Black Friday 2025 is finally here, and holiday shopping has officially begun! Instead of rushing into big-box stores or filling your cart with things that won’t be remembered, I want to invite you into something better: shopping small.

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Let’s be honest: finding a gift that actually feels thoughtful is harder than it should be. We’re all overwhelmed with sales and the same-looking Amazon stuff this time of year, and it’s easy to end up giving something… fine. But not special.

That’s why I love shopping small. You get to give something that feels like you really thought about it. A product with soul behind it. A story. A face. Something made with actual care, not just mass-produced for the holiday rush. It’s the kind of gift that doesn’t just get opened but remembered. And even better, they’re thoughtful gifts made by women building beautiful, intentional businesses.

Make Gift-giving different this year

This year, I’ve had the privilege of working one-on-one with incredible product-based brands. From packaging design to website design, or full brand builds, I’ve seen firsthand the care, purpose, and passion these founders pour into their craft. Supporting them doesn’t just mean giving a great gift, it means backing someone’s dream and making space for small brands doing truly amazing things!

Whether it’s a candle that smells like your childhood home, a piece of jewelry that feels like art, or skincare that’s rooted in real cultural knowledge — these kinds of gifts make people feel seen. And that’s what we actually want when we give something, right?

Here’s a curated guide to help you shop small and meaningfully this season, because you deserve to gift something that makes you proud to give it and makes the person receiving it, feel seen!

12 small brands to shop this 2025 holiday season

For the one who treats accessories like art:

The Necklace Studio
Elegant gemstone jewelry with vibrant color combinations and handcrafted to feel like art you can wear.

For the one who wants timeless skin, not trendy fixes:

Egyptian Beauty
A luxe skincare line powered by frankincense resin from the Boswellia Carterri trees in Egypt and specially crafted for mature skin and deep nourishment.

For the one who lives by scent and vibes:

Essence by Ellie
Bath, body and home fragrance rooted in Jamaican soul

For the one who needs a candle for every season:

Farmgirl Candle Company

Cozy soy candles with nostalgic, farm-inspired scents for hardworking people who love kicking off their boots and relaxing after a hard day well spent.

For the one whose skin needs gentleness that also works:

Neveah Bath Company

Botanical bath and body care for sensitive skin that soothes, cleans, and smells amazing doing it.

For the one who wants less decision fatigue, more glowing skin

Jojo’s Bodycare

A single curated, science-meets-nature, low-waste skincare brand that cuts through product overwhelm and *actually works*

For the one who wants clean skincare with deeper meaning:

Qispikay

Clean, plant-powered skincare rooted in Peruvian tradition. Their products are made to be kind to both skin and the environment for a glow that not only looks, but feels good.

For the one who wants her skincare to be clean and elegant

Casa Botanique

Nutrient-rich botanical skincare that brings back the healthy glow (and looks beautiful on your counter too!)

For the homebody who loves to cozy up to good smells:

Lily Belle Boutique

Bringing clean home fragrance to a whole new cozy level with whole dried ingredients made to simmer in a pot for 50+ hours.

For the one who’s always on-the-go but won’t compromise their health

FitMama Foods

Plant-based, gluten-free, soy-free and dairy-free protein snacks for busy, wellness-minded moms and families on-the-go! They really are the best and yummiest out there!

For the one with curly/kinky hair and wants a simple hair routine:

Eunette Hair Essentials

Clean haircare for curls, coils, and locs with a special focus on scalp health first. Created by a licensed cosmetologist, certified loctician and trichologist to truly make wash day easy!

For the one who loves essentials oils and clean living:

Balanced Home Apothecary
Ready-to-use essential oils for simple and daily family wellness.

Working with these brands was an honor

Every one of these brands is doing something beautiful and you’d be proud to have them under your tree this year! 

But let’s be real: this isn’t just about supporting small businesses for the sake of it. This is about you finding gifts that actually feel thoughtful; that stand out. That comes with a story, a soul, and a sense of intention you just can’t get off a department store shelf or Amazon listing.

What shopping small really does

When you shop small, you’re not digging through algorithms and sales fluff. You’re choosing something that feels personal. Something that makes you proud to give it and makes the person receiving it feel seen. A gift that reflects the kind of gift giver you are, which is undoubtedly someone who cares, and who sees the value in what’s made with purpose.

So, if you’ve been craving a slower, more meaningful way to give this season, this is your sign! Let it be full of soul, not just stuff… because when you support a woman-owned business, you’re not just buying a product — you’re helping someone live out their purpose.

Happy Holidays and happy gifting. Let’s make gif buying more intentional this year!

If you’re a product business owner:

Let’s make your brand the one people gift next year.
If you’re ready to elevate your visuals, refine your packaging, or bring more soul into your customer experience, I’d love to help you build a brand that ends up on wishlists too.

[Inquire to Work with Covarra]