Risk paid off at Sockshop

joined the staff 18 months ago, is the merchandising artist inresidence, creating an old-style ambiance with sofas and hutchesplucked out of antique stores and flea markets.
With the shop located in a 1910 building, one of the oldestdowntown, featuring a high ceiling and neoclassical moldings, it'sa perfect fit.
There's plenty of room for a mom like Allison Fretwell-Cabigas, aserver at Vida, to maneuver her almost 2-year-old daughter Emma ina stroller.
"This looks like a comfy chair," she told her sonJonathon, 5, as she tried on a pair of shoes.
For her, comfort is a priority as well as style.
That's just as true for the Gils, who wear what they sell.
Eric padded around Thursday in red Keen Shellrock sneakers; Ellenshowed off her jade green leather Mary Janes by Naot made inIsrael.
Rodriguez, who speaks French, Spanish and English, is a master ofstyle himself, wearing a color-coordinated tie, vest and hat. He'salways willing to break away from what he's doing to respond to acustomer's question.
That, in fact, is one of the keys to the store's success --employees who provide customer service.
Another is stocking merchandise others don't carry -- like theCalifornia-made Cydwoq [pronounced Sidewalk] sandals and Mary Janesor the Tsonga sandals made in Africa.
"People want shoes not made in China," Ellen said."They're hard to find."
Eric, partial to socks, likes the striped ones made of recycledyarn from E.G. Smith because "they're not boring." He'salso partial to made-in-Santa-Cruz products, like the fabric bagsfrom Ribbon Street and Big Buddha.
Lately, customers are asking for eco-friendly goods. So the Gilsadded the Simple shoe brand, made of hemp or canvas with a sole ofrecycled tires and Terrasoles, made of microfiber.
Nicole Lordi, 43, of Santa Cruz, said she doesn't buy shoes oftenbut she bought two pairs of flats, one by Indigo, the other by Eccoat Sockshop Thursday.
"They have really comfortable, cool shoes," she said.
The anniversary celebration won't end today.
The Gils are working with Naot, which has donated $10,000 worth ofshoes, to outfit families who lost their possessions in the SummitFire, and a fall fashion show, reprising a successful event in thedowntown women's progressive dinner, is scheduled for November. Contact Jondi Gumz at 706-3253 or jgumz@santacruzsentinel.com .