Central Coast Women-Owned Local & Independent Business Directory
Go Out n About! defines a Central Coast Women-Owned Business as a firm that is founded, owned, and operated by one or more women within the communities of Santa Cruz, San Benito, Monterey, San Luis Obispo, Santa Barbara, or Ventura Counties and where women hold at least 51% unconditional and direct ownership, manage day-to-day operations, and make long-term decisions for the business. For the purposes of this directory, women-owned status is recognized consistent with the U.S. Small Business Administration’s Women-Owned Small Business (WOSB) standard, or as self-identified by the owner.
These are the businesses where your dollar stays local.
Administrative & Support Services
LSH Bookkeeping Co — Santa Cruz | Bookkeeping & QuickBooks services for small businesses | Owner: Lauren Sullivan | lshbookkeepingco.com
Santa Cruz Permaculture — Davenport | Regenerative organic farm, CSA, produce delivery & education | santacruzpermaculture.com
Arts, Entertainment, & Recreation
Annieglass — Watsonville | Handcrafted artisan glassware studio, retail store & craft bar workshops | Owner: Ann Morhauser | annieglass.com
Pleasure Point Sanctuary — Santa Cruz | Yoga, dance & movement studio | Owner: Megan McAllister | pleasurepointsanctuary.com
Elaine’s Dance Studio — Santa Cruz | Dance instruction for all ages, founded 1985 | Owner: Elaine McCarthy | elainesdance.com
Black Girls Surf — Santa Cruz | Surf school & leadership program for women & girls of color | Founder: Rhonda Harper | blackgirlssurf.com | @blackgirlssurf
Business Management
Julie Duda CPA — Santa Cruz | CPA & business consulting for small businesses | julieduda.com
APEX Specialty Planning Group — Hollister | Business startup consulting, event planning & travel organization | Co-owner/CFO: Tarshela E. Haggard | apexspg.com(confirm women-owned qualification — Tarshela holds CFO/Director role)
Construction & Trades
No verified women-owned construction & trades confirmed at this time. To be updated as businesses are identified or self-identify.
Education & Training
Santa Cruz Learning Center — Santa Cruz | Tutoring K–12 (all subjects), homeschool courses, STEAM camps & test prep | Owner: Malika Bell | santacruzlearningcenter.com
Charlie’s Porch Tutoring Center — Santa Cruz | K–8 tutoring, behavioral support & ADHD focus | Owners: Hannah & Cynthya Pennington (sisters) | cptutoringcenter.com
Tutoring Club of Scotts Valley — Scotts Valley | Locally owned & operated K–12 tutoring & test prep | Owners: Randy Klein & Pat Perkins | (Note: Tutoring Club is a franchise brand — locally owned but operates under a franchisor; include or exclude based on your franchise policy) | tutoringclub.com/scottsvalleyca
Finance & Insurance
Wildflower Financial — Santa Cruz | Fee-only, fiduciary financial planning, investment management & tax services, founded specifically to serve women & families | Owner: Jennipher Lommen, CFP® | wildflowerfinancial.com
No verified women-owned lodging properties confirmed at this time. To be updated as properties are identified or self-identify.
Mining & Extraction
No qualifying local & independent Mining & Extraction businesses identified in this county.
Personal & Repair Services
The Handyman Co-op — Capitola | Women-owned referral agency of skilled independent tradespeople, serving all of Santa Cruz County since 1982 | Owner: Jane Story | handymanco-op.com
The Loft Salon & Spa — Santa Cruz | Full-service hair, esthetics & massage, Green Circle Certified | theloftsantacruz.com(confirm women-owned before publishing)
Faust Salon Downtown — Santa Cruz | Full-service hair salon & makeup studio, downtown Santa Cruz | faustdowntownsc.com(confirm women-owned before publishing)
Francine Tyler, CPA — Santa Cruz | Tax & accounting, with a specialty in women-owned businesses & residential real estate | francinetylercpa.com
Maura Matera, CPA — Capitola | Independent CPA firm, 20+ years, personalized accounting & tax services | (confirm active website)
Beautiful Life Estate Planning — Santa Cruz | Estate planning law firm | (confirm owner name and website before publishing)
Retail & Shops
Bookshop Santa Cruz — Santa Cruz | Iconic independent bookstore, est. 1966, multi-generational Coonerty family business, currently run by Casey Coonerty Protti | bookshopsantacruz.com
Pacific Trading Co. — Santa Cruz & Capitola | Locally owned women’s clothing boutique, est. 1972, family-owned by mother Carolyn Heinrich and daughters Anandi & Rama Zoe Heinrich | pacific-trading-co.com
Sockshop & Shoe Company — Santa Cruz & Aptos | Beloved independent sock & shoe shop, founded 1988 by Ellen & Eric Gil | sockshopandshoeco.com(confirm current ownership — listed here as Eric & Ellen co-founded; confirm women-owned qualification)
Real Estate & Leasing
Schooner Realty & Property Management — Santa Cruz | Independent women-owned full-service real estate & property management brokerage, est. 1973 | Owner: Celeste Faraola Perie, fifth-generation Santa Cruz native | schoonersantacruz.com
First Statewide Realty — Santa Cruz County | Women-owned and operated real estate & property management firm, est. 1988 | (confirm active website and owner name before publishing)
Bradfield and Associates — Aptos | Black women-owned boutique real estate & property management | Owner: Candace Bradfield | bradfieldandassociates.com(from Black Owned Santa Cruz directory)
Stephanie Bluford Realty — Capitola | Black-owned Santa Cruz Realtor, community-rooted | Owner: Stephanie Bluford (from Black Owned Santa Cruz directory)
Tech & Information Services
No verified women-owned tech or IT firms confirmed at this time. Worth targeted outreach — this category is underrepresented nationally for women-owned businesses and likely underdocumented locally.
Transportation & Logistics
Locatelli Moving & Storage — Santa Cruz | Family-owned local and long-distance moving & storage, est. 1982, now led by owner Annie Asche | locatellimoving.com(note: affiliated with North American Van Lines for long-distance — locally owned and operated independently)
M&T Medical Transport of California, LLC — Santa Cruz County | Women-owned non-emergency medical transportation (wheelchair, gurney, ambulatory), serving Santa Cruz & Santa Clara Counties | Owner/Founder: Kumba M. Feely | mtmedicaltransport.net(from Black Owned Santa Cruz directory — also Minority-Owned)
Utilities & Energy
No verified women-owned utilities or energy businesses confirmed at this time. Worth targeted outreach — women-owned solar and energy efficiency firms are nationally underrepresented and likely underdocumented locally.
Wholesale & Distribution
No verified women-owned wholesale or distribution businesses confirmed at this time.
This is a dynamic, evolving resource that is regularly updated to reflect the growing network of local and independently owned businesses across the Central Coast.
Go Out n About! 