Customers frequently praise the store for its helpful staff, good product selection, and convenient location for local residents. Recurring themes include friendly service and a welcoming atmosphere, though some note higher prices compared to other retailers. A common criticism involves inconsistent service quality, with several reviewers reporting rude interactions or a decline in friendliness since the business was acquired by Ace Hardware.
Google rating: 4.7 out of 5 from 167 reviews (83% five-star).
Reviews on this page: 167 Google reviews (107 with written comments).
Owner responses: the business replied to 19% of reviews.
Most recent review: October 14, 2026.
Service: Hardware Store serving Santa Cruz, California.
Data from Google, last updated October 27, 2026.
Photos
Customer reviews
4.7
★★★★★
167 reviews on Google
5★138
4★19
3★3
2★1
1★6
Reviews from Google, shown as published (original wording, unedited).
What customers talk about
We read 107 written reviews and marked every phrase about these topics. The same colors are highlighted in the reviews.
“Recently bought out by Ace hardware and, while I miss my familiar Rural friends, the staff is exceptionally helpful.”
“The owner/manager of this store, Ken, is very rude and unhelpful.”
“Prices are on the higher end of the spectrum, but it always feels good to support a local business.”
“But Bemjamin-moore paint is too expensive.”
“This is now my go-to place for specialty plumbing and electrical pieces.”
“Great service and good selection.”
“Tim & Ken are always quick to provide”
“Honest, trustworthy - they'll sell you what you need and talk you through the job if you need it.”
“I usually explain my task rather than ask for a specific thing since i never know what the dohicky that fixes the whatchamacallit is properly named.”
People customers mention
Gatos6 reviews
Ace5 reviews
Tim5 reviews
praise complaint · found by our text analysis, Google review wording unchanged.
Jobs customers hired them for— from Google's service tags and the review text
Team members customers mention
Filter by topic— each topic is highlighted in the reviews in the same color
RobLocal Guide · 102 reviewsiTotal number of Google reviews Rob has written across all businesses on Google Maps, not just this one.
Everytime I walk into an Ace Hardware I realize how much I hate the big box stores. Far more variety, knowledgeable help, and vibe at Ace, particularly this one. But Bemjamin-moore paint is too expensive.
Response from the owner · a month ago
Hi Rob - Thanks for taking the time to give us feedback. We agreed that Ben Moore is a more expensive line of paint. We do carry Clark & Kensington paint at our Aptos Store, which is less expensive, but don't have room at Rural Supply for two lines of paint.
If helpful, we can bring C&K over from Aptos for you and tint it to your color of choice. If you would like for us to do so, phone me directly at (650) 823-3314. I'll make it happen. Stig
Ran BetiteLocal Guide · 11 reviewsiTotal number of Google reviews Ran has written across all businesses on Google Maps, not just this one.
I like that they have chickens there. The staff are friendly.
Response from the owner · 4 months ago
Hello Rebecca. Thanks for taking the time to give us a review. Let us know if there's anything we can do to better serve you!
Your Friends at Rural Supply Hardware
Jan LLocal Guide · 18 reviewsiTotal number of Google reviews Jan has written across all businesses on Google Maps, not just this one.
Too small of store. Nice but too expensive compared to others
Response from the owner · 6 months ago
Thanks for your feedback. I would love to better understand your feedback, if you are willing to email me at [email protected]. Hope we get the chance to earn your business. Stig
Zahoor Khan1 reviewiTotal number of Google reviews Zahoor has written across all businesses on Google Maps, not just this one.
Generally a nice location, good selection, and friendly helpful staff but they can’t seem to make keys. I had some keys made last year, they didn’t work, I went back two more times and still none of them worked. I gave up and had them made elsewhere. I didn’t think much of it until one of my coworkers today mentioned they also had similar issues getting keys made at this location.
Response from the owner · 9 months ago
Hello Luther. Sorry to hear you have had these issues. We have had to relecalibrate our key machine in the past year so hopefully you are willing to give us another try. As of our latest test keys, it working as it should. But happy to hear we are usually able to help you out. - Louis GM
Douglass AumackLocal Guide · 42 reviewsiTotal number of Google reviews Douglass has written across all businesses on Google Maps, not just this one.
Amazing customer service!! I needed help with something and Chris went above and beyond to help me dissemble a shelf and fit it in my car. I am beyond grateful!!
