Retail Relocations

Madrona on the Move: New Homes for Hitchcock Madrona and Hammer and Awl

Madrona has a fresh face with two airy new storefronts from some of our favorite staple boutiques.

By Amanda Zurita April 16, 2015

Madrona is on the move. The neighborhood is mixing things up, but staying in close quarters, with the recent relocations of jewelry boutique Hitchcock Madrona and menswear staple Hammer and Awl. 

Just a few blocks makes a big impact. We stopped by the new spaces to chat with owners about what made them move.

Hitchcock Madrona

“This feels like you guys!” said a shopper coming through the door. And walking around the airy new space—with its bright windows, exposed wooden beams, and cool concrete floors—one certainly gets the sense that it was always meant to house Hitchcock Madrona’s signature baubles.

After 10 years a few doors down, the move last February was a needed expansion, said co-owner Erica Nelson-Sheehan. The crew had been bursting at the seams when it came to physical space as well as new ideas. 

Image via Hitchcock Madrona

In addition to extra front-of-house real estate, the new boutique has a grand, stylish back office (seriously, can I move in?) being used for jewelry making, shipping, and the production of the brand’s YouTube videos.

Alongside with Erica, the team—consisting of creative director and co-owner Dustin Nelson, plus assistant buyer Millie Henry and photographer/videographer/editor/web-store guru Margo Smith—creates a video series featuring styling tips, trunk shows, and the occasional piece of bacon (see below). The goal is to expand Hitchcock Madrona’s presence for a growing online market.

Image via Hitchcock Madrona

Watch the shop’s latest installment and stop by the new storefront. Hours have changed to Wednesday through Saturday from 11 to 6.


Hammer and Awl

Our favorite Madrona men’s shop is also on the move. Early last month, owner Erin Krohn packed up shop to relocate a block away to, funny enough, one of Hitchcock Madrona's former spaces—the short-lived Davenport home store turned studio space for the jewelry brand. 

Image via Hammer and Awl

Erin and her handy husband assembled most of the new fixtures by hand. The storefront has the same industrial aesthetic as the old space, but it’s lighter, somewhat roomier, and better for foot traffic. There’s also a dressing room for gents looking to try on surrounded in the privacy of natural canvas. 

Image via Hammer and Awl

Things we love in store right now: this camo tote, PNW heritage tee, and Miansai leather watch. And, of course, Erin’s faithful pup, Rufus, who seems to be settling right in to the new digs.

Image via Hammer and Awl

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