Did you know? The phrase “Keep Austin Weird” was popularized as a call to action for residents to support local businesses and organizations.
Austinites are so good at supporting local that USA Today named the Capital City the best city in the US to start a business last year. In honor of our many movers and shakers, we’re asking readers to nominate small businesses they love so we can share them with the whole audience.
We’ll be here to share a new batch of small businesses every month, so bookmark this page to come back for more, especially if you’ve enjoyed our Small Business Week and Today’s Best coverage.
Editor’s note: Some quotes may have been edited for clarity and brevity.
Editor Figi’s picks
Shop Slow | Apparel
“Slow fashion is not about shopping really, it’s like anti-shopping almost — buying with quality in mind, not quantity. You’re supporting your community.” — Owner Rebecca Wright
- This upcycling-centered, approachable studio de couture has made threads for the likes of producer Benny Blanco, musician Leon Bridges, and SNL comedian Sarah Sherman. There are two ways to shop from the boutique: Pick out one of the pre-made designs on display in the store or order something custom-made for your body.
Vinca USA | Jewelry
"(My favorite piece is) the Chopped Heart Hoops. They’re really fun to wear and people comment on them.” — Owner Amanda Dimova
- From knife hair clips famously worn by Aubrey Plaza to cursor-shaped earrings, Vinca stocks jewelry for fans of all things quirky and whimsy. Vinca jewelry can be found in dozens of retailers in 26 states and counting, plus, it has been featured in magazines like Nylon, Seventeen, and Tribeza.
KG BBQ | Food + drink
"(Trying Texas barbecue) was literally a life-changing experience. I was blown away by all of what I was absorbing with my senses. I grew up loving barbecue in Egypt and the Middle East — it’s very different.” — Owner + Chef Kareem El-Ghayesh
- Helmed by an avid home cook from Cairo, Egypt, El-Ghayesh’s barbecue has earned a MICHELIN Bib Gourmand distinction and been recognized by the James Beard Award Foundation since opening his food truck in 2022.’
Terrazzo Tea | Food + drink
“Our drinks are paired with multiple ‘toppings’ — if you look at it, it kind of looks like the patterns in the terrazzo tiles.” — Co-owner Vi Nguyen
- This boba shop was born to fill a space the owners felt was missing in the Austin area, inspired by their love of tea, street wear, music, late hours, and Instagrammable drinks.
Food + Beverage
Merfolk’s Specialty Coffee | 4930 S. Congress Ave., Ste. 304c
“Merfolk’s is a summation of my passion for coffee and storytelling. It has one main mission: to keep creativity alive.” — Owner Justin Monroe
- Monroe said Merfolk’s — a mystical, themed coffee shop — was born out of his interest in Dungeons + Dragons after getting sober. Each month has a themed menu (think: cryptids and “whimsigoth”), so you’ll want to stop in often to try them all.
Later Gator Coffee Co. | Multiple locations
“Later Gator was created in loving memory of my late grandmother (MawMaw) Betty Sue Chance after she passed in February 2024. Later Gator is proud to be a 100% woman-owned and operated business.” — Owner Jenna Griffis
- Whether you’re looking for seasonal sips or beignets, this Louisiana-themed shop is known for its colorful drinks. Try this: “The Pelican,” a bananas foster flavored latte named after the state bird of Louisiana.
Health + Wellness
Invictus Martial Arts | 9800 N. Lake Creek Pkwy., Ste. 140
“Invictus isn’t just another gym offering club but a transformational resource for the community in health, wellness, and protection.” — Owner Selynda Garza
- This gym offers MMA, kickboxing, Muay Thai, jiu jitsu, and self-defense for everyone ages 3 and older. Try this: Invictus offers complimentary MMA classes for first-time patrons.
Jump! Gymnastics | Multiple locations
“We teach real gymnastics in a positive, non-competitive environment, using skill deconstruction and a proprietary level system so every child is challenged appropriately and advances through achievement.” — Owner Natalie Egan
- Voted Best Camp in Austin by Campity Camp and Austin Family Magazine, this gym gives children an energetic and confidence-building place to grow and develop healthy ways to engage their bodies.
Open Form Yoga + Wellbeing | 2900 E. 12th St.
“Rather than approaching the studio with a ‘growth above all’ mindset, we set out to create something softer, more thoughtful, and true.” — Owner Jasmine Mobasseri
- Classes at this local studio are capped at 15 people, so they’re small enough to emphasize personalized attention on your yoga practice. Try this: $65 two weeks unlimited for new students.
OutWellness | 211 E. Alpine Rd., Ste. 100
“I started this business to better serve the queer and trans community. I wanted to make sure that our community had access to the best care possible, without the emotional labor that often comes with going to healthcare appointments.” — Owner Syd Young
- This inclusivity-focused gym offers personal training, physical therapy, financial literacy classes, health classes, and free weekly workouts.
Instructors at Pure Pilates can help you make the most of your workout. | Photo via @purepilatesaustin
Pure Pilates Austin | Multiple locations
“Positive encouragement and helping people feel strong is the name if the game. I just want people to have a spot to do hard things and feel supported from the moment they walk in the door with the best instructors in Austin leading the way.” — Founder + CEO Allison Slapnicka
- There are three boutique Lagree studios — where trainers recommend starting with a class on the Megaformer — to visit where you can take 45-minute classes to strengthen and tone your body. Psst — try two classes for $34 or 10 classes for $180 if you’re a first-timer.
Personal services
Austin Shoe Hospital | Multiple locations
"(Using these services) saves the environment and all articles are custom repaired by hand the same way we have been repairing shoes and boots for over 100 years.” — Owner Carroll Kelly
- With over a century’s worth of experience caring and repairing for the items you use most in everyday life, Austin Shoe Hospital also works with bags, belts, luggage, and all kinds of leather goods. Figi here — Austin Shoe Hospital is where I take all of my purses when they need a little TLC.
VLS Hair Braided Beauty Studio | 2700 W. Pecan St., Ste. 301, Pflugerville
“I wanted to create a space where women could not only receive quality protective styles but also feel empowered, confident, and cared for. Hair braiding has always been more than a service to me, it’s a cultural art form, a way to preserve healthy hair, and a means of building community.” — Owner Vandy Vanderhorst
- Professional stylists and braiders at this salon specialize in protective and beautiful styles, hydration treatments, silk presses for men and women’s natural hair.
Retail
Devil’s Details Boutique | 1628 S. 1st St.
“It’s a place of connection. Women sell their older jewelry and younger generations shop for style.” — Owner Rebekka Adams
- Visit this boutique to play dress-up with vintage costume jewelry from the 1900s through the 1980s.
Estilo | Multiple locations
“Before founding Estilo, I worked as a child and family therapist. Combining a love of people with a passion for fashion, Estilo was created to make shopping fun—like stepping into your best friend’s closet.” — Owner Stephanie O’Neill
- Shop women’s, men’s, and children’s clothing for all occasions at this local store that has been in business since 2005. Try This: Ask one of the stylists to pull the perfect look for you.
Margo Paige | Online
“When I couldn’t find stylish, affordable, clear handbags that actually lasted (especially for game days and concerts!), I decided to create them myself. What started as a search for the perfect clear bag evolved into something bigger — a brand committed to delivering sustainable, approachable fashion that doesn’t compromise on style or values.” — Founder Margo Perkins
- Gone are the days of bland clear handbags. This boutique’s flagship product puts a stylish spin on clear bags + totes. New customers can get 10% off their first purchase. Plus, bags from this brand are made using thoughtfully sourced materials, minimized impact on the environment (through initiatives like the product takeback program), and supply chain transparency. New customers can get 10% off their first purchase.
Paws on Chicon | Multiple locations
“We started this in 600 sqft, and it was just a place to take my dogs to work with me. As a certified pet nutritionalist, I wanted to spread my knowledge.” — Owner Keith Zeiler
- This local pet supply shop is best known for its soft-serve dog/cat froyo, but it specializes in helping pet lovers help navigate allergies and nutrition needs.
Travel + Leisure
Owners of Frame Hotel recommend practicing stillness in one of their hotel courtyards. | Photo via @frame.hotels
Frame Hotel | Multiple locations
“We started Frame Hotels with a simple yet powerful intention: to create a space where people could truly disconnect from the noise of everyday life and reconnect with themselves.” — Co-owner Lauren Lent
- Whether you want a staycation or a great place to recommend a friend coming to town, Frame Hotels offers a tranquil stay at two locations near South Congress Avenue. The owners recommend soaking up the Austin air + stillness in one of the hotel’s courtyards.
Rosedale Travel | Online
“At Rosedale Travel, we believe that every trip should feel like your best day ever — on repeat. We specialize in luxury travel planning that’s anything but ordinary, crafting tailor-made adventures for curious, discerning travelers.” — Owner Kirsten Billhardt
- Planning a vacation can be stressful, but it doesn’t have to be, according to the folks at Rosedale Travel. Wherever you want to go, this service can help you make the most of your upcoming vacation.
Psst — if you’d like to see a small business included in ATXtoday, make sure to submit it here.
