I sit next to Katie and pepper her with questions, marveling at how the shy girl I met 23 years ago has blossomed into a self-assured wife, mother and businesswoman. When she left Fort Bragg in 1998 to attend UC Santa Cruz, she never imagined she’d return eight years later to become a sock maven.
It was probably inevitable that Katie became an entrepreneur. During her early years, her father Dave Turner owned a waterbed business in the Bay Area. When these beds waned in popularity and the internet became more consumer-friendly, he began selling waterbed accessories online. He also designed and began to manufacture a layered latex mattress system called a FloBed. Both enterprises allowed him to work anywhere. He fondly remembered growing up in Fort Bragg and wanted to give his four children the same opportunity. In 1992, he moved the family to the area.
Katie’s dream was to be an artist. After graduating from college in 2002, she stayed in Santa Cruz, sold her paintings through local crafts fairs, and made rent money by working at the Sock and Shoe Company. In 2004, her then boyfriend Marshall Carr got a job with Enterprise Rental Car. They moved to Morgan Hill. She worked briefly as a merchandizer for Lowes. “I was miserable. It’s the only job I ever quit.”
She was hired as a manager for Socks Galore in Gilroy. A few months later, the Sock and Shoe Company wooed her back and trained her as a buyer.
By 2006, Katie and Marshall decided their future was limited by the high cost of living in the Santa Cruz area. They hatched a brilliant idea—move to Fort Bragg and open a sock shop. She consulted her dad, who wasn’t convinced it could be successful. He asked her to write a detailed business plan that included statistics on the number of tourists visiting the area and how much merchandise she’d have to sell in order to make a living. After reviewing the plan, he rented her a 200 square-foot space at the front of his FloBeds store on Redwood Avenue.
Katie brainstormed names—Sockadeedoda, Sockadelic—before choosing to honor a favorite childhood storybook character—Pippi Longstockings. The tiny shop was off the beaten tourist path, but located across the street from the dance studio. While mothers waited for their children, they’d wander in to buy socks. “It was my busiest time of the day and helped me develop a local following.”
Katie also garnered attention among street people who were enamored with her tiny shop. She fondly remembers a man named Chris who’d stop by frequently, always beginning his visits with “Hey Pippi!” She hasn’t seen him in years, but this nickname is still used by some of her customers.
When a storefront on Laurel Street became available in June 2008, Katie moved Pippi’s, quadrupling her space and expanding her customer base. She was able to hire employees, which eased her workload and allowed her and now husband Marshall (a high school teacher) to start a family. They have two daughters—Rowan (seven) and Zoey (four).
“I’m so happy to be able to give my kids what I had—the freedom of a childhood in a small town. I want them to be able to play in the woods, on the beach or walk around downtown like I was able to, instead of hanging out in a mall.”
Katie has two employees. This author is especially fond of Rachel who is kind and patient. Whenever I’m in the shop babbling about something, she’ll smile and say in a soothing tone, “I understand.” She would make a great hostage negotiator or crazy person whisperer.
One of Katie’s favorite things about owning her business is the tourists who get excited to find a sock shop. “They literally squeal with delight.” Returning customers often show her the “Pippi’s socks” they’re wearing and ask to see the socks she has on.
Katie is grateful to live in a small town that has a big community feeling. “I’m lucky to be a part of a place where one person can make a difference, where the opportunity to participate is just about everywhere. I love knowing my barista, the person who makes my lunch, and the people I support when I shop downtown. I also love that my customers know my family.”
When her dad Dave (the mayor) was the subject of a nasty recall effort last year, Katie wrote a heartfelt blog post defending him which sparked a movement in support of him.
Shortly after the demise of the recall, she joined forces with others to organize Go Fort Bragg, which encourages progressive involvement in the community. “Before this, I didn’t pay much attention to how the city was run. I voted for council members who shared my views and let them do their jobs. I’ve learned that these people aren’t mind readers. They need to hear the opinions of their constituents. I avoid anger and express my thoughts in positive ways. This gives them and others a chance to hear a point of view they may not have considered.”
Katie acknowledges that Fort Bragg has changed since her youth. There was the music store, the old recreation center pool where she was a lifeguard, a tree at Bainbridge Park that was fun to climb. The tree is gone and many businesses have closed. “I can still hang out at Headlands Coffee House, but don’t sit on the sidewalk as much anymore.” She says this with a wink. “The mill is gone, tourism is a more integral part of our economy, but we still have the beach, the woods, and a great community that watches out for one another. We have the CV Starr Center, the coastal trails, and the Noyo Center. A lot of positive changes have enriched our lives.”