Stanislaus County’s best home-based business sells ‘one-of-a-kind’ jewelry
In one of the previous “best in Stanislaus” feature stories, I said the owners of the winning establishments often are why readers say they love the businesses. As the series comes to a close, that statement stands.
Ella Rose Shop, a handcrafted jewelry business, was voted Stanislaus County’s best home business with 6,535 of 12,580 total votes. Flourish Bread Co. took second with 4,391 votes.
The shop is “one of a kind, just like the business owner,” Jessica Hamilton wrote when she nominated Ella Rose.
“High-quality products at a reasonable price,” Hamilton wrote. “And the owner, Erika, goes above and beyond for her customers.”
Erika Pena started her small business in 2020 at the height of the COVID-19 pandemic. At the time, her role in the county school system’s Project YES program was eliminated.
One of Pena’s passions is merchandising, so she started making bracelets. By the second year, she learned the role of gold and what she could create with it.
“Everything is handcrafted, hand-picked by me,” Pena said. “I would say my biggest trend right now, for the past three years, has been the charm bar.”
The charm bar allows customers to choose their own charm bracelet or necklace setup and have it assembled by Pena.
I had to ask why Pena chose the name “Ella Rose Shop” for her business. In short, it’s named after her daughter, but her daughter’s name was inspired by a person she met around a decade ago.
“I used to work for a clothing store, and there was this girl named Ella (who worked there also),” she said. “She was the sweetest girl ever. And I was like, ‘If I ever have a little girl, that’s gonna be her name, Ella.’”
How to purchase jewelry from Ella Rose Shop
Pena holds a seller’s permit through the California Department of Tax and Fee Administration. According to the department, those who are engaged in business in California and intend to sell or lease tangible personal property that would ordinarily be subject to sales tax if sold at retail must obtain a seller’s permit.
This permit allows Pena to attend jewelry shows and buy wholesale items from vendors.
The jewelry Pena creates is gold-plated with e-coating, she said, meaning a gold layer is plated over stainless steel using electric currents. It is nickel-free.
“It does last the longest,” she said.
As owner of a home-based business, Pena said she sells her jewelry only at markets or through her Instagram, @ellaroseshop_.
Pena is also the organizer of the Riverbank Tuesday Market, though she doesn’t sell her jewelry there. You can find it at DoMo First Fridays, the Oakdale Morning Market once a month during the season, the Pageo Holiday Market when it occurs annually, and always at the Little Red Door “thrift-ique” at 340 E. Main St. in Turlock.
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