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Celebrating Twenty Years

Twenty two years ago, Susan Graf traveled to Healdsburg to visit a friend and fell in love with the beauty and subtle, sophisticated European flavor of a charming city that reminded her of Switzerland, the place where she launched her fashion career. “It seemed the stars aligned and I knew this is where I wanted to be,” she says. Nestled in the heart of Healdsburg, on the corner of Matheson Street and Healdsburg Avenue, her name-sake boutique has become a destination for those in the know.

Susan’s arrival on the wine country fashion scene was an instant smash hit. With an eye for sparking trends, this veteran stylist, along with her savvy team, can be counted on to offer up fresh up-to-the-minute looks for every season. Susan infuses her signature cool by bringing the world of fashion to her customers. “I travel a lot to keep my store on the cutting edge and help my customers to become the very best versions of themselves.”

This vivacious, vibrant, and chic ball of energy whose passion is helping both men and woman build a simple, versatile wardrobe of well-selected high quality pieces, projects a no-fuss attitude to dressing amidst very high fashion. “My happiest clients are those who are willing to take some fashion risks and aren’t afraid to heed my advice to try something different as they build up their trust in me. We are all about integrity here at Susan Graf Limited and strive to have delighted customers who want to return time and time again without any pressure. We also have private fittings for those who prefer to plan ahead and have a dressing room filled and waiting, or give us a call and we’re happy to work long distance. We have satisfied customers from around the globe,” Susan beams before settling into a gleeful, jaunty impression.

Striving to simplify the art of getting dressed, she provides solutions beginning with the proper foundations and underpinnings. “We do it soup-to-nuts,” she laughs, blue eyes sparkling. “We’re here to make the shopping experience fun and to show our customers what is possible. At the end of the day it’s all in the mix. What we wear should be liberating and make us feel great!” Offering an amazing assortment of designer shoes, handbags and accessories, shoppers can count on being inspired by the eclectic, hip and playful selections paired with her luxe clothing.

Susan understands impact and its role in a personal wardrobe. “You know,” she says, doing one of the things she does best: talking about dressing her customers, “I always introduce that special pop of something wonderful, vibrant brilliant — colors that feel alive.” Regardless of age or size, Susan’s customers often remark that they’ve never felt sexier or more confident and as for her ‘guys’ as she likes to call them, their number one comment is that they no longer feel lost when reaching for just the right thing to wear whether it be for a wine country venue or a trip to New York. “It is great fun for my guys when people flip over their new look!”

The store is a whimsical mash-up of clean lines and historical flavor — one long wall is exposed brick, while another is exposed concrete (most likely dating back to mid-1800’s when Healdsburg was founded.) Colorfully striking Pucci mannequins, always proudly made in Manhattan and considered the art for the retail world, grace the windows, inevitably bringing a smile to passersby. This jewel-box of a store tempts at every turn with Susan putting a playful spin on her offerings. A must visit while in Healdsburg, this airy, comfortable space with cushy seating and dog-friendly ambiance is a salve for the modern day soul.