Entry No. 20 — the Santa Cruz file — filed under: witchy
Go Ask Alice
An organic herb-and-apothecary storefront on Pacific Ave selling loose herbs, house tinctures, and oddly named blends like "Hocus Focus" and "Rose Chiller" herbal smokes alongside "magical necessities" — locals swap tips on which sleep tincture actually works.
The story
On a stretch of Pacific Avenue better known for surf gear and tourist apparel, Go Ask Alice functions as Downtown Santa Cruz's resident herbal triage station. Behind the glass storefront, you'll find wall-to-wall glass jars of loose organic herbs, house-formulated tinctures, and custom herbal smoke mixes carrying names like "Hocus Focus" and "Rose Chiller."
This isn't just a shop for botanical skincare or ritual candles—locals treat the counter as a diagnostic desk, swapping tips on which house sleep tincture actually works or what blend settles nerves. Tell the person behind the counter what you're dealing with, and they'll formulate a loose herb mix for you on the spot.
What it's like
You walk into a tight space steeped in the heavy scent of crushed roots, dried sage, and essential oils. Shelves are packed with apothecary bottles, loose teas, books, and candles. Weekend downtown crowds can clog the narrow aisle, so go on a weekday afternoon if you want to consult with staff about custom blends without feeling rushed. Once you have your tinctures or mix in hand, it's only a five-minute walk down to West Cliff to sit near the ocean.
The move: Get a custom herb blend mixed at the counter, then take your tinctures to West Cliff at sunset — it's a five-minute walk from the shop to the water.
- 📍 Downtown Santa Cruz
- 💸 $$
- ⚡ Up for anything
- 🌗 Indoors
Where: 1125 Pacific Ave, Santa Cruz, CA 95060
Hours: Added 2026-07-20 — confirm current hours before you go.
Pair it with
- Moon Kissed (formerly Serpent's Kiss) — Walk a block down Pacific Avenue to pair your herbal house blends with conjure tools and ritual supplies.
- Tea House Spa — Pair your herbal tea run with a private redwood hot tub session hidden behind bamboo just one block off Pacific.
- Del Mar Theatre — Grab a relaxing herbal mix before catching an art house film or midnight movie at this restored 1936 cinema right down the street.
- World of Stones and Mystics — Head two blocks over to Front Street to match your custom apothecary order with raw minerals and semi-precious stones.
Good to know
Where is Go Ask Alice located?
The shop sits in Downtown Santa Cruz at 1125 Pacific Ave.
What products do they sell?
They stock organic loose herbs, house tinctures, herbal smokes like "Hocus Focus" and "Rose Chiller," botanical skincare, candles, books, and mystical goods.
Can I get a custom herbal blend made on the spot?
Yes, you can talk to the staff at the counter to have loose herbs mixed specifically for your needs.
Is the shop near the beach?
It's roughly a five-minute walk from the Pacific Avenue storefront down toward West Cliff Drive and the waterfront.
Plan a visit & invite your people →
Further reading: Official site · Yelp · downtownsantacruz.com
last checked: 2026-07-20