Emily Reid, Owner Rockabye

CALIFORNIA AVENUE IN DOWNTOWN RENO IS THE HOME OF HIP, lined by unique boutiques and retail destinations that are unparalleled in the region. And serving as an anchor to the posh scene is the Chocolate Bar, founded by Emily Reid at the ripe age of 25.

Her youth implies an innovative spirit, which is amply reflected in the décor and direction exhibited by the upscale space. The theme: decadent chocolate desserts, alcoholic and non-alcoholic chocolate beverages served in a non-smoking, non-gaming venue. And its success is reflected in its accolades, including features in local and national publications.

Reid is not content to rest on the laurels of these successes, however. She recently sold half of her interest in the Chocolate Bar to fund Rockabye, a “modern baby” store located in Plumgate. Its specialties: smart, functional baby gear, furniture and accessories that shoppers will not find at other local baby boutiques.

“We’ll have a wonderful array,” says Reid, clearly enthusiastic about the new venture. “Going to Rockabye will be both a fun experience and a great place to shop,” predicts Reid, who’s expecting a baby in March.