Owner: Fern's Garden a 'Dream Come True'

The hottest stretch in Belmont Shore is the retail corridor along 2nd Street, which boasts a variety of shops, ranging from small, independent businesses to big box stores. The stretch attracts hundreds of visitors each week, and one of the many draws is Fern's Garden, a store that features 1,000 different artists.

Fern’s Garden has been a 2nd Street staple for 8 years, located at 5308 E. 2nd St., right next to The Beach. It's an indepedent business that has been in operation for 30 years in other locations, with the mission of providing customers American-made products.

Solomon has first-hand experience with buying and selling of handmade goods, as she spent many years as a struggling artist, making various accessories and assisting her brother, Jacob Sokoloff, with his venture, Jacob's Musical Chimes. During this time, Solomon traveled to gift marts across the United States trying to get her goods into storefront windows. 

As big box stores and retailers across the country are sending jobs and products overseas, Solomon said, she's staying true to her business model and buying products made locally and from artists located in the U.S.

“It is an exciting time,” she said. “Customers in the store are asking for products that are made right here in the United States, and this is very encouraging.”

The roots of her business story took hold 30 years ago in a garage with her brother, musician Jacob Sokoloff, who creates musically tuned wind chimes from steel pipes. The two believed that an “artisan with nothing more than a workshop and a vision could find success in this great land of opportunity.”

After starting Jacob's Musical Chimes, Solomon realized that she had her own gifts, and with a supportive husband and brother, decided to follow her own dream. Using her unique perspective and insight into the business, she started a store focused on American artisans and their products. 

And today, Fern’s Garden is 90 percent American-made products, including Rolled Steel Rusted Magnets, Lead Free Pewter Necklaces, Elemental Choice's Magnetic Dog Bookmarks and Earth Dreams Mixed Metal Earrings. The other 10 percent of product is Fair Trade. The business, Solomon said, has always been for hard working American artists. 

“This is a place to support Fair Trade, ethically made, imported art and craft,” she said. “I know the struggles, first hand, that American artisans face, and I have always stood by the motto that we will support local artists and American artisans.”

After a couple different studios, Fern’s Garden opened in Los Alamitos 15 years ago, and Solomon said the business really started to stand on its own two feet.

“We were in a location where there was no other shopping options,” she said. “So it was a destination, when people stopped, they stopped to shop at Fern’s Garden. We were very successful there, but wanted something bigger with more traffic.”

Eight years ago, Solomon opened her store in Belmont Shore, and said it has been a “magical ride. We call the store our playground." 

“This is a huge passion,” she said. “We are supporting the very small, tiny little guys. When a product first hits the store, if it is successful, I will keep it forever — this ensures orders and financial success for the artists. It is very full-filling to be able to do this for other artists."

Fern's Garden is full of ineractive merchandise, which customers say make it a unique and fun experience to shop at. A favorite for Kathy Hoffman, Belmont Shore resident, said it is a great store for the whole family.

"There is a 'Kids Corner' which is a place for my daughter to be really hands on, it is truely very cool," she said. "Everything in the store from the uplifting signs to the brightly colored walls is very positive. The shopping experience is always very positive and even calming."

The store is bright, and everywhere you look you will find an inspiration message, and Solomon believes in the positive. The walls are painted orange, and everywhere you look you will find another unique item, whether it is a magnet, sign, jewerly or Jacob's Musical Chimes, Fern's Garden really has a wide-variety of items for everyone. 

The store only closes twice a year, Thanksgiving and Christmas Day, and Solomon said she has very local customers who want to support local businesses and buy American made products. The store boasts 1,000 different artists, and the product is very diverse, as Solomon attends markets in New York, Atlanta and Chicago. 

The economy and recession has taken its toll on Fern’s Garden, and other businesses in the Shore, Solomon said. 

“We are in a high rent district,” she said. “But we are focused on making a difference and our customers know that and have been very loyal. We are skirting through currently, and want to get back to making a profit. But we will continue to work hard, we adore and love what we do and we want to make it work in the Shore.”

Born and raised in Long Beach, and a graduate of California State University Long Beach, Solomon said there is nothing more full-filling that having a job that you love.

“I feel like I am walking in my dream come true everyday that I go into the store,” she said. “I love every single part of my store and my job, but the most important part is the kind of people that come in. When you start a store you do it because it is a good idea, but the benefit and the depth of rewards are incredible. My customers make a huge difference and it has just been marvelous.”