General Store: A New Gem in the Outer Sunset

Store Profile

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You may remember Serena and Mason from their delightful beach bungalow House Tour. This architect and artist duo recently opened the General Store in the Outer Sunset, a store that undoubtedly reflects their effortlessly laid back and creative style and features carefully curated items from both new and vintage sources. Local Artisans and Craftspeople contribute to the mix of furniture, clothing, tools, plants, household items, books, jewelry, cards and small electronics, a little bit of everything useful.


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Located on Judah Street deep in the Outer Sunset, the General Store is a one of a kind store for the area. During my visit, countless numbers of people wandered into the store drawn in by the plant and art filled front window display and were delighted to find this new store in the neighborhood.

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The shelving throughout the store, built by Mason, is filled with goodies like books and stamp sets from Yellow Owl Workshop, porcelain cans from Design Craft, tea towels from studiopatró, Magno radios, Kaico coffee pots, a Hanno Jr. Gorilla, perfectly potted succulents and hand painted wood blocks by Serena herself. The store also features furniture, books, vintage clothing, handmade bags and will soon unveil a backyard garden and patio featuring a greenhouse by Jesse Schlesinger.

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The light-filled General Store is packed full of enough good stuff to keep you occupied for hours, but never feels cramped or crowded. Next time you are in the neighborhood, make sure to stop by. Take some time to talk to Serena and Mason about art, architecture, surfing and where to get the best cappuccino in the neighborhood. Hopefully Macy, the shop dog, will be keeping watch of the store that day as well.

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