Ani Greenidge and Ameira Hernandez with Art Sensations. Abiba Biao Photos.
Amidst the continuous hustle of boarding calls, rolling baggage, and shuffling passengers at New Haven Union Station, Ani Greenidge was on a mission.
Her first order of business: two henna kits and two wooden painted ornaments from artist Ameira Hernandez of Art Sensations. That was just the beginning of the small-biz gift-giving adventure.
Greenidge was one of several curious shoppers at the final weekend of Winterfair, a new holiday-pop up in New Haven Union Station based on an eponymous festival in Hartford. Located on the second floor of Union Station, Winterfair is the brainchild of Breakfast Lunch & Diner (BL&D), a community incubator and small business booster based in Hartford.
The group has been running the fair in Hartford since 2020. This year, it ran in New Haven on weekends from November 29—small business Saturday—through December 21.
“It's really about driving sales to small and micro businesses during the holiday season,” said Jeffrey Devereux, managing partner at BL&D. “It's the most important sales time of year and if we can connect some of those dollars that are out there looking to buy gifts with small businesses, then we can keep that money local, we can support our own local economy in a more concentrated way.”
The inclusion of New Haven Union Station comes as a part of BL&D’s overarching initiative Floor-Plan, a project created to support small business in New Haven and Hartford through retail activation and in-person experiences. At the end of the five-week holiday season, over 100 small businesses will have participated and vended at Winterfair between the two cities.
As Greenidge continued her trip around the fair, small businesses seemed to pop up in every direction (in total, last weekend’s fair featured over two dozen vendors). At one table was Abigail “Abby” Boender with her mom, Jill Boender.
Even during quiet moments, Abby still found herself busy, making a beaded pair of soon-to-be frog earrings as she scanned the crowd for potential customers. One frog was an early bloomer, fully shedding its tadpole body, while the other was still undergoing metamorphosis, waiting to grow out its hind legs.
“I’m one of those people where if I think of an idea, I like, have to do it,” said Abby as she worked. Across the table was a spread of goods that echoed her productive energy: crocheted bandanas and sterling silver beaded earrings, temporary tattoos, postcards, and porcelain clay necklaces. “Like, I won't stop thinking about it. I've literally lost sleep over [it] before. I’ve had to get up and be like, ‘Okay, go do something.’”
Jill Boender and her daughter, Abby.
After seeing advertisements for Winterfair on Instagram, she joined the event during its first week, making the trek from Guilford to New Haven. She’s been back to vend several times since.
The fair has been a reminder to her that any moment can be a marketing opportunity, she said. She also highlighted the importance of a support system, including one’s own “elves.”
With the comment, she turned to her mom. “Thank you,” she said. Jill burst into a fit of laughter. When she had regained her composure, she said she was more than happy to help: her “elf” time also gives her a chance to bond with her daughter. Watching the business grow has been a joy, because she’s seen how it brings Abby out of her shell.
“I would always encourage the creativity,” she said as a cautionary note to fellow parents of entrepreneurs. “Do your best not to stifle it. Be patient and understanding … This is her gig, this is her deal. She's the one who's representing all of this stuff. I just try to be the elf.”
Similar to Abby, Hernandez has been crafting for a decade, and founded Art Sensations when she was just 15. As a teacher by day, artist by night, Hernandez thinks of Art Sensations as her side hustle, a home decor business that sells wooden goods with henna-inspired designs from letters to jewelry boxes.
Based in Stratford, Hernandez also offers home-based henna services, traveling to clientele in the surrounding area. For the new year, one of her goals is to foster public engagement through henna workshops, including spaces where she can explain the history and usage to clients.
“It's one thing to get it, like, it's a cute thing. In the summer, it's another to actually learn the process and the history of making henna paste,” she said.
So when Hernandez started explaining her henna paste kit to Greenidge, she was all ears.
“I'm only been in New Haven for a couple of years and I'm from New York,” Greenidge said. “Grand Central Station is one of my favorite places in New York City, so I wanted to see what New Haven has going on.”
Hernandez remembers her first encounter with henna, getting it done at 12 years old. She immediately fell in love with the art form, taking time to learn. Eager to get the product out there, she decided to participate in Winterfair because of the amount of traffic at Union Station.
“I believe in what I do, in my products, so I want to help beautify beautiful spaces,” she said.
Jesse Giorgio.
To the left of Hernandez stood Jesse Giorgio with her business New Haven IRL, a play off the internet acronym that stands for “in real life.” Beside the informational pamphlets were stickers featuring prominent New Haven neighborhoods and cultural landmarks like Wooster Square, East Rock, Long Wharf, and the Peabody Museum.
Giorgio, who has called New Haven home for 25 years, created the business earlier this year, after her husband landed a job in Greenwich, and was not able to be at home as often. After she finished work, she would often find herself home alone with nothing to do.
She wanted to “make the city smaller and more wonderful for the people living [here],” she said. After almost a year of planning, Giorgio launched the business in October. She also became the co-coordinator of the New Haven Pickleball League, made up of 320 people and counting.
“This city it's so big, it's so rich in culture, events, people, businesses, but it's also small enough that you can get your hands around it, and you can do something that will make a difference in this city,” she said.
Next year will be the launch of events she calls “the city sampler,” a curated series of 90-minute events in different places in the city, meant not only to help people learn about and navigate New Haven,but also support small businesses. She’s currently in talks with people such as Spruce Coffee and Katalina’s Bakery.
The events will also accommodate different people with daytime, nightlife, and non-alcoholic activities. These get-togethers will also have rules, she added: people will never be matched one on one with anybody. Participants are prohibited from asking others for their contact information. It is up to the person if they are interested in a person they can share it, but can't be prompted by others.
The next stop for Greenidge was Tierra Soap Co, Founded by Addy Reyes Ramos and her husband Richard Ramos in 2021, Tierra is a skincare business that sells handmade vegan marbled clay soaps, body balm, and essential oils. While Reyes Ramos wasn’t present, family-friend Anniya Taylor-Beam stood in her place to run the sales.
Greenidge stopped to take a whiff of the soap bars, leaning in to inspect a bar named “UBUNTU,” marbled black, green, and brown bar. Its name derives from the Bantu languages of Southern Africa, primarily Zulu and Xhosa, meaning "humanity towards others.” While it is considered a South African concept, many countries in Africa have their own words and terms for the philosophy.
As Greenidge paused to take in the goods, Taylor-Beam guided her through the options. In the end, Greenidge ended up getting four soaps, with her mother also getting a few items. The soap bars would be gifts for her neighbors.
“I love giving gifts,” Greenidge said. “And I just think [people should] think small. … I think right now, the personal things and things we can make by hand are so special because we live in such corporatized times.”
Devereux: Back next year?
This concept of community connection is exactly what Devereux underscored as the spirit of Winterfair. He also noted the difference between the two Winterfair locations. Whereas New Haven is a bigger rail station, Hartford is a bigger bus station, allowing for people to walk and peruse through shops. This culture of leisurely strolling is something he hopes to build in New Haven.
“It's too early to say it officially, but all signs point that we should be back next year,” Devereux said.