Shop Local

Step into Shop Local in the heart of Cape May’s Washington Street Mall, and you’ll be greeted by something more than just handmade treasures and whimsical displays. You’ll feel it: that unmistakable blend of creativity, community, and hustle that pulses through the walls, carried in from the hearts and hands of nearly 40 local artists and makers who call the store home.

This isn’t your average shop. It’s a store within a store—literally.

Founded four years ago by Tiffany Hutchinson, Shop Local is a multi-vendor space where every product is handmade, and every vendor is based in New Jersey. “They rent their own spot,” Tiffany explains, “and they have complete control over it. It’s kind of like owning a store within a store.”

The idea was born in the early days of the pandemic. As the world shuttered, creativity surged. Friends and neighbors, many of them stay-at-home moms or workers sidelined by lockdowns, began crafting out of both boredom and necessity. Hutchinson, already a successful business owner with her 17-year-old company By the Shore Cleaning, saw an opportunity to support these burgeoning makers while scratching her own entrepreneurial itch. “I love my cleaning company,” she says, “but I get bored every few years. A new business idea always seems to pop up.”

What emerged was Shop Local: a 1,000-square-foot space that’s packed wall-to-wall with goods as varied as the artists themselves. Think engraved tumblers featuring everything from Taylor Swift to Philadelphia Eagles logos, hand-poured soaps and bath bombs, painted vases, greeting cards with cheeky slogans, and even framed layered-paper artwork. There’s something new every time you walk in—and that’s not just a catchphrase.

“We don’t do curated front tables or seasonal displays, though we did have a tree with handmade ornaments at Christmas,” Tiffany says. “But we do encourage artists to change up their space, rotate stock, try new things. Month to month, everything can look completely different.”

The result? A shop that feels more like a living, breathing gallery than a retail store. It’s vibrant, ever-changing, and, by Hutchinson’s own definition, “whimsical.” But more than anything, it’s accessible. Prices range from $2 trinkets to $80 engraved tumblers. “There’s something for everyone,” she says. “You don’t have to spend $100 to support a local artist.”

That commitment to accessibility extends beyond the customers. Rent for vendors is shockingly affordable—“you’d be surprised,” Hutchinson laughs—and artists don’t have to work exclusively with Shop Local. Many participate in other co-ops or fairs. But the beauty of Hutchinson’s model is that every vendor takes a turn working the register. “Whatever day you walk in, you’ll meet a different artist. I always tell them—use that day to promote yourself. Learn what sells. Talk to people. You’re not just running the store; you’re building your business.”

And for some, it’s worked—phenomenally. Hutchinson proudly shares stories of vendors who started at Shop Local and eventually launched stores of their own. One wood engraver went from selling frames in the co-op to selling for 10 days at the Philadelphia Flower Show. “He got so big with custom orders, he couldn’t even stay in the store anymore,” she says.

But Shop Local isn’t just about selling—it’s about building. Beyond the permanent vendors, Hutchinson offers $50 pop-up opportunities for anyone who wants to test the waters. That money? It goes directly to a scholarship fund Hutchinson created for high school seniors pursuing the arts. “Last year’s winner was the first in her family to go to college,” she says. “When we surprised her, we both cried. It was one of the best moments of my life.”

Pop-ups aren’t restricted to makers, either. Authors, jewelry designers, even aspiring photographers can set up shop for the day. Hutchinson welcomes them all. “It’s about giving people a shot. Whether they join the store or not, it’s a steppingstone.”

This philosophy—that everyone deserves a chance to grow—is baked into every part of the store’s operations. From low-cost contracts to tiered shelf rentals to open vendor applications, Hutchinson has created a system that lowers the barrier to entry without sacrificing standards. Every item is homemade (with a few minor exceptions for accessories), and new vendors are carefully considered to avoid overlapping with current artists.

And Hutchinson isn’t afraid to say no—or to suggest edits. “Sometimes I tell people, your stuff isn’t selling, so maybe change it up. Some listen, some don’t. But I want them to succeed.”

Despite juggling two businesses and being a single mom to three kids, Hutchinson is hands-on with everything from social media to vendor support. But she doesn’t run the show alone. “I have an incredible group of artists. They help each other, cover shifts, and collaborate. It took a while to find that chemistry, but we’ve got it now.”

Still, it hasn’t all been smooth sailing. “Getting 38 different artists to get along isn’t always easy,” she admits. “But they don’t have to love each other. They just have to respect each other’s space.”

The store’s layout, which blends displays without clear divisions between vendors, only heightens that challenge. But Hutchinson manages it with care—and boundaries. “I approve everything before it comes in,” she says. “I have to protect the vendors.”

And then there are the surprises—like the runaway popularity of one vendor’s “Jar of Fs,” which contains tiny wooden F-bombs in a decorative jar. “They fly off the shelves,” Hutchinson laughs. “Teachers love them.”

So do tourists, who flock to the shop in droves during Cape May’s high season. From June through September, the store is open 10am to 10pm, giving vendors even more opportunities to shine. “We’re literally open every single day,” she says. “Even if no one else in the building is.”

It’s hard to overstate what Hutchinson has built, especially considering Shop Local is her first retail venture. “I’d never had a brick-and-mortar store before,” she says. “It’s a totally different world. But I love it. I love the people, the conversations, the stories. In the summer, we get visitors from all over—England, Ireland. I tell them, ‘Just keep talking, I love your accent!’”

For now, she’s content keeping Shop Local a uniquely Cape May experience. “I thought about expanding to other beach towns, but after trying it in Ocean City, I can see that this is where it works,” she says. “This is where people appreciate it.”

And as for the cleaning business? “I still love it,” she says. “But I’d rather be in the store, talking to people.”

If you’re looking to support local makers, discover one-of-a-kind finds, or simply soak in some Cape May creativity, Shop Local is more than a shopping trip. It’s an experience—and a celebration of what happens when community meets craftsmanship.