Beadbiz

This bead shop is a bit small in terms of square-footage, but they have managed to place an amazing array of products into their small space. They sell beads made from semi-precious (natural stones) and glass beads, too. Lots of seed beads and lots of "findings". Everything is displayed in an organized and attractive fasion, it's enjoyable to browse there. The staff is very friendly and helpful and the store also offers classes. They handle sterling silver and gold-filled chain, wire, and findings, as well. Check out this shop before you drag yourself all the way to baubles-and-beads in Berkeley, there is a good chance you won't need to look further!
They also can make custom jewelry for you (if you're not inclined to make it yourself) and do repairs.

PROS: Quality Product, Decent Selection, Friendly and Knowledgable Staff
CONS: Shop is just a tad bit on the small size

This store not only sells almost everything a average beader needs but offers great classes. Their prices are competitive with the large stores and sometimes cheaper. The owner/staff is wonderful. Stop in and get the bead bug.

This shop is a bit small but has a pretty good and varied selection. If you live nearby its definitely better to go here than to make the long trek to Baubles and Beads in Berkeley. The prices are similar to Baubles and Beads - a few items are a little higher, a few a little cheaper - so it all works out.
The owner, Joanne, and her mother both work in the store and are very glad to help you with any questions. They also offer classes in jewelry construction (though not for free) - be sure to ask about them if you are interested.
You can also go here and pick out beads and jewelry fitting and THEY will make a custom piece for you. They can also do minor repairs, like fix broken clasps, etc.

PROS: knowledgeable, friendly, LOCAL
CONS: a bit small