October 13, 2004     Saratoga, California Since 1955
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Deja Laufer, owner of Deja & Co., is pleased with her new store in Saratoga. The jewelry store has just opened on Big Basin Way.
Business is picking up in the Village
By Kaustuv Basu
Change can be good. Walking through the Saratoga Village, it might be a common sight to see a banner for a moving sale.

But every time an old business moves out, there is an opportunity—a chance for a new business to move in. Many new businesses are now trying to explore that opportunity in the Saratoga Village.

Tapioca Express, a shop selling boba tea, a tea concoction with tapioca balls in it, has been drawing a younger crowd to Saratoga downtown for the last two months.

Deja & Co., a boutique jewelry store, has just opened on Big Basin Way, near Preston Wynne Spa.

Two more dress shops will open next month, bringing some much needed excitement to the Village.

Deja & Co. had its shop in Cupertino for 30 years before losing its lease, and owner Deja Laufer decided to move to Saratoga. "We liked Saratoga because it is centrally located," said Annamarie Dunn, the public relations manager for the store.

She said that the store had an existing clientele of more than 5,000 clients. "Out-of-town people often call us to order," she said.

Todd Nordquist, who works for Deja & Co., said that shopping for exquisite jewels did not mean that local residents would have to hop onto a plane and go to Los Angeles or New York City.

"They can find it right here," said Nordquist.

Flobelle, a clothing store based in Danville, has decided to open up another store in Saratoga. Bella Mitchell, the owner of the store, said that her store specialized in high-end boutique clothing for women. "We have very personal relationships with our customers. We even do some fashion consulting and can put together a wardrobe for someone," she said.

Mitchell said that her business was small-town-oriented and she essentially liked to cater to local communities.

"Danville and Saratoga are similar communities," said Mitchell. She said that her store would bring more individuality to the Saratoga Village. Mitchell said that she was impressed by the city's desire to bring more retail into the area.

Divine Women's Ware, which will sell women's clothing, is also scheduled to open at the same time.

"It is great to see new business come in and add to the mix. The shopping season is coming up for the Village, and it might help boost overall business," said Kristin Davis, executive director of the Saratoga Chamber of Commerce.

"There are several commercial properties that are up for sale and changing hands. I have been working closely with various brokers to keep up to date on possible new property owners and tenants," said Danielle Surdin, the city's economic development coordinator. She said that talks with some new tenants were progressing.

Surdin also said that there have been fresh applications for the façade improvement program. The façade program helps businesses in the Village renovate their façades with 50 percent funding from the city.

A slew of events scheduled in the immediate future should focus more attention on the businesses on Big Basin Way.

This month, the Village will have its annual tree-lighting ceremony, during which the trees on Big Basin Way are decorated with lights before the holiday season. The results of a business-feasibility study for the commercial areas in the city will also be available soon.

Last month, the Saratoga Chamber of Commerce organized Celebrate Saratoga!, which brought nearly 30,000 revelers to downtown Saratoga.

In a chamber event called Witchy Walk-A-About in October, children will be encouraged to dress in Halloween costumes and visit local businesses for Halloween treats.

The Chamber hopes that the children will bring their parents, who will get a firsthand introduction to businesses in the city.

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