Dimond Neighborhood News

by Daniel Swafford

Dimond's New Business

The Dimond district is attracting a variety of new businesses. The featured news is the anticipated arrival of Peet's Coffee, coming to the corner of Fruitvale and Bienati Way, and La Farine French Bakery, opening a few doors down. The two new stores are in the approval process, with openings expected toward the end of 2007.

In the past year Dimond has welcomed a number of new small businesses offering a diverse shopping experience for those previously running in just to cash a check or pick up stamps.

A half-dozen new signs are hanging on the front of Dimond properties. Darchell Hamilton, owner of Suede Boutique, a women's fashion and accessory store on MacArthur near Coolidge, opened in April and already has plans to move to a larger location next door. Darchell's vacant property will be filled this month by an accessory store operated by Janell Metcalf, co-owner of Explosion Hair Salon.

Darchell has contacted the Community Economic and Development Agency (CEDA) to receive matching funds for fa�ade and structural improvements. Her 50 percent of the cost will be split with the property owner. As Rachel stated, "When merchants take the initiative to improve the look of their business, it affects the community as a whole. Property owners, businesses, and neighbors all benefit."

In the 2000 block of MacArthur, Simply Younique (men's and women's clothing), Essentials Organic Salon, and Hair Graphix all opened during the past year.

Soulful Oasis, a home-decor store, opened in December. Attracted by the reasonable rent (almost half that of a similarly sized location in Montclair), owner/designer Melissa McElvane applauds the growth of the business district as an opportunity to increase revenue for all owners. Melissa says, "Individuals can see their dream of owning their own business come alive in Dimond."

Below 580, Mariscal Avina of My Sexy Life Boutique sees traffic from both Dimond and Fruitvale, illustrating that shoppers' needs and wants are, in Dimond, only a short walk from their homes.

Walking Dimond

The district welcomes full-time walking Officer Shawn Hall with hopes his presence will help reduce the sporadic violence and illegal activity in the area. A dedicated walking officer will enable residents and merchants to build a familiar relationship with the Oakland Police, proactively addressing safety issues and encouraging reports of criminal activity.

The January Dimond Safety Council meeting emphasized the need for an educated public to recognize and report criminal or gang-related activity. Jeff Collins of the Community Policing Advisory Board (CPAB), an advisory group for the Mayor, Oakland's Chief of Police, and the City Council asked residents and merchants to communicate what types of services they want in their district and to actively report suspicious or illegal behavior.

Fran and Frank Bring Winter Feast

Fran and Frank Bienati brought their Ann's Cafe-style breakfast to the Dimond Winter Festival in early December. Visitors were treated to interfaith performances, arts and crafts, and Fran's beloved breakfast.