Homage — Local Undercover

Screen Shot 2020-05-26 at 2.33.02 PM.png — Homage

Pasadena, California

Tell us a little bit about who you are and what you do:

We are an independent gift and jewelry store located in Old Pasadena. We are a destination for locals as well as visitors, many of whom have become regulars! Our mix of merchandise includes local artists, small makers, and a curated selection of well designed items. Our goal is to provide a very personal experience for every customer by working closely with them for the perfect fit for a gift or personal purchase. We pride ourselves on being able to provide details on every artist and company that we sell and finish with our signature gift wrap at no charge. We are supporters of the small business community that we are a part of and work closely with other shops and Old Pasadena Management to support and enhance the district.

Let us know more about your business name - how did you come up with it?

The process of coming up with the name started with the vision I had for a neighborhood shop that carried unique merchandise and celebrated the handmade and creative industry. As I did with my jewelry business, I brainstormed with friends and family. The discussion always came back to celebrating creativity and those influences that helped shape who I am today; namely my mother, other designers and artists, and the craft stores that were so popular in the 80's and 90's. This statement was on our window as we built the store and continues to be.

homage noun 'ä-mij, 'hä- an expression of reverence or high regard towards someone or something “We pay homage to small artisans.” something that shows respect or attests to the worth or influence of another “This beautiful store is an homage to the creative influence of my mother.” synonyms: tribute, honor, praise, respect, adoration, awe.

What is your signature style / item? How did it become so?

As a retailer, we do have a wide variety of "favorites" since we carry so many categories. However, there is one item that stands out as a very popular gift and carries a bit of a legacy. That is the lariat necklace which is from the Wasabi Jewelry line that I started in 1992. Even before the store opened, I had a strong following in Pasadena for my jewelry and even though I stopped doing wholesale after Homage opened, I create pieces for the store. So the lariats, and other Wasabi designs are exclusive now.

What makes your business unique to the industry?

I believe that in order to stand out in today's retail environment (even before the pandemic), a convergence of things has to happen. 1. The merchandise, which is a reflection of the taste level and aesthetic of the buyer/owner has to be a good fit for the community it serves but also push the boundaries in order to bring a level of excitement and newness. 2. The customer service must be excellent and consistent. Product knowledge and being able to listen and relate to a customer's needs is paramount. 3. Attention to detail of the store's operations such as consistent hours, answering the phone, cleanliness, etc. shows care and respect for the overall business. 4. Creative and refreshed visual merchandising keep people interested and is something that we are very focused on.
In each of these areas, we feel we excel. The curation of merchandise has been the key factor.

What's been your biggest roadblock when it comes to business and how have you been able to overcome?

The biggest obstacle so far has been that we are a destination. We are happy to be a little off the beaten path, however, it means that foot traffic is limited. Because we are now located on a visible corner (as of 13 months ago) we often use artistic visuals to attract attention to our windows vs. merchandise. We are active participants in any organized events sponsored by Old Pasadena Management, many of which include visual displays such as the "Bold Pas" event and we frequently collaborate with other businesses to promote. Social media, email marketing and now a website are key to our brand awareness.

How has your business had to adapt amidst the Covid- 19 Pandemic? What are you doing to navigate the situation?

We have found our silver lining which is too not only overcome the roadblock that you previously asked about, but also the current situation. We immediately ramped up our social media by posting daily videos to instagram as well as changing the look of our feed. Because I was able to keep one employee who was able to focus on instagram, I was able to launch our website in about 5 weeks. This is how we are surviving right now!

What is your favorite part of what you do?

Oh my gosh! Everything! I am very social so I love my customers! I love, love the visual merchandising aspect of the store. The windows are often an incredible opportunity to use my creativity and the store merchandising is both an organizational and visual process that is incredibly satisfying. And there's the part about buying all the cool stuff and working directly with artists!

**What is your must do local activity?**

I always recommend the Huntington Library and Norton Simon Museum, however, a walking tour of Old Pas or self-tour of the City Hall, Gamble House, Rose Bowl and other local sites is relaxing and fun and eating anywhere in Old Pas is the best way to end the day.

Where to find Homage

Storefront: 100 N. Fair Oaks Ave. Pasadena