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. They are truly the new pioneers of the Mendocino Coast.
We are so fortunate to have them here—especially during this trying time.
Each story shared by the returnees I’ve interviewed has left an impression on me, but Amberly’s touched me deeply. Not only did she keep a beloved and long-running family business going through the Great Recession, she managed to survive cancer while pregnant with her youngest child. You can read her interview here: https://ithappenedatpurity.com/2017/07/12/amberly-reynolds-caccamo/
Despite rising above previous challenges, Amberly initially found the business ramifications of the shelter in place order overwhelming. She struggled between wanting her family and community to stay safe and keeping her business afloat.
“By the time the SIP order was issued, I had already closed Wren’s and was grappling with closing Reynolds,” she says. “In early March, my 11-year-old son and I went to New York City with his class to participate in the Montessori Model United Nations. We returned on the tenth. When we left, there were more Covid cases in California than New York. Upon our return, we learned how rampant it was in New York City. I put myself and the kids in quarantine and we hunkered down.”
Amberly despairs at the fact that the pandemic has pushed people to make needed purchases online. “Before this, I had plenty of customers who bought clothing from us, even though it was only a click away on their computer.” She’s being forced to make some tough decisions on how to move forward. “It breaks my heart, but I’ll have to combine my two shops into one. I hate to see another empty building on Franklin Street, but I cannot afford two rents and to staff two shops.
“Reynolds Men’s Wear has been in my family 54 years and was a men’s clothing store for 43 years before that. We are nearing our centennial. We have weathered more than a few storms. During the economic period of high inflation in the late seventies and early eighties, my parents spent most days sitting at a window table in the Fort Bragg Bakery across the street from the shop watching for the occasional customer. They managed to survive that difficult time.
“I am steeped in the tradition of this shop. It’s a part of me and makes me who I am. When I help customers find exactly what they need, I feel a giddy satisfaction. This pushes me to carefully select products. I am working on an online presence, but it’s not nearly as much fun as seeing people face-to-face.
“At this point, we are offering limited customer access to the stores and curbside pickup Wednesdays through Saturdays from 12:00-4:00. It’s been nice to see a few faces again—even if they are behind masks.”
Amberly is grateful that her husband’s business, Caccamo Construction, has been able to operate. She enjoys being at home with her three sons. “I see a lot of value in slowing down, and that is a huge part of my decision to merge my two stores. It will give me more freedom to be with my family. We love watching our plants grow, raising goats, and hanging with our chickens. Our dog is so happy to have kids home all day.”
Amberly encourages people to call or visit her shop. “See if we have what you need before you hop online to order. Share our Facebook posts. Interact with our Instagram posts, all of that helps to make us more visible to the public.”