Written by: Erica Reynolds, CEO and Co-Founder of Hollie Ray

When you think about how many small businesses surround you in your everyday life, it’s pretty incredible. Every storefront you pass represents years of dreaming, planning, risk-taking, late nights, early mornings, and a whole lot of heart.

Yet, so many shoppers still default to big box stores or online giants without considering what their local small businesses offer — and what’s at stake when they’re overlooked.

At Hollie Ray, we’ve had the privilege of growing from a single boutique into multiple storefronts and an online community, and one thing has never changed: small businesses thrive because of the people who choose to support them.

Here’s why shopping small truly makes a big impact — now more than ever.

Thoughtfully Curated, Higher-Quality Finds

One of the most meaningful differences when you shop small is the level of intention behind every product on the shelf.

Small business owners aren’t filling stores with mass inventory — they’re hand-selecting each item. From fabrics and fit to brand values and uniqueness, every piece is chosen with their specific customer in mind.

At Hollie Ray, for example, we spend months previewing collections, meeting with vendors, and narrowing down assortments to only the styles we truly love. If it doesn’t meet our standards for quality, wearability, and style — it simply doesn’t make it to the floor.

This curated approach means you’ll find better fabrics, more thoughtful design, and pieces that feel special — not overproduced. Instead of sorting through endless racks, you’re shopping a collection that’s already been edited for you.

It’s retail with a personal point of view — and that’s something big box stores just can’t replicate.

Your Dollars Stay Local

When you shop small, your money does more than purchase a product — it fuels your community.

It supports:

• Local jobs

• Storefront rent + revitalized shopping districts

• Schools, police, and fire departments through taxes

• Local charities, silent auctions, and fundraisers

Small businesses give back by investing in the people who power them. From providing competitive pay to creating flexible, supportive work environments, shopping small helps us offer meaningful employment opportunities to members of our own community.

Research from Civic Economics and other independent studies consistently shows that significantly more money stays in the local economy when you shop small. On average, locally owned businesses recirculate 68% of every dollar back into their communities — through local payroll, taxes, vendor partnerships, and charitable giving — compared to a much smaller portion spent at national chains or large online retailers.

Thriving Small Businesses Increase Property Value

Vibrant local shopping districts make neighborhoods more desirable.

Walkable areas filled with boutiques, coffee shops, salons, and gift stores create charm and lifestyle convenience that future homebuyers actively seek out.

Supporting your local storefronts helps keep these spaces alive — which in turn keeps your town thriving and your property values strong.

You’re Supporting a Dream

Behind every small business is a real person — or in our case, sisters — who took a leap of faith.

Small business owners are part of the fabric of the community. We’re raising families here, building partnerships with other local businesses, supporting neighborhood restaurants, and contributing to the energy that makes our town feel special.

When you shop small, you’re not funding a CEO across the country — you’re supporting someone’s livelihood, their team, and their dream.

Small Businesses Create Meaningful Local Jobs

From high school students getting their first retail experience to moms working part-time close to home, small businesses create flexible, community-centered employment opportunities.

As Hollie Ray has grown, so has our team — from stylists and merchandisers to operations, marketing, and inventory roles. Each position represents a real person whose income is directly supported by local shoppers.

Shopping small helps families put food on the table — right in your own zip code.

You Get Personalized Styling & Genuine Service

One of the biggest differences you’ll feel the moment you walk into a boutique is the level of care behind the experience.

At Hollie Ray, our team knows many of our customers by name — and by style. We remember who loves a great wide-leg jean, who’s shopping for an upcoming wedding, who needs classroom-friendly outfits, and who just wants something cozy for the weekend.

But it goes beyond product knowledge — it’s about connection. From the moment you walk through the door, you’re greeted, styled, and supported by a team that truly wants you to feel confident in what you’re wearing.

It’s thoughtful service, honest styling advice, and a welcoming environment you just can’t replicate in a big box store.

Like having a personal stylist… just without the appointment.

A Curated Selection You Can’t Find Just Anywhere

While many boutiques may share similar trends or brands, what makes each one special is the perspective behind the selection.

Every store is edited differently — shaped by the owners’ taste, their customers’ lifestyles, and what they know will resonate most with their community. Instead of mass assortments, you’re shopping a thoughtfully curated collection that’s been hand-picked with intention.

At Hollie Ray, we’re constantly asking: Will our customer love this? Where would she wear it? How would she style it? That lens guides every buying decision we make.

The result is a shopping experience that feels personal — not because every item is exclusive, but because the mix, styling, and presentation are uniquely tailored to the women we serve.

Shopping small allows you to build a wardrobe that reflects your style — with pieces chosen by people who truly understand it.

Small Businesses Go the Extra Mile

Need a size we’re sold out of? Searching for the perfect gift but not sure where to start? Saw something on Instagram and hoping we still have it?

At Hollie Ray, going above and beyond isn’t the exception — it’s the standard. Our team is always happy to check other locations, reach out to vendors, place special orders when possible, or set items aside until you’re able to make it in.

We take the time to learn what you’re shopping for — whether it’s a last-minute event outfit, a meaningful gift, or simply pieces that make you feel your best — and we do everything we can to help you find it.

It’s thoughtful, personalized service rooted in care — the way shopping should feel. Just real people, helping you find exactly what you need.

More Ways to Support Small

Supporting small businesses goes far beyond making a purchase. It’s following along on social media, sharing your favorite finds with friends, leaving kind reviews, attending events, and shopping online when you can’t make it in person. Every like, share, recommendation, and visit helps us grow — and more than that, it reminds us that what we’re building is supported by a community that truly cares.

So whether you shop with us at Hollie Ray, visit our sister store Elle Park, or support another local favorite in Franklin or Nashville…

Just know: we notice, we appreciate it, and we couldn’t do it without you 🤍