IN THE NEIGHBOURHOOD
The Shop Small campaign from American Express is a powerful way to support local businesses
They’re the small local businesses we celebrate every day simply by showing up — whether it’s grabbing a coffee from your neighbourhood barista who makes it ‘just right’, buying a piece of jewellery from the gift shop on the corner, or picking up your fruit and veg from the local green grocer. As retailers continue to rise to the challenges of the past few years, shopping locally has never been more important, which is why American Express’ ‘Shop Small’ campaign is back for its fourth consecutive year. American Express has been supporting small New Zealand merchants for many years and believes there’s never been a better time to mindfully use our purchasing power to support fellow Kiwis.
Shopping at your neighbourhood local can have a powerful impact on the community, directly benefiting those small local businesses, and their wider circle of contacts. For instance, Rebecca Smidt, co-owner of the long-standing restaurant and deli Cazador on Dominion Rd in Mt Eden, says by choosing to dine there, customers are not just helping to keep them busy despite the inevitable ebbs and flow of tourists. They’re also helping the myriad of other businesses that make up the supply chain. She once tallied up the number of suppliers they use and got to about 100, all of whom stand to benefit from Cazador’s local support. “We use tomatoes from the local tomato people, and herbs and greens and meat, all from New Zealand suppliers,” she says. “So, for us to do really well and therefore all the other people in the supply chain to do well, we need to have regular local supporters. Which is what we have, and we are always so grateful.”
Likewise, Westmere Butchery’s assistant manager Kevin Fitzpatrick says that when people buy their meat from the award-winning West End Rd store, they’re helping to support the families of the 20 staff who work there, along with the farmers, hunters and artisans who supply to the business. It’s a win-win for customers too, who don’t just come away with their meat, but ideas from the friendly staff on how to cook and serve it. “People come in to shop and there’s an atmosphere,” says Kevin. “You don’t get that in a supermarket. A lot of customers we know by name, we have a relationship with them. They can have a bit of a laugh, talk about how their day’s been. We make sure people feel welcome and special, you know? And that’s very important. We want people to have a good experience.”
That sense of community is also evident in Remuera, where small businesses, landlords and developers have worked hard to create a vibrant shopping precinct. Many of the small businesses there have a close-knit relationship with their customers, which has allowed them to thrive.
At gifts and homewares store Hedgerow, now in its 18th year in business under owner Sarah Clark, the Remuera store has been able to expand into the bigger business it is today thanks to its loyal customer base — and Sarah says she’s working harder to ensure the business continues to succeed through challenging times.
“Small businesses are the backbone of our country,” she says. “If we don’t support that, where would we be? I love that a global company like Amex sees that and recognises that. It’s awesome.”
Jen Bilkey of Remuera’s Browns Eatery and Store, a popular café, caterer and homewares store, agrees. Without their “amazing little community”, along with the customers who make a point of visiting from out of town, they simply couldn’t survive, she says. “I think it’s good to focus on local shopping because it is so important for the community, especially after Covid. The suburbs are where it’s at.”
Emma Main and Kate Boyden, the sisters behind Remuera fashion boutique Maman, which stocks some of the world’s top luxury labels, don’t take their local customer support for granted, either. They regularly give back through community initiatives, such as their recent fundraiser for the Breast Cancer
Foundation. And they’re right on board with ’Shop Small’ campaign.
“It’s right in line with our way of thinking,” says Emma. “It’s all about supporting those around you. Communities are really powerful places.”