Fall 2009

Cater to the Conscientious Consumer By Barbara Scofidio

Hyper-Local

Poornima Apte

When Jean Tanler and Loren Talbot were studying urban planning in graduate school, they noticed a disconnect between local manufacturers and area retailers selling products using the “New York” brand. Many of these T-shirts, shot glasses and chocolate-covered apples were made out of state or overseas. It was then that Tanler and Talbot recognized an opportunity to capitalize on the growing yet widely untapped market of purchasing products made in New York and their online store, Local Labels, was born.

The store stocks only products made in the city and even categorizes merchandise by borough.

“Buying local supports the local economy, encourages a more diverse workforce, strengthens community ties and reduces the environmental impact of shipping goods across long distances,” Tanler and Talbot say.

They take great care when sourcingproducts. To qualify, all products must be made or assembled within New York City’s five boroughs. “With apparel, such as T-shirts and onesies, we require that they are made in the USA and printed or embellished in New York City. We encourage our vendors to source their material and ingredients as close to home as possible. Companies based in New York but who have their manufacturing facilities elsewhere – even if it’s Westchester, a suburb of the city, do not qualify. Our focus is to promote a manufacturing base within New York City,” Talbot says.

To test out the possibility of a brick-and-mortar store, Local Labels recently opened a kiosk at Grand Central station. They say the location made it easier for the store to reach their target customers: New Yorkers and tourists wanting to buy a gift for friends or family that has a real and immediate connection to the city.

The kiosk lease was for two months only; this is typical for kiosks at Grand Central. “We have a possible opportunity to return for the holiday season,” Talbot says.

Local Labels uses the diversity and talent of the city as a central part of their marketing efforts.”Since many of our products are unique—tote bags made from recycled umbrellas, real pigeon feathers as NYC souvenirs, graffiti inspired lamps—we focus on their originality. We also provide personal profiles of each of our vendors to convey a sense of community and involvement,” the women add.

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Barbara Scofidio

Barbara Scofidio is co-owner of noa jewelry, fine handcrafts & gifts in Groton and West Concord, MA, featuring the work of 200 local artists. She is also co-founder of Nashoba Local First and a steering committee member of the Concord Independent Business Alliance.