People go into business for many reasons – to fulfill a lifelong dream, to be their own boss, to give back to the community.

Suzanne Russell took over the clothing boutique Carousel for a unique reason. “I changed careers and kept Carousel going out of the pure desire to not have to live in Redding without Carousel,” Russell says.

Started in 2012, Russell took over the business four years later and has made the downtown Redding boutique a destination. Featuring a plethora of hip, trendy and fashionable brands, Carousel brings current, high-quality and sustainably minded clothing to the North State.

“We have a passion for high-quality goods from reputable designers that care about quality, manufacturing process, the environment and style – and we want that to be available in the community we love,” Russell says on her website,

Jeannine Hendrickson Photography

Carousel’s wares are available at its brick-and-mortar shop on Yuba Street or online. It projects a big-city feel while maintaining that down-home flavor that’s made Carousel a must-shop destination. “Carousel is a downtown staple, a place customers say makes them feel inspired and like they just went to a city,” Russell says. “We are so grateful our customers love this place and we wouldn’t be here without their consistent and intentional support.”

And Russell knows her work goes beyond selling clothes, but being woven into the fabric of the Redding community. That was apparent in the wake of the deadly Carr Fire in 2018. “During the Carr Fire we were able to partner with several of the brands we have at Carousel to provide a weekend-long free clothing giveaway for survivors,” she says. “It was amazing to see large companies give extravagantly to those who lost everything. We were honored to be a part of that and see people feel loved in a very basic way. After the Carr Fire, I really understood how important this place is – Redding, as a community and Carousel’s role here.”

Carousel is open from Tuesday through Sunday from noon to 5 p.m. to allow for private shopping appointments. Carousel also offers free delivery, Pony Parcel monthly clothing shipments and online gift cards. In addition to amazing clothes, Carousel also sells quality leather goods from around the country, unique handmade jewelry and shoes. You never know what you’ll find at Carousel.

As for Russell, she knows the challenges facing the community can sometimes seem daunting, but knowing her customers love and appreciate Carousel makes her want to be part of building a better Redding.

“When my husband and I travel, we dream of ways Redding can be more like the cities we love to visit,” she says. “When we come home, we try to engage in positive change in the ways that we can.”

1555 Yuba St., Redding
(530) 246-1959

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