When this store opened in 1973, the term "pretty mama" was still in vogue. Although the name is old-fashioned, Pretty Mama's clothing, jewelry and gifts are not. The colorful shop carries an ever-changing selection of unique items and individual styles. Its offerings appeal to all ages and sizes, so mothers and daughters can shop here together. Store buyers aim to balance quality with price. Pretty Mama moved to this location after its Santa Cruz shop was damaged in the 1989 earthquake.