By: Dawn Mackey
Executive Director
Metuchen Downtown Alliance 

When the 150-square-foot micro storefront at 450 Main became vacant, the Metuchen Downtown Alliance (MDA) received overwhelming interest from local artists and entrepreneurs. While sorting through prospective merchants, former Board Chair Bobbie Thievakamarum proposed an idea inspired by a concept she had seen in England. A similarly tiny space called Number 14 had successfully operated as a short-term incubator for unique entrepreneurs and creators seeking to test the retail landscape.

The MDA board immediately embraced the concept. Through collaboration with the Borough and the landlord, a frenetic whirl of activity followed—researching similar models (there are few), creating branding, signage, a website, standards of conduct, and user agreements. From that process, Spark was born. The initiative is managed by the Economic Vitality Committee, led by its chairperson, Spark “Czar” Jay Muldoon. Unlike other incubators that typically host multiple vendors, Spark serves one proprietor at a time while creating a dynamic and ever-changing creative hub. It offers short-term rental opportunities for highly curated specialty retail and emerging artisans, allowing them to showcase their work, connect with the community, and take risks with minimal overhead and maximum potential reward.

The prior tenant, FK Living, had relocated down the block to a much larger space, leaving the micro storefront available as a launching pad for other entrepreneurs. Spark provides these entrepreneurs an opportunity to test ideas, gain “brick and mortar” experience, and introduce their brand to new audiences who may ultimately choose to establish a permanent location in town.

While designed to uplift new business owners, Spark also continues the upward trajectory that Metuchen has nurtured over the past decade. By taking control of the space, the MDA ensures ongoing innovation, activation, and elevation of the district. Businesses are carefully and intentionally selected to complement existing merchants or fill currently unmet consumer needs.

The first “sparkler,” as Spark vendors are called, was Sarah Prizzi, designer of the inclusive swimwear line Portside Swim. Prizzi transformed the space into a welcoming environment with a hip shore vibe. While she initially only hoped to break even, she was delighted to turn a profit and described it as the best two months of her business. The experience solidified her dream of one day opening her own storefront.

Currently, That’s Adornable has transformed the space into a colorful realm, with shelves brimming with customizable totes, backpacks, lunch boxes, makeup bags, and more. Customers can choose one of the stocked items or drop off an item of their own to be personalized. Whether it’s a name, monogram, or logo, proprietor Lauren Prizzi expertly embroiders each item, creating memorable gifts and keepsakes.

This fall, Spark will welcome City Workshop from Maplewood, an established specialty men’s shop. While not seeking a second permanent location, the husband-and-wife team behind the store are eager to expand their customer base through the Spark opportunity.

Three months into the experiment, the MDA continues to learn and adapt, with unplanned challenges prompting modifications to the onboarding process. The response from the public, vendors, and prospective tenants has been overwhelmingly positive. Several exciting collaborations with existing businesses have already emerged. At present, lease terms are limited to one to two months, with pricing set on a sliding scale depending on the calendar month. The MDA is currently seeking new “sparklers” for the holiday season. Creative retailers or unique artists interested in participating can sign up here: www.downtownmetuchen.org/spark.

The overarching goal is to present a diverse variety of options that keep both visitors and residents engaged in Metuchen as a shopping destination. The MDA is optimistic that as individual vendors market their time at Spark, their followers will be drawn to Metuchen—perhaps for the first time. And as the MDA often notes: if someone visits Metuchen once, they are very likely to return, shop in local stores, dine in local restaurants, and come back again.