SHIROCO'S FUSION DECOR

Obsessing about geometric patterns

2011-02-14T18:17:00.000-08:00

Obsessing about geometric patterns

Im working on a little project at the moment (to be revealed soon) and in the process I have found myself obsessing about geometric patterns. I realised this when my interior design stalking kept leading me to collect vast amounts of images where there was always an element of geometric print.

Geometry was definitely not at the top of my preferences back in my school days, however, I have always loved the timeless quality and the sense balance and order it conveys.

The fabulous Kelly Wearstler also seems to favour this trend in her glamorous and swanky Hollywood interiors and a couple of my favourite designers, Jonathan Adler, Trina Turk, and Color Splash the show also feature powerful geometric prints in their collections which I am sure you’re going to love as much as I do.

Coffee's Slow Dance

2011-02-12T14:14:00.000-08:00

A few years ago, I mothballed the fantasy of getting a professional-grade espresso machine and setting it up in the kitchen next to the meat slicer. In part, I gave up because of cost. It turns out a starter machine runs about $600, and if I wanted to own the same technology and firepower as what’s on the counter of the coffee bar around the corner, the price jumped to $6,500. Thermal-stable dual-boiler systems, assembled by hand in Italy, don’t come cheaply.

Japanese Coffee Products(February 13, 2011)
Yuzu Chiffon Cake (February 13, 2011)

Enlarge This Image

Kenji Aoki for The New York Times.

Enlarge This Image

Tony Cenicola/The New York Times. Food Styling by Brian Preston-Campbell.

But the craving faded when I began to pay attention to how I make coffee at home. Which meant paying attention to the professionals, the vanguard of the coffee nuts driven by a sense that whatever they brew could probably be brewed better. I understand that some of you are put off by proselytizing — you want coffee, not a sermon — but where others perceive smugness and superiority, I see enthusiasm and curiosity, which is what we ask of our chefs: cooking isn’t stuck in 1990, or we would still be sitting down to menus with honey-mustard glaze and sun-dried tomatoes. Why should coffee be any different?

Really, the question is, why do so many people think coffee is Italian? Or French? Or Turkish? Why fixate on a notion of authenticity so tied to a particular country that nothing else could measure up? I thought about this when I followed the lead of the professionals and started buying gear — a grinder, a drip cone, a pouring kettle — that was simple, functional and beautiful. They were low-tech, high-fidelity gadgets that cost $15 to $50 and changed how I make coffee. For the most part, the key components came from Japan.

Yes, Japan.

One of the most important coffee markets in the world, Japan imports more than 930 million pounds of it each year — more than France, less than Italy. It’s not a fad. There are coffee shops in Japan that date to at least the 1940s and traditions that reach back even further; it’s a culture that prizes brewed coffee over espresso (although that’s changing) and clarity over body. Coffee is as Japanese as baseball and beer.

Until just a few years ago, much of the coffee gear that made it to the United States from Japan was brought here in suitcases. It wasn’t contraband, just obscure, a trickle of kettles and cones picked up by coffee obsessives or their well-traveled friends who didn’t mind lugging the extra bulk.

One adopter — and importer — of Japanese gear was James Freeman of Blue Bottle Coffee in Oakland, San Francisco and now Brooklyn. Freeman and his wife, the pastry chef Caitlin Williams Freeman, recounted a visit to Chatei Hatou, a Tokyo coffee shop where brewing coffee isn’t exactly a ceremony but is ceremonious. They said beans were weighed, ground, emptied into a filter and preinfused with a little bit of water that let the coffee bloom and release carbon dioxide. Cups and saucers were warmed, a slice of chiffon cake was set in the fridge to firm up. Only then was the coffee brewed, slowly.

“They’re going for a mastery of technique, then a mastery over all the important details of service,” Freeman said. “It adds up to an incredibly elusive experience. It’s hard to manufacture splendidness. It seems as though they have something very difficult figured out.”

In 2007, Freeman started paying close attention to the swan-neck kettles used for filter coffee. The narrow spout produces a thin, precise stream, and the handle brings your hand into a naturally balanced position — instead of flooding the filter and letting it drip, you deliver a measured amount of water over a period of several minutes. It might sound precious or tedious, but the control is enthralling. It’s like picking up a drafting pen after only writing with Magic Markers. More important, the coffee tastes different. The flavors can be distinctive and bright, even sweet. A “bean” is really the fermented seed of a cherrylike shrub, and if coffee is roasted carefully and brewed correctly, you can taste the flower and the fruit.

By 2009, pouring kettles and other gear were stocked by Blue Bottle Coffee and other independent shops like Ritual Coffee Roasters in San Francisco, Intelligentsia in Chicago and Los Angeles and Barismo in Arlington, Mass. The supply was inconsistent — unlike the planned scarcity of limited-edition sneakers. If store ran out of what you wanted, you went back until a shipment came in. It took commitment to join the club. Owning something made by Hario, Kalita or Bonmac was proof of membership.

That all changed in the fall of 2010. Williams-Sonoma started to carry a selection of specialty brewing equipment and accessories from Hario, a glass-manufacturing giant that’s the Pyrex of Japan. Not only does Williams-Sonoma sell a pouring kettle, grinder and filter cone, it also carries the more unusual slow drippers and woodnecks. The rollout was nationwide. The Japanese coffee gear is stocked at most of the company’s stores, more than 250 locations in all, and on williams-sonoma.com. Now picking up a pouring kettle is as easy as swinging through the Mall at Green Hills in Nashville.

The kettle is the “pour” part of “pour over,” which these days is the accepted term for the technique, although Jaime van Schyndel, one of the owners of Barismo, prefers “hand pour,” which may describe it better: coffee made by hand, usually one cup at a time. To be frank, it’s not for everybody. Some will enjoy the ritual. But others will always consider coffee a convenience, a button to push or, once you learn how to set the timer, one that clicks on automatically. I have no doubt that countless pouring kettles and slow drippers will be used three or four times, then boxed back up and put on a high shelf, the fondue sets of our day.

But the sudden rise and widening acceptance of what was unfamiliar marks a permanent shift. The hierarchy has been shattered. Already, a few of the same people who once traveled to Tokyo and Kyoto are now talking and posting on Twitter about a country that draws on a variety of traditions, an emerging coffee culture that might also have something to teach us: Korea. For more info about our Coffee selection check SHIROCOS.COM OR VISIT OUR SHOP AT 216 1ST. ST BENICIA.

Valentine's Day Entertaining Tips

2011-02-10T12:04:00.000-08:00

Let’s face it. The only reason anyone is excited about Valentine’s Day is because there’s a somewhat higher possibility of getting some action. Either you’re in an exciting new relationship, and plan on showing your honey some moves you learned from Cosmo, or you’ve been with your darling for years and are trying to prove that your relationship is still hot. Or maybe you’re all alone and crying into a half-priced happy hour cocktail at Olive Garden, wishing for romance with someone who doesn’t have a criminal record. No matter what your situation, be it attached or woefully on the prowl, it’s never a bad idea to have some at-home-entertaining tips in your pocket. Below, find six tips for hosting a romantic Valentine's Day at home. (Yes, that’s six. Not sex. We ain’t those kind of bloggers.)

1. Move out of your parents house.
Or ask your parents to move out, at least for the weekend. Just figure it out. However, if you don’t sleep in your childhood bedroom, proceed to step 2.

2. Clean your bathroom
Dear Every Guy We -- and All of Our Girlfriends -- Have Dated,
If there’s one thing that signals to us that you absolutely do not have your act together, nor do you care about your surroundings and basic general health, it’s a dirty, disgusting bathroom. Nothing kills the mood like a filthy sink and a moldy toilet and your date digging through her purse for hand sanitizer. If this is the part of your house where you clean yourself, and it looks like a set interior from ‘Trainspotting,’ then we’re not going to have much confidence that your rock hard naked body isn’t like a dance party for microbes. Clean your bathroom before a date comes over. Or just in general. Do it for yourself.

3. Prepare a nice meal, but not too nice.
Microwaving a frozen lasagna tells your date “You are not worth the effort of pre-heating an oven.” You might as well hand them a PowerBar and unzip your pants. But slaving too much in the kitchen can be stressful and distracting. So whip up a nice medium-effort entree (we heart these awesome, libido-enhancing ideas) and make sure that candles are involved, because everyone looks hotter in low light. But skip the weird gross potpourri-scented candles during dinner. No one wants to eat shrimp scampi while whiffing a pine-scented wax monstrosity you got on clearance after Christmas.

4. Drink wine. Get loose. Make out.
See, while you might be stuck at the $7/glass level if you were at a restaurant, at-home entertaining allows you to splurge on better wine, and both of you can get romantically tipsy without having to designate a driver. But can we drop a culinary sacrilege bomb? We’d say stick with white wines, like an effervescent, refreshing Portuguese Vinho Verde or an Eastern European Grüner Veltliner, or get silly with a wine spritzer. No one will have the unsightly grey teeth that red wine causes, and you’re less likely to wake up with a hangover. Also? Some people get a little nutty after too much red wine. Like bad nutty. Not sexy nutty.

5. Truth: Half of the reason people like Valentine’s Day is the sweets.
So when it comes to dessert, pull out all the stops to impress someone by brandishing a blowtorch. A good creme brulee recipe can be baked in a ramekin the night before, refrigerated, and then topped with sugar and blowtorched in front of your date to impress them with the wonder of fire. Also, it’s tasty. Experiment with different flavors of custard like maple, espresso, or even pumpkin. Or add some excitement to plain old vanilla creme brulee by sprinkling flavored sugar atop before torching (we like citrus, ginger, or even rose). Bonus: you can use the line “Is it hot in here or is that just my blowtorch?”

6. Dessert cocktail
As long as we’re celebrating booze and desserts, double up with a sweet Valentine’s Day cocktail. If your romance is still new and sweet, opt for our cupcake cocktail, the Red Velvet Cocktail, that tastes like you're drinking batter and has the added, messy bonus of a frosting rim. If your relationship is in that later, comfortable stage (read: boring) you might want to opt for our Chocolate Cherry Bomb, a sweet concoction that packs a surprise kick with, yes, Sriracha sauce. But what if your realize you’re with a dud mid-date and want it to end sooner? Go with our Umami Elixir, which promises to wreck your breath and assure that no one will attempt to lean in for a sloppy, unwanted kiss. Then call up your single pals and go to the movies.

Alternatives to Red Roses

2011-02-10T11:09:00.000-08:00

With Valentine's Day around the corner, I thought I'd round up some alternatives to red roses and offer up some of our favorite local sources for flowers, tips for arranging them yourself and inspiration for creating something different. Shirocos.com

Simple but Elegant

2011-02-10T10:23:00.000-08:00

We've gotten a few reader emails lately with some interior design projects that I wanted to share so I thought I'd feature them all today. This first one comes from Franco. He is a brand manager in São Paulo and wanted to share his new apartment with us. It's actually more like a little peek, but I think the photography is superb so without further ado, welcome to Franco's Brazilian pad.

January Market

2011-01-28T11:38:00.000-08:00

Ohhhh January Market what could be better than you? The thought of strolling through eleven floors of showrooms (that normally aren’t open on the weekend), seeing the latest and greatest in design, while munching on food so good.

While at market, you really do lose all sense of time and reality. Those three hours that you originally had to spare, have suddenly vanished, and you can’t remember the last real meal that you had, before your body was taken over by delectable ice cream bars, greasy popcorn, cotton candy and sliced salami. The overwhelming feeling of excitement upon seeing beautiful new products is almost too much to handle. But not to worry, you know that a glass of wine from Global Views or a warm cookie from Two’s Company will numb the pain of not being able to take home every fabulous piece that you lay eyes on. Each new showroom that you stumble upon brings the promise of finding another “wow” piece for a project and ends up catapulting a plethora of exciting ideas. (am I giving you goosebumps yet?

Is Honey a FairTrade?

2011-01-06T14:27:00.000-08:00

Honey a FairTrade?

The answer is not as well as it should be. Here is what one of the leading organizations (http://beesfordevelopment.org) says about the struggles. Take note about the challenges and then consider how our Green Gold initiative would help fill the gaps:

From its start 10 years ago, Fairtrade honey is now an established product in European shops. However, there are significant costs and capacity demands associated with certification; farmers must organise on a larger scale than they may be used to. It is arguably rather easier to gain Fairtrade status for products, such as tea, sugar, coffee, bananas and chocolate, that already have historically established, large scale organisation and export routes than it is for honey which frequently has a fragmented and scattered production base and weak market linkages. Producers need to weigh up all the available options very carefully, ensuring they have calculated all the potential costs and considered the logistical problems that will arise.

honeycheesemoney.blogspot.com

You're more than halfway through the week! Warm up tonight with this cocktail:

2010-12-01T14:26:00.000-08:00

You're more than halfway through the week! Warm up tonight with this cocktail: Pomegranate Passion Float
Pomegranate juice adds sweet tang to this sophisticated Champagne cocktail. Serve at your New Year’s Eve toast or for an upscale happy hour at home with canapés and appetizers. SHIROCOS.COM

Gourmet ideas?

2010-11-30T21:42:00.000-08:00

Part of Shiroco’s MOVING ON is about moving forward with new gourmet selections that celebrate local flavors. We’d love to hear from you if you have any suggestions for gourmet products. Send us a note and, if we get to carry it, we’ll reward you with a gift certificate for our finest. Click over to our new Website and see a what we're featuring today!

A long time Ago.

2010-11-08T13:49:00.000-08:00

“I watched my country turn into a coast-to-coast strip mall, and I cried out in a song. If we could do all this in thirty years then please, please tell me ya’ll, why does good change take so long?” Greg Brown, The Poet Game

A long time ago, as one of the joys of traveling across the United States and in different parts of the world, I got to see and experience many great places, enjoying the faces of the people I came across. I particularly remember crossing state lines and noticing how things changed at lot sometimes and how sometimes they seemed the same.

Each town looked different in some way. Restaurants and small stores looked what I experienced in the places I called home. It was kind of amazing just how different these businesses could be though I could always find things that reminded me of places I was fond of.

Going to a small town store could become something slightly different or it could be a real adventure. I loved finding brands of goods I had never heard of before. And I was pretty surprised to see that even the smallest often had products from elsewhere in the world, so it felt to me again like I was traveling to other countries without leaving these new small places. It even felt like I was in a good size town and I could get pretty much whatever I needed.

I actually think this was one of the reasons many of these small town conveyed a sense of community—what they offered made the place feel alive and like a place I could pretty much count on for giving me what I needed.

Over the last few years since I’ve settled in a small town, my thoughts have changed a bit. Before I opened my store I commuted from Benicia to Oakland daily, passing through places like Walnut Creek, Berkeley, Albany. Each one of those had their own local stores that I very much liked, but they were already losing their special pleasures because of signs for the WalMarts, Targets, Kohls and the larger numbers of McDonalds, Burger Kinds and even Starbuck.

As much as they offer something, are these what are really needed in our little towns?

I know that small town stores like ours don’t have every single thing people are looking for but they really do add something above and beyond that we can be proud of. I’m convinced that if we can make the best of these hard times because of customers who stick with us, we’ll all find a return to the days when it won’t be as challenging to get what we need from our local shopping experiences.

My idea of creating Plan B project came from this. And we have confidence it will be something for everyone as it grows.

SAVE GAS/ SHOP LOCAL

2010-10-20T22:22:00.000-07:00

Save Gas / Shop Local

Recent news reports identify so many challenges to mall hoping and traveling for holiday sales. Even the big stores are giving us less than we like, making malls in California less exciting. And, of course, don't get any of us started on the up-going price of gas and all the traffic!

So why not start shopping locally?

Here in Benicia, California, many merchants are banding together to showcase what we have to offer our neighbors. Local residents can see the great opportunities available right here. With little threat to their safety or wallet.

Have you turned into a local shopper yet?

Why Local?

2010-10-20T12:11:00.001-07:00

Why Local?

A good reasons to shop at locally owned businesses:

Significantly more money re-circulates in your community when you buy from locally owned, rather than nationally owned, businesses: More money stays in the community because locally owned businesses purchase from other local businesses, service providers, and farms. Purchasing locally helps grow other businesses as well as your community's tax base.

Local businesses provide most new jobs: Small local businesses are the largest employer nationally, and in most communities provide the most new jobs to residents.

HOW TO FLEA

2010-06-23T14:56:00.000-07:00

The great stuff sells before 6 Am; get there early, before the dealers snatch up the best things. You probably have to pay extra for early birds but is worth it.

Don't forget to get a large cup of coffee- for me it's too early to be up on a weekend.

Negotiate. You can always walk away and go back later.

Be sure to bring the measurements of the spaces you are gonna be furnishing and a tape measure when you are at the market shopping. A great table won't do you any good if you can't fit it through the front door.

While great merchandise is snapped up early, you can still get stuff at the end of the day- that is when the real bargains happen. No dealers wants to lug a giant armoire back onto his or her truck.

Have fun.

Fashion Meets Decor?

2010-06-01T21:45:00.000-07:00

Fashion designer Tory Burch recently hired celebrated photographer Tina Barneyto shoot a series of limited edition prints for her spring 2010 collection. At once eye-popping and elegant, the pictures were shot in Tory’s own Upper East Side New York apartment, which she was decorating at the same time she was designing the collection.

Not surprisingly, the creative thread that runs through Tory’s clothes also ties together her apartment: vibrant colours, fearless pattern, uptown polish. Do you recognize the grand dame sitting in the corner, posing as the matriarch of this fabulous fictional family? That’s Polly Mellen, the legendary former Vogue fashion editor and creative director of Allure. At 85, she’s still as spirited and stylish as a green velvet sofa.

Tina Barney is brilliant at drawing out the relationship between how people dress and how they decorate their homes, which has made her a fashion favourite. She has shot ad campaigns for Theory and Bottega Veneta, as well as editorial for W Magazine, Vogue Homme, The New York Times and many more. Tellingly, her mother was a model in the 1930s before becoming an interior designer.

Right now at Shirocos we are busy putting together our August store style , which takes a closer look at the creative sparks flying between runways and rooms, as well as the people across disciplines who help shape and define style today. Right now Im full of inspiration and got me wondering, should I paint one of my kitchen walls glossy red, as in the dining room above?

Now I’m going to go rifle through my closet for ideas on how to dress my home.

Photo credits:

1-5. Tory Burch

VIVA LOS Tacos Tuesday!!!!!

2010-06-01T18:48:00.000-07:00

VIVa Los Tacos!!!!

Grilled Fish Tacos with tomato-Green Onion Relish

Ingredients

1 tablespoon fresh lime juice
2 teaspoons canola oil
2 garlic cloves, minced
2 teaspoons chili powder
3/4 teaspoon ground cumin
1/4 teaspoon salt
1/4 teaspoon freshly ground black pepper
1/8 teaspoon ground cayenne pepper
1 pound firm white fish fillets
8 (6-inch) fat-free whole-wheat tortillas
Tomato-Green Onion Relish
Lime wedges

Preparation

Combine first 8 ingredients in a bowl. Add fish; toss to coat. Cover and refrigerate 15 minutes.

Wrap tortillas in foil. Place fish and tortillas on a grill rack coated with cooking spray. Grill fish, covered with grill lid, over medium-high heat (350° to 400°) 3 minutes on each side or until fish flakes easily with a fork.

Divide fish among tortillas; top with relish. Serve with lime wedges.

Are u a Design junkie AND a wine aficionado? Check this out:

2010-05-18T13:20:00.000-07:00

SFMOMA Presents “How Wine Became Modern: Design + Wine 1976 to Now”

by Nicholas Tamarin | Tuesday, May 18, 2010

Zahia Hadid, Lopez de Heredia, Pepe Franco, courtesy of Viña Tondonia

SFMOMA is betting that in vino veritas is really, well, true as it preps for its debut of “How Wine Became Modern: Design + Wine 1976 to Now” on November 20.

Running through April 17, 2011, the Bacchus-bent exhibit will explore the transformation in the visual and material culture of wine over the past three decades and the role design has played in those changes. The exhibit was organized by the museum’s architecture and design curator, Henry Urbach, and is billing itself as the first exhibition to explore modern, global wine culture as a cultural phenomenon.

Steven Holl, Loisium Hotel, image by Lucas Wasserman

The exhibition was designed by New York-based architecture firm Diller Scofidio + Renfro(DS+R) and is organized as a suite of galleries. Visitors will be greeted at its entrance by the sound of clinking wine glasses, which is triggered by a motion sensor. A newly commissioned work by Peter Wenger that charts more than 200 house paint colors named for wine will hang on a wall nearby and call attention to the ways in which wine-related language and colors have made their way into everyday life.

Frank O. Gehry, Hotel Marqués de Riscal, image courtesy Hotel Marqués de Riscal

Next, the Judgment of Paris, the legendary 1976 blind taste test where nine French wine experts chose Northern California wines over esteemed French vintages, resulting in the increased globalization of wine production, gets its due. DS + R will produce a life-size tableau accompanied by sound to provide viewers with a sense of the judge’s gestures and comments along with two winning bottles from the epochal event along with Timemagazine’s original article on it.

Santiago Calatrava, Ysios Winery, image courtesy Ysios Winery

Further into the exhibition, visitors will encounter installations on wine labels and brand identity, glassware, and connoisseurship and popular culture. A gallery will be devoted to the new, global, wine-related architecture, including wineries by Santiago Calatrava, Zaha Hadid, Steven Holl, Herzog + de Meuron, Renzo Piano, and Alvaro Siza. The exhibit will present photographs of 30 of the most significant wine-related buildings, while Herzog & de Meuron’s Dominus Winery, Gehry Partners’s Hotel Marqués de Riscal, and Michael Graves and Edward Schmidt’s Clos Pegase will be explored in depth with original architectural models and video interviews between the architect and client.

Glassware Gallery, image courtesy Diller Scofidio + Renfro

The exhibition will conclude with the Smell Wall, a translucent wall with suspended flacons featuring selections by sommeliers and wine experts that will be organized into flights of scent and presented on a rotating basis. There have been no reports of plans for a drinking wall.

Image courtesy of SFMOMA.

Now That is Living! Planting an Herb Garden is Très Bien

2010-04-16T14:34:00.000-07:00

Now That is Living! Planting an Herb Garden is Tres Bien

I still remember a friend of mine telling me about a visit to Italy when she and a new Italian friend were cooking dinner. He went out on the fire escape to grab some fresh basil for the pasta, which she found awe-inspiring. Maybe it was only because she was a young, impressionable college student at the time or the aura surrounding Italians and food, but she thought to herself, “Now THAT is living!”

Enjoying an herb garden is indeed living at its best. Growing herbs is not very difficult and can truly transform your daily cooking experience (don’t miss our Parmesan Basil Dipping Oil). Especially if you’re lacking space, an herb garden doesn’t take up much room and can work almost anywhere: straight in the backyard in and amongst flowers, in potted plants on your deck or fire escape or even right in your kitchen.

Not only is it profoundly satisfying picking a few herbs to accompany a favorite meal, I’ve found that I save money and no longer suffer the guilt of throwing away mounds of rotted cilantro because I only needed a few sprigs the day I bought it. I use what I need, as I need it and herbs are always more flavorful when freshly picked.

An herb garden is also a great entry into gardening because you don’t have to invest much into it. It’s not like waiting three months of patient nurturing for your beefeater tomatoes to finally start producing, only to have them get a disease and wither before you can taste a single one.
Herbs vary in how they grow. Rosemary and thyme tend to grow more like bushes and may take longer to establish, whereas basil, cilantro and parsley grow relatively quickly in large sprigs. Mint on the other hand, can grow like ground cover, spreading quickly. Herbs can be grown from seeds or if you’re impatient like me, I suggest buying small plants already started and transplant them. Here are a few details about what herbs to consider and what you might expect.

Basil
Basil is imperative during the summer months and especially at the end of the summer when tomatoes are in season. It is particularly virtuous freshly cut and scrumptious in bruschetta or pasta. It thrives in sun and warmth and does better with frequent trimming. When Basil starts to flower- be sure to remove the flowers quickly, as the plant will produce fewer leaves with less flavor if allowed to flower completely. (Try our EVOO Basil )

Italian Parsley
Parsley doesn’t always get the attention it deserves. I grew up with the kind of parsley that was only meant to be a garnish, a sprig on the side of chicken for decoration purposes only. Parsley is versatile herb that works well in all kinds of dishes, from pasta to Indian curries.
Of all the herbs I’ve grown, my greatest success has been growing Italian parsley, which I prefer over other varieties. It can grow into a large, strong plant that withstands frequent cutting. (Cut stems close to the base of the plant.) Parsley likes the sun or partial shade and bi-weekly watering. Eventually it will “bolt” or “go to seed” growing straight up into a flower, which like lettuce, means it’s reached the end of its usefulness. Best if grown in large pots or directly in the ground.

Cilantro
Cilantro, not to be confused with Italian parsley, has a distinct flavor that seems to elicit passionate responses of either love or hate. While it was an acquired taste for me, I fall firmly into the “love” camp, as this herb works well in so many recipes, including salsas, Asian stir-fries and with fish. Cilantro likes sun and can be tended much like parsley, cutting sprigs as needed. Trim flowers if they start to appear. ( Don't Forget u can always get our Mustard Jalapeno Cilantro)

Rosemary
Rosemary grows well in many climates and is often used as an ornamental flowering bush in people’s yards. There is nothing quite like fresh rosemary with roasted chicken. Rosemary is a hardy plant that grows quickly and lasts a long time with little tending. Grow directly in the ground or in a large pot. ( We also Have Rosemary EVOO )

Thyme
Nobody should live without thyme. I may use thyme more than any other herb. It is particularly aromatic and goes well with everything, such as tomato sauces, bouquet garni’s for soup stocks or meats and vegetables. In fact, thyme makes an excellent alternative for basil in bruschetta. Thyme loves the sun and does well with little tending. It grows well in pots and can be trimmed frequently once established.

Mint
I have developed a new love for mint. I once had enough mint outside my back door that simple syrup and a muddler were always on hand. While most people recognize its crucial role in drinks like mint juleps or mojitos, it can be overlooked as a fabulous addition in concert with other herbs in frittatas, fish pistous, vegetable sauces or pasta dishes. Mint grows readily and quickly and may be best grown in pots unless you’re ready to live with it in abundance.

Sage
Sage is an excellent herb for flavoring stuffing. It’s also amazing toasted in butter and served as a garnish with butternut squash soup. Sage is a shrub-like plant that grows well indoors or out and can get quite large if given the opportunity. It prefers lots of sunlight and loose, fertile soil.
( How about trying our GReat Blackberry & Sage and Lemongrass & Sage Candles from Whitehall 100% soy)

Dill
I used to shy away from dill, but no more. Dill is a great herb for potatoes, fish or egg dishes. It grows well in containers and does best with ample sunlight, plenty of water and tall pots to accommodate its deep roots.

Remember all the products are available @ Shirocos Fusion Decor 632 1st. St. 707 747 1298

Honey Ginger Teriyaki Beef Skewers

2010-04-14T13:01:00.000-07:00

Honey Ginger Teriyaki Beef Skewers

INGREDIENTS:

1 (8-oz.)	Can tomato sauce
1/2	Cup pineapple juice
1/3 cup	Honey Ginger Teriyaki Sauce Available @ Shirocos 632 1st St. B.
1/3 cup	Brown sugar
1/2 tsp.	Garlic powder
1/8 tsp.	Ground ginger
1-1/2 lb.	Flank steak Unseasoned meat tenderizer Sliced green onions

In a small saucepan, combine tomato sauce, pineapple juice, Honey Ginger Teriyaki Sauce, brown sugar, garlic powder and ground ginger. Simmer over low heat for several minutes for flavors to blend, then let cool; set aside 1/4 cup.

Trim any excess fat from meat and sprinkle both sides with meat tenderizer. Poke the surface of the meat with a fork, and then cut against the grain into 1-inch wide strips, slightly at an angle.

Place meat and cooled sauce in a large re-sealable plastic bag, turning to coat. Seal bag and marinate in the refrigerator for several hours or overnight.

When ready to cook, weave meat strips onto skewers. Grill over medium heat for about 10 minutes, turning and basting several times with sauce. Remove from grill and place on a bed of cooked white rice.

Pour reserved 1/4 cup sauce over top and sprinkle with sliced green onions.

Honey Ginger Teriyaki Available @ Shirocos @ 632 First St. Benicia CA Call us 707 747 1298

How to Make your Pet Hair Work For You Not Against You

2010-04-13T08:40:00.000-07:00

Did you know that your dog or cat’s fur is a renewable resource? No matter how often you groom your furry friend, their pesky hairs appear all over your furniture, in your car and on that nice black blazer you just had cleaned. Instead of wearing out your vacuum trying to fight your fur problem, here are three ingenious ways to harness the shedding power of your dog or cat.

Crafty Clothing and Accessories
In the market for a colorful clutch? Catty Shack Creations in Simpsonville, South Carolina, found a clever way to keep the mounds of fur from their grooming salon away from landfills. Founder Danelle German collects cat and dog fur and whips them up into purses.

Feeling crafty? Collect your pet’s fur and send it off to a company like VIP FIBERS INC. to be woven into yarn, which you can then knit into clothing. Pick up a copy of Knitting with Dog Hair to learn how to make your own sweater from Fluffy’s fur.

Soak up Spills

Consider donating your pet’s fur to be incorporated into a simple technology utilized to clean up oil spills. Matter of Trust is a nonprofit organization that utilizes both human hair and pet fur tosop up oil spills. The Hair for Oil Spills program collaborates with groomers to collect fur, but individuals can donate their pet’s fur, too. Check out the Matter of Trust site for donation details.

Grow Green with Composted Pet Fur

The general rule for composting is if it rots, it’s good to go, which makes pet fur a great addition to your compost heap. To prevent it from clumping, be sure to use small amounts at a time, and thoroughly mix the fur with your existing compost. Keep in mind that it will break down slower than food and yard scraps. Some gardeners also think that incorporating pet fur into your garden adds the scent of your pet, which deters wild critters. Another simple option? Collect small clumps of your pet’s fur and leave it in a basket on your porch or in piles near the base of trees. Birds will collect the discarded fur to build their nests.

Know what's for dinner tonight? How about CHIPOTLE PORK BURGERS

2010-04-07T17:51:00.000-07:00

INGREDIENTS:
2 Tablespoons olive
1 Medium onion (finely chopped)
2 lbs Ground pork
2 Eggs
2 Tablespoons parsley, finely chopped
1 Cup rolled oats
1 Teaspoon sea salt
½ Cup of Shirocos Chipotle Honey Lime Mustard
Fresh cracked pepper to taste
6 oz Sliced Monterey jack cheese
2 Avocados
2 Large garlic cloves, crushed
2 Limes juiced
6 Large onion or Kaiser hamburger rolls

PREPARATION:
Heat oil in large skillet, sauté onions until lightly browned.
Combine pork, onions, eggs, parsley, rolled oats, salt, Shirocos Chipotle Honey Lime Mustard and pepper in a large bowl until well blended.
In a medium bowl coarsely mash avocados and blend with garlic, lime juice and salt to taste.
Form pork mixture into 6 large patties and cook over hot grill or oiled heated skillet until done through-out. Place hot burgers on onion rolls, top with Monterey jack cheese slices and avocado mixture. Serve immediately.For a spicy burger spread bottom bun with Chipotle Honey Lime Mustard

Spring Cleaning....

2010-03-30T12:02:00.000-07:00

Spring cleaning. Now, there’s a phrase with some dust on it. When the weather gets warmer and the flowers start to bloom, this is one annual ritual that nobody looks forward to. Besides, why should all of your hard work be hidden behind closet and garage doors? This season, try out a new tradition that celebrates the end of winter in fresh and colorful style: spring redecorating. And, don’t worry about that tight budget. You can do everything from sewing new curtains to painting your walls without burning a hole in your wallet. Next Time I will share a few tips to renovate your room.

Kitchen towels and fruit bowl available @ Shirocos
632 1st St. Benicia. CA.

15 Best Foods to Boost Your Metabolism

2010-03-19T09:32:00.000-07:00

Remember the days when your metabolism was like a caffeinated mouse in a wheel? Yeah, me neither. If you aren’t one of those lucky gals who can eat whatever she wants and burn it off thanks to an annoyingly fast metabolism, look to these helpful foods to boost your metabolism. (And check out this post on additional tips to speed up a sluggish metabolism.)

Grapefruit

This diet super fruit (above) lowers the insulin levels in your body that trigger your system to store fat. Plus, it is rich in fiber, and your body must burn extra calories in order to break it down.

Green Tea

Green tea is the main source of epigallocatechin gallate, known better as EGCG. This healthy catechin speeds up your brain and nervous system, causing your body to burn more calories.

Yogurt

The high levels of protein present in natural yogurt require a lot of energy to be processed. Plus, the pro-biotic cultures found in yogurt help regulate your digestive tract.

Almonds

Almonds’ essential fatty acids help raise your body’s metabolism. Just don’t overdo it because they’re also very high in calories.

Coffee

Coffee has caffeine, which does give you a boost. Just ensure that you don’t exceed 2 or 3 cups a day, or you risk a host of side effects, including irritability and jitters.

Turkey

This protein-rich meat builds lean muscle tissue, which causes your body to burn extra calories and raises your metabolism.

Apples

Like grapefruit, this low-calorie snack is high in fiber, which your body must burn calories to break down. Plus, since apples help you stay full for longer, you’ll eat less.

Spinach

Popeye was right about one thing: spinach can help make you strong and healthy. In addition to speeding up your metabolism, it’s a great source of antioxidants, magnesium, potassium, iron and vitamin C.

Beans

Low in fat and packed with protein, beans keep you full for long durations, and your body must burn extra calories in order to process this fiber-rich food.

Jalapenos

The capcaisin found in jalapenos causes your body to burn extra calories for hours after you ingest them, speeding up both your heart rate and metabolism.

Broccoli

Broccoli contains a highly effective metabolism-boosting team of nutrients: calcium and vitamin C. Calcium acts as a metabolic trigger, while vitamin C helps your body absorb more calcium.

Oatmeal

Because your body takes a long time to break down the fat-soluble fiber in oatmeal, this healthy food lowers your body’s insulin level and speeds up your metabolism as a result.

Soy Milk

Fortified soy milk is loaded with calcium, which helps boost your metabolism. Just stay away from the sweetened varieties.

Curry

Like jalapenos, curry increases the amount of calories your body burns and speeds up your metabolism.

Cinnamon

A little bit of cinnamon can go a long way. Add some zing to your daily cup of tea with this tasty spice to help your body metabolize sugars more effectively and maintain steadier blood sugar levels. Cinnamon can also help lower your cholesterol.

Honey Mustard Grilled Chicken

2010-03-17T23:11:00.000-07:00

Rich and delicious, this chicken dish features complex flavors that will surprise and delight you!

Ingredients:
1/2 cup Mayonnaise
3 tablespoon Blue Cheese Mustard ( Available @Shirocos )
1 tablespoon honey
1 teaspoon apple cider vinegar
1/8 teaspoon ground black pepper
pinch salt
1 green onion, chopped
4 boneless, skinless chicken breasts

Directions:
In a bowl, combine all ingredients except chicken and green onion. Set aside 1/3 cup mustard mixture. Grill chicken, brushing frequently with mustard mixture until chicken is cooked, and juices run clear. Serve chicken with reserved mustard mixture and garnish with chopped green onions if desired.

Makes 4 Servings

Mustard, Honey and Apple Vinegar available @ Shirocos 632 1st. St. Benicia. Call us 707 747 1298 open every day

Shiroco's Kitcheniesta!!! Tell us what you like.

2010-03-11T13:10:00.000-08:00

I’ve been thinking recently that when I used to cook more often, it was easier to cook. Back when I used to have a regular job, I loved cooking at home on my days off. Now that I have a store, cooking is a little more challenging, with all the cleaning, shopping for products, setting up displays. Cooking at home has become secondary. Now, I’m embarrassed to say, my refrigerator is pretty much always bare, even though I still look in wonder at all the cookbooks.

While reviewing the store’s gourmet inventory recently I took note that many of the packaged local foods we carry, like olive oils, mustards and syrups, were selling better than expected. Shiroco’s has been developed as a place that celebrates international home décor, with the creative local talents of gourmet flavors a nice side treat.

But the success of these products got me thinking: why not bring more of these kinds of goods? It seemed to be a great way to listen to my customers and might give me a chance to get back in touch with my culinary style. Nothing wrong with being a kitcheniesta!

But here is my problem: What kind of products should I add to the inventory? Full grocery stores have a few of lots of what passes these days as gourmet products, and I need to remind people to come here for my selections instead of turning to those commercial alternatives.

With the economy being so bad, people are going to want to stay home and impress their guests with their culinary abilities. Not to mention to show off the home décor they’re buying at Shiroco’s! But Trader Joe’s or another grocery outlet becomes easier unless they are convinced our small store can offer something special.

We did our honey and cheese pairing and have already added great local natural products, which people love. Soon we’ll being doing a Tour de Lite with the American Diabetes Association, where mustards and tapas will be introduced.

But what else might our great local customers enjoy? What will allow Shiroco’s to celebrate our local food artistry or at least help make us even closer to our artistic and historical connections?

I came up with this list of ideas that are unique but affordable, some of which we already have and others of which are on their way:

Mustards, flavored with honey, Habanera, mojo, blue cheese and more

Gourmet popcorn made in Benicia

Drinks that can be made using pomegranate and other elixirs

Chocolates from San Francisco

Tea’s of Berkeley

Balsamic vinegars

Tapenades

Margarita, Mimosa jellies

Canned salmon (a tribute to Benicia’s historical past)

Grilling planks, BBQ sauces, Rubs and salts

Flavor olive oils of the world (from local business people)

Simple syrups made by a Benicia guy

And more and more spring and fall Benicia Honey

Benicia doesn’t really have a “kitchen/gourmet food store.” So help me out.

If you’re one of Shiroco’s customers already enjoying some of these products or want even more, here’s your chance to share what products you’d like to see. My store is your store and here’s a great way to show that.

My goal is to keep Shiroco’s the same store you’ve come to enjoy. We just want to grow the food (and kitchen) goodies you really like. We’ll never overtake a Trader’s Joe or Napa Style, but we can clearly let everyone know that Benicia has its own great taste in gourmet excellence.

Send along a note at this point to me at Shirocos@gmail.com. Or stop in and let me know what you’re thinking. You might even be one of the first to try some of the award-winning mustards and gifts that are already here!

You do was your pillow, don't you?

2010-03-04T13:10:00.000-08:00

You do wash your pillow, don’t you?
We spend almost 1/3 of our lives sleeping. That’s 262,974 hours eyes shut, horizontal and hopefully in a REM-like state of restfulness. That’s a lot of time spent with our heads nuzzling the same old pillow.
Pillows are one of the most overlooked and neglected of household items, often used way beyond their expiration date.
I’m sure you’ve seen pictures of critters that collect inside a pillow over time; I cringe at the very idea of dust mites in such close proximity to my head. Thankfully, there are ways to keep pillows clean and fresh, and even extend their lives.

First, always use a pillow protector – in organic cotton of course. This adds an additional barrier against dirt and grime. Some sources recommend washing them every 6 months, while others say it’s fine to wait up to a year between washings. Hand or machine-wash – both are safe and effective. The choice is yours.
Now for pillow washing 101:
1. Remove the pillow protector (machine wash it separately).
2. Fill sink or washing machine with HOT water and a mild, low-suds detergent or gentle soap.
3. Dunk the pillow and agitate for several minutes.
4. Rinse three to five times. This step is important.
5. Remove and press out excess water with a cloth towel – do not wring or twist!
6. Place pillow in the dryer and air dry with a tennis ball (to fluff) – or hang it outside to dry and fluff manually.
7. Lay your head on one very clean, very fresh pillow and….zzzzzzzzzz.

Wine And Food Pairing

2010-03-02T17:39:00.000-08:00

With all the Wine and cheese pairing I've been testing on my way to learn more about Cheese, Wine and the creation of our new Honey and cheese book. The only problem? I need some stylish storage for my new hobby, of course!

Released just in time to save them from a life in the pantry, the Riddling Wine Rack @ shirocos Facebook is at the very top of my wish list (ahem, friends and family).

This chic and functional piece of décor is named after a process utilized in the renowned wineries of France. Better known to the French as remuage, riddling is a method in which winery workers frequently turn aging bottles of Champagne stored in similar racks called pulpits. What a perfect piece to spark conversation (and show off your knowledge) at your next wine and cheese party!

2010-02-28T15:59:00.000-08:00

Aunque no tengo artefactos antiguos en mi tienda. Me encanta ir a los mercados de antiguedad. Creo que empezare a traer un poco de antiguedades a mi tienda. Definitivamente hay un mercado muy grande que le encanta comprar y decorar sus casas con antefactos viejos. Especialmente los artefactos religiosos.

My Goal At Shiroco's Fusion Decor.

2010-02-28T12:30:00.000-08:00

My goal at Shiroco's Fusion Decor is to offer my customers a breadth or products that brings quality, style, and the trend to the home decor marketplace. I strive to create a unique product line that meets the needs of my retail customers, and products that create a desire for the customer to make their home a unique expression of themselves. Im working hard to find artist with the same vision. Throughout the week I'll be posting pix of items ( French Vintage Collection ) from artist in Paris with a small descripition of the product as well as a small bio of the artist. So you will learn more about wht Shirocos is all about . Please feel free to post any comments.

Create Flow.

2010-02-09T11:16:00.000-08:00

Create flow

Try to display a dramatic floral stem or a leaf in a chunky modern vase, is simply and it looks fabuloso.

Common colors and materials help connect your living spaces.

Orchids will be available on Valentine's Day at the store. Red entry cabinet $699.00

Share Your World of Valentine's LOVE

2010-02-08T20:51:00.000-08:00

Share Your World of Valentine’s LOVE @ Shiroco’s

Have you heard? For each advance flower order for your Valentines sweetie, Shiroco’s will give 10% to an organization to rebuild Haiti! Originally, we said we will do this with a minimum order of $39.99.

Because you’re a special customer, mention this note and we’ll do the same for you with any $29.99 order! Save $10 and the world!

But you must place your order soon. (You can even order flowers for yourself in case your loved one forgets!)

We want Benicia to be noticed as a community that cares. And what’s better than a Valentine’s Day deal!

Design for Gathering

2010-02-08T13:05:00.000-08:00

Design for gathering

Family rooms are gathering places that should exude a relaxed style and communicate warmth and playfulness.

Perhaps the most important consideration for such an active room is how to keep the space's flow while noting its separate areas. Color, furniture placement, and area rugs can help meet this goal.

Here, a U-shaped seating area encourages conversation. Artifacts from family travels reflect the personalities of those who live here, while the fireplace and television anchor the space.

On The Water's Edge of the Napa Valley

2010-02-08T12:30:00.001-08:00

On The Water’s Edge of the Napa Valley
Backyard winemaking is just one of the connections to Napa that we should be celebrating (though I loved the recent piece in the paper).

Like lots of the rest of California, Napa wouldn’t be what it is today without us playing a role in their past. And as a community that is actively interested in drawing more tourists, Benicia could be doing more to bring us closer together with our neighbors again.

Many First Street merchants know this. There are a lot of people who come to the North Bay on their way to Napa or Sonoma and discover shopping, strolling, eating and more in Benicia.

Which is actually why Shiroco’s loves to use the tagline that Benicia is really “on the water’s edge of the Napa Valley.”

We love it when folks discover that we are here and that we have much to offer. We are a door to their success—a role we just might be playing in the future as the Suisun Valley begins to make its treasures better known. (If you haven’t seen it yet, click over to www.SuisunValley.com.)

All of our valley partners are among the nation’s most popular places to visit and spend money so we should be proud to do our best to let these customers know we want them to come and do business with us as well.

But Benicia deserves more attention than we’re getting. We’ve earned the right and we have the goods to make ourselves part of the success.

Those who settled here in the mid-1800s in search for California’s golden treasures often found themselves heading over to discover what the “Benicia Fever” was all about too. We were the place where they often stopped to pick up supplies before they headed elsewhere.

And what’s funny is that because of our location early settlers even decided a good crop to grow was grapes. Apparently we may well have been the original wine country before Napa was Napa in the same way that we were San Francisco before they took that name.

There are even Native American tales about how the yellow mustard blooms that spring up annually along Highway 12 were spread there as a way for old-time travelers to find their way to and from their journeys south … and potentially even as they came to Benicia for ready access to our shores.

Today, the situation is different. Printed or posted online tourist maps of the area show that the riches of the Napa and surrounding valleys end at American Canyon. When we asked why, one site representative told us that Benicia wasn’t included on their site because it really belonged to California’s Central Valley!

Shiroco’s is starting several projects as part of our move to our new store to try to put Benicia back on these maps of opportunity.

We are working to draw attention to local winemakers (and now will add backyard wine families!) and have already acknowledged great women-owned companies like Bink.com. And our new store has a gourmet section where we expect to be selling many tastes of our local food artisans.

But we want to do more and hope others will join in the effort. We’ve started planning to organize a fall cheese and honey festival with our business friend Piccolo to raise money for the Benicia Education Foundation and to get a “buzz” started about the tasty treats our region has to offer.

We trust that in heading down this road we can once again get Benicia recognized for our place on the water’s edge of a great region.

Erick Martinez
Shiroco’s Fusion Décor
632 First Street (new address!)
707-747-1298
Shirocos.com

Welcome to 2010.

2010-01-15T15:15:00.001-08:00

Welcome to Shiroco’s Cooking Club.

This blog was founded by my, Erick Martinez. I developed it to start a new way of living and meeting people in our community—people who like gourmet tastes and flavors. Our goal is to hold a weekly supper (evening meal) on a rotating basis at the homes of participants here in or near Benicia, California. Each person who is hosting the weekly event will make the food and use the opportunity to show off their healthy, fun, interesting and innovative gourmet ideas.
We’ll use this space and materials at our store (Shiroco’s on First Street) to keep track of the events and the recipes. And we’ll make use of the store to make sure that at least some gourmet tastes and flavors (olive oils, spices, mustards, jellies, etc.) are available for those doing the cooking or for those who want to try the recipes.
Shiroco’s Cooking Club won’t be expecting that the meals or ideas will all be perfect. Sometimes they will work, and sometimes not. Sometimes the food with be healthy, and sometimes … well ... perhaps it will have an extra calorie or two.
Whatever the case, all the food will be for sharing and fun.
But the idea will be to develop a group of people who can help us celebrate the pleasures of living and eating here On the Water’s Edge of the Great Napa Valley.
Hopefully, later in 2010, we hope to take the idea a bit further and make the store available for a private event or two to bring these hungry friends together and perhaps to help a local charity!
Please share with me what you think. And, of course, let me know if you might be interested in being part of our gourmet adventures!

FEATHERS IN GLASS: SEASON SIMPLY

2009-12-09T12:56:00.000-08:00

Feathers in Glass: Season Simply

By Erick Martinez.

Shiroco’s Fusion Decor / SHIROCOS.COM

Fall is a great time for antique shows. Vintage mixes with the leftovers and great deals can be found. I traveled to another town recently and found that they had a fantastic mix of seasonal vintage pieces that seemed surprisingly affordable and went well with all kinds of décor.

Not to mention that I found some exceptional hand-made holiday decorations created mostly by women of today and yesterday with talents in their hands.

All of which goes well with this year’s theme of frugality. At the store I do it with displays in my windows, drawing people in with little more than fun and interest. In your home, the experts say less is more and experiment with making the most of things you have.

Modern goes very well with Spanish. Both have made their splashes recently so why not figure out how to put them together, blending cultural ways? Old wood furniture makes exceptional display spaces for contemporary crystal wear or reclaimed, recycled or re-directed aluminum that is now presented as a better substitute for silver (it can be chilled and baked in, actually).

Vintage and country. But have you tried to integrate some bold and refreshing colors? Talavera is a standby though I’ve actually recommended neon bright touches or flashy tones in hand weaves. The choice of unusual colors makes this classic combination seem easily more stylish.

I look forward to fall and the holidays. The kitchen is the place to start because people hang out there. Then look at the living room. Then style the dining area. Food is going to command much attention so décor should supplement that fun not be too over the top.

Bathrooms and guest rooms are the final places you want to design. What you do there should reinforce the impressions guests have already developed. Experts say this is what gets people to remember what you did.

In my store I freely offer mixed approaches and I usually start with a small budget. The window display gets it going when they come in and finalizes the impact as they leave.

Designers are suggesting that the big secret of this season is keeping spaces uncluttered. Gather and bunch high-impact items and let the openness reflect frugality highlighted with class. No sense rubbing in the hard economic times. Build on what’s on everyone’s mind and reward it with something different.

Recently I came across feathers in glass ornaments. They are soft, sensitive, warming. But they take up so little of the beautiful room they command!

Today’s economic times give us the chance to play with new possibilities. It’s kind of like finding oneself in a room filled with different flavors of honey and cheese that can be paired together in delicious delights of your own making!

Holiday Gift Guide & Electronic Pre-Paid Fun

2007-11-29T16:02:00.000-08:00

If you are resident of Benicia, you should have received a 2007 Downtown Benicia Holiday Gift Guide. This great shopping tool puts First Street businesses right up there with the quality and marketing style of those big box shopping stores. Check it out, or stop by Shiroco's or one of the other merchants and ask to see one. You can also go to Benicia Main Street (http://BeniciaMainStreet.org) to see a PDF version.

Also, if nothing else, stop in and see the new fabulous Shiroco's Card. An electronic pre-paid gift certificate, this great new addition to our family is both attractive and functional.

For you money savers, stop in the store on Tuesday and spend $45 and we'll put $5 on your card or start you off with a new one of that same amount. They are pretty cool.

TOO many shoppers TOO few buyers

2007-11-24T15:26:00.001-08:00

One of the most frustrating experiences for a small business owner (in towns like Benicia or elsewhere) is that many people look but many fewer actually buy. Even when we have developed a regular array of regulars, we still find that the percentages of those who convert to actual buyers is much less than in larger stores--and this seems to be true even when prices are comparable!

The question is why?

Few of us understand why. Sometimes it is because customers have their favorite stores, which they go to visit without giving much attention to other stores. Other times they experience something new but do not know whether to proceed to the buying stage.

Part of Benicia's coming marketing effort will be to explore this as well as creating a catchy tag line to draw more people to town. We as a community of merchants cannot thrive unless customers actually buy our products.

We would love to hear what you have to say about this and any suggestions you might have to help all of us small-town merchants.

Save Gas / Shop Local

2007-11-23T13:36:00.000-08:00

Recent news reports identify so many challenges to mall hoping and traveling for holiday sales. Even the international terrorists seem to be inclined to want to aim their weapons as selected malls in California. And, of course, don't get any of us started on the up-going price of gas!

So why not start shopping locally?

Here in Benicia, California, many merchants are banding together to showcase what we have to offer our neighbors. With more than 30 stores participating, local residents can see the great opportunities available right here. With little threat to their safety or wallet.

Have you turned into a local shopper yet?

SHIROCO'S FUSION DECOR

Obsessing about geometric patterns

Coffee's Slow Dance

Related

Japanese Coffee Products(February 13, 2011)

Yuzu Chiffon Cake (February 13, 2011)

Kenji Aoki for The New York Times.

Tony Cenicola/The New York Times. Food Styling by Brian Preston-Campbell.

Valentine's Day Entertaining Tips

Alternatives to Red Roses

Simple but Elegant

January Market

Is Honey a FairTrade?

Honey a FairTrade?

You're more than halfway through the week! Warm up tonight with this cocktail:

Gourmet ideas?

A long time Ago.

SAVE GAS/ SHOP LOCAL

Why Local?

HOW TO FLEA

Fashion Meets Decor?

VIVA LOS Tacos Tuesday!!!!!

Ingredients

Preparation

Are u a Design junkie AND a wine aficionado? Check this out:

SFMOMA Presents “How Wine Became Modern: Design + Wine 1976 to Now”

Image courtesy of SFMOMA.

Now That is Living! Planting an Herb Garden is Très Bien

Honey Ginger Teriyaki Beef Skewers

Honey Ginger Teriyaki Beef Skewers

How to Make your Pet Hair Work For You Not Against You

Know what's for dinner tonight? How about CHIPOTLE PORK BURGERS

Spring Cleaning....

15 Best Foods to Boost Your Metabolism

Grapefruit

Green Tea

Yogurt

Almonds

Coffee

Turkey

Apples

Spinach

Beans

Jalapenos

Broccoli

Oatmeal

Soy Milk

Curry

Cinnamon

Honey Mustard Grilled Chicken

Shiroco's Kitcheniesta!!! Tell us what you like.

You do was your pillow, don't you?

Wine And Food Pairing

My Goal At Shiroco's Fusion Decor.

Create Flow.

Create flow

Share Your World of Valentine's LOVE

Design for Gathering

Design for gathering

On The Water's Edge of the Napa Valley

Welcome to 2010.

FEATHERS IN GLASS: SEASON SIMPLY

Holiday Gift Guide & Electronic Pre-Paid Fun

TOO many shoppers TOO few buyers

Save Gas / Shop Local