Small businesses provide the feeling that a real person is behind it all, someone who cares more about giving us a quality product or service, over just taking our hard-earned dollars. —Annie Bukhman

Tomorrow is 2020’s Small Business Saturday! Friends, if there’s a year to support small businesses, this is the year.

When you decide to purchase from small businesses/brands, you’re supporting people’s cultures and livelihoods while helping them reach for their dreams.

In today’s article, I wanted to share with you some amazing small brands I’ve purchased products from, use, and absolutely love.

I also wanted to include some of my friends’ businesses (some whom I’ve made purchases from as well) to spread the love and lift them up this holiday season.

In light of the events that have happened this year, I wanted to not just spotlight small businesses, but women-owned brands! And if you’ve been around here long, you know some of these highlights will have to include sustainable-focused, planet-driven, eco-friendly brands.2020 Small Business Saturday - Women-Owned Brands to Support - She Sweats Diamonds

Let’s see what women-owned brands will help you fulfill your Christmas (wish) list!



Although I don’t know her personally, I cannot tell you how hard Audrey and her ALV team works to put out each collection just by watching the amazing content she puts out! She is definitely one of the best women-owned brands out there because of the high standards she sets for herself, her brand, and those she collaborates with.

From limited quantities of her own designs to curated vintage collections, you know you’ll own one-of-a-kind pieces in your wardrobe when purchase from her.

2020 Small Business Saturday- Women-Owned Brands to Support | She Sweats Diamonds - Audrey Leighton Vintage - wrap dress
2020 Small Business Saturday - She Sweats Diamonds - Cuffed by Nano - gold layering necklaces


I met Nano on social media a few years ago and she sent me the cutest pieces!

She has also updated her designs to classic, year-round styles, like this gold necklace, that I know you’ll just love to add to your jewelry collection!

Cuffed By Nano Special Sale:
20-30% off everything + FREE SHIPPING on orders before noon!


Leslie and I have been friends since our years of working in retail together. A year after I arrived, she left the corporate world to pursue her dreams of becoming a jewelry maker. And if you see my two pairs of earrings in the photo here, rightfully so, right?!

Well, don’t fret my friends! From the looks of it, she’s launching her jewelry website so you can own a Leslie Ann piece for yourself soon!

And I for one, cannot wait to add more of her creations to my own collection.

2020 Small Business Saturday - Women-Owned Brands to Support - She Sweats Diamonds - Leslie Ann Jewelry
2020 Small Business Saturday - Women-Owned Brands to Support - She Sweats Diamonds - Lineij


Kipenzi is also another reason why social media is so amazing. We’ve been friends for years and Kipenzi has been working so hard on her building her handbag brand.

And she’s doing it all while taking care of her family. Kipenzi is an example of what most women-owned brands are doing behind the scenes: working and juggling it all!

Lineij Special Sale:
FREE SHIPPING for Black Friday and Cyber Monday with code: SHOPSMALL



I discovered The Established earlier this year while I was looking to shop from black-owned brands. The best you can give?

Their Bath and Body Serum is the gift of all gifts. My friends, this body serum/oil sinks right into your skin and leaves no greasy feeling. Not even on your hands. Yes, friends, this is what magical skincare products should be all about!

The Established Special Sale:
Take 25% off of the entire site — no code needed! 

2020 Small Business Saturday - Women-Owned Brands to Support - She Sweats Diamonds - The Established

2020 Small Business Saturday - Women-Owned Brands to Support - She Sweats Diamonds - Beneath Your Mask


If you’re looking for skincare products for those on your nice list this year, take a look at black-owned skincare brand, Beneath Your Mask!

A few years ago, I met founder, Dana Jackson. She had a health problem, found the solution through her homemade skincare products and ended up helping others.

Beneath Your Mask Special Sale:
Take 20% off site-wide, Friday through Monday with code: THANKFUL2020.


I found Pear Nova back in June. If you’re looking to do at-home gel manicures, their formula and colors are beautiful!

Friends, if you’re looking for PETA-certified cruelty free, vegan-friendly gel polish as stocking stuffers, this black-owned brand is it!

Pear Nova Special Sale:
Buy one get one 50% OFF with code: BOGO + FREE SHIPPING on orders $70+

2020 Small Business Saturday - Women-Owned Brands to Support - She Sweats Diamonds - Pear Nova

2020 Small Business Saturday - Women-Owned Brands to Support - She Sweats Diamonds - Ranavat


I met Michelle at the Indie Beauty Expo at Neiman Marcus several years ago. A few minutes chatting with her was so inspiring!

And Michelle is a total boss woman! My greatest dream in life is to be a woman like her who can build a brand while growing my own family!

Ranavat Special Sale:
Use code: MYTREAT for a complimentary illuminate tea with $100+ purchases


I’ve known Clare for awhile now and she’s so sweet! Clare is a wife, mom, and NICU nurse. On top of that, she’s a Beauty Counter consultant.

If you’re looking for some new skincare products to try, support Clare by shopping through her link. I know she’d also happy to send any recs/samples your way too!

BeautyCounter Special Sale:
15% off site-wide + FREE SHIPPING over $50

2020 Small Business Saturday - She Sweats Diamonds - BeautyCounter skincare


2020 Small Business Saturday - She Sweats Diamonds - ONEHOPE wine


Although ONEHOPE wine is not a woman-founded brand, they are charity-focused. My friend, Tosja, is a brand rep who shared with me some great specials that are happening!

ONEHOPE Wine Special Sale:
From now until cyber Monday: 10% off/4 bottles, 20% off/6 bottles, and 35% off/12 bottles. Holiday cheers 12 bottle mixed-pack is on sale for $268.45 (orig. $413), Best-sellers 12-pack for $120 (orig. $150) and The Sweet 6 pack for $124 (orig. $155)! And to boot, shipping is $10 instead of the normal $20!



Dale and I became friends many years ago. We found each other through blogging and it was right before the time she launched her brand. Over the years, it’s been amazing to watch her grow her business while growing her family!

Why not gift satin pillowcases to those on your Christmas list this year? It will be the gift that keeps on giving all-year round!

Savvy Sleepers Special Sale:
Get 30% off the entire site with code: MY30.

Women-Owned Brands to Support - She Sweats Diamonds - Savvy Sleepers - satin pillowcases

2020 Small Business Saturday - Women-Owned Brands to Support - She Sweats Diamonds - The Desert Life Co.

My friend Lauren, began her candle business late last year and officially launched her brand this past summer.

She creates non-toxic coconut candles and they smell divine, so if you’re looking for boujee candles, hers is IT!

The Desert Life Co. Special Sale:
20% off all products — ends Monday, November 30th at 9:00PM PST

Just DM her to order as her website has not officially launched yet!


I met Brenda, owner of The Good Place LA over the summer via Instagram and we instantly bonded. Our love for coffee and candles knows no bounds, ha!

This past summer, she launched her beautiful eco-friendly soy candles! And with every candle purchase, a tree is planted!

The Good Place LA Special Sale:
Take advantage of Brenda’s special: 3 candles for $60!

2020 Small Business Saturday - She Sweats Diamonds - The Good Place LA - nontoxic soy candles

2020 Small Business Saturday - She Sweats Diamonds - Union Shore - floral watercolor print


Jess and I found each other through social media and blogging many years ago. And we’ve been friends ever since!

This woman is so talented! She’s a graphic designer and creates beautiful lifestyle products that include home decor, office, tech, etc.

She also creates free printable gift tags every year for her blog readers to use!

Union Shore Special Sale:
25% off her Etsy shop


I met Nioby and her sister, Niza on Instagram over the summer right before they launched their stunning home decor brand.

Their interior tastes are a mix of modern/contemporary and traditional. This past fall, I placed an order for some beautiful pumpkins and was not disappointed!

If you’re looking for neutral decor items for holiday or all-year round, consider supporting this women-owned home decor business!

2020 Small Business Saturday - women owned brands - Off-White Palette - neutral Christmas stockings

2020 Small Business Saturday - She Sweats Diamonds - Kristen Laczi Art - watercolor seascape


I also met Kristen on social media and we’ve been internet friends for years. She is a wife, mama to the cutest little boy, and an artist. And she just welcomed another baby boy earlier this year!

Kristen creates such beautiful original paintings of florals, nautical, palms, and seascapes.

Kristen Laczi Art Special Sale:
From now until December 5th, save 15% with code: SHOPSMALL15



My friend, Lindsey Hilligoss, launched her counseling practice a few months ago! Her heart for people and passion for mental health is what this world truly needs. You will find it in her a wonderful counselor!

If you’re looking to support a small business owner in the health/wellness realm, Lindsey offers in-person or remote appointments. And if you’re unsure what to expect, you can book a free 20-minute phone consultation with her! That’s it!

2020 Small Business Saturday - She Sweats Diamonds - Coalescence - Lindsey Hilligoss


2020 Small Business Saturday - Women-Owned Brands to Support - She Sweats Diamonds - Cloth & Paper


Guys, my neutral organization dreams have come true! From flags, stickers, to planner pages, it’s all in beautiful neutral colors!

Did I mention that Cloth & Paper is not only woman-owned, but black-owned? Yes, ma’am!!!

Cloth & Paper Special Sale:
They will be giving back this season through a Black Friday charity auction!


What can I say about Key Communications Agency’s founder, Rachel Kennedy? Um, a lot. She freely gives such valuable content and knowledge in understandable bit-sized pieces that it has started to impact my brand in such positive ways!

Go ahead. Take her free course and then just pay her to support one of the most genuine women-owned brands in the blogging world while she helps make your professional life easier!

2020 Small Business Saturday - Women-Owned Brands to Support - She Sweats Diamonds - White Hat SEO - Rachel Kennedy

Considering we can’t really go anywhere this year for the holidays, why not treat those on our list (or even ourselves) with something very special? I know I will definitely be treating myself!

As I finish this article, I can’t help, but feel immensely proud to know so many women who are just rocking the business world.

They are hustling, chasing their dreams, are doing it with so much more on their plates than we can see, and are lifting up other women in the process! These ladies and all of our women out there who own businesses and brands are just complete rockstars, aren’t they?!

I've said it before and I'll say it again where we spend our hard-earned money says a lot about what kind of world we want. Share on X

Tell me, what are some of your favorite women-owned brands you like to support?

Leave me a comment and let me know! I hope you enjoy Small Business Saturday 2020! Happy shopping!

If you’re looking for a longer list of small businesses to support during this pandemic, check out this extensive list written by Victoria of InTheFrow.

*Companies and brands that are sustainable, cruelty-free, support social responsibility, and/or philanthropic causes


Huong By Huong
Shop The Post

Subscribe so you don’t miss a post

Sign up with your email address to receive news and updates!