May 8, 2025 by Carol Britton Meyer
Hingham Downtown Association Executive Director Amy Brown maintains a positive outlook about the continuing vitality of downtown Hingham.
“I see some really exciting new stores, new concepts, and a diversity of interesting, unique offerings during a time when shopping at the big box stores and huge conglomerates is becoming less and less appealing,” she told the Hingham Anchor, despite several vacant shops in the Square and surrounding area.
While the former Carolann’s on Main Street and Mahi Gold on South Street storefronts are currently empty, Hunt and Trade recently expanded into the former Coop space on South Street while a new shop — Holly and Olive — has moved into the former Sole shoe store. “Both the Carolann’s and Mahi Gold spaces are getting a lot of interest and should be filled soon,” Brown said.
“We’re also exploring pop-up store possibilities for some of the empty spaces,” Brown said.
Fig.a closed its North Street shop on April 26 after five years at that location. “But wait — just our physical location in Hingham,” Aja Amontea said in an email announcement to her customers. “Fig. a will live on stronger than ever via the worldwide web, trunk shows, and at home parties. I have a slew of creative projects in the works already!”
‘I was ready to move on’
She explained that with the “potential change to our current situation (our building sold), I was forced to start thinking about what was next if 102 North St. was no longer available to me. I started dreaming about the future, and by the time I learned the space was still mine, I was ready to move on.”
Looking ahead, Fig.a’s main focus will be jewelry. “I’m gearing up to introduce [my customers] to the coolest designers and really focus on the most unique, quality pieces I can find, along with traditional fine and fashion jewelry,” according to the announcement. “The future holds so much, and I hope you will all stick with me.”
Lorrie Campbell — who has owned Whitney Gordon’s Jewelers with her husband, Michael, for many years — had this to say:
“To thrive as a business in downtown Hingham, one must consider the unique charm and community spirit that defines this quintessential town. Success hinges on building strong relationships with residents and offering products or services that meet their needs and desires. Businesses that prioritize customer service, create inviting spaces, and engage with the community through events and partnerships are more likely to succeed. It’s also important to be flexible in order to respond to changing market trends and customer preferences.”
Prime location, community support, and historical significance
Some of the benefits of having a shop in downtown Hingham, she said, are its prime location, community support, the historical significance of the area that creates “an inviting atmosphere and attractiveness for visitors to explore and hopefully shop,” the numerous events that take place in the Square and surrounding area, and networking opportunities.”
Former Coop owner Kathy Mischik, told the Hingham Anchor that she closed her shop in late February after 16 wonderful years, due in large part to the lack of foot traffic in the area over the past two years, along with the lack of parking and the fact that so many people now do a lot of their shopping online. She also noted that doing business got tougher after the pandemic.
“I really loved being a small business owner (it was a second career for me), and getting to know my customers was a pleasure. I loved being there every day,” she said.
When Mischik first moved to Hingham 30 years ago, the downtown was “bustling with cute little gift shops, and that is what I modeled the Coop after — offering gift wrapping with each purchase, and the perfect place to go for last minute birthday gifts, teacher gifts, hostess gifts, and fun stuff at a reasonable price. I wish we could get that back.”
‘I will miss my loyal customers’
At the same time, she appreciates all that the HDA does in promoting special festivities throughout the year, “with the Grande Dame being Christmas in the Square — always a huge success,” she shared. “While my retirement was planned, and it was time for me to do something else ( I am a realtor with Jack Conway), I will miss my time at 57 South Street and all my loyal customers.”
The HDA — comprised of more than 100 downtown and other businesses — “is stronger and more united than ever [despite the challenges], and because of that, whatever the future holds, we will prevail and continue to grow and evolve. We have some initiatives in the works and are enjoying the momentum of Spring,” Brown said. “So many exciting projects lie ahead — including engaging in new ways to attract tourists from Boston and beyond for day tripping to Hingham to experience all that it has to offer.”
‘Think Big Shop Small’
Downtown store owners are committed to the community. “We believe if you want to be a part of the change in the complicated world we are now navigating, ‘Think Big Shop Small,” she said. “By supporting and engaging with our local communities, we personally make a real difference to them and in our lives.”
Campbell also shared some of the challenges of owning a shop in downtownHingham, including high rent and overhead, parking constraints, seasonal fluctuations in business, and competition.
“Navigating local regulations and obtaining necessary permits can be time-consuming and challenging,” she said.
Campbell’s suggestions for ways to improve doing business in the Square and surrounding area include an enhanced digital presence, collaboration and partnerships, and “establishing channels for customer feedback to help businesses understand their strengths and weaknesses, and areas for improvement.
“Thriving as a business in downtown Hingham for the past 40 plus years has required a combination of customer service, strategic planning, community engagement, and adaptability,” she said.
Brown feels passionate about “all the great things our retailers and restaurants are offering, and Im so impressed with their commitment to quality, customer service, and to our town and beyond. They are doing important work and are the reason Hingham’s eclectic downtown is the beautiful, historic, dynamic, picturesque, walkable place that it is. It’s a place that answers families’ needs for entertainment, food, retail, and clothing.”
Making a difference
These shop and restaurant owners, in turn, are “grateful that our community understands the importance of supporting local businesses,” Brown said. “It’s how we can make change and impact the local economy in a positive way.”
Acquire Good owner Tamala Levin said “it’s an honor” to be a part of a community that values small business. “Although it is sad to see so many of our friends and neighborhood businesses leave the downtown area, this may provide an opportunity for someone new to step in and offer a service/good that maybe we didn’t even know we needed. Our community is filled with many talented and creative people who have incredible ideas and resources. Hopefully, it’s only a matter of time before the vacant spaces are thriving once again.”
During challenging times, when the atmosphere nationally appears “dark and polarizing,” Hingham is not that way, Brown noted.
“Locally, we know how to mobilize, take action, and take care of each other. Supporting local, choosing local, doing business locally, and engaging locally is the catalyst for change and strength during tumultuous times.”
Downtown areas and Main Streets all over the country are facing challenges. “The difference with downtown Hingham is that we have established, successful businesses immersed with new, emerging ones — all working together toward the common good –offering our community the best service, quality products, and interesting experiences that we can,” Brown shared.
Commitment to excellence
Tryst owner Kelly O’Keefe Stuart also shared her thoughts with the Hingham Anchor. “The secret to owning a successful small business is perseverance, tenacity, ability to pivot, and a strong drive in seeing things to completion,” she said. “There also must be a commitment to excellence while understanding that sometimes we will miss the mark — but we must have a willingness to accept that and become better because of it.”
Every day is a learning lesson. “We learn from our mistakes but also from our successes. While we are in constant competition with the big box stores and chains, small businesses offer something unique and personal that big box stores do not,” Stuart said.
“We know your kids, we donate to your schools, we sponsor sports events, and we share in our clients’ lives. Not one person who enters Tryst is ‘just a sale’ — we want them to feel like they truly matter and that they are cared for.”
Challenges include people “who pit small businesses against each other [on social media] without realizing the amount of damage that one negative comment can make. I would ask people to think before they vent and to call the business owner directly [if there’s an issue],” she said.
Raising prices is always difficult, “but we must do so in order to survive the rents in downtown Hingham,” she also shared. “Small businesses not only pay rent; they are also required to pay taxes to the town for owning a business, with yearly rent and other increases. If we don’t raise our prices, we won’t survive.”
Sharing positive experiences
To help support downtown small businesses, Stuart suggests that satisfied customers and clients post five-star reviews to help bring in more clients and to talk with their friends about positive experiences they’ve had with each place they visit and shop.
“Every one of us will do whatever we can to make your experience memorable,” she said. “We are not run by corporations. We are your neighbors, our kids go to school with each other, and we see one another at sports and other events.”
A landlord’s perspective
Natalie Herald, who owns the La Petite Maison/Square Cafe building with her sister, Melanie Herald, believes that the “secret” to success in owning a downtown business is “great customer service, connecting with your customer base, and curating the right mix of merchandise.”
Location and ease of parking is also important “when people are looking for a quick walk to their favorite shop.”
In addition, Herald thinks it would be beneficial for shops to be open on Sundays to accommodate families with two working parents. “The weekend is when they are out and about,” she said.
Even though both businesses in their building are doing well, increasing insurance, utility, and real estate taxes pose a challenge related to keeping downtown retail spaces occupied. “Often the costs get passed down to the tenants,” according to Herald. “In addition, old buildings need a lot of maintenance, and it’s difficult for landlords to invest [significantly] in their properties because they won’t get their money back,” she said.
Brown has a different take on the downtown parking situation. “I don’t see parking as a problem. It’s a false narrative that has been told throughout the years,” she said. “In fact, Hingham has more parking spaces close to one another than most malls. It’s a misperception — a suburban mindset of convenience when you don’t find a parking space a few spots away from your destination.
We hope to educate our community better about where you can find parking and encourage everyone to enjoy the stroll throughout our beautiful downtown.”
Upcoming downtown events include:
⦁ Springham and Revolutionary Weekend, May 17 & 18;
⦁ Hingham Maritime Center’s beer garden and live music, starting June 5.
What’s going into the old warehouse next to old lobster pound .