Make Me the Perfect Match!

The Landlord-Tenant Matchmaking initiative aims to seed entrepreneurship along South Street.

By Shannon Maldonado

The seeds of entrepreneurship are often planted in the smallest, most unexpected moments. Mine happened during a big meeting in my former life as a senior designer at American Eagle Outfitters, a position I’d held for nearly nine years.

I had been working tirelessly on a collection of outerwear designs for our seasonal presentation to the leadership team. It went off without a hitch; our company’s top executive showered my efforts with praise and excitement over the future of my department. What followed, though, was an unexpected feeling of uncertainty: “Is this it? What could be next for me after this career?”

That moment of uncertainty turned out to be the seeds of my own brand. But back then it wasn’t a brand at all, it was just a handful of nebulous notes scribbled onto brightly colored Post-its stuck onto my bedroom wall. Those ideas germinated in a notebook that I quickly filled with magazine tearsheets, business cards, budget printouts, and articles I was devouring about small business and retail.

A year later, in the spring of 2016, YOWIE was born online; a humble collection of 12 products and a colorful website—built via favors from friends and colleagues. The website launch felt like a huge step in our brand’s nascent beginnings, but it was a series of pop-ups that really built momentum and a community around YOWIE. This experimental retail format of mini-installations allowed us to test products, hone our values, solidify our mission, and create a framework for something bigger: the blueprint for a permanent space. Some of the pop-ups were one day long, while others stretched over a few months. All of them were fun and informative and served as a catalyst for our growth. I’m still praising these efforts and encouraging others to try this approach nearly seven years later.

As someone who grew up visiting South Street since I was a child, I see its current state as an inflection point of opportunity. My fondest memories of the street are visiting shops like Guacamole, Eyes Gallery, Tower Records, and Sub Zero with friends but also PhilaDeli, Buster Brown, Benjamin Lovell Shoes, and more with my family. Each shop had its own unique offerings; some were run by their owners or an eclectic group of friendly faces that held court and made me feel seen.

Looking back, 25 years later, I realize that these spaces left a major impression on me. As I began to work alongside QVNA neighbors like Cait Allen and hear stories from customers about their budding ideas, I wondered, “How can we begin to work to find spaces for those wanting to test out a new idea?”

Over coffee, the Landlord-Tenant Matchmaking initiative was born. We’re a tiny but inspired group composed of members from the business district and community who know this idea will take time, a bit of trial and error, and lots of coordination to reach its fullest potential. What I love about this initiative is the proactive and collaborative way it approaches vacancy in the area to create everlasting businesses that aid in the area’s growth.

So what entrepreneurial seeds keep you up at night? Is it time to consider bringing them off of the page? Or do you have a friend who’s been wanting to take a small business leap? Perhaps it’s time to plant those seeds at a temporary space on South Street. I can’t wait to stop by and be your first customer. ■

For more information and support navigating the Landlord-Tenant Matching initiative, contact dana@southstreet.com.