When you shop small, it can lead to big things.
– Small Business Saturday tagline

Having a navy moment: eyelash sweater, vegan pencil skirt, and gray booties.

In 2010, American Express created the Small Business Saturday to encourage people to support the small businesses in their community. Okay, yes, its roots are not completely altruistic, but I’ll give Am Ex props for rewarding small businesses and customers who shop local and small.

If you have an Am Ex card, you can register it here and when you spend $10 at a store you get a $10 credit on your next monthly statement. You can get up to $30 in credit. More importantly, you support your local entrepreneurs and your community, which is the message I want to highlight.

Be a neighborhood champion. Take a break from decking the halls and brave the weather in your area, run into your neighbors, and catch up with your local women entrepreneurs. For those of you local to the East Bay Area, here are a few of my favorite small shops:

Jenny K (6921 Stockton Avenue, El Cerrito, CA 94530, 510.528.5350)carries a wide variety of jewelry designers.

Purple walls provide a vibrant backdrop to highlight the luxurious clothing and accessories at Personal Pizazz (3048 College Avenue, Berkeley, CA 94705, 510.420.0704).

Lava 9 (1797 Solano Avenue, Berkeley, CA 94707, 510.528.5336) jewelry to drool over.

A colorful storefront display greets visitors to Gorgeous and Green (2946 College Avenue, Berkeley, CA 94705, 510.665.7974).

Vintage crystal against a cozy and soft eyelash sweater (H&M).

Reclaimed vintage chandelier necklace (End of Century, NYC), crystal drop earrings, statement ring, Tribe Hill sterling silver bracelet (Se Vende Imports, Portland, ME), and Rachel Comey booties.