7 companies to support online in 2021


After a tough year for businesses around the world, shopping at local mom and pop stores is more important than ever. If you’re looking for a reason to shop beyond Black Friday, Small Business Saturday is finally here and is a great time to show some love to your favorite local stores. Plus, it’s a great way to pre-holiday gift shopping.

To help you get the most out of Small Business Saturday, Meaghan Murphy, Lifestyle Expert and Editor-in-Chief of Woman’s Day, launched Hoda & Jenna’s “Ho-Ho-Holiday Shopping” to share seven small businesses at across the country for Support.

Keep reading to shop for mugs, jewelry, nail polish, and more.

Be sure to check out the Shop TODAY 2021 Gift Guide to find the perfect gift for everyone on your list!

Aloha & Light was founded by Janel Santa Ana, a mother from Honolulu with four boys. All of Santa Ana’s designs are island-inspired and crafted in hand-dyed eco-silk. The brand is best known for its colorful baby carriers and diapers, as well as for its blankets and scrunchies.

Eco ~ Scarf

Available in classic and endless designs, this scarf has a natural pearl color with no dye and is designed to be “buttery soft”.

Eco Black Label Everyday Bag

Each of these Eco Everyday bags is made with a double layer of hand-dyed eco-silk and is designed to be the perfect accessory for carrying everyday items. It is machine washable and has an adjustable shoulder strap so it can be worn as a crossbody, on an arm or even as a backpack.

Based in Detroit, Michigan, this jewelry manufacturing company works to employ, educate and empower disadvantaged women by hiring “creative designers” directly from local shelters. While earning a salary and creating unique jewelry and gifts from reused local materials, the women also receive lessons in financial management, wellness, and entrepreneurship.

Diana Motor City Jersey earrings

Handcrafted from repurposed Detroit Pistons jerseys, these earrings are too cute to put aside. In addition, a portion of the proceeds from each piece sold in the Motor City Jersey collection will be donated to the Detroit Pistons Foundation.

Antonio Motor City Jersey cufflinks

Each cufflink preserves a 2019 Detroit Pistons Motor City Edition team jersey in a wearable trinket, making it a great gift option for basketball fans. Since each piece is one of a kind, colors and patterns may vary slightly.

Nell Taylor Rebel Bracelet

This bracelet is a great gift, says the brand. Made through a partnership with artist Louise Jones, known as Ouizi, who makes large-scale floral wall installations, each bracelet is made from the material of a deconstructed mural. Each piece purchased from this collection comes with a 5 by 5 canvas reprint of Ouizi’s original mural.

Nell Nechelle Rebel Necklace

This necklace was made from recycled papier-mâché from the old fat heads who participated in the annual Thanksgiving Parade in Detroit over 80 years ago. Each piece is unique and showcases the Italian newsprint and paint that brought the iconic Big Heads to life.

The origins of Stormy Kromer, based in Ironwood, Michigan, can be traced back to the early 1900s, when railroad engineer George “Stormy” Kromer kept losing his hat on the train. His wife Ida sewed ear flaps onto his favorite baseball cap and his hat stayed in place. This makeshift solution created the brand that has survived and thrived for over a century.

Stormy Kromer Original Stormy Kromer cap

Made with a wool blend that stands up to the elements and a 100% cotton lining, this hat can help keep you warm all winter long. The flip-up ear cup provides flexibility and security, so you know the hat won’t fly off. There are also 13 sizes available so you can find the perfect fit.

Stormy Kromer Critter Kromer Cap

Don’t forget your four-legged friend this winter! This hat is made of soft polyester fleece and instead of a headband there are ear holes to keep your puppy warm and comfortable.

Based in Florida, Alicia Boateng started this business with her husband, Edward, after leaving her career as a wedding planner. Her mugs and cups are available in different styles ranging from her Afro Glam collection to seasonal mug designs. Boateng also does custom designs.

Alicia Boateng Designs Afro Glam Collection Mug

Handsome, smart, strong, powerful and courageous, that’s what you’ll feel drinking from this mug, says the brand. Each ceramic mug is hand decorated and the carefully placed gemstones add glamor to any morning cup of coffee.

Behind Pink Chawkulit are mother-daughter duo Kandice O’Kelley and her seven-year-old daughter Taylor. The couple launched a vegan, non-toxic, cruelty-free beauty line during the pandemic as they missed their mom and I manicures at the salon and needed to relax.

Chawkulit Rose Box of Chawkulits

For lovers of pink and nude tones, Pink Chawkulit has a ton of options. With a wide variety of box collections, you can choose the colors that best suit you. All of their polishes are made in the USA and are individually infused with argan oil. The varnish is also designed to dry quickly and be shatter resistant.

Chawkulit Rose Gold Double Sided Nail Brushes

According to the brand, these lightweight double-sided brushes are perfect for beginners and expert nails alike. Made with nylon bristles and designed to be easy to grip, these brushes are just what you need to enhance your nail art designs.

This family-run olive grove is best known for its award-winning olive oils from tree to table. Each premium extra virgin olive oil is made from olives grown, picked and pressed on their 140-acre property.

Pasolivo extra virgin olive oil from Tuscany

This extra virgin olive oil from Tuscany is just one of the many olive oils produced by the orchard. The oil is mechanically extracted without chemicals or excessive heat and works well as a dipping oil or on steak and roasted potatoes, depending on the brand.

Pasolivo Mary Leaf Dip

This Italian-style dip dish was created to show off the color gradation of their olive oil as it fills the terrace dish. The design of the white dish is elegant and could make a great gift for the holidays.

Vintage India is owned by Ishwari L. Keller who has a background in film, music, advertising and fashion. Keller studied Indian spirituality for 35 years, which led her to open this boutique which offers one-of-a-kind authentic products from India.

Vintage hand made patchwork cushion covers NYC India

This patchwork cushion cover is made from vintage fabrics, trims and borders. No two pillowcases are the same, so you know you will receive a unique and original product. With multiple patterns and colors, you can choose your favorite design.

Vintage India NYC IE Bandhani Scarves

Hand dyed and available in a variety of colors, each Bandhani Dupatta scarf has slight variations. These scarves add a splash of color to any outfit.

Vintage handmade organic incense India NYC

These incenses are created by a 200 year old Indian incense company with a Vintage India NYC design. Choose from scents such as rose, jasmine, sandalwood, champaka, incense, lavender and more.

Still looking for the perfect gift? Be sure to check out Shop TODAY’s 2021 Gift Guide to buy for everyone on your list, including:

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