Meet April Wold & Madilyn Broxham | Mother/Daughter Duo of Local Collective Goods & Gifts

We had the good fortune of connecting with April Wold & Madilyn Broxham and we’ve shared our conversation below.

Hi April Wold &, maybe we can start at the very start – the idea – how did you come up with the idea for your business?

We often dreamt of a vibrant space in our historic downtown that would simply bring joy to both travelers and locals – maybe a place that was open a little later, a place to grab a coffee or a treat, browse around while waiting for a dinner reservation nearby, maybe buy a sticker or a fun flair pin, more family-friendly – not a Bar, but definitely music. However, it was nothing more than “wouldn’t it be great if Sonora had….” conversations – and usually while we waited to be seated.  

And then, much like other recent small business beginnings, we felt compelled to pivot from our 9-5 norm during the pandemic. Inspired by past travels, We knew we wanted to create merchandise that showed off our rad hometown and beautiful county and maybe combine it with awesome handmade offerings of our many talented neighbors… sort of a “take a piece of us home with you” type of shop.  

We found the perfect location before having a completed business idea. The location (next door to the visitors center and at the only stop light on the main street) helped to dictate much of what we are today including the Espresso and Dessert bar for a quick grab-n-stroll shopping experience.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?

We’re certainly not the first (nor last) to offer locally sourced goods, however, at that time other stores were mostly food-based and/or didn’t highlight the maker nor their brand.  Co-owner, Madilyn is also a local artisan who wanted to bring a “face’ to the local products. She designed a “Meet the Maker” card that features the artist, offers links to their business accounts, and a holder for their business cards so people may contact them directly for customizable options or any additional items we may not carry. But really, the best part about having the Maker cards next to their items is being able to share a little bit of their story with our customers. Some customers have known them for years as their “neighbor”, others are being introduced for the first time. When they admire a macrame wall hanging, we share Julie’s love of adventure while foraging for the manzanita branches, we also show them her partner Jeff’s “man-dles” (masculine scented candles). When they buy Kati’s handmade/hand-milked goats milk soap we tell them about her one-acre micro-farm (and that she just had a baby!) or the resin and wildflower jewelry business was started by a high schooler to support her small animal rescue. Every Maker has an incredible backstory or current journey that we love to share.  

Madilyn (now 28) is the designer and curator of our shop, often collabing with Makers for LoCo exclusives or for items currently on-trend. One challenge we have is to stay relevant and exciting. We are in this for the long haul and are constantly evaluating the current economic climate while looking for unique items to offer. We know customers have options and we want to give them the best experience every time they come in.  

We don’t charge rent space nor do commission or consignment, instead, we purchase upfront from the Makers (we call it “investing”) taking on the full risk of the items selected. Makers appreciate not having to “wait” for the sale before collecting nor having to put out monthly rent in slow seasons. This also gives us flexibility and control over the items we offer. It brings us so much joy to have locals and visitors (we are near Yosemite) come in multiple times a year and say it’s always a fresh and “cool vibe”, which we attribute to sourcing seasonal and small-batch goods plus having a Latte or Affogato while you browse helps!  

We opened on Small Business Saturday (Nov. 28) in 2020 with 12 local makers, a bazillion stickers, our own calendar and mugs series highlighting the magnificent Mother Lode, locally roasted espresso, a small assortment of lifestyle brands (to help offset expenses), and our own LoCo Brand of Tees, Sweatshirts, and Hats (designed by Madilyn). We were only occupying about 1/2 of our space.  We have since expanded to over 50 makers, added specific sections for children, home goods & food/pantry items (mostly all local) and we are now busting from the seams. We are excited about our continued growth in the “Cafe” offerings and expanding to online – all goals for 2023. 

It definitely has not been easy, we are family after all. Our biggest sacrifices have been in time and money (LOL!). But we have also gained a new appreciation for one another making the times we do have all together (away from the shop) that much sweeter. And we still like each other. 

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.

This is easy! We believe Tuolumne County and the Mother Lode are one of the best places to visit in California. We started a “Magnificent Mother Lode” series as proof. Although a year-round resort area, one of the best times to visit is late spring when the wildflowers are still in bloom, waterfalls are flowing and the visitor population is minimal.

First, We would drive East on Highway 108 towards Sonora Pass (ELEV. 9624 – aka Straight up Steep) and grab breakfast at the cutest little bakery, Alicia’s Sugar Shack in Sugar Pine. This is a local favorite and worth the drive. (Side note: Alicia developed two exclusive cookies for our shop – the Loco Coco and Fools Gold!) Then we cross the highway to take in the Vista at Sugar Pine Ridge – often photographed by those in the know. After, we would travel up to Pinecrest Lake for a leisurely 3-hour hike and quick dip. Next we would travel up a little further to Donnell Vista Overlook with the most spectacular views of the Stanislaus River canyon and then a quick stop at Kennedy Meadows Resort and Pack Station before driving over the snowy pass (yes, there will still be snow) to Leavitt Falls … That is Day One!   

Day 2 – 5 = A day trip to Yosemite, A live theatre performance at Sierra Rep, Old Timey adventure and gold panning in Columbia, A train ride in Jamestown and non-stop shopping and eating in Downtown Historic Sonora. The Mother Lode has so much to offer.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
To run LoCo. (Local Collective) is a full family effort and would not be possible without Husbands/Fathers David Wold & Zac Broxham plus siblings Erik Wold & Hayley Broxham. Of course, we would just be a name without the many dedicated, talented, and inspiring local Artisans (we affectionally call Makers) who trust in our partnership. Finally, we have the most awesome community of customers, both local and afar that continue to support Local and encourage us year-round.

Website: www.locogoods.com

Instagram: @locogoods

Image Credits
3 images – Beth Sweitzer Photography (@bethsweitzerphotography) 1. Affogato pour under Spread Local Love sign 2. Family photo in front of shop 3. Studio photo of Girl wearing retro Sonora Sweatshirt and Mustard LC Cap. All others are taken by Madilyn Broxham for Local Collective