March 19, 2003     Willow Glen, California Since 1992
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Photograph by Sarah Ruby
Bevy of Beads: Sew Beadazzled owner Phyllis Martin (left), her grandson James Giotta and her husband, Barry Rennie, opened a bead store that's a jewelry-maker's paradise and a place to teach the craft. Student's are taught various techniques.
Rare blend of beads makes store a jewelry-maker's heaven
By Amy Jenkins
Phyllis Martin recently switched gears from teaching students about the laws of the road to instructing people of all ages about the rules and techniques for stitching beaded jewelry.

After spending years as a traffic school teacher, Martin fulfilled her dream by opening up a store called Sew Beadazzled on Lincoln Avenue in October 2002. She runs the store with help from her husband, Barry Rennie, and grandson James Giotta, 13, who attends Willow Glen Middle School.

Growing up on a chicken ranch in Mountain View—with only a black and white television for entertainment—Martin says she, her mother and her sister crocheted, baked and made beaded jewelry to pass the time.

The store is a jewelry-maker's paradise, carrying everything from sterling silver, copper, antique gold and pewter beads to rare Hawaiian beads by artist Alethia Donathan, found nowhere else in the Bay Area. These beads, which are made of glass, lava and silver, are fired seven times in a kiln, Rennie says.

"I will not purchase any beads off the Internet or without touching and feeling them first," Martin says. "I handpick items I want in the store."

And the customers aren't left with beads and no idea how to make jewelry. Established artists lead classes at the store that teach everything from working with basic wire to constructing earrings made with a herringbone tube stitch—a technique of interweaving small beads with a type of thread called nymo, which resembles dental floss. Students are also taught to make faux bone and ivory pendants, pins and beads using clay.

The classes also offer an additional benefit—a way for jewelry-makers to socialize. The classes are small—limited to eight students—providing plenty of individual attention for students. But Martin also plans to install a bar in the store's front room where people can meet friends, drink coffee and make beaded jewelry, she says.

She will also add tables where people can sit outside on Lincoln Avenue and make jewelry when the weather warms up.

"This store is like the Winchester Mystery House; it's never complete," Martin says. "We're growing by leaps and bounds. My favorite part is helping customers design jewelry."

Rennie is currently installing shelves to house more beads around the perimeter of the store.

Martin's goal is to make everyone who walks through the door feel as comfortable as possible.

"This store reminds me of an old-fashioned candy store where kids come in and play," Martin says. "It's very homey. The store represents what Willow Glen stands for—safety and family."

The couple has also lived in Willow Glen for seven years.

When children visit the store with their parents, Martin brings out a large collection of antique buttons from the 1800s. Martin wants mothers to "relax and shop," she says. She also sells beads from the 1920s to 1950s, as well as trim to make clothing and gifts.

Children are always welcome in the store and have a "knack for beading," Martin says. Local Girl Scout troops often visit to take classes. She also teaches a "Mom and Me" class, where children and parents make bracelets with crystals and beads.

"Kids have great dexterity and imagination," Martin says. "It's amazing to see the colors they put together."

For more information, visit Sew Beadazzled at 1068 Lincoln Ave., call 408.293.2232 or visit www.sewbeadazzled.com.

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