112 Gough St. has seen plenty of comings and goings in the past few years, as leaseholders have moved in and then out again. The latest project to bring its wares to the spot is Paloma, a home goods and fashion boutique that hopes to stick around.
The last two businesses to occupy 112 Gough St were Revival, a boutique and alterations shop that closed in the fall of 2014, and Elton Jeremiah, a pop-up fashion and jewelry shop that opened up shortly thereafter.
Elton Jeremiah was a project put on by Elton Rains and Jessica Gaston, and the new shop can be seen as a reinvention of that concept, which featured clothing and jewelry in a rustic, Americana-inspired setting. Rains has since moved on, and Gaston teamed up with new business partner Laureano Faedi to create the new Paloma in the short-lived Elton Jeremiah space.
Paloma, which opened its barn-style door almost two months ago, brings two local crafters into one space. Faedi is the creator of Gangs of San Francisco, a t-shirt line that uses San Francisco history for inspiration. He's also a leatherworker, and the shop features many of his wares—bags, clutches, and leather-bound Mason jars to name a few. He makes many of the items at his worktable in the back corner of the Gough Street shop.
Gaston, who's also behind nearby wine bar Hotel Biron, is a jewelry designer, and sources her materials from all sorts of unexpected items (think billiard balls and old buttons). Much of her work is created upstairs from Paloma, meaning she can easily shuffle items around or make more, depending on what's most popular.
In addition to jewelry, the shop also carries a mixture of clothing—the selection of which is constantly evolving, as well as a variety of Pendleton products.
Although the shop is only a couple months old, there are big plans in place for to bring in the community and highlight some of the craft skills that both Faedi and Gaston use in their work. By mid-July, the owners say that Paloma will be offering classes in leatherwork, stitching, and jewelry-making.
Although the shop is small, the thought is that the large central table, when cleared off, should be able to accommodate a small group of crafters.
Paloma is open Tuesdays through Saturdays from noon-7pm. And if you stop in to check it out, don't forget to say hello to Buddy the pup.
