Business of the Week: All Things Rose

All Things Rose

237 San Anselmo Ave., San Anselmo

(415) 456-7673

What do they offer? 

e specializes in pretty, feminine and, per the owners, “over the top fluffy” girls wear, play wear and special occasion outfits in ice cream colors like ballet pink, raspberry, lavender, lime, and tangerine. The clothing fits infants three to six months, toddlers to 4T and up to girls size 8. Every item in the store is designed by Rose Cage, who has been making children’s clothes for thirty-five years.  

Many garments have whimsical trim, such as flowers or tulle. “Scapris” are skirts attached to capri pants. Ballet looks, eyelet and ruffles are a part of each collection. Even with all the embellishments, the clothes in 100 percent cotton and tulle are wearable and washable.     

You will also find wonderful baby gifts. There are charming receiving blankets (for boys too) in chenille and cluny lace. 

Hats enhance every outfit. The ruffled model, which offers sun protection, is great for babies because of the elastic band in back. The bucket hat is a straight shape, and the headband is always adorned. 

Who are they? 

The store is co-owned by mother and daughter. Mother Rose Cage handles the design, samples and production end. Daughter Elvira Stark runs the business and wholesale part. Granddaughter Vienna is one of their best models. 

As a pattern maker thirty five years ago, Cage was so gifted that she was kicked out of Pacific Fashion Institute two weeks after she started there, because they said she knew more about making patterns than the teachers did. 

“After that,” Cage said, “I figured I should get a job. I looked in the yellow pages under children’s wear manufacturers and came across a company called Today’s Child. I told them I had just graduated and sent them some samples I had made." She wound up working there for five years and became Director of Design. When the company relocated to New York, she chose to stay in the Bay Area. Almost immediately, she got a job offer from Spumoni, another children’s clothing maker. Nineteen years ago, when her daughter left for college, Cage went out on her own.    

Cage has lived in Marin for forty years. Stark, who grew up in Fairfax and Ross,  attended Redwood High School. In Seattle, she worked as a preschool teacher and as a social worker for at-risk kids. After ten years, she moved back to Marin to be closer to her family. Even five-and-a-half-year-old granddaughter Vienna is part of the team. A girly girl, who grew up in Rose Cage designs and didn’t take off her fairy wings for years, Vienna recently got her yellow belt from the Dojo around the corner from All Things Rose. 

How long have they been here? 

All Things Rose just opened in November of 2010. Stark is in the store daily to assist with the business and computer work, giving her mom the time and freedom to be creative. 

Behind the retail store is a design studio where Cage makes samples and cuts patterns. The clothing is manufactured locally, in registered San Francisco shops. The dye house is in Novato. Everything comes back to the San Anselmo studio for the final fillip of trims and embellishment. Reps market the line, which is carried by over 250 stores across the country. Because of the luscious color palette, the stores say, "When the sun shines, we buy All Things Rose." 

Why are they business of the week? 

Cage wanted her store to be in San Anselmo. The ultimate goal is to live close to the store and walk to work. She says, “In San Anselmo, everything is here and you don’t really even need a car. This is the only community I’ve ever wanted to live in.” Stark, who met her husband at Redwood, lives in Sun Valley. 

Now that they are settled in, they want to get more involved with San Anselmo. They are members of the Merchants Association and put up flyers for all the kids schools. They give back to Children’s Cottage, where Vienna attends preschool.

“I just released the fall line and I feel it is one of my best ever," said Cage. "I believe that has a lot to do with this new environment of being in San Anselmo. I have a big skylight in the design studio and, unlike where I was before, I feel inspired here every day. I love the sense of community.”