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Couple trading Midtown corner for Mexico

by Suzanne Hurt, published on January 25, 2010 at 10:17 PM

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Sacramento will be losing more than the most eclectic greeting card shop in town when Etc. closes next week.

The city is also losing a one-of-a-kind neighborhood gathering spot. Owners Jeff Heald and Abdon Legrand — with help from a glittery, life-size chrome man standing sentry outside the shop — have welcomed shoppers and passersby to the corner of 21st and L streets for two decades.

The pair are closing their shop — previously known as Postcards Etc. — and moving to Mexico. They plan to open a new business: Café Como No (Cafe Why Not) in Punta de Mita, near Puerto Vallarta, said Heald, 57.

Heald grew up in the Sacramento area. However, 47-year-old Legrand grew up on the Gulf of Mexico in Tampico, Mexico. The couple, who have been together 28 years, want to return to Legrand's home country after vacationing there for 15 years.

The store has officially closed, but the pair are allowing customers in as they pack up. The store's last day is Monday. In the midst of a going-out-of-business sale, the pair said saying goodbye to friends in Sacramento is taking an emotional toll.

"We are overwhelmed at this point," Heald said, adding that it's become hard to talk about the impending move. "It's very bittersweet, because this has been a great, great run."

"We are going to miss people very much," Legrand said.

The store sold scented candles, gift items and local art in a part of Midtown known as Lavender Heights for its concentration of gay-owned businesses.

The store also sold cards. Lots and lots of cards.

There were handmade cards, Sacramento landmark cards, cowboy cards, Spanish language cards, Bat Mitzvah cards and gay-themed cards. The cards were unique, which made regular customers out of people like Midtown resident George Raya. He was at the store Sunday to buy cards and talk to Heald and Legrand.

"I'm into cards," Raya said. "I'm 60. I'm in that generation that believes in cards. Not just computer (e-mailed) cards. To me, that doesn't do it."

Heald and Legrand also have supported the gay community and local nonprofit causes for years. They've supported the Capitol Crossroads Gay Rodeo Association's rodeos and other events and fundraisers, Raya said.

"They've been around forever," said Raya, who's lived in Sacramento 46 years. "They were pillars. You went there for community news."

The silver mannequin sparkled on Sacramento summer days. During Sacramento's lesbian and gay-pride event, the Rainbow Festival, the chrome man held a rainbow-colored flag. He wore a Christmas stocking cap throughout the winter holidays. On other days, he'd just been lei'd.

He was actually the store's second mannequin. "Bob 2," or "Silver Bob," as he was also known, will now make his home at the Sacramento Art Complex, 2110 K St., in a suite belonging to artist Alister Oliver.

"More people ask about Bob than us," Legrand laughed Monday near closing time. "If you want to see Bob, that's where you have to go."

Heald and Legrand often set up a table, chairs and a shade umbrella outside the store, located at a well-traveled crossroads.

"They were super friendly. If you walked by, it was just natural to sit and talk with them for a while," Raya said. "There were two of them. So one could gossip and the other could work. And there was always someone there chatting them, because it was a friendly neighborhood spot."

The owner of another Lavender Heights business is reportedly talking with them about taking over greeting card sales in his own space. But the chrome man has already left that once-distinct corner as Heald and Legrand prepare to head south of the border.

"Sacramento doesn't have another place like Etc.," Raya said.

 

Photos by Suzanne Hurt, a staff writer for the Sacramento Press.

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January 26, 2010 | 6:38 AM
It was a great run!
Sacramento is better for having had your shop in the midtown area.
I will miss you and your iconic store, when I drive by now I will think of Jeff and Abdon.
Break a leg.
With love
Steve and Bill
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January 26, 2010 | 8:26 AM
¡Felicidades a su nuestra vida en Mexico!
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January 26, 2010 | 10:10 AM

Love you guys on a number of levels~you have literally changed mi vida.
Finally, we'll be able to have more fun when we're NOT working, er, well, maybe you'll be slicing up al pastor...

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January 26, 2010 | 11:01 AM
This was a great store! Sorry to see you go, but have fun in Mexico!
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January 26, 2010 | 11:04 AM
This store has always been a lifsaver for me! I could always find the right gift there and will miss it terribly. Good luck in your new venture guys!!

Rick
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January 26, 2010 | 11:23 AM
We will miss you both very much but look forward to lots of wonderful visits in sunny PV! There are so many beautiful things in our home from Etc. that will always remind us of you both and the great gift shop that will be sorely missed in Midtown.
Donna
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January 26, 2010 | 12:34 PM
There is not much more I can add. Thanks for your help in finding the right card or gift for that special person. Your moving to Mexico is their gain, our lost. BIG Hug, George
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January 26, 2010 | 9:47 PM
That store is such a staple of (what was then known as) downtown for so many years. My Mother would take me there to get the super creative cards in the early 80s. You guys killed it! Glad you're moving on to greener pastures!
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edited on  January 27, 2010 | 9:58 AM
Often forgotten is that Jeff and Abdon, like many of the new "pioneer" residents years ago, possessed the determination, faith and optimism for the future of Midtown to decide here was the place to open their business.

They succeeded against all odds because they knew what their customers from near and far wanted. That made them an anchor on which everyone could depend. Their leaving is like losing a family member, but I'm sure that they are destined for even better things in their new home.
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AnA
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edited on  February 10, 2010 | 10:04 AM
Wow is this the same store on the corner my wife and I have walked into on numerous occasions never to have been greeted. We always picked up something trying to support our family members, a card or trinket. But after frequenting the store 5 to 6 times and really not feeling any human warmth from the fellas, we stopped supporting/patronizing. I'm glad they will be missed by others tho, it tells me that they were capable of some courteousness. Maybe I'm just jealous the are moving to P.V. and all I can do is visit for 10 sunny days a year!
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February 11, 2010 | 9:44 AM
When I got back to Sacramento last Tuesday, I did the usual rounds of my Midtown/Downtown trek, culminating in an obligatory stop at The Bolt for a much-needed cocktail...

But en route, I was STOPPED IN MY TRACKS when just casually driving by the corner of 21st and L and seeing the ETC. store COMPLETELY EMPTY!!!! I actually couldn't believe my eyes!!! EMPTY????

This store has been an institution in Sacramento, and especially among LGBT Sacramentans for a LONG time -- at least for the past two decades or so, at least in my mind's eye... I couldn't believe that this beloved store had closed up shop....

They always had the most delectable assortment of tchachkies and tat and this and that and the obligatory faceless nameless mannequin adorning their streetscape with a bauble or two or three, sometimes on marvelously urbane and strategic body parts and naughty bits...

But, then again, perhaps this is 'progress', sad as it seems..... and perhaps now that the CORNERSTONE RESTAURANT may be forced out of its current location at 24th and J, this might be a suitable relo..... Hmmm.....

I wish the owners of ETC. the absolute best in their new ventures and for the rest of their lives -- they've certainly provided a hoot of entertainment for anyone who shopped at or merely passed by their wonderful wonderful shop....

Thank you for the delight.....
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