Brick And Mortar Success In A Digital World
Lillie Robertson has the best earrings, which she pairs effortlessly with a big smile, curly hair, incredible jeans, and the pride of her multi-generational boutique, Yuba Blue, now entering its 30th year of business. “But how,” you ask, “does a retail store survive three decades of success in the face of expanding digital?” The answer is simple, and we promise, it has nothing to do with followers, reels, or algorithms.
Operating in what was once the original Grass Valley Hardware Store, Yuba Blue carries the same sense of possibility held by hopeful miners and prospectors who once bought their gold pans and pickaxes in the very building where Lillie now sells glowing nuggets of thoughtful gifts––encouraging a tactile experience in her 6,000 square foot boutique featuring homegoods, bath and body, jewelry, accessories, and fabulous clothing and shoes for both men and women all designed to be read, held, tested, and sampled. “We’ve always had this kind of laid back feeling,” says Lillie, “where people are invited to touch and get involved in the items we sell. I like to think of Yuba Blue as curating an experience. You come in, there’s music, there’s friendly staff, there’s so much to look at (everywhere) and we’re not a museum store where you’re scared to pick up a product that’s so perfectly placed. We want people to dig in, touch, feel. That’s how we can differentiate ourselves from online shopping––when customers can smell the candles, feel the softness of the robes, flip through the books, try on the clothes––none of that is accessible online.”
Photos by Ingrid Nelson
Also known for their outstanding customer service and easy return policy, Yuba Blue began in 1985 as the personal creation of Lillie’s mother, Sarah Lazard, a lifelong boutique owner who passed the baton to Lillie just shortly out of college. “We did a test run for six months,” Lillie says, a bit of a smile that tells me her hesitation may have been appropriate for a recent graduate curious, but not totally convinced, she wanted to leave the big city for a stake in the family business, “But I quickly became a partner, left the bay area, left the corporate world, and moved up here full time. My mom is now fully retired and I run the store with some incredible employees. My daughter is 15 and she is starting to help me on weekends and after school, which is such a joy to see. I don’t know if she’ll take over the store one day. I would love for her to, but I want her to go to college, see what’s out there. I know my mom is really one of the reasons that I’ve been so successful, she’s just always been willing to help. To share this business with her over the years has been really special. It would be special to share that with my daughter one day too.”
Yuba Blue is a feast for the eyes, with books for the feast (featuring a rotating selection of cookbooks, coffee table books, and novelty-nonfiction) and glasses for the eyes (from sun to reading, to the always-in-style heart-shaped) to over 100 different scents of soaps and lotions. No matter what category, their unique selection of products is ever-changing, which makes each visit a new experience. “We always say there’s something for everyone from 9 to 90!” Lillie says with a laugh. “Some items we’ve had for years, while others we may only get once. That’s what makes Yuba Blue so fun––you never know what new goodies you’ll find.”
With an entire store curated for both men and women, Lillie describes Yuba Blue’s style as, “funky, very wearable, spanning generations. My mom, my daughter, and I can each find items we love, and that look great on our body-types, so it’s not necessarily geared towards one specific age group,” Lillie gushes, “We make a real effort to span generations.”
For the majority of the year, Mill St. is the site of casual dining and retail. But for the Fridays between Thanksgiving and Christmas, it’s the site of Cornish Christmas, the annual Grass Valley street fair dedicated to celebrating the holidays, “I have been on the board of the Grass Valley Downtown Association for eight years,” says Lillie, “I’ve been focused on reinventing the events as the Chairperson of the Promotions Committee, trying to give back to our downtown business community (since it’s my livelihood), but also to shine a light on how fantastic our little downtown really is.
Nevada City is wonderful, but so is Grass Valley, and Yuba Blue has been an anchor on the street for most of my life. Helping to elevate our events and showcase all of the stores on the gorgeous new plaza seemed like the perfect way to give back.” And for the record, since she’s often asked, Lillie loves the pedestrian plaza. It’s been great for business and has gone hand in hand with providing guests what she calls, “The total shopping experience.” Who doesn’t want market string lights and seasonal flowers lining the streets? It’s a draw, and what better reason to decorate than to celebrate the small businesses who line Mill St. “I get asked all the time,” Lillie shares, “‘how do you do it? How are you making brick and mortar work?’ And I just go back to the experience––from our customer service to our gift wrap (which is complimentary and colorful year round)––it’s the small touches, it’s the friendly staff, it’s the constant change of products and offerings, it’s the southern hospitality my mom was raised with and instilled in this business 30 years ago. It’s a torch I carry, and hope to pass on.”
116 Mill St. Grass Valley, 95945
530-273-9620
Yubablueonline.com
