HyLo Boutiques showcases artists, while providing support to grow their businesses.
There are ever-increasing ways small businesses can sell their wares today. With technology as a driver, and Gen Y looking to shape a marketplace that shares their values and fulfills them on their own terms, innovative methods are evolving to highlight the work of artists and craftspeople.
Enter HyLo Labs, a young company founded by Jen Green. Their retail space, HyLo Boutiques, is a collection of permanent pop-up shops located in a retail space in Philadelphia. They describe their mission:
“Our gallery functions as a rotating boutique, featuring monthly shopping exhibits curated around a common theme. Each third Thursday, our intimate space transforms to welcome a fresh group of artisans telling their stories to hyperlocal shoppers. We are pure curators with a social agenda: reviving the connection of the shopper to the seller…”
The term “hyperlocal” has a few definitions:
Wikipedia explains it as “having the character of being oriented around a well-defined community with its primary focus directed toward the concerns of its residents.”
Jen Green defines hyperlocal as “the art of connecting local businesses along the lines of a common aesthetic or purpose.”
She points to some of their clients, including Cocoagraph, a growing company making chocolate bars that feature custom photographs, logos, or images personalized for their customers, and which are totally and deliciously edible. They have had quite a bit of success and have taken their business and marketing to a higher level now.
HyLo not only provides space for artisan’s exposure, but provides branding, online content, video, and marketing strategies as well.
HyLo Boutiques hosts trunk shows, fundraisers, soirees, art gallery and fashion shows. Their theme-based events pair merchants who can be cross-promoted to the same audience. They even offer personal shopping services.
Later this fall, they launch a new theme, featuring a designer with coffee-themed fashion accessories, along with third wave coffee merchants from surrounding areas. They will have their debut online as well as in a caffeinated event sure to be a hit with locals.
With the hyperlocal trend even being called “the new global,” artists and craftspeople will want to take note, and take advantage of this movement to reach out into their own communities.