Participating in the Mt. Shasta Chamber of Commerce ribbon cutting for Directions, left to right, Lillian Brown, Chamber board vice president Sean Doyle, Nadine Aiello, Owner Berry Deal, Chamber board member Jim Mullins, owner Lydia Hobbs, Chamber board member Vicky Sheehy
Directions has been a popular destination for women’s clothing, jewelry and gifts for more than 40 years. It has a rich history, beginning first in Yreka by founder Roger Prestegard, but mostly its home has been in downtown Mount Shasta.
Roger and wife Jane evolved Directions into an established shopping source for women. Roger passed on in 2004 leaving a proud legacy that Jane built upon. While Roger kept Directions humming, Jane made it sing. The song continues with loyal customers Lydia Hobbs and Berry Deal who bought Directions after Jane decided to retire last year. And the terrific team of co-workers: Peg Cahill, Lillian Brown, Nadine Aiello, Emma Johansson and Kelley Kerr help bring artistry and style to the store.
Lydia’s experience in retail, marketing and management first with Beverly’s in Santa Barbara and then at Beno’s and Shasta Visions here in town has added a new creative expression. Berry has been a CEO and regional director for nonprofits, most recently Boys & Girls Clubs of America and brings vision and a desire to give back to the community.
Both Lydia and Berry want to continue to support the needs of Mt Shasta by conducting special events for local nonprofits. They have added new clothing and gift lines but want to always honor the history that made Directions the go-to place for women’s fashion.
Berry and Lydia strive to sell mostly products made in the US and countries that participate in fair market practices. “Many of the products we sell have unique stories that resonate with protecting the environment and supporting artisans in developing countries.”
Whether it is purses made from reclaimed textiles or, mittens and hats sewn from recycled sweaters in WI, or wooden bowls and spoons crafted by women from Guatemalan sustained forests, Directions seeks to inspire customers to discover their own beauty inside and out.
We are all about customer service, making positive connections through serving tea from Sereni-tea twice a month, hosting artists via the downtown Art Walks, and helping every customer find their best style.
There’s a new logo and new tag line that captures the essence of Directions- “all ways in style”.
Directions will host its annual Open House Friday Nov 22 from 4-7pm. This year the event will benefit The Secret Santa Sisterhood. For more info, please call 926-2367 or visit their website at: directionsmtshasta.com. Directions is located at 312 N. Mt. Shasta Blvd., Mt. Shasta, CA 96067