A nationally renowned artisan couple are bringing their colorful yet practical aesthetic to the most bustling corner of the Morongo Basin.
All Roads Desert Market opened in March. With an all-white exterior and colorful flags with the signature circular logo, the grocery and gift shop is an eye-catching addition along Highway 62 in Old Town Yucca Valley.
Co-owners Janelle Pietrzak and Robert Dougherty have spent more than 10 years working together as a design company that specializes in textiles and metalsmithing. Clients and collaborators include Ace Hotels, Kimpton Hotels, One Kings Lane, Soho House, Urban Outfitters and Anthropologie. But their new store sells their hand-woven linens, merch and housewares—alongside unique grocery items meant for grab-and-go snacks and meals.
“We always wanted to open a store again and create a customer experience and offer something to the community that wasn’t already here,” Pietrzak said. “It was really important to us to create a space that hopefully locals could find and relate to—not just another tourist shop.”
On that front, All Roads has succeeded by curating merchandise that is both attractive and practical. Its signature textile line features products like tea towels, table linens and tote bags in colorful plaids, designed by Pietrzak and handwoven in Mexico. Some pieces are made from the scraps of others, part of a “no-waste” ethos.
“For a long time, our work was only for higher-end customers, and now we’re able to produce a product that’s more accessible,” she said. “It feels good.”
On the grocery side, the assortment includes savory snacks, sweets, beverages and pantry staples—but they’re all bespoke items that shoppers won’t likely find at a chain grocery store, like non-alcoholic craft brews from Sober Carpenter, cactus tortilla chips by Tia Lupita and instant noodles from Shaman Raman. Some of the best-sellers are culinary brand Momofuku’s pantry products, like chili crunch sauce.
Pietrzak said the selection is meant to include healthy grab-and-go snack alternatives and “meal savers,” or items that are easy prepare whether you’re at a campsite, at an Airbnb or in your own kitchen after a long day.
“We thought a lot about what kinds of things we like for road trips or camping, and mixed with what you can’t already find up here in the high desert,” she said. “Our grocery options are limited, so we wanted to bring that in.”
The arrival of All Roads is another sign of life for one of Yucca Valley’s most frequented hot spots. The shop is located in Old Town near the intersection of Highway 62—which cuts through the Morongo Basin—and Pioneertown Road, which leads up to the famed Pappy and Harriet’s in the enclave of Pioneertown. Any given afternoon, scores of denim-and-linen-clad visitors stroll through to get a snack at Frontier Cafe or Luna Bakery, thumb through vinyl records at The Hoodoo, or duck into one of the multiple vintage stores.
In response to the increased activity, the town of Yucca Valley is working on a parking project that will put in roughly 150 parking spots—as right now, most visitors have to find street parking or pull up on dirt lots.
Pietrzak told the Independent that locating in Old Town was a no-brainer, after they found their locations, which had been empty for about two years. They previously ran a small store off the beaten path in Yucca Valley that closed when the COVID-19 pandemic hit. Then they sold goods out of the Mojave Flea Trading Post in Palm Springs. Being part of those markets taught them the importance of foot traffic—and how to figure out the right pricing strategies and inventory levels.
So far, Pietrzak said that All Roads is getting “a great response” from the community, including repeat local visitors and curious tourists. She said she’s thrilled to be a part of a season of business development in the high desert, including the ongoing development of Corner 62 down in Twentynine Palms, the Yucca Valley Art Walk that happens every third Saturday in Old Town, and a slew of locals opening their own independent shops and pop-ups. Pietrzak is developing a small-business association to help the new entrepreneurs collaborate and connect.
“I feel like a tide is turning,” she said. “There’s a lot of newness, and if you haven’t been up to the high desert in a couple of years, and you come up now, you’re going to see a change.”
All Roads Desert Market is located at 55879 Twentynine Palms Highway, in Yucca Valley. Learn more at www.allroadsdesign.com.
