‘Small but mighty’: Hilldale gives extra love to local shops on Small Business Saturday

MADISON, Wis.– Glitter Workshop owner Naomi Richardson didn’t expect to open a retail shop during a pandemic, but the opportunity to support local artists wasn’t something she could pass up.

“It’s a new concept for me, something I never would have thought of,” Richardson said. “I have to give it a go and see how I can help support these people, too.”

Glitter Workshop sells art and gifts designed by about 50 local artists. It will also become a place for customers to make their own creations once safer.


“It’s been really great, lots of support from the community,” Richardson said.

When shoppers make a purchase at Glitter Workshop, it supports Richardson and the 50 artists who sell their pieces in the store.

“When I hear stories that checks from here have paid their electric bill, it just makes everything worth while,” Richardson said.

That money stays right here in the community.

“It’s bringing that back home, and you’re making a difference in these people’s lives,” Richardson said. “It’s just so important right now.”

The shop is one of 30 small businesses at Hilldale, located across from AMC Theatres.

“It makes us one of a kind,” Hilldale Marketing Manager Julia Hix said about the mix of small businesses and big box stores at the mall. “I think (the local businesses) have a very loyal customer base and they come back week after week, month after month.”

Hix said each locally owned shop is marked with a “small but mighty” sticker in its window. The stickers are part of the mall’s campaign to show extra love to its small businesses in November.

“More than any other year, we’re hoping that people can show extra love to our smaller businesses because it has been a harder year, and they’re doing everything they can to be helpful to the customers,” Hix said.

Hilldale will extend holiday shopping hours in December.

Madison Magazine compiled a list of locally owned businesses that can be read here.