Home News Business Town Of Brookline Launches CoViD-19-Recovery Initiative, Project Pop-Up Brookline

Town Of Brookline Launches CoViD-19-Recovery Initiative, Project Pop-Up Brookline


The Town of Brookline has launched a new initiative to help promote a dynamic mix of independently owned businesses and bring greater diversity to Brookline’s storefronts.

The proposal for Project Pop-Up Brookline emerged from Brookline’s participation in the state’s Rapid Recovery Plan Program, a technical assistance program to support post-CoViD-19 small business and commercial area recovery.

The Town partnered with UpNext, which specializes in pop-up activations and has helped launch multiple across the state, to build an ADA-compliant pop-up store at 440 Harvard Street, Brookline, MA 02446.

The pop-up program is a multi-faceted initiative that will serve to generate foot traffic to support existing businesses and lower the barrier to entry in high-rent commercial areas, allowing a pipeline of diverse entrepreneurs and innovative concepts to become the next generation of storefront businesses in Brookline.

Members of the Select Board, Town Administrator Chas Carey, Town Hall staff, as well as board and committee members affiliated with the pop-up initiative gathered for a ribbon cutting ceremony on Monday, January 8, 2024 to signify the official opening of the new storefront.

Meredith Mooney, the Town’s Economic Development Director, opened the ceremony with remarks on the origins of the project and its significance on the community before turning it over to Town Administrator Carey.


“This initiative will provide an immediate positive impact while also serving as a long-term strategic investment in the health and vibrancy of Brookline’s commercial areas,” TA Carey said. “The Pop-up is a great example of a high visibility ARPA-funded project that the community can experience and engage with over the course of several years.”

Allison Yee, Founder & CEO of UpNext also shared remarks and introduced the brands which will inhabit the pop-up for the coming months.

Three small, women-owned businesses will share the Harvard Street space, all of which are run by “Mompreneurs” Issamal Mejia, Shirley Salas, and Maxiel Beltre:

  • Pure Essentials & Co. specializes in small-batch candles and apothecary products. Salas prides herself on using 100 percent natural ingredients, and curates her products with love and light in memory of her grandmother.
  • Mejia and her daughter Ilani Pimentel are the mother-daughter duo running the children’s boutique, StyleMeMomma. Mejia aims to combine fashion and affordability with her fun and trendy children’s apparel.
  • 333 Skin & Bath Co., a wellness brand that creates bath bombs to inspire self-care, was founded by Beltre during a difficult time in her life. The company focuses on using manifestation practices to create and design your best life through its carefully crafted, all-natural products.

After the ribbon cutting, attendees enjoyed refreshments while exploring the space and talked with the entrepreneurs behind Pure Essentials & Co., StyleMeMomma, and 333 Skin & Bath Co.

Residents can visit the pop-up during business hours: Monday-Tuesday: Closed; Wednesday-Saturday: 1:00 p.m. – 6:00 p.m.; Sunday: 11:00 a.m. – 4:00 p.m.

Images courtesy of UpNext.