15 Stories: Alex Magruder and Julia Schnabel, The Little, East Hampton, NY

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Alex Magruder, co-founder: We started The Little with a simple idea: to create space where parents could find beautifully curated, well-made children's clothing and gifts. Since opening our first location in East Hampton, The Little has grown to include a second store in New York City's TriBeCa neighborhood. Our shops are built around real connections – with our customers, our families, and the neighborhoods that embrace us. That's why Small Business Saturday® is so meaningful. Every year, we reconnect with our customers, thank them for their loyalty, and remind ourselves why we're here.    

The Little Beginnings

The Little started as a personal passion project, born out of my own experience as a new mom. I was pregnant with my first child when we opened our first store in East Hampton in May 2020, right after the COVID-19 pandemic began. It was a strange time to open a retail business, but in a way, the timing worked in our favor. People were spending more time at home, and families were focused on finding quality, thoughtful products for their children. The Little offered a sense of comfort and joy during a tough time, and being pregnant helped me to connect with other moms right from the start.

 

Julia and I had known each other for a while, and she quickly became a regular at The Little. She'd stop in for gifts and things for her two kids, and we just clicked. We talked about which products were working, and Julia's background in retail meant she had great insights into what moms were looking for. Over time, our conversations about business grew more in-depth. I joke that Julia became my best customer turned business partner, but it’s true!    

Julia Schnabel, co-founder: I was living on eastern Long Island during COVID and loved what Alex was doing with The Little. I would start re-merchandising things while I was there – I couldn't help myself! When my family moved back to TriBeCa, I realized that I couldn't find any independent children's stores left downtown. I would often text Alex, "I can't find this here – can you send gifts for our birthday parties this weekend?" And that's when I told her, "We have to open in TriBeCa."    

Magruder: By this time, I had a one-year-old, and I was hoping to have more kids, so the idea of opening a second store felt like a lot. But I felt really good about Julia as a business partner and she pushed for us to start looking for spaces, counting strollers to gauge foot traffic. We found the perfect spot and opened the TriBeCa location in Spring 2022. It's been a really wild but very fun ride since.    

A Soft Spot for Small Business Saturday   

I've always had a soft spot for Small Business Saturday. I managed a boutique in college about 15 years ago, and we made a big deal about it. It stuck with me. When we opened The Little, I knew we had to be a part of it. Our first Small Business Saturday was six months after we opened in East Hampton, and it was incredible. We offered a small discount to kick off the holiday season, but more than that, it was about connecting with our community. People were excited to support a local store, especially after everything with COVID.

 

It's about creating memories and feeling part of something bigger. For us, it's a time to reconnect with our customers, thank them for their support, and celebrate the community that can emerge from owning a small business. 

One of the challenges of running a business in East Hampton is the seasonality. The summer months are busy, but the off-season can be slow. Hamptons rent is high, and more than once, I've thought about closing the store. But every time, the community rallies around us. Other business owners, customers, even people I barely know come in to say, "You can't close – we need you here." That support keeps us going.  

In East Hampton, where so many small businesses have been pushed out by high rents and competition from larger retailers, Small Business Saturday is really important. We've seen so many small, independent stores close over the past few years, and it affects all the other small businesses. We've been lucky to have a loyal customer base that supports us year after year. 

"From the start, we've built The Little around community. One of the most rewarding things is seeing relationships form between our customers. We see kids grow over the years, and our customers feel like family." —Alex Magruder, co-founder, The Little

Schnabel: In TriBeCa, Small Business Saturday has a special vibe. It's more than just a busy shopping day – it's part of the neighborhood rhythm. Families are out to kick off the holiday season, bundled up with their kids, ready to Shop Small®. You can feel the energy – the little touches that make Small Business Saturday so much fun. There's a sense of excitement, and it's one of those days when you really feel like part of the neighborhood. 

We've set up a hot cocoa cart for another event, and maybe we'll do that for Small Business Saturday this year. It's a small gesture, but people love it. It's those little things that make the day feel special.

 

We start preparing for Small Business Saturday weeks in advance. It's not just about offering discounts – it's about creating an experience that makes our customers feel valued and appreciated. We start Small Business Saturday promotions right before Halloween. In time for trick-or-treating, we put the signage up in our windows, and we email our top customers to let them know that we're doing a customer appreciation event in tandem with Small Business Saturday. We want the stores to feel cozy and welcoming. We want people to feel appreciated and remind them why shopping small matters.     

Community: The Heart of The Little

Magruder: From the start, we've built The Little around community. One of the most rewarding things is seeing relationships form between our customers. We see kids grow over the years, and our customers feel like family. The Little is a hub where parents can find support. That might be through conversations about food allergies or infertility, sharing stories, or just bonding over the challenges and joys of raising children.    

Schnabel: Every time I see a child wearing something from The Little at a birthday party or around town, it's a reminder of how much we're part of their lives. When we opened, we imagined moms meeting in the store, saying, "Oh, my baby is this many months old – let's grab coffee," and that's exactly what happened. It's one of the things we're most proud of.    

Of course, our kids are part of the store too. They're often with us in the shop, playing in the corner or helping unpack products. It's definitely a family affair. They've been part of every step, and it's amazing to share this experience with them.    

Lessons Learned and Looking Ahead    

Running a small business has taught us so much, especially when it comes to finding balance. After a busy holiday season, it's easy to get carried away with buying for the next one. We've definitely made that mistake. We've come off the holiday high thinking, “We can sell a million of these!” But then the inventory arrives, and we realize we've overbought. It's one of those lessons you learn over time. Despite the challenges of running a business, the rewards are far greater. Seeing our customers come back, watching their kids grow, and being part of their lives makes it all worth it. 

 

Magruder: We're excited about the future of The Little. We've built strong communities in both East Hampton and TriBeCa, and now we're focused on growing our online presence. Our customers are loyal, and we want to make sure people outside of New York can experience what The Little has to offer, too.    

Schnabel: We've built strong relationships with customers who've been with us from the start, and staying connected to them is a priority. Small Business Saturday reminds us why we opened The Little – to create a space with great products where people can feel connected, feel valued, and support local businesses. 

Want to learn more about how to encourage your customers to Shop Small on Small Business Saturday? Visit the Small Business Saturday Resource Hub for marketing materials and business insights that can help you engage with your customers and find new ones. You can also read stories from 15 small businesses that have seen success on Small Business Saturday and beyond. 

As told to Cara Cannella, American Express Business Class freelance contributor 

Photos: Josh Dalsimer  

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