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Slow living and picture-perfect nature are hallmarks of upstate New York retreats like the Catskills and Hudson Valley. But behind the small-town charm of these places is a fast-growing small business renaissance. Before the upheavals of 2020 that had more and more New Yorkers leaving the city, upstate New York already boasted a vibrant culture and community. Increasingly, design-savvy entrepreneurs and creatives are opening shops on Main Streets across the state, creating hot spots of community and commerce and drawing people to visit, shop, and eventually stay.
Superior Merchandise Company, a gift and specialty food shop in Troy, and MLE, a sustainable accessories brand in Saugerties, are at the forefront of this movement. Together, the two storefronts are bringing economic growth to their towns and creating an impact bigger than their brands.
Superior Merchandise Company: Tastemakers, not trend-followers
Mike and Felicity, the owners of Superior Merchandise Company and Touchy Coffee, recognized the untapped potential of their hometown of Troy. Felicity was a skilled graphic designer, while Mike was passionate about specialty coffee. With its beautifully preserved Victorian architecture and walkable downtown, Troy felt like the perfect place to pursue their dream of running a well-curated design shop and coffee house together. It was something they always sought but never found in their community. So they created it themselves in 2015.
“We decided to do something crazy, and we bought a building that was falling apart in downtown Troy and renovated it,” says Mike. “There wasn’t really any place like this anywhere near Troy.”
They named the space Superior Merchandise Company, a “general store for picky pioneers” that offers globally sourced gifts and design and high-quality pantry staples. Superior Merchandise has an in-house café that sells Mike and Felicity’s own Touchy Coffee, which can be bought wholesale on Faire.
Creating such a punchy brand in a small town required a leap of faith. The couple had to trust their own taste and not just follow the crowd. In doing so, they created a community hub where like-minded creatives could gather.
You have a choice to either sell everything that you know will sell really well or to be brave and sell things that you love. I have leaned more towards being braver with my selections. What makes independent businesses so special is that interesting point of view—otherwise everything just starts to feel homogenous.
Felicity Jones, Superior Merchandise / Touchy Coffee
In Troy, people gravitated to Superior Merchandise. “Ultimately, we became a community meeting spot. They quickly found that a store can become so much more than somewhere to shop,” says Mike.
“In our heads, we were doing this cool coffee shop and design shop. But once you entrench yourself in a community, those take a back seat to your real function, which is creating a place where people can informally gather. It feels like family when you walk inside.”
Adds Felicity, “As we became a bigger part of the community, we started doing a lot more social events, workshops, and meet-the-maker get-togethers with live music. We always want to be super inclusive and welcoming to people across the board, regardless of whether you know anything about specialty coffee or design.”
MLE: Sustainability and style
An hour south of Troy, in the town of Saugerties—popular for its mountain views and its waterfalls—the founder of MLE also had to lean into her own distinct vision and take risks with her brand. After working in the fashion industry for many years in New York City, Emily is now a tastemaker in her local community and has been able to scale using Faire. She sells her colorful accessories to over 200 different retailers, from boutiques across the U.S. to international shops. In Saugerties, Emily’s new brick-and-mortar is a local favorite.
Emily’s strong focus on sustainability sets her apart. Most of her pieces are made-to-order with materials that are eco-friendly, upcycled, or recycled. Nothing goes to waste.
“We keep all the scraps that we use for productions, so anything leftover we use for something else. For example, extra fabric we can turn into sleep masks or even more jewelry,” says Emily.
“All our jewelry is made with recycled metals, and all the soft goods we make, that fabric is remnant fabric from the garment district in New York City. Our customers love that our pieces are bold and colorful and made sustainably. They know each high-quality piece will last a lifetime.”
For Emily, her jewelry does more than complete an ensemble. It brings positive change to her community. When she opened her brick-and-mortar, Emily had a ribbon-cutting ceremony with the Chamber of Commerce for Saugerties. This prompted a meeting with the mayor about how small businesses could change the local economy for the better—a local economy where MLE has already had an impact.
We hire locally, and the neighborhood has been very receptive towards us. Our customers love that we have a store in Saugerties and that they’re shopping local and that we are all contributing to the local economy.
Emily Li Mandri, MLE
Plus, shoppers are loving the new retail space. Once, a customer told Emily that she no longer has to go into the city to shop thanks to the MLE store. “It was the ultimate compliment,” Emily says.
Investing in your business and in your neighborhood
Both MLE and Touchy Coffee have become fixtures in their communities—a place for people to gather in the case of Touchy Coffee and a place where people can support artistry in the case of MLE. Their neighborhoods simply wouldn’t be the same without them, and by acting on a dream, they’ve added so much to their respective downtowns.
By leaning into their unique points of view, businesses like MLE and Touchy Coffee create the atmosphere necessary for local economies to thrive. And customers want to be part of this revival, supporting their neighbors with both their dollars and time.
People like Felicity, Mike, and Emily knit communities back together and rekindle hometown pride, making “local” the ultimate stamp of success.
If you’re new to buying on Faire, check out our retailer’s guide to buying on Faire. It includes all the tools and tips you need to stock your shop like these passionate pros.
