Eco-friendly tea, gender-neutral underwear and bluetooth-enabled water bottles are just a few of the inventive products Macy’s is promoting through pop-up shops that feature all women-owned businesses.
Dubbed SoGifted, the initiative is a partnership with SoGal Ventures, a female-led millennial venture capital fund in which Macy’s holds a minority stake.
The fund, co-founded by Elizabeth Galbut and Pocket Sun, currently invests in more than 65 diverse, early-stage startups across the U.S. and Asia.
“Our mission is to build a firm that embodies the cultural values that we want to see in the world,” she said. “With the partnership at Macy’s, we’re taking this a step further and giving in-store shoppers across the country an opportunity to discover and support female-led small business brands so the next generation of women can be empowered to know that entrepreneurship is within their reach.”
The shops will pop up in seven locations nationwide, including Herald Square in New York, Lenox Square in Atlanta, Fashion Show in Las Vegas, Northshore in Boston, North Star in San Antonio, Twelve Oaks in Detroit and Galleria in Fort Lauderdale.
There will also be special events at select locations, including a “lipstick reading” and a female founders panel in Herald Square, and meditations and mini-facials in other stores.
SoGifted brands include:
- Blume natural deodorant and sustainable personal care products
- Biodegradable, non-toxic tea bags from Bon Temps
- Ettitude hypoallergenic bamboo bedding
- Bluetooth-enables water bottles that track daily water intake from HidrateSpark
- Avocado oil-infused lipsticks from Laqa & Co. (Herald Square location only)
- Lovevery educational children’s toys
- Neely & Chloe accessories
- OK Jewelry customized baubles
- “Geeky” t-shirts from Quirktastic
- “Unbreakable” hosiery from Sheertex
- Skin Inc. beauty serums
- TomboyX underwear in gender inclusive styles and sizes
Macy’s has taken several steps recently to ensure that diversity and inclusion are priorities among its own ranks, as well as for consumers and business stakeholders. In 2018, the company named Shawn Outler its first chief diversity officer, and made a series of announcements to shake up the status quo.
The company promised 50 percent representation of gender or gender identity, ethnicity, age, size and disabled persons in its advertising campaigns by 2020, and 30 percent ethnic diversity at the senior director level and above by 2025.
SoGifted will be in stores through January 31, 2020.