HIGHLAND PARK — After being priced out of their Sunset Junction location in Silver Lake, the owners of Reform School, which sold everything from vintage apparel and books to handmade pottery and prints, have landed on Figueroa Street in Highland Park. The selection remains eclectic but partners Tootie Maldonado-Ellman & Billie Lopez have opted for a more refined and “grown-up” vibe for their new place, called Sonomama.
Now working in a smaller space than in Silver Lake, Maldonado-Elman and Lopez have applied a minimalist approach at Sonomama, which is stocked with singing bowls, chakra drums and tea ware as well as a wide variety of organic apothecary brands. The Highland Park shop also stocks books, small-run clothing lines, baby gifts and exclusives Baby Buddha statues by artisan Linda Hsaio.
“Reform School was great but there was a lot going on there,” the owners said the owners in a joint email. “Sonomama is a bit more grownup and curated although we did make it a point to find plenty of fun and unique products since that is what our customers loved so much about Reform School. We hear a lot of people say that the shop feels really calm and has good energy which is great because that’s exactly what we were aiming for.”
Figueroa Street is definitely slower-paced than Sunset Boulevard in Silver Lake, where several new store are outposts of high-end and luxury chains. Maldonado-Elman and Lopez say that Figueroa has a lot of potential as new restaurants and shops move in.
“We especially liked how walkable the street is and that even with a ton of new businesses coming into the neighborhood they would coexist nicely with the older shops and restaurants,” the owners said. “That’s really important and we hope it stays that way.”
Sonomama is located at 5711 N. Figueroa St.
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