Create & Cultivate and Mastercard Launch Main Street Love, A Digital Holiday Shopping Experience Supporting Womxn-Owned Small Businesses Across the U.S.

Originally published on Mastercard ranked No. 6 on The Fair360, formerly DiversityInc Top 50 Companies for Diversity list in 2020.

Create & Cultivate, the modern media company for working womxn*, by working womxn, led by Founder + CEO Jaclyn Johnson, has teamed up with longtime partner, Mastercard, to create a digital holiday shopping experience that spotlights and supports womxn-owned small businesses. 

Holidays are a time for giving and this year consumers are planning to support their main streets and shop with purpose. According to a new Mastercard holiday consumer sentiment survey, 77% of Americans will choose to shop local this year with 68% prioritizing purchases from womxn-owned small businesses, and 66% wanting to support Black-owned small businesses. Main Street Love: A Priceless Holiday Shopping Experience Supporting Local Businesses, Everywhere strives to do exactly that; in digitalizing its storefront, one can shop from the comfort of their home and support the curated selection of small businesses from across the country, regardless of location.  

“Local businesses are so much more than what they sell, they are the hearts of our communities and foundation of our economy,” said Cheryl Guerin, executive vice president of North America Marketing & Communications for Mastercard. “That’s why we are thrilled to partner with Create & Cultivate to provide a safe, digital shopping experience this holiday season that enables consumers to support local small businesses across the country and shine a light on the fearless women business owners behind them.”

Main Street Love will feature a diverse selection of hand-selected products across various categories such as Home Accents, Fashion & Accessories, Beauty & Self-Care, and Lifestyle & Culinary, launching Monday, December 7, 2020 through December 23, 2020. Shoppers can virtually browse through the curated collection from an editorialized perspective, with the ability to purchase direct from each small business while learning more about the brand and its’ founder(s) along the way. With 53% of Americans noting they would rather not receive a gift at all than to receive one from a retailer whose personal values do not align with their own according to the Mastercard survey, providing an additional lens into who a brand and its founder(s) are was a top priority for the consumer experience.

When we support womxn-owned businesses, we’re not only investing in their dreams but their local communities. Main Street Love features over twenty womxn-owned businesses and founders across the country including Tezza of ByTezzaMichelle Cadore of Yes I AM INCSonja Rasula of Care PackageDiana Gaitirira of Rough LoveKelsea Olivia of East OliviaCarla Marina Marchese of Red BeeBianca Negrón of Bianca DesignsDeepica Mutyala of Live Tinted and Cyndi Ramirez-Fulton of Chillhouse.

“Supporting womxn-owned small businesses, as a woman-owned small business ourselves, is at the core of what Create & Cultivate stands for,” said Jaclyn Johnson, Create & Cultivate’s Founder + CEO. “We are elated to continuously find innovative ways to do so with partners who share the same mission and values such as Mastercard.”

Main Street Love: A Priceless Holiday Shopping Experience Supporting Local Businesses, Everywhere

*The term womxn (/ˈwʊmɪn/) is an alternative spelling of the English word woman. It is used, particularly by intersectional feminists, to avoid perceived sexism in the standard spelling and to explicitly include or foreground transgender and nonbinary people.


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