Ashley Hayes, co-founder and owner of Asher Market, has relocated her boutique from downtown Santa Barbara to Montecito's Upper Village, bringing her thoughtfully curated collection of Peruvian-made clothing, gifts and home goods to a new neighborhood.
Ashley Hayes, co-founder and owner of Asher Market, has relocated her boutique from downtown Santa Barbara to Montecito's Upper Village, bringing her thoughtfully curated collection of Peruvian-made clothing, gifts and home goods to a new neighborhood. Credit: Judy Foreman / Noozhawk photo

It’s no secret that downtown Santa Barbara has experienced a retail exodus.

Declining foot traffic, sluggish sales and concerns about vagrancy have prompted many longtime merchants to relocate — much to the benefit of Montecito and Summerland.

K. Frank, the upscale men’s and women’s clothing boutique, moved to Coast Village Road. Marisa Mason Jewelry relocated to The Post across from the Andrée Clark Bird Refuge.

Ara Collection and Belrose Estate Jewelry also moved to Montecito from downtown. Sacred Space found a new home in Summerland, in the former Plum Goods location.

Occhiali Fine Eyewear and Wendy Foster both closed their downtown stores to consolidate in Montecito, while longtime furniture, fabric and accessories designer Jami Voulgaris moved Rooms & Gardens to Montecito’s Upper Village from State Street.

The newest addition to Montecito’s retail scene is Asher Market, which recently relocated from downtown to 1470 East Valley Road, Suite J, next to the post office.

Mailing a letter drew me into the colorful storefront. My first thought was, Where did you come from?

It seemed like the boutique had appeared overnight. A mutual friend, Laurie Deans — whose children attended middle school with mine — was thrilled to have another place to shop for her grandchildren.

Owner Ashley Hayes founded Asher Market in 2012 with her sister, Erin, combining their names to create the brand. The sisters originally designed alpaca blankets and other wearable goods.

When Erin pursued other interests in 2016, Ashley expanded the business and launched Asher Baby.

I was curious about the boutique’s strong Peruvian connection.

“I absolutely love working with the kind and talented people of Peru,” Hayes told Noozhawk.

“The four cornerstones of my business model are quality, ethical, small batch and sustainable.”

Hayes called Asher Market “my longtime hobby turned full-time job.”

  • A colorful Peruvian-inspired children's sweater is among the handcrafted apparel and gifts available at Asher Market, where many products are ethically made in Peru using premium natural fibers.
    A colorful Peruvian-inspired children’s sweater is among the handcrafted apparel and gifts available at Asher Market, where many products are ethically made in Peru using premium natural fibers. Credit: Judy Foreman / Noozhawk photo
  • Ashley Hayes, co-founder and owner of Asher Market, has relocated her boutique from downtown Santa Barbara to Montecito's Upper Village, bringing her thoughtfully curated collection of Peruvian-made clothing, gifts and home goods to a new neighborhood.
    Ashley Hayes, co-founder and owner of Asher Market, has relocated her boutique from downtown Santa Barbara to Montecito’s Upper Village, bringing her thoughtfully curated collection of Peruvian-made clothing, gifts and home goods to a new neighborhood. Credit: Judy Foreman / Noozhawk photo
  • Window shopping at Asher Market, which is much more than a children’s boutique.
    Window shopping at Asher Market, which is much more than a children’s boutique. Credit: Judy Foreman / Noozhawk photo

Browsing through the boutique reveals a charming general store feel, with something for babies, children, men, women and the home.

A life-sized stuffed alpaca greets visitors at the door, while shelves are filled with colorful alpaca plush toys, throws and thoughtfully curated gifts.

I left with a math-themed sweatshirt for one granddaughter, a squishy toy for another, pajamas for my 5-year-old grandson and a beautifully hand-embroidered dress for my 2-year-old granddaughter.

Thankfully, I had another appointment waiting, or I might have kept shopping.

Yes, I love to shop. But even more, I enjoy discovering the small, independent merchants who give Montecito its unique personality.

Hayes is already embracing the community, recently hosting a pajama party and book signing with author Kate Campbell for Pink Tomato Kitchen.

Here’s hoping Asher Market enjoys a long and successful future in its new home.

Asher Market is open from 11 a.m. to 4 p.m. Monday through Friday.

Judy Foreman is a Noozhawk columnist and longtime local writer and lifestyles observer. She can be contacted at news@noozhawk.com. The opinions expressed are her own.