One of Linda De Valpine’s favorite feelings happens when someone walks into her shop and says, “I’ve never been in this part of Newton.” 

De Valpine opened her gift shop, Greentail Table, in 2014 in Nonantum. To this day, she’s excited to continue growing and getting new customers, but getting the word out there can be a challenge. 

“If you can just get people in through your door a lot of the time, they’re just sold,” De Valpine said. “Whether it’s meeting the store owner, having a wonderful service or a wonderful experience, regardless of whether or not they buy anything, having a wonderful interaction goes a long way.” 

This idea is the backbone of the new “Passport to DiscovHER” program. Twenty-eight women-owned businesses in Newton came together to create a passport — visitors earn stamps by stopping by each storefront. Ten stamps gets participants one entry to a drawing for a prize basket filled with gift cards and goodies from each of the businesses—visit all 28, and you get five entries. Many businesses are also running discount programs. The program runs from March 8, International Women’s Day, through March 31.

All Over Newton, a local marketing platform that works with Newton’s small businesses, is hosting the passport program on its website and promoting it on its social media and newsletters. Its founder, Lauren Berman, said small businesses are “essential, especially in a place like Newton” that is divided up into villages with unique village centers.

“The presence of those businesses in the village centers are what make them interesting places to go,” Berman said. 

De Valpine was inspired by an Instagram post from a business owner in Hudson who runs a similar program. Within two weeks, she organized the group of businesses. She hopes the program will become an annual staple that puts small, women-owned businesses on people’s radar. 

“Small businesses are such an integral part of society,” she said, “and I think the more people are aware of what’s in their own backyard is only for the good.” 

For Carla Wahnon, owner of Carla Shaw Sustainable Fashion, participating in the passport program is an opportunity not only to get the word out about her business but to meet more female entrepreneurs in the area. Wahnon opened her store in January and, as the “literal new kid on the block,” she wanted to connect with other women in her shoes. 

“It’s very important that women support women, period,” Wahnon said. “Not only in entrepreneurship, but in general. Talk is cheap. We really need to act on it and support each other.” 

Having a network of women in the Newton community has been important to Shara Ertell, owner of the zero-waste food market Fulfilled Goods. In business since September 2022, she  finds that collaborating and sharing ideas with other women in the area is one of her most essential support systems. 

“All of us are small business owners, so we don’t have a lot of time, so trying to make that time for each other and seeing each other is sometimes hard,” Ertell said. “But it’s always so rewarding.” 

Ertell hopes that participating in the program will draw attention to Fulfilled Goods, but also that it will strengthen Newton’s small businesses. The more people come out to support small businesses instead of “easy” online shopping, the more the local ecosystem will “survive and thrive,” she said. 

“The energy that these women put into their businesses is astounding,” Berman said. “I think it’s really important to recognize their work efforts and what they’re giving back to the community by doing what we can to support women and their initiatives and businesses.” 

This story is part of a partnership between the Newton Beacon and the Boston University Department of Journalism.