In Support of Nantucket's Small Businesses

One of the many reasons I fell in love with Nantucket, years before we bought a house here, was because it had the beauty that comes with a sought-after beach town, but it felt like a small town. Aside from a couple of stores, the town was made up of independent retailers. The true jewel-box stores, that only exist in one location, on one street, run by the same person who opens the door in the morning.

It’s getting to know the owner behind the counter, or the manager who not only knows your name, but remembers your favorite brand and size from last summer. It is special.

Nantucket is clearly desirable territory for brands, and I understand that pull — as a brand owner myself, I feel the appeal of capturing a customer here too. I am also a small business owner, even if it's online, and I know how difficult it is for a small business to compete with the marketing power of larger, established brands. Small businesses are what make Nantucket town feel so unique, and I'm concerned about what an influx of larger brands means for them and for the future of the island’s town.

When you start a business on your own, you usually do it from a place of passion — wanting to share or create something you love or believe in — with the hope that it becomes sustainable enough to be part of your life, not a lottery ticket. That’s especially true in retail. A restaurant or a boutique with a physical location isn’t a side project. It requires you to show up, every day, often literally you, the owner, behind the register or in the kitchen.

Nantucket’s chain store rule, known as the formula business bylaw, bans new retail shops, restaurants, and bars with 10 or more locations globally from opening in the downtown historic district.

Which is exactly the problem with what I watched happen on Nantucket this year…

Over the last few years, brands have come to Nantucket at store number five or six, fully aware they’re going to keep expanding well past number 10. They get in under the wire on purpose, because they know exactly where the line is.

These larger brands can afford to pay rents that an independent retailer simply can’t compete with. When a national brand wants a Nantucket address, they’re often willing to pay almost anything for it. And at the end of the day, most landlords care about revenue. Understandably so; it’s their asset. But that means when lease renewal time comes around, a landlord choosing between a long-time independent tenant and a brand willing to pay well above market isn’t always going to choose loyalty. This is a real, structural way these bigger players squeeze out the small businesses that make the island what it is.

Then there’s the pop-up loophole, which felt so much worse this year than I’ve ever seen it. Every week has brought another inbox full of brands, usually with no connection to Nantucket, parachuting in for a week or weekend. Many of the brands coming have a large footprint elsewhere and don't need the extra visibility the way a small shop does. Their marketing operates at a scale that pulls attention away from the independent stores that call the island home.

When a pop-up happens inside an existing store on island — one that's using its own following to bring new customers into a shop that's already here — that's actually great for the small business. It's the standalone pop-ups, the ones taking over their own storefront, that pull attention away from the businesses here year-round.

Part of what makes this so hard is that Nantucket retail has the shortest selling season of almost anywhere — essentially three months: June through August. Imagine trying to make an entire year’s revenue in three months. That’s stressful even for an established business, let alone for independent retailers. Every pop-up that borrows a storefront, and every trendy brand that leans on its large social following, email base and influencer network is pulling attention away from businesses that need that short window to survive all year.

When my family and I bought our home here almost two years ago, the locals welcomed us immediately, and we felt even more connected to the island. As a business owner, even with Cailini Coastal not being based here, I felt real support from so many women and women running businesses on the island. They were wanting to connect me with people, wanting to share about what I do, talking shop. That kind of genuine camaraderie and kindness is something I’m always looking for, and truly found here.

I’ve talked to a number of these same business owners this summer about exactly what’s happening on-island, and this post is my way of standing behind them. I’ve watched several of them speak up about it themselves, and I’m right there with them, even though I’m not a small business owner on Nantucket myself. I don’t want to see more small businesses close, only to be replaced by a mainstream brand. I also don’t want Nantucket town to lose the charm that makes it so special and unique.

Nantucket is one of Cailini Coastal’s top markets. It’s no surprise. We sell coastal home decor and furnishings, and our style is very Nantucket. So while the idea of a Nantucket storefront is exciting, it’s unlikely I’ll ever have one.

Instead, I chose to partner with an island shop I love, Center Pointe, which carries a selection of Cailini Coastal products. It’s been a wonderful partnership. It came to be because it was one of my favorite stores on the island, and, as often happens, I met the incredible owner and the rest is history. I know how precious every inch of retail space is here, and I am so honored and grateful to have a presence in a store that I personally love!

This also gives us a way to support an established local business through our own channels, instead of just promoting ourselves.

When you’re on island, make a point to visit the stores with names you don’t already recognize. Talk to the people inside: the owners and managers who greet you with smiles and genuinely appreciate and celebrate your business.

There are so many incredible independent businesses on island, but I am sharing just a few of my own favorites, if you’re looking for where to start:

Centre Pointe — My favorite store on the island, and where Cailini Coastal calls home. Margaret Anne Nolan’s curation is unmatched — entertaining pieces, small decor finds, and beautiful apparel with Cartolina.

Jack & Charlie’s — Our favorite ice cream on the island. You can smell the waffle cones from a block away!

ROASTD — They have several locations on island, but the airport spot is ours: phenomenal food, and a staff that feels like neighbors. Shoutout to Irina, who always greets me with a hug. Get the iced latte with cinnamon on top, or the pumpkin spice come fall.

For Now — A newer shop from two women, with a beautifully curated mix of apparel, decor, and unique finds. Their new sister store, The Makery, lets you customize almost anything.

Nantucket Cycle & Fitness — my workout obsession. I miss it when we’re not on island. I love Lisa’s Burn & Outdoor Bootcamp classes (she’s the owner). They are so intense!

Barnaby’s Toy Shop — Wendy, the owner, knows every regular customer by name! You can always find the trendiest toys of the moment, and her craft classes are a highlight all season.

Nantucket Looms — An island institution for home decor. I bought one of their blankets the week we closed on our house — still one of my favorite things in it.

Four Winds Gifts — A wonderful gift shop right next to our favorite ice cream spot — sweatshirts, hats, fun decor. We always wander through after grabbing a cone.

Sylvia Antiques — An island institution for nearly 100 years. If you’re looking for a authentic Nantucket Lightship Basket, this is your stop.

Peach Tree Kids — The cutest kids’ store on the island. We stop in every trip, and it’s my go-to for birthday gifts.

GYPSY — My favorite clothing store on the island. Helene, the store manager, knows my style so well and I’ve discovered so many amazing brands through her. I shop with them even off-island.

Harvest Garden — Right next to 167 Raw, there's the prettiest little garden — they sell wildflower bouquet bundles on the honor system, just Venmo what you owe. That's small-town charm at its best.

The Brix — Our go-to down the street from us in Surfside. Incredible wine, expert female owners, and the best cheese and charcuterie boards on the island — preorder before your gathering!

Nantucket Bookworks & Mitchell’s Book Corner — I can’t pick a favorite. We get lost in both, every single trip.

Lemon Press — Female-founded, with a really unique Persian-inspired menu. Always crowded, but worth the wait — breakfast, lunch, dinner or takeout.

The BonTon — A charming, teeny-tiny antique shop full of coastal treasures.

Straight Wharf — Our favorite restaurant on island. We also love their new and more casual sister restaurant, Straight Wharf Fish.

Grace Geier — The loveliest owner, Nellie, has an incredible eye for apparel, including one of my favorite brands, Hunter Bell.

SPACE — A little gem on the wharf, from apparel and accessories to vintage finds. Elise and I met on a ferry the winter we moved in — her curation is as special as she is.

Flowers on Chestnut — Beautiful, quality-first stems and arrangements — walking in feels like a special occasion. My go-to for florals, with a lovely home and gift shop upstairs.

Birdie — New to the island last year, and a wonderful addition — half home and entertaining, half apparel, all with a staff that makes the shop.

Eat Fire Farm — New this summer, and genuinely life-changing for my back-to-back-Zoom-call days. Great grab-and-go, incredible smoothies, and their grilled chicken and protein parfaits are on constant rotation.

I hope you check some of these out, there are truly so many more!!

Warmly from the coast,

Meg