Courtesy of Credo
SF retailers are now allowed to open for curbside pickup—but will they?
19 May 2020
Turns out local clothing, beauty, and accessories shops don't have a one-size-fits-all approach to Phase 2 of the reopening process.
After two months of being closed per the city's first stay-at-home order, certain "non-essential" store owners are happy to open up. Some are just not ready. And others, frankly, don't see the point in opening strictly for curbside pickup. Mixed feelings about the retail guidelines aside, everyone agrees that today's move is but a baby step. (Still, we'll take it.)
Not gonna lie: Last Wednesday when I saw online that Mayor Breed announced San Francisco retail businesses—including shops beyond the previously cited florists, game and hobby shops, and record and bookstores—would soon be given the OK to reopen, I got a head rush. Immediately, visions of a camo-masked me making the rounds at my favorite boutiques on Fillmore (Nest), Hayes (Azalea), and Valencia (Voyager) flashed in my brain. Then I kept reading.
Wait, what exactly does "open for curbside pickup and delivery" mean vis-à-vis shopping? Is the mayor saying I can't actually go into any stores but I have to procure those much-needed tie-dye sweatshirts, candles and lounge pants the same way I've been getting my pizza, fried chicken, and bento-boxes…by ordering online for takeout only?
Yep, that's precisely what she's saying.
More detailed guidelines, spelling out what local stores have to do in order to open, were released from The Office of the Mayor on Thursday, May 14th. "Allowing retail to operate storefront pickup is a great step for our small businesses, which have been struggling since the beginning of the COVID-19 pandemic. Businesses that will be allowed to open next week won't be able to operate like they used to, but this hopefully offers a measure of support," Breed says.
Guidelines at a Glance
The first thing to know: The new retail guidelines apply only to businesses whose storefronts connect to the street (sorry, Westfield SF Centre). According to Breed, this includes about 95 percent of all retailers in the city.
Additionally, previous rules to stay home except for essential needs and approved activities continue. Translation: These guidelines are N-O-T a license to shop or browse with abandon. Social distancing rules and wearing masks/face coverings while queuing up or inside businesses are also required, for both customers and store employees.
Plus, in order to reopen, stores must meet these conditions:
- Customers may not enter the store: only storefront, curbside, or outside pickup are allowed.
- No more than 10 employees may be on site at once to handle curbside pickup.
- Stores must have clear access to a sidewalk, street, parking lot, or alley to handle curbside pickup.
Indeed, Monday's curbside reopening can't come soon enough for the city's small businesses, according to Vas Kiniris, executive director of the Fillmore Merchants Association: "It's a Band-Aid, but the point is we have to slowly start opening the economy."
"With COVID-19, there's a new level of uncertainty that's affecting all our merchants and they're rethinking their business models. On Fillmore alone, the 150-year-old Frye Boots has decided to close. Also, mom-and-pop business Asmbly Hall is closing its Fillmore location," he adds.
What say you, SF shops?
As soon as we learned about (and processed) the reopening news, we reached out to several beloved SF shop owners for their take. Of course, our main question was regarding curbside pickup: yay or nay? We also checked in to see how some businesses have been holding up since the coronavirus came to town and, ya know, upended everything.
With answers as varied as the stuff that lines their shelves, we thought it best to let our friends speak for themselves. Scroll thought our slideshow to hear from: Jessica Lee, Colleen Mauer, Emily Holt, Linda Fahey, Isobel Schofield, Kiya Babzani, Basil Racuk, Pauline Montupet, and Debra Dobras.
Jessica Lee, Modern Citizen
Do you plan to open this week?
"Yes, we are going to test curbside pickup starting next weekend (likely Friday, Saturday, and Sunday, though this hasn't been confirmed yet). We wanted to make sure we took our time to understand all the protocols and safety for the team—aka me and Lizzie Agnew [Modern Citizen's cofounder] will be staffing (wink emoji)."
How has local support been from customers and fellow store owners?
"The local support we've experienced in San Francisco has really been a silver lining in this situation—earlier in the spring we did a lot of personal outreach to local customers explaining why we were closing and what our hopes were for the future. The responses we received were a huge bright spot as we navigated the closure. There have been stories about wearing MC to special life events and notes from neighbors who remember when we moved into the neighborhood. It has definitely helped us stay positive and given us a North Star for reopening safely."
What are your hopes for your business as we move forward?
"Beyond the obvious ways in which our practices will orient more around safety and responsible distancing moving forward, the pressure of this situation has naturally given us the opportunity to double down on our values and understand the way that we fit into our greater ecosystem. I think we will continue with a greater emphasis on giving back in ways that can strengthen our entire retail community."
// Modern Citizen, 2078 Union St. (Cow Hollow),moderncitizen.com,@moderncitizen
▲Colleen Mauer, Colleen Mauer Designs
First reaction to Mayor Breed's announcement that retail could open for curbside pickup?
"In all honesty, it makes me a little nervous as there are still so many unknowns with the current situation. Nonetheless, I am excited for a bit of a morale boost for our community."
Do you think the time is right for this limited opening?
"My gut tells me we should be waiting longer to see how things pan out in other areas of the country. I realize everyone is excited for Main Street to reopen and together we can tweak things as we go."
Do you plan to open this week?
"Yes, we will be opening Tuesday to Saturday between 12pm and 4pm for curbside pickup. I have no plans to reopen the store until we have more data to support the effects of [fully] re-opening while in the midst of a pandemic."
Have you been offering any special deals to spur shopping?
"Back in mid-March, CMD began offering virtual shopping sessions for this year's sample sale. This event has always been the biggest and most popular sale of the year among locals. Previously, we held the sale in person at the SF shop. Due to the current health crisis and restrictions for retail businesses, we created a virtual model so we could 'meet' our customers in person. We've been pleasantly surprised by the results of our efforts. I've met with nearly 175 people so far—normally we host 300 to 400 people during the sale so we still have a lot of inventory to sell. We've also been selling sample-sale pieces on Instagram Stories.
Are you doing anything outside of the guidelines that you feel is important?
"We'll make sure that all pickup times are staggered so that no more than one customer comes at a time. And we plan to take care of payment ahead of time so that there doesn't need to be any physical exchange."
Are your employees ready and willing to get back to work?
"They are, but we're only having a small crew working remotely until things start to pick up again. One of my production workers is still able to produce jewelry from her home studio in Upstate New York. My marketing gal is also remote from the East Coast. I don't plan to hire back our entire team until we have the revenue to support them."
Generally, how has your business been doing since shelter in place and were you already prepared with an online shopping site?
"Considering the circumstances, we've had a rather successful couple of months. We started meeting customers via FaceTime the week that SF's shelter in place began. We put a landing page on our website so that customers could easily sign up for a virtual appointment. Fortunately, our new website was launched at the end of 2019 so we felt prepared for more online shopping."
Has there been any point during the pandemic where you thought you may have to permanently shutter your brick-and-mortar?
"Yes…and it's still a real possibility though I'm staying optimistic and patient while we see how things pan out."
Anything else you want to add?
"My heart feels warm in so many ways—I've seen our neighbors come out of the woodwork to support one another. I'm excited to see a vibrant Valencia once again."
//Colleen Mauer Designs, 1406-B Valencia St. (Mission), colleenmauerdesigns.com, @colleenmauerdesigns
▲Emily Holt, Hero Shop
Are you opening this week?
"Our San Francisco location will reopen when the health and sanitation conditions of our neighborhood improve." [Hero Shop is located in the Tenderloin, which is currently experiencing a much-documented health and safety crisis.]
Have you changed up your merch mix to make it more "stay at home" friendly?
"We've brought in new sweatshirt labels such as re:la and I Stole My Boyfriend's Shirt, and re-ordered bestselling tees and sweaters from brands including Kule."
Pre-pandemic, did you have a robust online shopping site or did you have to scramble to put something together via social?
"We redesigned our website over the summer, which was hugely fortuitous. So our clients have been shopping online as well as communicating with us via DM about things we post on [Instagram] Stories."
Are you doing anything special for online shoppers right now?
"We offer complimentary, no-contact-delivery in SF and Marin, and free shipping. We are also sending clients what we call care packages, a box of items personally styled for the client based on their taste, figure and budget. They keep what they want and return the rest."
How has local support been from customers and fellow store owners?
"There's been immense support from our clients and fellow business owners. Everyone's in the same boat and it's so helpful to a) feel that and b) know that there are people we can ask questions of and brainstorm or commiserate with."
// Hero Shop, 982 Post St. (Tenderloin), heroshopsf.com, @heroshopsf
▲Linda Fahey, Yonder Shop + Studio
Do you plan to open this week?
"Opening is a difficult thing when you cannot let customers in the store. Small shops like mine have usually been all about the customer experience, so it's been an interesting experience navigating and planning for the future. I will be offering pickup and delivery—I wear a mask when I'm at the shop at all times, and clean all common surfaces upon arrival and when leaving."
Have you been offering any special deals to spur shopping during this time?
"I've lowered my prices on my work across the board, and I offer free delivery! We'll also probably have some promotions as time goes on."
Have you been preparing for reopening?
"Yes, I have been thinking about how to reinvent the shopping experience. I had already started doing FaceTime private shopping calls with customers for pickup and delivery, just prior to Mothers Day. It worked well for me and I will be continuing."
Have you changed up your merch mix to make it more "stay at home" friendly?
"Yonder has always focused on tabletop and ceramics, and since folks are cooking more than ever, I feel we offer some timely and unique wares."
Are your employees ready and willing to get back to work?
"I've lost my employee and since I've not received any grants, or stimulus money, I'm working the shop myself."
Generally, how has your business been doing since the first Stay Home order?
"We closed early on March 8th and cancelled our on-site classes two weeks before that. I've been severely impacted and since I can no longer offer classes on-site, there have been a lot of adjustments across all aspects of the business. We're figuring it out!"
Were you prepared with an online shopping site or did you have to scramble to put something together?
"I have not had a strong online shop since I opened in 2013, as I've always preferred personal customer service and interaction with people coming in the shop. I will work over the next two months to migrate more offerings online. With no help and resources, it's been slow going—but still adjusting and putting new plans in place."
Has there been any point during the pandemic where you thought you may have to permanently shutter your brick-and-mortar?
"I knew I could last for a period of time and allow myself some time to assess the situation. We know more, but we are all facing so many unknowns—it's still a very real possibility. I will have to see how the next two to four months go. I'm planning in two-month periods at this stage."
How has local support been from customers and fellow store owners?
"My regular customers have been great, my neighborhood too. And there have been a lot of people buying gift cards, which is all I could offer for a while. (Those first weeks of gift card sales saved my ass!) I'm so grateful for the support. That's why I really love doing the FaceTime calls…I get to see customers' faces, say hi and have a chat! It means so much more than just an online sale."
What are your hopes for your business as we move forward?
"My goal is to reinvent retail for small lifestyle shops that count on in-store shopping experiences. I hope people will be excited about it and still frequent small shops rather than ordering online from sites. It's much more personal and a great way to shop. For my classes and the studio work, I am less sure what that will look like moving forward. I'm hoping it can translate to online Zoom classes but that will take time to launch and perfect!
// Yonder Shop, 701 11th Ave. (Inner Richmond), yondershop.com,@yondersf
▲Isobel Schofield, Bryr
Do you plan to open this week?
"We are planning to roll out curbside pickup in the next few weeks. Our first focus is on getting manufacturing back up and running and then we'll move our focus onto how to create a safe and wonderful experience for our customers." [The new city order allows for manufacturers and warehouses of retail goods to open and operate with less than 50 people onsite at any time.]
Have you been preparing for reopening?
"Yes, we have been preparing for our reopening for a week, using city and state recommendations as a template for creating a safe and productive work environment for our staff."
What kinds of things do you have to do to meet the guidelines?
"We are changing the layout of our workshop and communal work spaces, and we will train our employees on behavioral changes to meet CDC and state requirements."
Are your employees ready and willing to get back to work?
"Yes, our team is excited to come back to work. We are being transparent with them about all the changes—both physical and behavioral—that we will be putting into place, so they know that their safety is our number one priority.
Generally, how has your business been doing since the first Stay Home order?
"Being closed down for two months has been very challenging for every manufacturing business in this city. We have an amazing community of customers who have been very supportive and patient with us. In the next few months we will be working our butts off to fulfill our promises to our customers and deliver the clogs they love."
Has there been any point during the pandemic where you thought you may have to permanently shutter your brick-and-mortar?
"Of course as the pandemic happened, I experienced fears of how bad things might get. But it's important to stick to the facts, to make decisions from a place of strength and to not let worry cripple you. At times like this, it's so important to be fueled by hope and love, and make smart decisions from that place."
How has local support been from customers and fellow store owners?
"It has been a time of amazing solidarity—both with our customers and with fellow store owners. Our customers have rallied behind us, and been very patient with their individual orders. For a small business, EVERY order counts, and when a customer decides individually that it's not a big deal for her to wait, it's a BIG DEAL to the small business she is supporting. Above all, we need our customers' patience as we get back up on our feet."
What are your hopes for your business as we move forward?
"I think the most important thing for small business owners (and all of us) is to be open and flexible as things evolve. The new reality hasn't quite 'landed' yet, and we don't yet know what things will look like on the other side. So for now, Bryr is staying flexible and responsive."
// Bryr, 2331 3rd St. (Dogpatch), brystudio.com,@bryrclogs
▲Kiya Babzani, Self Edge
First reaction to Mayor Breed's announcement that retail could open for curbside pickup?
"That's great but won't work for us. Clients need to see the product in person, try it on, etc."
Do you think the time is right for this gradual opening?
"I believe it's early—as reports even as of yesterday, show cases going up in the Mission District."
Do you plan to open this week?
"No, we plan on opening when we can fully open the store, hopefully in June."
Generally, how has your business been doing since the first Stay Home order?
"We have five stores and an online store. All five stores have now been closed for two months but online is still operating as usual. Having five locations out of six closed is very difficult even if your online store is still selling product."
How has local support been from customers and fellow store owners?
"Our clients have been amazing with an outpouring of messages and support. We can't wait to see everyone again once we open."
What are your hopes for your business as we move forward?
"We hope people find the value of having brick-and-mortar retail. Without that, none of us can exist in this increasingly digital/online world of retail."
// Self Edge, 569 Valencia St. (Mission), selfedge.com,@selfedge
▲Basil Racuk, Basil Racuk
Do you think the time is right for this gradual opening?
"As long as we as merchants are conscientious about how we engage with our customers, I'm fine with the gradual opening."
Do you plan to open this week?
"I'm not sure. It's not only about the ability to open. There are other considerations that I am still struggling with around my space."
Will you be offering any special deals to spur shopping during this time?
"When I do open, my plan is to offer deals. As with most retailers, I have merchandise that isn't as relevant as it was even 60 days ago."
Have you changed up your merch mix to make it more "stay at home" friendly?
"No question. I expect to have a lot more home-focused merchandise. I've been thinking about the need for things that bring comfort. What that means for me is still unknown."
What do you have to do to meet the guidelines?
"I work out of a very small space—around 300 square feet. Distancing is an option, but barely."
Are there any guidelines that will be hard to meet?
No browsing is an issue. My pieces are unique, and browsing is a central part of the shopping experience. I'll need to give that a lot more thought."
Are your employees ready and willing to get back to work?
"I'm the employee. I'm ready to go back, but I'm not in a hurry. I prefer to take some time and return with a new experience that makes sense in this new world. I may take another week or two before I open my shop again."
Generally, how has your business been doing since the first Stay Home order?
"I've done around 60 percent of my usual sales. Those sales are from masks that I began making when sheltering took effect. I've been working really hard to make the small amount that I've made, but that money is well-earned, and I'm glad to be of service with the masks."
Has there been a point during the pandemic where you thought you may have to permanently shutter your brick-and-mortar?
"Not at all. I was set up to withstand this without too much pain."
How has local support been from customers and fellow store owners?
"This is a great place to shout-out to Bernie (of Bernie's Cafe), who has a legacy business next door to mine. She has been the town crier for all of us with shops on 24th Street. She really kept me aware of everything that was happening on the block as things began to take place for the extended closure."
What are your hopes for your business as we move forward?
"It's such a hard question to answer. My business is based on a business model from the 1920s, not the 2020s. I work directly with my customers, creating custom pieces. We sit together and build them a piece to their specifications. Taking the closeness out of the equation will require me to re-evaluate everything that makes what I do special."
Anything else you want to add?
"Of course, I wish everyone a healthy re-entry, and the clarity to appreciate the specialness of what we bring to this city as retailers. Best of luck!"
// Basil Racuk, 3980 24th St. (Mission), basilracuk.com,@basilracuk
▲Pauline Montupet, Le Point
First reaction to Mayor Breed's announcement that retail could open for curbside pickup?
"I had heard that was the next step —so I had already been thinking about it. Since we have an online store, curbside pickup isn't much of a change in terms of operations. To say that businesses can 'open' is a little misleading. They can open for curbside pickup but for my kind of shop, where people tend to browse and try things on, we won't truly be open until people can come in and do that. Essentially, we'll be an online store that has a pickup option in SF. Our windows and doors are boarded up to prevent theft and will remain so until we can actually welcome customers through our doors. To staff and have my shop 'open' but not be able to have customers inside is really not much of a step forward."
Do you think the time is right for this gradual opening?
"It seems a little premature. I am all for moving forward and reopening the economy—but are people really going to be out shopping when they are also being told to stay home, work from home and keep their kids out of school? It seems like conflicting information."
Do you plan to open this week?
"We will be adding two curbside pickup times on Monday and Thursday afternoons from 2pm to 4pm. We have our inventory online and have been operating our online store, but those pickup windows would offer a time for our local customers to pickup items instead of us shipping them."
Have you been offering any special deals to spur shopping during this time?
"We have been doing continuous discount promos and small gifts with purchase at our online store, and there'll be more to come. Currently for online shoppers, we're offering free (standard) shipping for orders $25+."
Have you changed up your merch mix to make it more "stay at home" friendly?
"A little bit. Due to the nature of clothing productions and orders, most of our clothing inventory orders had been placed months ago. We did place restock orders with many of our apothecary brands like candles, face oils, etc., as well as home goods like puzzles and playing cards."
What kinds of things do you have to do to meet the guidelines?
"When we can open beyond curbside, I think we will have 'by appointment only' for a period of time—that way, we can steam any clothing that has been tried on, as well as sanitize the shop. I also don't think that people will be up for browsing and shopping the way they used to for a long time. It's very costly to staff the shop for our full opening hours if customers still feel unsure about coming in."
Has there been any point during the pandemic where you thought you may have to permanently shutter your brick-and-mortar?
"Yes…I think it is going to be a very long time before people feel comfortable cruising around and browsing retail stores like they used too."
How has local support been from customers and fellow store owners?
"Right from the start, we have had some really wonderful customers placing orders and buying items that they probably didn't have any place to wear while sheltering at home. It's been really inspiring seeing all the small shops like mine pivot and get creative with the way they are doing photo shoots and how they are merchandising and creating content on social media. I even joined TikTok just to get myself out there more and have fun styling new arrivals."
What are your hopes for your business as we move forward?
"I think that the fashion industry as a whole has a really weird calendar that needs to be adjusted and addressed. Why are we receiving fall clothing in August when it's still hot and then putting it on sale at peak winter time in December?"
// Le Point, 301 Valencia St. (Mission), shoplepoint.com,@shoplepoint
▲Dawn Dobras (CEO), Credo Beauty
First reaction to Mayor Breed's announcement that retail could open for curbside pickup?
"Credo Beauty supports Mayor Breed's announcement and having tested curbside delivery in our Chicago store last week, we reworked all of our operations with the health of our employees and customers as top priority."
Do you plan to open this week?
"We plan to open with no-contact pickup for the first time on Fillmore on Thursday, May 21. We'll continue curbside pickup Thursday through Sunday each week."
Have you been offering any special deals to spur shopping during this time?
"We offer free virtual one-on-one consultations right now, via Credo Live, for all our customers. Our customers have loved taking advantage of the personalized approach—asking any and all of their questions about clean beauty from the comfort of their home."
Have you been preparing for reopening?
"We have been working on our reopening process since the day we closed our stores. We have modeled a slow and very conservative reopening process in three phases: curbside as states allow, followed by limited capacity and then the last phase back to 'normal.' However, we anticipate that looking very different. The safety of our team and our customers is our paramount focus right now, and we have all been working double time to ensure we are following CDC guidance on safety and hygiene and taking it slowly.
Have you changed up your merch mix to make it more "stay at home" friendly?
"We are retailers of clean, safe and good-for-you skincare and makeup—so that category is important to customers now more than ever. So, we have seen the shopping patterns shift to different categories, such as an increase in masking and body care, and a dip in fragrance and suncare. Clean beauty is a category that many new customers are discovering right now, as their concerns around health and wellness have increased. It's a great time to take the time to 'clean swap' some of your conventional products for cleaner, less toxic versions."
// Credo Beauty, 2136 Fillmore St. (Pacific Heights), credobeauty.com, @credobeauty
▲Please support these and all your favorite local stores. Buying gift cards for future services, products, and even just checking in to say hi can do a world of good in these precarious times. #7x7shopslocal
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