East Bay Times: Brentwood’s new Artisan Peacock shop building an intrigued fan base

By Charleen Earley, East Bay Times

When you first set foot in the new Artisan Peacock store at The Streets of Brentwood mall, the first thing you might think is, “you’re not in Kansas anymore.” It’s undeniably magical.

Immediately you’re surrounded by soothing music and comforting aromas wafting through the air. Visually, practically every square inch is adorned with creative and unique gifts from paintings, jewelry and sculptures to candles and clothes — most of which are handmade by more than 90 local artisans, all of whom volunteer at least a day a month working in the store.

“It reminds them of a coastal shop by the beach,” is what co-owner Sara Noorzad says their customers often say — shoppers who at times will spend up to an hour walking around, absorbing everything in the shop.

Owners Sara and her sister Madina Noorzad opened their store together in March.

“When customers first walk in, there’s often this beautiful moment where they just stop, look around and take it all in,” said Sara.

“You can see the joy on their faces as they whisper ‘wow’ or exclaim ‘oh my gosh, this is incredible,’ ” she added. “They wander through the store mesmerized by all the unique pieces of art, and many tell us it feels like a sanctuary — a place where they can escape, relax and just be.”

Many have told the sisters “this is exactly what Brentwood needed,” but the best compliment they get is, “it’s the most beautiful store in Brentwood.”

Born in Kabul, Afghanistan, the sisters both live in Brentwood with their families.

“My parents immigrated us to the U.S. in 1980, fleeing the Soviet invasion,” said Madina, who said the idea for the store was both of theirs.

She said that during the 2020 COVID-19 pandemic lockdown, they both found themselves with a newfound abundance of time at home.

“We channeled our energy into DIY projects, updating and decorating our own spaces,” said Madina. “This creative outlet sparked a passion that eventually evolved into a dream of opening our own store.”

Sara also came to the realization that working for the corporate world was not serving her spiritual needs. Laid off from a corporate job a year ago — from a company she’d been with for more than a decade — she says at first she felt shock.

“But it also gave me the space to reflect on what I truly wanted,” Sara said. “I realized that the corporate world no longer fulfilled my soul or spirit. I was craving something more creative and meaningful.”

That’s when the idea of Artisan Peacock was born.

“What started as a dream quickly turned into a reality, and it has been the most incredible journey ever since,” said Sara. “Every morning I open the doors to the store, I feel it in my core — I get butterflies because I’m living my dream every single day. It’s one of the most rewarding experiences of my life.”

Grateful for the store is Brentwood resident and artist Marsha Mees, who discovered Artisan Peacock when Sara was decorating — the store wasn’t quite open yet, but Sara invited her in. Today, Mees is one of their artisans.

“The sisters have created a wonderful shop and opportunity for local artists,” she said.

Mees, who is now certified as an intentional creativity teacher, said her spiritual journey began when her husband passed away in 2018.

“I found several different woman groups and one of them was Shiloh Sophia at Musea, which introduced me to ‘intentional creativity.’ My paintings are a process of working through emotions, limiting beliefs, childhood wounds and empowering oneself to become the person who you were born to be,” said Mees. “Painting is about releasing, acknowledging, healing. This helped me tremendously in dealing with my husband’s passing.”

Another artisan, Oakley’s Gentry Khouri-Bellis, found Artisan Peacock posting for artists on their Facebook page. She creates custom resin pieces for customers, using various media such as mica powder, alcohol inks, glitters, crystals and more.

“I have been crafting for as long as I can remember,” Khouri-Bellis said. “I used to sell my crafts in the antique shop on Main Street in Oakley when I was a young kid, back when Oakley was still a town.”

She said working at the store has been a great experience.

“Sara and Madina have been amazing to work and collaborate with and are really like family,” said Khouri-Bellis. “All the artisans have been amazing, and we have really built a community here.

“This store has changed my life and really given me my creative outlet again. I’m a busy, full-time working mom of three and this store gives me the opportunity to express myself and have time for myself. I love it here. I’m so grateful for the opportunity they have given me.”

The store was named in memory of the Noorzads’ father, who passed away in 2022. The sisters say whenever they thought of him they would see a peacock in some form — a feather, image or a picture.

“We believe this was his way of letting us know he was still with us, watching over us and that the peacock was his spirit animal,” said Sara.

Every store visitor receives a peacock feather, whether making a purchase or not.

“It’s a token of good luck and loving energy,” said Sara. “For those who do purchase, we place one on top of their bag as a small way of sharing blessings.”

Artisan Peacock is in Brentwood at 2565 Sand Creek Road, Suite 108, online at artisanpeacock.com and on Instagram at @artisan_peacock. To see a video about the store, visit bit.ly/457VoOX.

Reach Charleen Earley, a freelance writer and journalism professor at Diablo Valley college, at charleenbearley@gmail.com or 925-383-3072.