Finding a shopping street in San Jose that is not lined with the same chain stores as every mall in Silicon Valley is harder than it should be. Lincoln Avenue in Downtown Willow Glen solves that. Every one of the more than 250 retail, dining, and service businesses along its half mile stretch between Willow Street and Minnesota Avenue is independently owned, with no chains and no franchise agreements deciding what goes where.
Why Shopping in Downtown Willow Glen Is Different
Santana Row offers luxury brands and valet parking. Willow Glen offers something harder to replicate. On Lincoln Avenue, the owner is usually behind the counter. Willow Glen’s merchants have organized to support the avenue since the 1930s, and the current Willow Glen Business Association, formed in 1984, has spent decades protecting that independent character and keeping national chains off the street.
Parking is free on Lincoln Avenue and in the Bank of America lot at 1245 Lincoln Avenue. The avenue is flat, fully walkable, and small enough to cover in a couple of hours without missing anything worth seeing.
Women's Fashion and Clothing
Bella James
BellaJames at 1371 Lincoln Avenue is a contemporary women’s boutique that has been part of the Willow Glen community since March 4, 2006. Owners Vicky Malvini and sister in law Lisa Morris, both with deep roots in the neighborhood, named the store in honor of their family, Bella for Malvini’s daughter Isabella and James for Morris’ son Dimitri, a Greek family name.
The store carries an eclectic selection of clothing, shoes, and accessories for women of every lifestyle. Hours run Tuesday to Saturday 10am to 5pm and Sunday 12pm to 5pm, closed Monday.
Trudy's Brides
Trudys Brides and Special Occasions moved its flagship bridal salon to 1615 Meridian Avenue in Willow Glen in 2025, relocating from its previous Campbell location. The family owned business has run for more than 51 years, and the new Willow Glen store offers expanded fitting areas and in store designer boutiques for bridal and special occasion wear.
Gifts, Home and Specialty
Whatnots and Dodads
Whatnots and Dodads carries a rotating selection of gifts, home items, and curiosities on Lincoln Avenue. Regular customers describe it as one of the best places on the avenue for finding something unexpected, and the shop participates in Downtown Willow Glen seasonal events throughout the year.
Glow Candle Lounge
Glow Candle Lounge at 1140 Lincoln Avenue runs as a candle making studio where visitors choose their scents, pour their own candle, and take it home. It carries a strong local following on Yelp, with over 200 reviews. The studio runs both walk-in sessions and bookable events, making it a popular option for groups, date nights, and family outings. Hours run Monday to Thursday 11am to 8pm, Friday and Saturday 10am to 9pm, and Sunday 11am to 8pm.
Mariette Chocolates
Mariette Chocolates has operated at 1268 Lincoln Avenue since 2011, run by a husband and wife team specializing in handcrafted truffles, chocolate covered fruits, and seasonal gifting. It is a regular participant in Downtown Willow Glen events, including tastings during the Holiday Bubbly Walk each December.
Books and Learning
Hicklebee's Children's Bookstore
Hicklebee’s has operated independently at 1378 Lincoln Avenue since it opened in March 1979, making it one of the oldest children’s bookstores in California. J.K. Rowling visited the store years before Harry Potter became a global phenomenon, one of the most notable author visits in the store’s history.
The store carries floor to ceiling shelves, hand written staff recommendation cards, and a community bulletin board that reflects the neighborhood. Author signings, reading events, and school visits run throughout the year, and even visitors without children tend to step inside.
Footwear
Footwear Etc.
Footwear Etc. sits on Lincoln Avenue between Willow and Minnesota, right in the heart of the main shopping stretch. The selection focuses on comfort and fit, including options with custom orthopedic insoles, with staff fitting available in store.
Feed and Farm Supplies
Ganado Feed
Ganado Feed at 945 Lincoln Avenue is a family owned feed store established in San Jose in 2009 by siblings Cesar and Zaira Basañez. The store specializes in hay, bedding, feed, and supplies for pets and livestock, drawing a regular clientele from the surrounding residential neighborhoods and standing out as one of the more unexpected businesses on an avenue better known for boutiques and restaurants.
Art, Pottery and Creative Studios
Petroglyph
Petroglyph at 1140 Lincoln Avenue is a paint your own pottery studio, founded in 1994, where visitors choose an unfinished ceramic piece, paint it, and the studio fires it for collection within the week. It works well for all ages, drawing families on weekends and groups on weekday evenings, and no experience is needed.
What Makes Lincoln Avenue Worth Shopping
Every business on this list is independently owned. When you spend money at BellaJames, Glow Candle Lounge, Mariette Chocolates, or Ganado Feed, the money stays in the neighborhood, and the owners live nearby, hire locally, and know their regular customers by name.
One visitor summed up the avenue well on TripAdvisor, describing the street as free of the chain stores found in pricier nearby neighborhoods, with cute gift shops, clothing stores, and newer additions like the candle studio adding to the charm of a stroll down Lincoln Avenue.
Shopping on Lincoln Avenue sits at the core of what makes Downtown Willow Glen worth visiting. The street is small enough to cover in two hours, the parking is free, and every shop you walk into is run by someone who chose Willow Glen specifically as the place to open their business.
Most visitors pair a morning of shopping on Lincoln Avenue with brunch and coffee nearby. Spending a full weekend in Willow Glen is easier than it sounds, with everything worth doing within a short walk of the same street.
Finding Your Way to Lincoln Avenue
Getting there: Downtown Willow Glen sits about 3 miles southwest of Downtown San Jose. The VTA bus connects from Tamien Station, which serves Caltrain and light rail, to Lincoln Avenue.
Parking: Free street parking runs along Lincoln Avenue, and the Bank of America lot at 1245 Lincoln Avenue carries a large number of public spaces.
Hours: Most shops open between 10am and 11am on weekdays and 9am to 10am on weekends. BellaJames closes Mondays. Individual store hours can shift, so it is worth confirming before visiting.
Best time to visit: Saturday mornings between 10am and noon, when shops are open and the Willow Glen Farmers Market runs nearby at Willow Glen Elementary from 9am to 1pm.
Explore More of Downtown Willow Glen
Lincoln Avenue’s independent shops are one part of what makes Downtown Willow Glen worth the trip. See the outdoor dining scene on Lincoln Avenue or the neighborhood’s parks and hidden corners to keep exploring, or start with the full weekend guide to see how shopping, brunch, and dinner fit together into one trip.
