A sustainable lifestyle brand inspired by life
in Northern California.
Our store is a dreamy destination for discovering the essentials that turn your home and garden into a serene sanctuary. We pride ourselves on sourcing items that are fair-trade and locally made whenever humanly possible. These hand-picked goods aren't just practical but are a joy to use because so much thought goes into the design. Everything we carry is also timeless and made-to-last, so you can pass these treasures down to a lucky someone or hold on to them for years to come. Reinvesting in the place we live and do business is something near and dear to us. It's why we donate 1% of our profits to organizations right here in our backyard, so every purchase, big or small, helps to support this place we call home.
Meet the sisters.
April Frederick / Store Owner & Founder
I am April, founder of Estuary. I have dreamed of owning my own store in Petaluma for over 20 years. When I was at Sonoma State, I worked retail in downtown Petaluma and fell in love with the town and the people. I left Petaluma the first time to travel abroad but quickly returned to live a few more years but was then off again to graduate school in San Francisco to get an MBA. After the city, I moved all around the bay area for different career opportunities. I started in Napa working on Leslie's Rudd’s group of brands. From there I moved to Sonoma while working at Annie's (think yummy mac & cheese) until they moved to Berkeley and we moved to Oakland. By this time instead of an I, it was a we, as I had married and had my son, Desmond. Once Desmond turned 4, we turned our sites north again knowing we wanted to back to Petaluma to put down roots and get Desmond into school. I worked at Amy’s Kitchen as the Director of Marketing. I continued to daydream about opening a business while pursuing other opportunities my last being President of an amazing company that made remedies for babies, kids, and moms. Finally, the right spot opened for me to open my dream shop. I wanted a store that manifested everything I love and valued. I wanted a store where you could pick up a sustainable product and not feel like you were comprising design or beauty. I wanted a space where everyone feels welcome and cozy, I wanted a space that people feel calm and serene. I hope I have created that space with Estuary.
Gabi Frederick / Store Manager
Gabi moved to Petaluma in fall 2022 to help her sister open Estuary. Gabi is an avid gardener, a consummate learner, and mom to her two kids, Geneva and Zane. She can answer any questions on store products and if she does not know she will find out for you. Gabi will also be the one to give advice on recycling, composting and all things sustainable.
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Earth giving,
not earth taking.
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Our roots run deep.
Our shop's back doors open onto the Petaluma River, which flows through Marin and joins the San Francisco Bay at a tidal estuary. It's a critical habitat for the well-being of birds, fish, and us humans too. Historically, it's been at the heart of Petaluma for over a century and is what inspired our name. From the first day we opened, we committed to being a good steward by giving back 1% of our net profits to water causes near and dear to us.
We donate 1% of gross sales annually, with largest amount going to water causes. We reserve the rest for other important causes that we want to donate to on an as need bases.
What we stand for.
SUSTAINABILITY IS THE UNDERCURRENT TO WHY WE EXIST.
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We believe great design should go beyond function and beauty and be responsibly made too. Whether it's recycled, upcycled, or made from earth-friendly materials, each product we source is not only made to last but gives back to our planet instead of taking from it.
A HEALTHY BUSINESS FEEDS THE COMMUNITY.
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We know contributing to the local economy and keeping money in Petaluma is not only the right thing to do, it's just good for business. We source from local artists, women-makers, and small businesses whenever humanly possible. We run our business so we can not just sustain ourselves but continue to employ our neighbors and pay the taxes that support Petaluma.
HERE TO CREATE YOUR PEACEFUL HOME & GARDEN.
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When life feels hectic, we're here to add some love and joy when you step inside our doors. Sometimes all it takes is a few nice things to engage your senses and create a dreamy escape. It's how we help our customers bring happiness home.