Having gone brick-and-mortar a year ago, the store’s mission is to destigmatize and raise awareness about mental health.
After selling the store’s unique products mostly online during the shutdown, Day and his partner, Yumi Look, were eager to finally establish permanence. Finding himself in Rockridge, he realized the location was perfect. Planterday opened its doors on College Avenue in July 2021.
“After my father committed suicide, my mother was in mental institutions for several years,” says Day. “I was bouncing around from home to home with my mother’s sisters. I went to 24 different schools between elementary school and college. Every school I went to, I was speaking to counselors. I couldn’t say the word ‘dad’ without tearing up.
“Our main community partnership is with them. It works because it ties me to the organization that offers services where Yumi and I grew up. Also, they offer school services, group healings and free phone and text crisis support for various communities. They take good care to be intentional about their services so they expand to help more folks around the Bay Area.”
On his days off and in the evenings, Day manages behind-the-scenes duties such as billing, licensing and payroll for the three part-time employees recently added. He says Look brings order that is similar to a Montessori school to the store.
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