How women business owners made College View a Lincoln destination

When Meghann Lawrence moved from Seattle to Lincoln, she only had one place in mind to open her shop: the College View neighborhood.

Originally she opened her business, Emerald Healing, in 2019 at a different south Lincoln location. 

But when a “for lease” sign popped into the window at 4703 Prescott Ave. she jumped at the opportunity.

She was attracted to being on the same block as several other women-owned businesses and near the Sunday Farmers' Market at College View. Lawrence said she knew it would be a great place for her business to thrive.

When Jori McCarville opened her boutique Pattino in College View in August 2006 the area wasn't a popular retail shopping destination.

"It's definitely become more-so retail and known for small businesses," McCarville said.

Over those two decades, College View has evolved from a quiet commercial strip into one of Lincoln's most walkable shopping districts, fueled largely by locally owned businesses whose owners — many of them women — intentionally work together rather than compete.

Anchored at Prescott Avenue near South 48th Street and Union Adventist University, College View features more than a dozen businesses spanning from children’s books at Elleinad Books to pastries at Goldenrod Pastries.

The women communicate over email — and even a group text — where they discuss collaborative events (they’re excited about the upcoming Lemon Days, a massive sale hosted by Wax Buffalo during the third weekend in July), holiday hours, internet bills and even which products the others are already carrying.

Megan Hasselbalch, who owns Paper Kite and was formerly a store manager at Pattino, said feeling “at home” in the neighborhood helped her to decide to open her children's boutique.

Lawrence said the block has been “awesome” with so many different things to do in the area, with some customers grabbing coffee from The Mill and wandering in and out of the shops.

“Retail thrives off of other retail,” said Elleinad owner Danielle Eby, who also cited the women-owner-friendly area as a reason she chose to move from her previous location.

At LNK Society, Marissa Whalen has brought several small businesses under one roof.

Whalen started her company, Little Movements Apparel in 2018 when she wanted to bring affordable activewear to busy moms. She saw her business take off in 2020 during COVID, when people were working out from home.

Whalen opened her storefront in October 2023 and was leasing out extra space to another business. When that lease expired, she decided to focus on creating an “elevated space” for multiple women business owners.

Now, LNK Society — which launched June 3 in the same space — has 11 members who sell goods at the 4019 S. 48th St. location.

“I wanted this to be something that was different than anything else,” she said. “It feels like you’re walking into a Von Maur and just shopping different brands.”

McCarville said the businesses in College View work really well together because they have similar goals and ideas of what to provide customers.

As a result, customers have flocked to the area, said Lindsey Raridon, who owns Rose Joy, a floral design studio specializing in weddings and events. Raridon said she's done much better on Prescott than in the Haymarket, where she didn't communicate with other business owners.

Now, not only is Rose Joy busy, but she hears customers talk about going around the block to shop other stores.

“It is its own little magical spot,” Whalen said. “People don’t mind walking in this area. It’s almost expected.”

And the area has cultivated a loyal following of customers who keep coming back for more because they've "enjoyed what we've created," Goldenrod owner Angela Garbacz said.

Garbacz thinks customers are aware that continuing to shop local is important to keeping “really good stores” around. After the COVID pandemic ended, there was an “amazing showing” from the community, she said, with people flocking to shops, something she felt was “a real high point.”

“I think Lincoln likes to keep its money,” McCarville said. “Our customers who have supported us understand that they want to keep us businesses going, and that’s where they want their money to go.”

Lawrence said she’d love to see more events, suggesting block parties, an Oktoberfest celebration and even expanding the farmers market. She said she would also be willing to help small business owners who might not have a brick-and-mortar location put up temporary stands outside her shop.

When Pure Organic Skin Care & Waxing closed its doors on Prescott after more than a decade, another business was quick to lease the space, which will soon become The Collective by 402 Designz. The shop, which will have 25 vendors, is expected to open July 18.

While available space on Prescott Avenue is limited, new businesses continue to open along South 48th Street, extending the College View shopping corridor. The women business owners said they are excited to see the area continue to grow.

“I hope it stays this way for a long time,” Garbacz said.