When you step into Ethos, a small yet vibrant store in the heart of Capitola Village, it’s easy to see why owner Meredith Keet is so passionate about doing business here. “What’s not to love!?!” she exclaims. “The community, the food, the beach, the vibe… Every day, it is a joy to come into the shop and chat with locals and tourists alike.” With a beachside view that invites visitors to enjoy lunch surrounded by the town’s natural beauty, Meredith considers herself fortunate to operate in such an inspiring environment.
A Journey to Capitola
Meredith’s journey to becoming a business owner in Capitola began just over five years ago when the perfect location for Ethos became available — for the first time in 65 years! “When this spot became available, we jumped on it,” Meredith recalls. “We haven’t looked back!” The decision to open Ethos in Capitola seems to have been an easy one, guided by both opportunity and the community’s unique charm.
The Meaning Behind “Ethos”
The name of the shop, “Ethos,” has a meaningful story behind it. It represents “the characteristic spirit of a culture, era, or community as manifested in its beliefs and aspirations.” Meredith explains, “We believe that it is the ethos of each and every one of us to want to do our best to minimize our impact on the planet and its peoples.” Ethos exists to help individuals align with these values by offering access to plastic-free, refillable, reusable, recyclable, and upcycled products.
What Makes Capitola So Special?
For Meredith, Capitola is a place with a little something for everyone. Whether you are strolling along the beach, surfing the waves, dining at a local restaurant, shopping in the charming boutiques, or participating in one of the many community events, there is always something to enjoy. “Strolling through Capitola is such a pleasure,” she says, emphasizing the town’s appeal for both residents and visitors alike.
When asked about her favorite activities in Capitola, Meredith finds it hard to choose just one. “That’s tough,” she laughs, before enthusiastically recommending the baja fish tacos from Mijos, buying candy in bulk from Capitola Candy Shop, and shopping at Lumen Gallery or Art Inspired. “I could go on and on,” she adds, clearly captivated by the town’s diverse offerings.
Why Customers Choose Ethos
Ethos has become a trusted source for environmentally-friendly products in Capitola. Meredith believes that her customers come to her shop because they are looking for genuine solutions to reduce their environmental footprint. “Our goal has been to be a trusted source for these solutions at a time when it’s really difficult to determine what is truly best for the environment,” she explains. Meredith and her team love engaging with customers, answering their questions, and making thoughtful recommendations, all while learning alongside them.
Meredith Keet’s passion for her business, her community, and the planet shines through in every aspect of Ethos. “We truly love serving our community!” she shares. With a strong commitment to sustainability and a deep appreciation for the unique charm of Capitola, Meredith and Ethos have become a beloved part of this vibrant coastal town.
ETHOS
101 Capitola Ave
Capitola, CA 95010
(831) 854-2490
https://www.ethossantacruz.com/
Photos courtesy of Opposite of East