When Veronica Rivas Tramontozzi brought Hello Gorgeous back to life as a pop-up shop in 2022, she wasn’t just reopening a store—she was making a comeback in a world that had completely shifted beneath her feet.

Her boutique, tucked away in Corte Madera and known for its elegant formal wear, had thrived for years on the buzz of galas, red carpet events, and charity fundraisers. But when the pandemic hit in March 2020, that buzz came to a standstill. Like so many other small businesses across Marin County, Tramontozzi had no choice but to close her doors.

“Everything stopped,” she recalled. “There were no events, no demand, and no way to sustain the shop.”

She wasn’t alone. In 2020, over 30% of small businesses in Marin either temporarily or permanently shut down, according to the Marin Economic Forum. Retailers were among the hardest hit. By the next year, empty storefronts were up 12%, a shift that finally pushed many landlords to get creative—offering short-term leases that gave rise to a wave of pop-up shops.

That’s when Hello Gorgeous found its second act. The new format gave Tramontozzi the flexibility to reopen without the heavy cost of a long-term lease—and to rebuild at her own pace.

But even with the doors open again, she noticed her customers had changed. “People wanted things that were more practical,” she said. Gone were the days of floor-length gowns flying off the racks. So she adjusted—adding everyday pieces while still keeping the glamorous spirit of her store alive.

She wasn’t the only one pivoting. Across Marin, 40% of small retailers said they had to shift their inventory strategies and boost their online presence to keep up, according to a 2022 report from the National Federation of Independent Business.

Adaptability became the name of the game. About 35% of Marin’s small businesses rolled out online ordering and curbside pickup options during the pandemic—changes that have stuck around as permanent features of their customer service.

As for Tramontozzi, she plans to stick with the pop-up model. It gives her the freedom to respond to trends, connect with customers, and still make time for her family—a balance she didn’t have before.

The pandemic left a lasting mark on small businesses, not just in Marin but across the country. While many couldn’t weather the storm, others, like Hello Gorgeous, found a way to evolve and keep going.

“You either adapt,” Tramontozzi said, “or you’re out.”