Introducing Caroline Weaver

Shopping small with Caroline Weaver: she’s an obsessive shopper, former specialty shop owner, and the creator of The Locavore Guide. MWS recently sat down with her to talk about the importance of supporting local businesses.

The Backstory

We’ve all heard the phrase “shop small” but what does that REALLY mean? When Caroline ran her own shop, she constantly wished there was a resource to help people. She longed to turn the feel-good phrase into a way of life—one that benefitted NYC’s neighborhoods, bolstered the local economy, and enhanced a general sense of connection. But she also recognized how easy it is to lose sight of that ideology in a world obsessed with convenience.

Driven by a desire to reconnect people with the joys of shopping small, Caroline spent a year walking across every borough of New York City, visiting hundreds of independent shops. Her goal? To understand how the city’s small business ecosystem really works—and to make it easier for others to engage with it meaningfully.

The result is The Locavore Guide: a resource for discovering not just what to buy and where to buy it, but how everyday errands can become a way to explore, engage, and experience NYC in a whole new way.

Caroline’s work invites New Yorkers—and anyone who loves cities—to slow down, look around, and rediscover the magic of local commerce. Through her guide, she’s helping to reshape how we think about consumption: not as a mindless act, but as a chance to support people, places, and the character of our communities.

Shopping Small with Caroline Weaver

You’ve described yourself as an “obsessive shopper.” What does that mean to you — and how has that shaped your view of what makes a great shop?

“For me, shopping small with Caroline Weaver starts with the idea that shopping is a scavenger hunt with a utilitarian purpose. It’s amazing that you can find anything in this city if you know where to look. A great shop has a distinctive point of view and is staffed with people who are passionate and knowledgeable about what they’re selling. Even something as everyday as a grocery store can be a real experience when it’s designed with personality and offers a bit of social connection.”

What do you think people most misunderstand about “shopping small?”

“One of the things I’ve learned while exploring and shopping small with Caroline Weaver is that there’s a post-pandemic misconception that “shopping small” or “shopping local” is an act of charity. Many people see it as a virtue — something you do when a shop is struggling or during the holidays. Really, it’s a lifestyle that’s incredibly rewarding and not nearly as difficult to adopt as people assume.”

You walked every borough of NYC — what surprised you most about the city’s independent retail scene?

“I love how hyper-local it is! You can tell so much about who lives in a community by the shops that fill its storefronts. Usually, the most interesting shopping neighborhoods are the most residential ones.”

How have you seen small businesses adapt and stay resilient in the age of online shopping and convenience culture?

“Shop owners need to be extra savvy these days. For most, in-person retail alone doesn’t pay the bills — and neither does e-commerce. The most innovative shops are hosting strategically planned events, building brand partnerships, expanding into wholesale, or finding ways to monetize social media.”

What are some neighborhoods or local business communities that you think deserve more attention right now?

“Despite rapid gentrification and the effects of landlords pushing locals out, Greenpoint has an incredibly strong community of shop owners. They organize a twice-annual retail crawl that’s fun and well attended. They’ve really figured out how to use collective power to encourage neighbors to shop local. There’s a similar group of shops in Astoria, too.”

The Locavore & MWS

The Locavore has featured Manhattan Wardrobe Supply before — what about MWS stood out to you as emblematic of “shopping local?”

“Manhattan Wardrobe Supply is one of those places that perfectly fits the spirit of shopping small with Caroline Weaver. They stock so many super-specialized products that most people assume they can only find online. Their selection is incredibly comprehensive — especially for niche categories — which is rare these days since most shops don’t have the square footage. For the industries it serves, it’s invaluable, and for consumers trying to quit Amazon, it’s a great place to start.”

Our customers include costumers, stylists, and makers — people who deeply value materials and craft. How do you see creative professionals supporting the local economy?

“Trades that require immediate access to supplies will always have a strong impact on the local retail economy, because the nature of their work means they can’t wait 2–5 business days for tools. Creative professionals work with tactile and visual materials, so shopping in person will always be essential.”

If The Locavore had a “shopping challenge” for wardrobe professionals, what would it be?

“I would love to know where to find a full range of colors of darning yarns (wool and cotton) in NYC! It’s one of the few things I haven’t been able to source IRL.”

Building Community

You often talk about shopping as a form of community building — can you elaborate on that?

“When you visit a physical retail store, you’re interacting with your neighbors through small, everyday connections that build trust, rapport, or even friendships. Shops host events and create meaningful ways for communities to engage. For our social wellness, it’s important to recognize the people we see on our regular errand routes. It creates safer, more connected neighborhoods and makes the city feel more like a small town.”

How can everyday New Yorkers shift their habits to be more locally engaged, even in small ways?

“We need to stop seeing shops as background scenery and remember that they only survive if we actually shop at them. There’s a lot of anxiety around shopping in person, but people in shops are generally kind and helpful. If there’s a shop you’ve walked past but never entered, just go in! You never know what inspiration it might spark for gifts, projects, or replacements. Another powerful habit is leaving positive Google reviews for the shops you love.”

What’s your advice for someone who wants to become a more intentional, local-focused shopper?

“Start small! Take a walk and make note of what’s in your neighborhood first. When you need to buy something, consider those shops before going online. Or use our database or guidebook to help you find the right place to go. That’s truly what shopping small with Caroline Weaver is all about — starting where you are and building meaningful habits over time.”

Shop Small Saturday

We were so fortunate to have Caroline IN STORE for a follow up interview on Shop Small Saturday! Check out our Instagram Live with her  HERE.

A heartfelt thank you

A huge thank you to Caroline for taking the time to chat with us! 
If you loved our conversation, consider supporting her by grabbing the latest edition of The Locavore Guide—available now!