How do you merchandise your store when each piece is unique?

Mayfly carries a range of categories, from clothing to accessories and gifts, so people can come in looking for something specific and discover unique pieces within each category. There are sweaters, t-shirts, dresses, jeans, all the things shoppers would look for in a traditional store. But each piece has its own story, made from old curtains or tablecloths or hand-crocheted blankets. I started making these tomato sweaters because one of my own shirts had a big stain on the front, and I was like, “Oh, I have to fix that.” I also source second-hand t-shirts and print my own designs on them.

In addition to creating visually compelling displays, how else do you engage customers? 

It’s about doing as much as showing and selling. People like to see where the clothing is made and who’s making it. We have monthly dye bar events so people can breathe new life into old clothes with a color change. We also started offering on-site alterations by Colleen Cecelia, a service people would otherwise need to go somewhere else for. This gives customers another reason to come in and shop when they drop something off and pick it up.

What’s your advice for other small retailers about getting into brick-and-mortar?

Find somewhere with good foot traffic, even if it seems unexpected. Our first experience with physical retail was a holiday pop-up shop at the Burlington Mall in 2022. We created an environment for people who wouldn’t normally shop small to come here and run into it. We brought our hand-painted 1969 Volkswagen bus, which was a big conversation-starter, and created a world that allowed us to tell our story. The next two years, we were in a real storefront with other brands, which gave us a taste of what running a shop would be like.

Align yourself with like-minded brands and companies. We also did a pop-up shop called Mayfly Co-Lab, a collaborative storefront and workspace that featured local artists focused on sustainability. Not only did we sell during regular business hours, we also hosted a “Reworked Fashion Show” featuring Mayfly and other designers. In-store events are great for building awareness, community and authentic content.

Be a part of building something new or bringing something back to your community. Our current retail space is Mayfly at the Garage (a revitalized mall in Harvard Square that used to be a parking garage). It’s a place with a lot of 80's nostalgia, and customers have said it’s exciting to see new small businesses coming in.

(Image courtesy Alex DiMauro)