Remember when the City of Amarillo introduced its “Buy the Way: Keep It Local” campaign? That was early in 2019. The campaign was an attempt to help local shoppers understand the very real community impact of each dollar spent at a local business. When customers spend their money with local businesses – as opposed to simply ordering another product from Amazon – they inject revenue directly into the local economy. Those dollars ripple throughout residents’ lives. Buying local fuels our economy, funds our city and county governments, and keeps taxes low.

It was a fortuitous campaign, because a year later, we find ourselves needing to support Amarillo and Canyon businesses as much as possible. Being in the middle of a global pandemic has reminded us of the intense impact of local commerce. So many of our community’s retailers, restaurants, service companies and other entities have struggled since the shutdown, which means shopping at local businesses may just be more important than ever.

With that in mind, we identified a few of the small, local retailers that have become central to the Amarillo business community. We’d love for our readers to commit to shopping local. Once you make that decision, start here.

Men

Raffkind’s

Sure, you can probably name a handful of local clothing stores. But can you name one that has been around for 20 years? Fifty years? A century? That longevity sets Raffkind’s apart from the crowd. In 1910, founder Eli Raffkind emigrated from Russia to the United States and set up shop in downtown Amarillo. Several generations later, the luxury clothing store has become a fixture in Wolflin Village. Beyond its longstanding quality, Raffkind’s is known for a careful curation of its higher-end men’s lines, guided by a team of in-house stylists. Customers love the personal shopping service and attention they receive, along with gift-wrapping and a fantastic selection of clothing and more. 2205 S. Georgia St., 352.3033, raffkinds.com

Top Notch Outfitters

Amarillo isn’t exactly known as a fly-fishing destination. And while Palo Duro Canyon is in our backyard, we’re not an “outdoors” city like some of the mountain towns to our west. But that hasn’t stopped Top Notch Outfitters from becoming one of the premier outdoor retailers between Dallas and Denver. The shop boasts a wonderful selection of menswear and gear from brands like Patagonia and Orvis. Its collection of leather luggage offers pieces as appropriate in boardrooms as in the outback, and the friendly service and attention from Top Notch staff reflect that traditional welcoming Amarillo spirit. 2617 Wolflin Village, 353.9468, topnotchoutfitters.net

Wyn’s Boutique and Dudes

Men’s fashion has often been an afterthought in Amarillo. Maybe it’s our agricultural background or this area’s pioneering, blue-collar mindset. But finally, a few boutiques are beginning to take men’s fashion seriously, and the relatively new Wyn’s Boutique and Dudes is at the forefront of this movement. From products like Whiskers laces and Dapper Classic socks to designer shirts, Wyn’s sells durable, high-quality men’s clothing – all available to be custom-altered and tailored to a specific fit. Locally owned and operated, Wyn’s represents a new face in Amarillo fashion. 2612 Wolflin Ave., 803.9190, wynsboutiqueanddudes.com

Shopping List

Women

79 Salt

A recent transplant to Amarillo from its birthplace in Canyon, this locally owned boutique curates a different type of inventory from most other clothing stores in the area. A bit funkier and fresher than other boutiques – and catering to a slightly younger generation of women – this Town Square retailer showcases a solid selection of clothing and accessories across multiple price points. We love the modern lines they carry, the quality of the products, and the prompt and friendly customer service. 9181 Town Square Blvd., Suite 1271, 570.5896, 79salt.com

Apricot Lane Boutique

Though Apricot Lane is a national chain, its Amarillo franchise is locally owned. We love its fun selection of women’s clothes and accessories, overseen by a knowledgeable and attentive team of stylists. The high-quality looks they offer are on the trendy side but always reasonably priced. While some local boutiques struggle to keep certain sizes in stock, Apricot Lane always seems to have a reliable inventory. 9180 Town Square Blvd., Suite 1151, 418.6604, apricotlaneboutique.com

Dotsys Boutique

Owner Kristin Babbitt has built an enormous social media following for Dotsy’s, which sells affordable clothing across a wide range of sizes and styles. Her friendly, personable approach trickles down to her employees, who make every shopper feel comfortable. One thing that sets Dotsy’s apart is the diversity of its affordable styles. Local shoppers can find clothing appropriate for the workday as well as pieces for a night on the town. 2493 I-40 West, 418.6195, shopdotsys.com

Janey’s at 2500

Known citywide for having the best selection of denim in town, Janey’s is Amarillo’s premier destination for higher-end women’s denim brands like Seven for all Mankind, CQY, J Brand Jeans and DL1961. Along with these carefully curated designer collections, Janey’s offers exclusive accessory lines, personalized customer service, teen and tween sizes, and frequent trunk shows. 2500 Paramount Blvd., 349.4156, janeys.com

Vaughan’s

Vaughan’s is a newer addition to Amarillo’s boutique community, and we love its broad selection of clothing. Customers approve of the flattering cuts, stylish looks, and accessible price points from this retailer, which is located next to The Drunken Oyster on 45th Street. Owned and operated by Amarillo’s Scottie Vaughan, the boutique also sells a surprisingly diverse collection of jewelry and other accessories. 7606 SW 45th Ave., Suite 300, 418.6367

Shopping List

Children

CB Boutique

The “CB” stands for custom bows, but those adorable, handmade products – 2,000 bows in stock! – are not the only reason we love this children’s boutique, which is located next to Corbyn’s on Civic Circle. CB is stocked with an incredible selection of very cute clothes for little girls. The variety gives moms and daughters the ability to put together a custom look that stands apart from everything else in the children’s fashion world. 2819 Civic Circle, 356.5068, cbboutique.net

Fluffaholic

This eco-friendly boutique is relatively new to Amarillo, but a breath of fresh air in the children’s fashion scene. The chain stores all seem to carry the same styles, colors and collections, so we admire the enormous selection of out-of-the-box items for kids. We also love this shop’s commitment to the environment, with a solid selection of cloth diapers and other environmentally friendly items, including the baby shower gifts and other products that make parenting just a little bit easier. 2622 SW 34th Ave., 888.600.0047, fluffaholic.com

Unique Toys

This reincarnation of Amarillo’s legendary Great American Toy Co. is everything we want a toy store to be: imaginative, hands-on, and not beholden to video games or Marvel characters. The toys sourced by owners Mike and Virginia Nowak are creative and designed to spur kids’ originality. They make kids think, which makes parents and grandparents happy. Plus, the folks at Unique Toys never fail to offer attentive customer service and helpful recommendations. 7820 Hillside Road, 418.6186

Shopping List

Home

Evolé by Moonwater

Designer Marci Abrahamson has been a successful local decorator for decades, but when she’s not creating and working on new displays, she’s sourcing beautiful products available at this Sixth Street shop. Whether using new or antique items (or combining both), the vignettes she creates always inspire shoppers, at accessible price points. Even more exciting, her shop now offers a unique little restaurant in the back: The Mason Jar, from local restaurateur Brian Mason. It features healthy options, charcuterie boards, brunch and more. 3313 SW Sixth Ave., 236.1799, moonwaterhomedesigns.com

Parliament Haus

Known for a broad range of collections – from stylish and sophisticated pieces to fun, quirky home decor – Parliament Haus has become one of our favorite stops along Coulter Street. Local owners Karen Kriegshauser and Tana Cline have a truly unique perspective and appreciation for colorful design, and it shows. Parliament Haus also offers a home design and decorating service and custom furniture orders. 5901 S. Coulter St., Suite 400, 731.4040, parliamenthaus.com

Pieces – A Design Mercantile

This mother-daughter shop on Duniven Circle has been around for almost two years, but we’re still seeing a lot of social media buzz about Pieces, and it’s well-deserved. Combining thoughtfully curated new and vintage items, this fun boutique offers a distinctive Bohemian vibe that feels fresh in Amarillo. Owners Laurie Holland and Jade Johnson also provide home decorating services. 2740 Duniven Circle, 336.3389, pieces-adesignmercantile.com

Reserve

Reese Beddingfield is one of Amarillo’s most extraordinarily talented designers, and his decision to launch Reserve – a carefully curated retail shop with his eye and expertise – was a welcome addition to Wolflin Village. Reserve offers high-end luxurious decor, custom pillows and some of the most breathtaking accessories in the city. The custom faux floral arrangements courtesy of his mother, Ann, are practically works of art. More than almost any retailer on this list, Reserve looks and feels like a big-city shop. 2614 Wolflin Ave., 367.5567, reserveamarillo.com

The Urban Giraffe

If any home decor shop feels quintessentially Amarillo, it’s this one. With the UG’s enormous collection of rustic furniture, fun and fresh accents, and a variety of textures and materials, we always feel like we could spend hours inside this delightful showroom. All those vignettes always capture our attention. Best of all, the items are affordable on “regular” days, but the sale prices are fantastic. 4000 SW 51st Ave., 418.8962, theurbangiraffe.com

Westhause Design

This high-end retailer on Coulter Street benefits from a sleek and trendy atmosphere, advertising itself as a “life and style boutique.” We concur. From its sophisticated, eye-catching furniture to modern women’s tops and other fashion essentials, this mother-daughter business has become a local favorite. Alyx and Sarah have an incredible eye for modern decor and their home design service has become quite popular on the southwest side of the city. 5215 S. Coulter St., Suite 400, 367.5545

Shopping List

Gifts

Et Cetera

Two decades after its introduction to the Amarillo market, Et Cetera has carved out a passionate local following, not least of which because they are the only licensed Mackenzie-Childs dealer in town. We’re big fans of the shop’s bath lines when we’re in need of pampering, but Et Cetera is also known for fun in-store events, gift wrap, custom stationery and friendly customer service. Owner Amy-Beth Morrison’s civic involvement and philanthropy have only bolstered that reputation. It’s clear the Et Cetera team has a blast working together and keeping the Wolflin Square store humming. 2479 I-40 West, 358.2333, etceteraonline.com

Purpose + Passion Boutique

What we love about this philanthropic Wolflin Village boutique is built right into the name. Owner Kristin DeRight is just as interested in meaningful causes as she is contemporary women’s apparel, home decor and gifts. That purpose drives her inventory, as the shop stocks a large number of products that give back – for instance, DeRight prioritizes stylish, socially conscious brands like Headbands of Hope, WorldFinds, and DIFF Charitable Eyewear. Meanwhile, Purpose + Passion offers a strong diversity of price points and quality. You can feel good about shopping here, and so will your bank account. 2612 Wolflin Village, 418.8920, purposeandpassionboutique.com

The Roseberry

There are plenty of fascinating shops on Sixth, but we’re pretty sure The Roseberry is our favorite. It’s almost an old-fashioned curiosity shop in historic San Jacinto, and every time we visit we find something unexpected and new. Nearly five years after opening, its stature as one of the most unique collections of clothing, gifts and more is well-deserved. Owners David Garza and Dirk Funk are friendly and welcoming, and have curated an environment that offers something for every shopper. 2816 SW Sixth Ave., 517.5713

The Secret Place

Family owned and operated for more than four decades, there’s nothing secret about this celebrated local gift destination, which was founded by local philanthropists Sharon Oeschger and the late Hazel Kelley Wilson. The Secret Place carries upscale brands of apparel, jewelry, kitchenware, accessories and baby-care products – many of which are only locally available in this 4,000-square-foot shop on Soncy Road. Beyond that selection, The Secret Place offers some of the best gift-wrapping in the city and customer service that can’t be beat. 3690 S. Soncy Road, 467.9800, thesecretplacegifts.com

Silverland’s Hallmark

Wall crosses. Brighton jewelry and handbags. Biblical decor and Christian principles. Silverland knows the Amarillo market and its inventory reflects those always popular trends. Founded by Todd and Karra Hill in 1999, Silverland has set itself apart with a faith-based retail perspective and the brands Amarillo loves. A few years back, they even merged with a nearby Hallmark store and now retail all the gifts and greeting cards you’d expect from that familiar brand. 2608 Wolflin Ave., 358.9524, shopsilverland.com

Two Loons Warehouse

Take the “warehouse” part of this shop’s name seriously. It’s a small place, but the amount of inventory they carry is mind-blowing. We love the quality brands, excellent bath lines, baby gift items and reliably friendly service. The frequent sales are appreciated, and every time we enter we know we’re going to find something unusual … and we’ll probably end up buying it. 3210 SW Sixth Ave., 322.1059

Weathered Elements

Located in Canyon, Weathered Elements is a beautifully curated gem of a gift shop tucked away on the Square. A popular stop for bridal and gift registries, it sells an eclectic selection of higher-end brands, combined with vintage treasures that fit well within the rustic/farmhouse category and a surprising amount of baby and toddler gifts. The only thing better than the collection itself is the team’s small-town customer service. 1521 Fourth Ave., Canyon, 655.7681, weatheredelements.com

Shopping List

Miscellany:

Burrowing Owl Books

At one point, this independent bookstore on the Square in Canyon was the only indie bookseller between Dallas and Denver. (We couldn’t confirm this, but wouldn’t be surprised if it were still true.) Owner Dallas Bell has since expanded into an Amarillo shop as well, giving locals yet another quaint, cozy location to browse new and used books. It’s so important for our community to once again have a local bookstore. From its commitment to local authors to its in-store events, storytime and custom ordering, we find ourselves returning here again and again. 419 16th St., Canyon, 452.8002; 7406 SW 34th Ave., Suite 2B, 367.8961, burrowingowlbookstore.com

Champion BBQ Supply

“Champion” isn’t just a name. It’s an actual title. Owner Robby Staggs is a nationally competitive cook and was named World Champion at the 2017 Steak Cookoff Association World Championship, the largest steak cook-off in the world. (He won again in 2019.) When Staggs couldn’t find a local place to meet all of his grilling needs, he decided to open his own shop. Champion sells just about anything a barbecue fanatic can think of, including spices, utensils, smokers, grills, fire pits and more. Staggs even retails his own products, a line of seasonings under the brand Two Pig Mafia. 7306 SW 34th Ave., Suite 10, 418.6647, championbbqsupply.com

Little Brown House

A fixture for decades in Wolflin Square, Little Brown House has a well-deserved reputation as a high-end gift registry for brides. This is the place in Amarillo to shop for gorgeous china, crystal, silver and other beautiful gift items. We head here on a regular basis for hostess or bridal shower gifts, as well as food gifts. The employees are friendly and helpful, especially when it comes to guiding brides through the potentially overwhelming registry process. 2610 Wolflin Ave., 352.0321, littlebrownhouseofamarillo.com

The Muse on 6th

This home-design boutique offers a truly distinctive selection of fabric and upholstery options. The available patterns are often unexpected. We’ll enter the shop browsing for custom pillows but end up distracted by other items, like the dazzling light fixtures and accessories. Owner Kelly Paulk gained media attention in Amarillo early in April for leading a team that sewed thousands of face masks for medical and dental staff, retirement homes and more. We love these kinds of small businesses that carve out a dedicated following while also giving back to their community. 3310 SW Sixth Ave., 373.8778

Nomads: A Collective

A relatively new boutique in Amarillo’s historic Route 66 district, Nomad’s is located right next to Evolé and offers a variety of clothing for women and children, along with antiques, home goods, and other accessories. The “collective” designation is a big part of its appeal: Babe & Co., a women’s wear boutique from Memphis, Texas, also has a presence within Nomads. 3317 SW Sixth Ave., 437.1592

Pete’s Greenhouse

For more than 45 years, Pete’s has been an oasis of life and greenery within the arid Panhandle. It’s easy – and delightful – to get lost inside the greenhouse itself, which is filled with beautiful and intriguing plants. But we also love the high-end decorative items, including seasonal decor, high-end home goods, and some of our favorite candle lines in the city. Pete’s is also known for its popular (and regularly sold out) seasonal workshops. New owners Devin and Jordi Velasquez seem to be excited and well-equipped to carry on the Ruthardt family’s legacy. 7300 Canyon Drive, 352.1664, petesgreenhouse.com

SALT Spices and Specialties

Local owners Tucker and Miranda Norrell opened SALT four years ago with a passion for providing fresh, real spices for Amarillo chefs, home cooks, bakers and even brewers. They are so knowledgeable about their products that every visit to this small Wolflin Village shop becomes an education in itself. The Norrells sell more than 20 varieties of gourmet salt in addition to herbs, seasoning blends and many other common spices. Pro tip: The products they offer are far superior – and much better-tasting – than the cheap stuff you’ll get at a grocery store. There’s just no comparison. 2625 Wolflin Village, 350.7440, saltsandspices.com

Shopping List

Makers

Blue Sage Pottery

Kent Harris is one of the most talented working artists in Amarillo, and his artistry is on display all over the city – in fact, internationally – in the form of handmade mugs, wine goblets, plates, pots and more. As practical as they are beautiful, Kent’s glazed creations reflect a joy and creativity that are on display every time we interact with him. We love the childlike enthusiasm he brings to his craft, from the classes he teaches to the way he describes a new glazing technique. You can see the mark of the artist on every piece in this Sixth Street destination. 3302 SW Sixth Ave., 282.2275, bluesagepottery.com

Creek House Honey Farm

Located on several acres immediately east of Canyon, this apiary sells far more than honey, but the sweet, sticky fluid is at the heart of almost everything owners Paige and George Nester produce. The honey itself is delicious – no surprise there – but the honey- and propolis-based skincare products smell terrific and really do heal what ails you. We’ve also heard great things about their beeswax candles. The newest edition to the Nester’s honey empire is the Honey Buzz Winery, which produces several varieties of mead. 5005 Fourth Ave., Canyon, 381.3446, creekhousehoneyfarm.com

The Soap Box

Once you switch to fragrant, naturally sourced handmade soap, it’s hard to go back to the same old mass-produced beauty bars. This small, local business sells an incredible variety of amazingly aromatic soap bars, and they look as wonderful as they smell. The active charcoal and goat milk oat and honey varieties sell well, so snatch those up when you see them. We also appreciate additional handmade items like shave soaps, face and body scrubs, and beard products for the guys. 681.1968, squareup.com/market/thesoapboxstore

House of Emana

A local retailer with an upstairs booth at The Nat Antiques on Route 66 and a presence on Etsy, House of Emana is a true blast from the past. Owner and artist Ema Mowoe’s handmade macramé creations are colorful and one-of-a-kind, from artistic wall hangings to knotted earrings. Mowoe is a full-time nurse who gets her inspiration from African textiles and regularly includes unusual found objects into her beautiful, tactile designs. etsy.com/shop/houseofemanamacrame

M Street Studio

Amarillo jewelry designer Becca White has carved out a dedicated national and international following for her elegant, understated designs. Her delicate style definitely stands out during a moment when huge accessories and bling have been dominant. Even better, every piece she sells is made right here in Amarillo. That’s a reason to be proud, especially since White and M Street have been highlighted in magazines like Vogue and Vanity Fair. mstreetstudio.com

Sire Leather Works

Owner and craftsman Tanner Ward got into leatherwork as a teenager. He wanted a minimalist leather wallet but couldn’t find anything in his price range. So he taught himself to make his own. Today, he’s built a thriving small business based on affordable, quality, 100% handmade leather goods. His wallets, purses and other accessories are simple, durable and gorgeous. sireleatherworks.com