This coming February the completion of the sale to Hare & Hatter will have been one year. “I knew it was time,” she said and shortly thereafter formed her new business GO-2-GAL, offering Concierge Services, Business Personal Family Assistance as well as Household Management.
“I am a hands-on, take charge, multi-task type of person,” she said, “And I found another great niche for my skills.”
Stearn joined this reporter for lunch and talked about her goals and philosophy for life. “I came to Sonoma after spending close to15 years as a Business Manager Personal Assistant to various talents and personalities in the Entertainment industry. I was at a crossroads in my life and I said to myself, I got to do something different,” she said. “That was in 2009. In need of a change I arrived in Sonoma initially on a visit. Yet I saw opportunities. Most of all, I was drawn to the beauty of this valley. Sonoma is a paradise.”
One of the first people she met in town was chef Cody Williams. He now works as the head of Food Service at Sonoma Valley Unified School District. But back in 2009, he had a little coffee stand at Sonoma Valley Hospital. When Stearn tasted the specially roasted coffee he was serving, she realized she met Williams for a reason. “What can I do to have a business like this?” Stearn was serious in her question.
“At first, I asked why?” Williams said. He mentioned how daunting the hours can be, catching the early morning crowds that want their first cup of the day to be the best. “Yet with Heidi’s bubbly personality and her ability to learn fast and pick things up quickly, I knew she had a knack for it,” he said.
No sooner had she helped out with Williams at his little coffee stand, when he introduced Stearn to the local coffee roaster that helped make his stand a special spot at Sonoma Valley Hospital.
Fabrice Moschetti of Moschetti Artisan Roaster has been custom roasting organic quality-grown coffee for the wine country region for over 25 years. When he met Stearn, “I knew she would do well because Heidi is dynamic and pays attention to details,” said Moschetti. He explained, “Lots of people look for small local roasters because they want quality and customer service.” He also pointed out that one of the reasons why he has been able to remain in business for over 25 years with so much competition, is because larger mega coffee companies like Starbucks and Peet’s have lost that extra something that someone like Heidi provides.
“It really is all about the quality and customer service,” he said. “I would not have allowed Heidi to offer my coffee at Freidman’s, or built her a coffee bar, if I did not see her attention to detail and of course her love of helping the customers.”
Both he and Williams were not surprised when they heard the news that Stearn had sold her business. And, neither was her friend, Heidi Geffen. “She has a very strong vision,” said Geffen. “Heidi can take on any challenge and face any obstacle.” Geffen was also one of the first people Stearn met seven years ago. Geffen owns Tiddle E. Winks, a vintage five and dime shop at the plaza, which is the heart of Sonoma.
“Heidi talked about the coffee bar idea with me,” said Geffen. She believes Stearn’s ability to take small possibilities and make them into something is all part of “a genius, that Heidi has and this strong ability to reinvent herself. That is why I am not surprised Heidi was voted “‘The Best’ in town by The Sonoma Valley Sun Newspaper.” Geffen added, “readers of The Sun voted JOE-2-GO ‘The Best’ over Peet’s and Starbucks, and which she won four years in a row,” said Geffen.
While Stearn said she is very, very grateful to all the people who helped her like Williams, Moschetti, Geffen and of course Friedman’s. “I know I made the right decision to sell the coffee bar and venture out into new territory with ‘GO-2-GAL.’ The time was right,” she reiterated.
When mentioned how demanding people can be upon a Concierge, she smiled and said, “Yes, I know. But I can manage that.” Stearn then said, “Really I can. When other people see obstacles and road blocks, I see wheels turning. It is all about networking, connecting with people and relationship building.”
“Not too long ago,” Stearn said, “I was working with one of my clients who asked me assist with finding her the perfect wedding gown. The only thing she gave me was a photo of the wedding dress she wanted. And, to make it even more of a challenge her client needed it in less then two weeks.”
“Thank goodness for The Internet,” said Stearn, “Because with that I was able to locate the designer, local showroom and the dress. Funny thing was though, the client at last minute decided to go with another dress. But that did not matter to me. I was just pleased I was able to get everything she had requested done and in record time.”
Again, Geffen and those who know Stearn were not surprised. “Heidi is very resourceful. She gets to know everyone as an ambassador of good willl and that evolves into good things,” Geffen said. “You know, Heidi could very easily become the Mayor of Sonoma and do a good job at it too. Because she is definitely a ‘go-to’ kind of person.”
For more information about Heidi Stearn and her GO-2-GAL concierge services that “Does Everything From A-2-Z and Soup-2-Nutz” call GO-2-GAL at 415-637-5590.
