential and he has continued to work.
She began attending webinars on how small businesses can adapt during this time.
The core of Sarena’s business is meeting with clients face-to-face to discuss ways in which a project can be framed. “I love picture framing and don’t like spending much time on the computer. With the doors shut, I realized I had no direct way of communicating with clients. I felt cut off from the folks who came into the store. I wanted to reach out and say a simple hello and give updates, but didn’t have that capability.”
During the shutdown period, the feeling of isolation from her clients caused her to innovate. “I put in a point of sale system to collect email addresses. I’m started work on a website and Facebook and Instagram accounts. Going forward, I’ll continue to expand my online presence.”
Sarena was able to open her store on a limited basis the last week of May. “I looked outside that morning and thought we’ve all been like Sleeping Beauty and are starting to wake up. It feels great to see people again. Some come in just to make sure I was okay. Others pop their heads in to let me know they’re glad I’m open. I feel a great deal of support.” Her shop is open Wednesday through Saturday from 11:00-4:00.
Sarena is determined to move forward. She’s ordered inventory to stock the store for the Christmas season even though there may be shelter in place orders issued in the fall. If she’s forced to shut down again, she’ll be in a better position to communicate with customers and offer framing services by private appointment.
“This experience has given us time to contemplate the things that matter and to reevaluate. People seem to have an understanding that we’re all in this together and are being more patient. I feel a greater commitment to shopping locally and supporting our community.”
***
Since she re-opened, Sarena is looking for a framer to join her team. Anyone interested can call her shop at 964-6464.
https://www.facebook.com/Frame-Mill-Artworks-106182994399181/



Brittney’s dedication to the creation of artful desserts and specialty cakes was revealed in my first interview with her in 2014. 









An aura of gentle kindness surrounds Jessica. The lilt to her voice invites people to relax and feel comfortable. She has a great sense of humor and laughs easily. Yet, her outward appearance belies the emotional struggles she has had to overcome. Dealing with these challenges helped her decide at a young age that her life’s work would revolve around helping others.
“I was a dorky, insecure kid who could not spell, read out loud in class and didn’t seem to have any real talent outside of being obsessed with MTV. When I was nine, some friends and I began shoplifting and engaging in property destruction. I eventually got caught breaking into a vacation rental. I began sobbing and confessed to everything. I felt so guilty and ashamed. I think the deputy knew he had done his job terrifying me into never doing that again.”
The antibiotics were not working and the weather was uncomfortably wet and hot. The next day, Ketut, the semi-adopted daughter of the midwife, put her on the back of her scooter and took her to a doctor. “I was sent off with a bottle of mysterious green pills that eventually cured me. Ketut drove me through the Monkey Forest to Robin’s family compound in Nyuh Kuning. It was like the ‘Jungle Book’ with monkeys hanging out in a temple.’”
As Jessica grew through her teenage years, a darkness emerged. “I partied a lot in high school. We called it partying, but many times it was miserable. Alcohol is a central nervous system depressant so it definitely didn’t help my depression.”
Nine years ago, she became smitten with Matt Howard, the sales manager at Sport Chrysler Jeep Dodge. “I asked him to a movie with a group of friends, but didn’t invite anyone else.” She laughed. They live a sweet life with her 13-year old daughter Alice and their rescue basset hounds Miss Daisy Duke and Flash Bandicoot.







Over the past couple of years, I’ve delighted in the murals popping up on buildings around town.
Jason was unprepared to be thrust into a different culture. “It was hard at first—dark and hard.” This was back in a day where communication systems were archaic compared to what they are now. International telephone calls were prohibitively expensive and it took a month to receive a letter, all adding to his feelings of isolation.
By 1997, Jason and Cristina were off to Long Island, New York with their baby boy so Jason could attend Stony Brook University’s MFA program. Cristina eventually entered and completed a PhD program in comparative literature.
Jason feels lucky to have been able to return to the Mendocino Coast. He loves being near the ocean and the abundance of trees. He enjoys the opportunity to interact with kids on a daily basis. He likes living in the town where his dad has worked for decades as an attorney and to be able to drop by his office for a visit. He gave a warm, contented smile as he said, “When I was growing up in Mendocino, I rarely spent time in Fort Bragg. Now I rarely leave.”

Mrs. Biklen served iced Cokes in leaded crystal glasses and store-bought cookies on china plates. She treated us with respect, listening to our stories and offering gentle advice. No one had ever paid such attention to me.