You can say that West Berkeley’s San Pablo Avenue is a bit of a hodge-podge. With still-standing liquor stores from the forties, an all-natural home cleaning products store, multiple auto body shops, and hipster cafes like Highwire Coffee Roasters — you just can’t put a label on this Berkeley neighborhood.
The store is filled with pattern-heavy clothing like sequined floral miniskirts and calm, airy pieces like chambray midi dresses. Ford wants the women who stop by her store to feel confident, comfortable, but willing to push their boundaries just a little bit. All of the pieces in Ford’s shop are under $100 and hand-selected by her. Jewels and other accessories are sourced from Esty, friends, and friends of friends.
Everyone in the neighborhood is lucky to have Neeko as a new neighbor. As the months and years tick by, Ford plans on hosting guided meditation and yoga nights, workshops, and pop-up shops featuring other makers. Just like those tech-founders in San Francisco, Ford has lofty goals for the shop including same-day delivery for those days when you just can’t figure out the perfect outfit for date night or drinks with your BFFs.