WHAT MAKES AN

ereloom is a premier contemporary men's boutique located on the plaza in Healdsburg California, in the heart of Sonoma County wine country. Nestled in a restored historic building, clad in locally made brick from the turn of the century, ereloom tells a story with its walls as well as it’s threads.  

Merete Wimmer and her son Bjorn hand curate the best of American menswear, telling a classic story in a contemporary vocabulary. Inspired by the ethical and creative anchoring of her late father Ernst Ejner, Merete's namesake in ereloom derived from his name and her own.  


From the cozy laundered cottons that epitomize California comfort, to the sophisticated bespoke suiting of prestigious American designers, brought together with the playful humor of colorful accents and accessories. 

The hand selected pieces paint a polished man of quiet confidence, a closet populated with the dapper and the down-to-earth, from denim that gets better with age to the innovative details of finely crafted contemporary clothiers. ereloom is a place for the man who shapes the future with the wisdom of the timeless classics - an heirloom in the making.