A quiet retail revolution is unfolding in Santa Cruz, and Natalie Wegrich of Toasted Jewelry stands at its forefront. From the mountains of Scotts Valley to the beaches of Pleasure Point, Natalie's entrepreneurial journey captures the essence of what makes our coastal community special—authenticity, craftsmanship, and an unapologetic pursuit of happiness.

With the tick-tick-tick of hammers in her workshop, Natalie and her team of eight women create affordable, high-quality jewelry that captures the beachy essence of Santa Cruz. Using gold-filled and sterling silver adorned with pearls, turquoise, and shells, Toasted Jewelry has grown from a YouTube-learned passion project into a thriving business with two retail locations. This expansion flies in the face of conventional wisdom about brick-and-mortar retail's demise, suggesting instead that something powerful happens when makers connect directly with their community.

The conversation delves into the transformation of 41st Avenue, where female entrepreneurs are creating a new business culture built on collaboration rather than competition. "There's truly enough to go around for everybody," Natalie shares, emphasizing the importance of staying in your lane while supporting those around you. Her perspective gained profound depth after facing breast cancer shortly after signing the lease for her first store—a challenge that crystallized her commitment to finding joy in each day and letting go of what doesn't matter.

Throughout the episode, Natalie's infectious optimism illuminates how personal values translate into business success. From bootstrapping every step of the way to creating a workplace where craftsmanship and happiness coexist, she exemplifies how authentic entrepreneurship can thrive even in challenging retail environments. Visit Toasted Jewelry on the westside or in Pleasure Point to experience firsthand how handcrafted pieces and genuine connection are creating a new kind of retail experience in Santa Cruz.