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Small Business Saturday: Where to Shop in New York City

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The number of shopping "holidays" that have spawned from Thanksgiving weekend can be a bit overwhelming. But if there's just one you should pay attention to each year, it's Small Business Saturday. Supporting local businesses in an age where everything can be delivered same-day with the tap of a smart phone is more important than ever — and most importantly, there's nothing quite like that feeling of discovering something new and fun right in your own backyard.

So in support of Small Business Saturday, we've highlighted 20 of our favorite independent boutiques in Manhattan and Brooklyn. Most are focused on women's apparel, but there's plenty of menswear, jewelry, shoes, and tchotchkes to be found at the stores below (which aren't ranked in any particular order, but rather arranged from south to north by borough). Plenty are offering discounts and special promotions today, too, so make your itinerary and head out quickly.

All photos by Driely S. unless otherwise noted

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1. Anthom

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197 10th Avenue
New York, NY 10011
(877) 747-1776
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Housed inside a former art gallery (before that, it was an auto repair shop), Chelsea newcomer Anthom is bright, spare, and spacious, giving the cool-girl clothes ample room to announce themselves. Expect to find a mix of local favorites (Samantha Pleet, Yune Ho, AEA Jewelry) and under-the-radar international labels (It's Me by Dyanna Lynnyk, Ksenia Schnaider, and Przhonskaya) not sold anywhere else in the US — except in its just-opened Lower East Side outpost.

2. Concrete + Water

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485 Driggs Avenue
Brooklyn, NY 11211
(917) 909-1828
Visit Website
This light-filled boutique is the perfect McCarren Park bookend to the neighborhood's other indie, multi-brand giants that you're already familiar with: Bird (on Grand Street) and Swords-Smith (on South 4th). Like its predecessors, Concrete + Water carries men's and women's clothing and accessories from a mix of contemporary brands, but there’s a special focus on cult-y European labels (Ganni, Anne Thomas), as well as locally-made home goods.

3. Oroboro

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326 Wythe Ave
Brooklyn, NY 11249
(718) 388-4884
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Be warned: shopping at this Wythe Avenue boutique (formerly known as Beautiful Dreamers) will give you a serious case of wanderlust. Contemporary designers like Pamela Love and Lindsey Thornburg are presented in the same space as vintage finds from LA's Rose Bowl Flea Market and collectibles from owners/stylists April Hughes and Marina Burini's travels all over the world.

4. In Support Of

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342 W 13 Street
New York, NY 10014
(646) 657-0724
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In a neighborhood full of dedicated designer stores, this Meatpacking boutique champions eco-friendly, under-the-radar designers who produce locally (small business supporting small businesses!). And there’s a good reason behind its difficult-to-Google name: Each year, a portion of its proceeds are donated in support of a different charity.

5. Personnel of New York

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9 Greenwich Ave
New York, NY 10014
"When the people in the neighborhood come in, the locals don't see this stuff, so they're like, 'Whoa, this is so great that nothing in here is in a department store,'" co-owner Kristi Paras told us. That means easy, reasonably-priced merchandise from both established and up-and-coming NYC- and LA-based designers like Mara Hoffman, Objects Without Meaning, and more.

6. Cloak & Dagger

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334 East 9th Street
New York, NY 10003
(212) 673-0500
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If you take your fashion cues from Wes Anderson movies and Francoise Hardy album covers, you’ll love this East Village shop, where retro-schoolgirl finds for under $100 share the space with slightly pricier fare from Lauren Moffatt and Sessun. Racks are stocked with silky sailor blouses, Peter Pan collar dresses that don't scream "class picture day," and faux leopard coats that would look right at home in Margot Tenenbaum's closet.

7. Babel Fair

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260 Elizabeth St
New York, NY 10012
(646) 360-3685
Visit Website
Babel Fair sums up the vibe of Nolita: Eclectic, international, and on-trend but individualistic, cozy, and special (which works in Williamsburg, too). Browsing the stock here is like taking a whirlwind trip from New York to Europe to Asia to Africa and back, yielding a diverse haul of treasures. One point on where owner Erica Kiang doesn't see eye-to-eye with the rest of neighborhood? Her store's affordable prices.

8. The Rising States

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168 Ludlow St
New York, NY 10002
(646) 649-2410
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Owner Meagan Delaney lives for "those moments when a girl is trying on a Samantha Pleet dress and Samantha walks in and the customer geeks out, like I would.” That's a scenario that plays out a lot in the Ludlow Street designer clubhouse. In addition to Pleet, The Rising States carries looks by local labels Loeffler Randall, Bedford Street Laundry, and Babe, all with a common thread: “good, clean lines and good cuts."

9. No. 6

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6 Centre Market Pl
New York, NY 10013
(212) 226-5759
Visit Website
No.6 is known for its clogs, which have become ubiquitous in geek-chic/Brooklyn mom circles in recent years. But don’t overlook the clothes; the store was founded by a vintage collector and a stylist, so the little dresses are top-notch.

10. American Two Shot

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135 Grand St
New York, NY 10013
(212) 925-3403
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"Eclectic" is the most common denominator when asked to describe this Soho store opened by two best friends. Cheeky vintage streetwear hangs with lines like Porter Grey and Timo Weiland, and events like 'zine release parties and art shows are regular occurrences, as are laugh-out-loud Instagram posts.

11. Maryam Nassir Zadeh

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123 Norfolk St
New York, NY 10002
(212) 673-6405
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A favorite among fashion folk, this Lower East Side spot specializes in avant-garde pieces selected with a gallery owner’s attention to detail. The level of curation at this small business tends to attract cult-like devotion among fans.

12. Wolves Within

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174 Franklin St
Brooklyn, NY 11222
(347) 889-5798
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Couples are encouraged to shop together at Wolves Within, which is fitting for a store that’s owned by a husband-and-wife duo. Bethany and Max Vogel stock their Greenpoint shop with men’s and women’s pieces from hard-to-find labels like Reigning Champ, Objects Without Meaning, and Hannah Dorothy. They also run nearby home goods store Home of the Brave.

13. In God We Trust

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70 Greenpoint Ave
Brooklyn, NY 11222
(718) 389-3545
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In God We Trust's Greenpoint store doubles as its studio (full of well-dressed employees), but the brand also has outposts in Soho and Williamsburg. All of the clothing is produced in the U.S., including its line of cute, quirky, and sometimes NSFW custom jewelry.

14. Life:Curated

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186 Grand St
Brooklyn, NY 11211
(347) 689-9143
Visit Website
Dreamed up by a pair of art school pals, Williamsburg's Life:Curated melds the best of Brooklyn shopping (Ace & Jig blouses, Joya perfumes, Rifle Paper Co. stationery) with what we can only describe as an upscale Spencer's Gifts vibe. That means you’ll find unicorn bottle openers, mason jar shot glasses, and cheeky cards stamped with phrases like “You Could Be My Sister Wife” nestled alongside weekend-ready striped sundresses and printed button-downs.

15. Bird

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203 Grand St
Brooklyn, NY 11211
(718) 388-1655
Visit Website
With three outposts under her belt, Bird owner Jen Mankins (who is sometimes credited with defining Brooklyn style for the brownstone set) has created a mini indie empire, bolstered by loyal local shoppers decked out in the stores’ embroidered Isabel Marant blouses, Acne jeans, and Rachel Comey clogs. The Williamsburg shop is Mankins’s largest (and most experimental), stocking everything from Marni sandals and Proenza Schouler totes to Black Crane jumpsuits and Wwake’s delicate opal rings.

16. Swords-Smith

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98 S 4th St
Brooklyn, NY 11249
(347) 599-2969
Visit Website
Compared to most small business boutiques, Swords-Smith in South Williamsburg is about as big and spacious as a department store. Its selection, however, is much cooler than that. Married co-owners Briana Swords and R. Smith have an eye for texture and pattern, stocking the shelves with mermaid-print Samuji tops, sequined Saunder pullovers, and Risto shirt-dresses shot through with mesh panels. Don't forget to stop by the store's apothecary section, which features Ursa Major skincare products and Soul Sunday perfume rollers, on the way out.

17. Jill Lindsey

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370 Myrtle Ave
Brooklyn, NY 11205
(347) 987-4538
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Jill Lindsey’s Fort Greene boutique isn’t just a place where the designer sells her namesake line alongside fellow Brooklyn brands like Upstate and Apotheke. It’s also a coffee shop in the morning, a wine bar at night, and an event space that hosts everything from afternoon tarot readings to after-work print-making classes.

18. Sincerely Tommy

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343 Tompkins ave
Brooklyn, NY
(718) 484-8484
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Owner Kai Avent-deLeon calls herself a Bed-Stuy "retail pioneer," but we have a feeling hers won’t be the only luxury boutique on the block for long. The former Chanel employee stocks her store with pieces by up-and-coming designers like Collina Strada and Deer Dana, as well as work by Brooklyn artists. And if customers don’t feel like taking the plunge on a cashmere Nanushka coat, they can always hang out in the in-store café, where coffee is plentiful and WiFi is free.

19. O.N.A

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593A Vanderbilt Ave
Brooklyn, NY 11238
(718) 783-0630
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Magdalena Jaworska fills her Prospect Heights boutique with on-trend, affordable merchandise from brands like BB Dakota, Dolce Vita, and Funktional. She also happens to have a great partner in crime: Pizza, a friendly terrier dachshund mix.

20. A. Cheng

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466 Bergen St
Brooklyn, NY 11217
(718) 783-2826
Visit Website
At this Park Slope boutique, the in-house label’s pleated trousers and silk T-shirt dresses mingle with enamel lockets and statement socks — in other words, everything you need for that left-of-center ladylike look. Alice Cheng has been operating her store (in various locations) since 1999, so she helped to set the tone for the rest of the indie boutiques you'll see here.

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1. Anthom

197 10th Avenue, New York, NY 10011
Housed inside a former art gallery (before that, it was an auto repair shop), Chelsea newcomer Anthom is bright, spare, and spacious, giving the cool-girl clothes ample room to announce themselves. Expect to find a mix of local favorites (Samantha Pleet, Yune Ho, AEA Jewelry) and under-the-radar international labels (It's Me by Dyanna Lynnyk, Ksenia Schnaider, and Przhonskaya) not sold anywhere else in the US — except in its just-opened Lower East Side outpost.
197 10th Avenue
New York, NY 10011

2. Concrete + Water

485 Driggs Avenue, Brooklyn, NY 11211
This light-filled boutique is the perfect McCarren Park bookend to the neighborhood's other indie, multi-brand giants that you're already familiar with: Bird (on Grand Street) and Swords-Smith (on South 4th). Like its predecessors, Concrete + Water carries men's and women's clothing and accessories from a mix of contemporary brands, but there’s a special focus on cult-y European labels (Ganni, Anne Thomas), as well as locally-made home goods.
485 Driggs Avenue
Brooklyn, NY 11211

3. Oroboro

326 Wythe Ave, Brooklyn, NY 11249
Be warned: shopping at this Wythe Avenue boutique (formerly known as Beautiful Dreamers) will give you a serious case of wanderlust. Contemporary designers like Pamela Love and Lindsey Thornburg are presented in the same space as vintage finds from LA's Rose Bowl Flea Market and collectibles from owners/stylists April Hughes and Marina Burini's travels all over the world.
326 Wythe Ave
Brooklyn, NY 11249

4. In Support Of

342 W 13 Street, New York, NY 10014
In a neighborhood full of dedicated designer stores, this Meatpacking boutique champions eco-friendly, under-the-radar designers who produce locally (small business supporting small businesses!). And there’s a good reason behind its difficult-to-Google name: Each year, a portion of its proceeds are donated in support of a different charity.
342 W 13 Street
New York, NY 10014

5. Personnel of New York

9 Greenwich Ave, New York, NY 10014
"When the people in the neighborhood come in, the locals don't see this stuff, so they're like, 'Whoa, this is so great that nothing in here is in a department store,'" co-owner Kristi Paras told us. That means easy, reasonably-priced merchandise from both established and up-and-coming NYC- and LA-based designers like Mara Hoffman, Objects Without Meaning, and more.
9 Greenwich Ave
New York, NY 10014

6. Cloak & Dagger

334 East 9th Street, New York, NY 10003
If you take your fashion cues from Wes Anderson movies and Francoise Hardy album covers, you’ll love this East Village shop, where retro-schoolgirl finds for under $100 share the space with slightly pricier fare from Lauren Moffatt and Sessun. Racks are stocked with silky sailor blouses, Peter Pan collar dresses that don't scream "class picture day," and faux leopard coats that would look right at home in Margot Tenenbaum's closet.
334 East 9th Street
New York, NY 10003

7. Babel Fair

260 Elizabeth St, New York, NY 10012
Babel Fair sums up the vibe of Nolita: Eclectic, international, and on-trend but individualistic, cozy, and special (which works in Williamsburg, too). Browsing the stock here is like taking a whirlwind trip from New York to Europe to Asia to Africa and back, yielding a diverse haul of treasures. One point on where owner Erica Kiang doesn't see eye-to-eye with the rest of neighborhood? Her store's affordable prices.
260 Elizabeth St
New York, NY 10012

8. The Rising States

168 Ludlow St, New York, NY 10002
Owner Meagan Delaney lives for "those moments when a girl is trying on a Samantha Pleet dress and Samantha walks in and the customer geeks out, like I would.” That's a scenario that plays out a lot in the Ludlow Street designer clubhouse. In addition to Pleet, The Rising States carries looks by local labels Loeffler Randall, Bedford Street Laundry, and Babe, all with a common thread: “good, clean lines and good cuts."
168 Ludlow St
New York, NY 10002

9. No. 6

6 Centre Market Pl, New York, NY 10013
No.6 is known for its clogs, which have become ubiquitous in geek-chic/Brooklyn mom circles in recent years. But don’t overlook the clothes; the store was founded by a vintage collector and a stylist, so the little dresses are top-notch.
6 Centre Market Pl
New York, NY 10013

10. American Two Shot

135 Grand St, New York, NY 10013
"Eclectic" is the most common denominator when asked to describe this Soho store opened by two best friends. Cheeky vintage streetwear hangs with lines like Porter Grey and Timo Weiland, and events like 'zine release parties and art shows are regular occurrences, as are laugh-out-loud Instagram posts.
135 Grand St
New York, NY 10013

11. Maryam Nassir Zadeh

123 Norfolk St, New York, NY 10002
A favorite among fashion folk, this Lower East Side spot specializes in avant-garde pieces selected with a gallery owner’s attention to detail. The level of curation at this small business tends to attract cult-like devotion among fans.
123 Norfolk St
New York, NY 10002

12. Wolves Within

174 Franklin St, Brooklyn, NY 11222
Couples are encouraged to shop together at Wolves Within, which is fitting for a store that’s owned by a husband-and-wife duo. Bethany and Max Vogel stock their Greenpoint shop with men’s and women’s pieces from hard-to-find labels like Reigning Champ, Objects Without Meaning, and Hannah Dorothy. They also run nearby home goods store Home of the Brave.
174 Franklin St
Brooklyn, NY 11222

13. In God We Trust

70 Greenpoint Ave, Brooklyn, NY 11222
In God We Trust's Greenpoint store doubles as its studio (full of well-dressed employees), but the brand also has outposts in Soho and Williamsburg. All of the clothing is produced in the U.S., including its line of cute, quirky, and sometimes NSFW custom jewelry.
70 Greenpoint Ave
Brooklyn, NY 11222

14. Life:Curated

186 Grand St, Brooklyn, NY 11211
Dreamed up by a pair of art school pals, Williamsburg's Life:Curated melds the best of Brooklyn shopping (Ace & Jig blouses, Joya perfumes, Rifle Paper Co. stationery) with what we can only describe as an upscale Spencer's Gifts vibe. That means you’ll find unicorn bottle openers, mason jar shot glasses, and cheeky cards stamped with phrases like “You Could Be My Sister Wife” nestled alongside weekend-ready striped sundresses and printed button-downs.
186 Grand St
Brooklyn, NY 11211

15. Bird

203 Grand St, Brooklyn, NY 11211
With three outposts under her belt, Bird owner Jen Mankins (who is sometimes credited with defining Brooklyn style for the brownstone set) has created a mini indie empire, bolstered by loyal local shoppers decked out in the stores’ embroidered Isabel Marant blouses, Acne jeans, and Rachel Comey clogs. The Williamsburg shop is Mankins’s largest (and most experimental), stocking everything from Marni sandals and Proenza Schouler totes to Black Crane jumpsuits and Wwake’s delicate opal rings.
203 Grand St
Brooklyn, NY 11211

16. Swords-Smith

98 S 4th St, Brooklyn, NY 11249
Compared to most small business boutiques, Swords-Smith in South Williamsburg is about as big and spacious as a department store. Its selection, however, is much cooler than that. Married co-owners Briana Swords and R. Smith have an eye for texture and pattern, stocking the shelves with mermaid-print Samuji tops, sequined Saunder pullovers, and Risto shirt-dresses shot through with mesh panels. Don't forget to stop by the store's apothecary section, which features Ursa Major skincare products and Soul Sunday perfume rollers, on the way out.
98 S 4th St
Brooklyn, NY 11249

17. Jill Lindsey

370 Myrtle Ave, Brooklyn, NY 11205
Jill Lindsey’s Fort Greene boutique isn’t just a place where the designer sells her namesake line alongside fellow Brooklyn brands like Upstate and Apotheke. It’s also a coffee shop in the morning, a wine bar at night, and an event space that hosts everything from afternoon tarot readings to after-work print-making classes.
370 Myrtle Ave
Brooklyn, NY 11205

18. Sincerely Tommy

343 Tompkins ave, Brooklyn, NY
Owner Kai Avent-deLeon calls herself a Bed-Stuy "retail pioneer," but we have a feeling hers won’t be the only luxury boutique on the block for long. The former Chanel employee stocks her store with pieces by up-and-coming designers like Collina Strada and Deer Dana, as well as work by Brooklyn artists. And if customers don’t feel like taking the plunge on a cashmere Nanushka coat, they can always hang out in the in-store café, where coffee is plentiful and WiFi is free.
343 Tompkins ave
Brooklyn, NY

19. O.N.A

593A Vanderbilt Ave, Brooklyn, NY 11238
Magdalena Jaworska fills her Prospect Heights boutique with on-trend, affordable merchandise from brands like BB Dakota, Dolce Vita, and Funktional. She also happens to have a great partner in crime: Pizza, a friendly terrier dachshund mix.
593A Vanderbilt Ave
Brooklyn, NY 11238

20. A. Cheng

466 Bergen St, Brooklyn, NY 11217
At this Park Slope boutique, the in-house label’s pleated trousers and silk T-shirt dresses mingle with enamel lockets and statement socks — in other words, everything you need for that left-of-center ladylike look. Alice Cheng has been operating her store (in various locations) since 1999, so she helped to set the tone for the rest of the indie boutiques you'll see here.
466 Bergen St
Brooklyn, NY 11217