Inspiring Conversations with Alex Suhadolnik of The Eddy

Today we’d like to introduce you to Alex Suhadolnik.

Hi Alex, can you start by introducing yourself? We’d love to learn more about how you got to where you are today.
I grew up in Santa Barbara, CA, where my parents were small business owners with retail stores spanning from Santa Barbara to Westlake. 

From a young age, I knew I wanted to follow in their footsteps, envisioning a space that would foster community and connections. Inspired by my decade-long residence in San Francisco, surrounded by a diverse culinary scene, a specialty food centered concept, here in my hometown of Santa Barbara, felt like a natural and necessary addition. We are community-led, so a large part of our assortment is also with local makers, artists, and restaurants. 

When the perfect corner location became available, my business partner, Jen Steinwurtzel, who has two successful stores in Santa Barbara, and I jumped at the opportunity to turn our business plan into a reality. 

Despite lacking a formal business degree or a background in the food industry, I bring over a decade of marketing and branding experience, exclusively with and for small women-owned businesses. While there has been a steep learning curve, the support of our team and community has been invaluable. Without their patience and commitment, our journey would not have been possible. 

Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back, would you say it’s been easy or smooth in retrospect?
I love a good challenge, and there has been no shortage! 

It started with finding the courage to go out and do something that is risky by nature. I have always admired my parents, mentors, and fellow small business owners for taking a chance. I was fortunate enough to have found a seasoned business partner and dedicated store manager to weather the unpredictability of retail alongside. We each bring a unique set of skills to the table, which helps to offset the challenges we’re inevitably presented with. 

Though I was warned about setbacks and unforeseen costs, the financial challenges associated with licenses and permits through the city have been many. Because of this, our timeline has been fluid, and we have had to make compromises along the way (and find creative solutions for these setbacks). Our best approach has been to evolve, adapt, and learn as we go. 

Appreciate you sharing that. What should we know about The Eddy?
The Eddy is a modern corner store—a place to come together and discover new ways to set the table. It’s a space for convenience and community, an ever-evolving, one-stop-shop filled with all your wants and needs. Located in Downtown Santa Barbara. 

Is there any advice you’d like to share with our readers who might just be starting out?
Start slow and take your time to build out your product assortment if you’re opening a retail store. Find creative solutions and stay open. It’s a constant pivot in retail! 

Contact Info:

• Website: www.shoptheeddy.com
• Instagram: @shoptheeddy

Image Credits
Alex Suhadolnik
Lea Kirchhoff
Jen Steinwurtzel
Louie Rampulla
Pauline Chatelan