Yesterday California governor Gavin Newsom ordered all 40 million Californians to stay at home—effectively forcing all nonessential businesses in the state to close shop and residents to remain indoors. We can leave only to get groceries, supplies, or medicine and go outside only as long as we’re six feet from anyone else. San Francisco has been under a shelter-in-place edict since Monday, and the streets have been very quiet and the beaches and jogging paths along the bay very busy. (No one pays attention to the six-feet rule.) I’d shuttered the San Francisco and Marin locations of my women’s specialty store, Hero Shop, upon the announcement. But it took me a while to make it official (read: post it on Instagram). The news changed every minute. Not to mention I was having a very hard time with the messaging. How do you bridge the gap between “the world is ending, please stay safe” and “wait, look at this cute new Ganni dress that arrived yesterday”?