Chain stores choke out Sassafras Beauty
Plus: Plans are flowing for H2O to Go, and Timothy’s Bakery owners to retire
The Davis cosmetics, salon and gift store Sassafras Beauty plans to close this spring, owner Danielle Crane confirms.
In an email Wednesday to customers, the store first hinted at the news: “As Sassafras enters its final season, Danielle would like to share some incredible discounts with her incredible customers.”
I spoke with Crane on Thursday, who said she plans to close the store in eight to 12 weeks, probably in May. She’s been trying to sell the business for more than a year, with no takers.
Her lease runs through May 2027. She’s not having much luck negotiating with the landlord, Regency Centers, which also owns Oakshade Town Center in South Davis. Her monthly rent for the 1,750-square-foot space – including common-area maintenance fees – is nearly $10,000.
“That’s not sustainable for another summer in Davis and a whole other year,” Crane said, referring to Davis’ slow business season, when the students head home and the community goes on vacation.
The shop opened in August 2012, replacing Pure Beauty at 1411 W. Covell Blvd., Suite 109, in The Marketplace shopping center in Davis.
Crane hustled during the pandemic, offering delivery and touch-free pickup of the 100 or so brands of beauty products she sells. But people’s shopping habits shifted dramatically during that time, as more shoppers became comfortable buying even groceries online.
For years, she struggled as salon brands began expanding their sales to big stores or directly from their websites. “Those big companies used to be or partners. Their businesses were built on the backs of beauty business.”
But “the icing on the cake was Nordstrom Rack and Ulta” opening in The Davis Collection in May and July, respectively. Though she expected competition from Ulta Beauty, she didn’t realize Nordstrom Rack would have a large haircare and makeup section. And Target recently remodeled to add an Ulta section with higher-end beauty products than before.
Sassafras also includes a salon. It used to offer skincare services and have several stylists but is now down to one hairdresser.
She said her support for community events was a gift that has paid back in customer loyalty and kept her business open for nearly 14 years. She’s helped raise money for Thriving Pink, Empower Yolo, the Davis Crisis Nursery, NAMI Yolo and others.
“Those are my ladies, people on all those boards,” she said.
Her Wednesday email brought some of those regulars in to support the store. “I had a great day yesterday,” she said Thursday morning.
That personal service and free gift-wrapping are what make small, independent businesses unique. She said she’ll continue through closing to do special orders for things she doesn’t have in stock, as long as people pre-pay.
After Sassafras closes, Crane said she’ll continue working as a wholesale representative to several beauty, wellness and jewelry companies, as she has her whole career. They worked as a good complement to the store.
Also, her elderly parents live in Northridge on their own – at 93 and 87 – and she looks forward to being more available to help them.
Sassafras Beauty is open from 10 a.m. to 6 p.m. Mondays through Saturdays, and 10 a.m. to 5 p.m. on Sundays.