About Us

New Trend Wireless started off as a single Radioshack store in Willits, CA and in the past 10 years has grown to 6 US Cellular locations serving Northern California customers in Lake, Humboldt and Mendocino counties. We have built our business on the core belief that who you are matters; that the more we focus on service of our customers and communities the more successful our business becomes. 


Our vision is to employ creative, optimistic, fun loving team members who pass that positivity to our customers and communities, resulting in improved lives of all as well as a financially thriving business.



Our Values

Astonishing Service

WE BELIEVE in creating remarkable experiences and connections that delight those we serve.

Playful, Optimistic Attitude

WE BELIEVE that hard work and play can not only coexist, they are where innovation and bold ideas are born. 

Relentlessly  Solution Focused

WE BELIEVE in the diligent pursuit of 'yes' and empowering our teams to bring 'yes' to life. 


WE BELIEVE that problems are just opportunities in disguise and are eager to learn through collaboration to discover a solution. 



Learner's Mindset


WE BELIEVE in having the courage to challenge ideas, even our own, along with a sense of adventure, curiosity and discipline to strive to be our best selves in every moment.


WE BELIEVE in celebrating progress over outcomes and originality over conformity. 

Community Advocates

WE BELIEVE in being champions for and investing in the causes and people that uplift the communities we serve.

Community Advocacy LIVE!




Making magnetic slime with the girls at the Boys & Girls Club of Ukiah for International Women's Day 2017






Dropping off care bags to Tapestry Family Services in Ukiah



Quarterly donation drop-off to Chuck at Mendocino Coast Humane Society





Nate from our Lakeport store dropping off quarterly donations that support Operation Tango Mike