The store and its owner have been giving back to the community for so long
ATASCADERO — In 2015, on the then sleepy street of Entrada Avenue in Atascadero, Farron Elizabeth opened its doors for the first time. Seven years later, owner Farron Walker and her clothing store are very popular with the community.
“The beginnings weren’t easy, to say the least, because when I opened, there wasn’t much on this street. Street Side wasn’t even there,” Walker said of the store opening. “It was pretty dead, but I had a vision for this street, and I had a lot of faith in what I thought was to come.”
Walker, who has been in the fashion industry since she can remember, started with a job in retail before leaving and graduating from FIDM (Fashion Institute of Design and Merchandising) in Los Angeles. She had her own fashion line in Los Angeles but decided to return to retail when she moved to Atascadero, opening Farron Elizabeth, which was also the name of her original clothing line.
“At the time [Farron Elizabeth opened], I still had my line, so I sold; when I first opened I had a lot of my own stuff. Every once in a while I do my own stuff, but it’s rare,” Walker said.
The retail store offers styles and clothing for all body types, price ranges and age groups. To create an inclusive and affordable shopping experience for everyone who walks through its doors.
“We have girls in high school who shop here, and we have women in their 60s who shop here,” Walker said of her clientele. “So it’s really quite extensive.”
Farron Elizabeth brings 15-20 new styles a week at an affordable price, so the clothes are constantly changing, giving shoppers new options every week.
“That’s kind of how I made it work at first, because it wasn’t like a very touristy area, so I realized that by bringing new things every week, the same ladies were coming. every week,” Walker added.
In addition to clothing, Farron Elizabeth also offers a ton of local products from The Body Bean, Red Road Leatherworks, Blueberry Jewelry, Glasshead Studio, Templeton Olive Oil Company, Queen Bee Caramels, and Life Elements. Walker also represents artist Adam Eron Welch, and his pieces not only adorn the walls of Farron Elizabeth, but are available for purchase.
“I think it supports the community. We tell people to buy local, but we should offer local products,” Walker said. “Especially in this area, there is so much available to us.”
But Farron Elizabeth is not just a retail store: in recent years, Farron Elizabeth has raised funds for Jack’s Helping Hand on Sundays. Five percent of the store’s total sales each Sunday go directly to the foundation, which helps children with cancer and disabilities. Walker and Farron Elizabeth and Bloke (Walker’s men’s shop) are also affiliated with the Emilio Velci Aloha Project, which raises awareness about fentanyl in the county.
“The main thing about this store and my love for it is being part of the community and investing in the community because they invest back. That’s a big part of that for me because I “Feel like this town, we’re a community. I think that’s what I love the most, to be honest,” Walker said.
In November 2020, Walker decided to expand his retail options on Entrada and opened Bloke, the male version of Farron Elizabeth, across the street. Following the same formula as Farron Elizabeth, the men’s boutique was a success, but Walker will always remember where it started seven years ago.
“I have the same ladies who came to my opening still shopping here today,” she said. “The customers, they are literally like family to us, and the community is really important to us.”