Go Ask Alice is a charming, women-owned apothecary in Santa Cruz that offers a wide variety of organic herbs, teas, and natural products. Visitors appreciate the knowledgeable and friendly staff who provide herbal suggestions and safety information. The shop features unique gifts, aromatherapy, incense, tapestries, candles, ritual supplies, crystals, tarot and oracle decks, books, and mystical goods, creating a fun and fantastical atmosphere. It is a great place for locals and travelers to explore interesting items and discover new metaphysical and herbal products. Although the shop has a limited selection of gemstones and crystals, it makes up for it with its welcoming vibe, beautiful artwork, and support for local artists and makers. Customers enjoy perusing the store, finding fun decor and clothing, and receiving excellent customer service. Overall, Go Ask Alice is a fun, special place to visit for those interested in herbs, crystals, and mystical goods.
Loved this store. So creative and funky. Such neat stuff.
January 2026
I got a candle from Tina Button Design and I LOVE this store!! Almost everything is made by an artisan, making it unique, the staff is so friendly and knowledgable about downtown, and the interior of the store is a tiny adventure. My husband and I visit Santa Cruz 1-2 times a year and ALWAYS stop in!
December 2025
Lovely owner. Fun shop. Carefully selected employees who all have a feel for customer service. This shop is a pillar in the community and I've always felt that they serve the best products around. I will continue to patronize as long as they are here. They've earned my trust over the past 10 years ♥
