Experiential shopping: Shelling out enthusiasm for the sea

By Kristin Ely

Visitors come by Sea Things Ventura for more than just shopping.

When you walk into the doors of Sea Things Ventura in the quaint coastal town of Ventura, California, owner Sherilene Catanach wants you to feel as though you’ve just stepped into a magical and enchanting mermaid’s lair.

Customers inside the store are surrounded by an enormous collection of colorful seashells, some offered as separate little souvenirs, others combined together into various works of art. Catanach and other staff make and sell art out of shells, including wall decor, picture frames and wreaths.

“We offer all sorts of gift-related items from the sea,” says Catanach.

The store is known for its handmade Christmas ornaments and wedding bouquets — all made out of shells.
The giant shell inside the door of Sea Things Ventura is a well-known attraction.
Photos: Gary Silva

“Everyone that works for me is an artist, so in our spare time, we are making things for the store,” she says.

But it’s not always the merchandise that draws people into the store, sometimes it’s the attractions that aren’t for sale that drive people in.

On the hunt

Sea Things Ventura wouldn’t be a mermaid’s liar without a nod to the most famous of the mythical sea creature. Ariel from the beloved Disney movie, “A Little Mermaid” takes up residence inside the store. The small Ariel doll moves from hiding place to hiding place throughout the store, and children enjoy coming to the store to see if they can find her. The game of hide-and-seek has been a big hit with the kiddos.

“It started out as a scavenger hunt for Halloween one year and we just kept her,” says Catanach. “Children just love it.”

“We always encourage people to make their own [shell creations] because we sell the supplies to make them” — Sherilene Catanach

Scavenger hunts aren’t just for kids, either. They are also what gets some adventurous adults inside the store. Sometimes the hunters are searching for different shell types on display, but mostly it is the giant clam shell they are clamoring for.

The large shell sits right inside the door and is a well-known fixture at Sea Things Ventura. It is one of the local landmarks that many a community scavenger hunt has on its list.

“When groups have scavenger hunts where they have to go from place to place, our store is commonly one of the places,” says Catanach.


Connecting Virtually

Even when visiting the store isn’t an option, Sea Things Ventura has invented ways to share its enthusiasm for shells virtually with its fans.

Children love coming to Sea Things Ventura to see if they can spot the Arial doll who likes to hide throughout the store.

In spring 2020, when the store was closed due to COVID-19, Catanach decided to host a virtual shell art party class on Zoom for Easter.

Participants purchased a craft box that included the shells, coral, sand dollars, pearls, string and sticks needed to create a coral shell cross. The kit included everything but the glue. Then when it was time, they logged on together for a little instruction and a lot of fun.

“We made these little shell crosses. They were all made of seashells and they turned out really pretty,” Catanach says.

Thinking ‘Inside’ the Box

More shell art party classes could be on the horizon. Catanach will host them upon request for groups of friends. The store sells a variety of craft boxes to choose from for the theme, too.

Among craft box options are turtle ornaments and magnets, seashell nativity magnets, shell dragons and sand dollar angels. These are all crafts that can also be bought finished at the store, but what fun would that be? After all, isn’t it about the experience?

“We always encourage people to make their own [shell creations] because we sell the supplies to make them,” Catanach says. “And it’s fun. It gives people something to do especially if they are home more now.”