Focus: Locally, Yours
From cobblestone pathways to sparkling harbor views—it doesn’t get much more “New England” than Plymouth. Just steps from the historic site of Plymouth Rock is Village Landing: a haven for local creatives and small business owners. One such business, Locally, Yours, aims to capture New England charm and proudly represent the rich history and vibrant local culture of Plymouth.
Locally, Yours was founded in 2018 by owner Alyssa Smith, thanks to her passion for her Plymouth community. Smith was still working toward her college degree in Fashion Merchandising when she started the brand with her mother—a talented graphic designer. “I always knew I wanted to open a boutique. I love shopping, of course,” she laughs, “but I also love retail and supporting small businesses. Now I have one of my own!”
The brand, which Smith co-owns with her mother, Pam, started as an apparel line celebrating all there is to love about Plymouth, and it quickly grew into a boutique which also offers gifts, jewelry, home décor, and more. Together, the Smith duo design every item of clothing in the store, as well as some of enchanting home goods, and they do so with a creative charisma that is intrinsic only to those who truly love what they do.
“The best part about being a boutique owner, for me, is the creative outlet it provides. I love merchandising our shop, doing all the buying and working with creative makers. I would describe Locally, Yours as light and airy,” comments Smith about the aesthetic of the shop. “We’re definitely inspired by the coast, and anyone that knows me knows I love neutrals.”
“We have a really tight knit community of business owners and locals here,” continues Smith about owning a business in Plymouth. “I want my customers to feel like we’re friends! Many people grow up here in Plymouth and build their families here. It’s great to see how many people want the local businesses to thrive. I love chatting with the ‘regulars’ and making everyone feel at home in our little boutique.”