Written by DCist contributor Vince Wadhwani, of BuyIndie.net

The reality of big chains and online retailers is that for many small businesses, competing against them is extremely difficult — especially when it comes to prices. One local clothing store has found a successful approach in focusing on novelty — by providing clothing items that you won’t see your neighbor wearing the next week. “I try to re-merchandise the shop at least once a week; It’s a small space so we try to keep things fresh,” Nana founder Jackie Flanagan shared with DCist.

But getting customers in the door consistently to see Nana’s latest merchandise, which includes both funky vintage and vintage-inspired new designs, was also a bit of a challenge. So a little over two years ago, Flanagan started a Third Thursday Shopper Social. It’s a way to bring customers into the shop to see the latest offerings and at the same time reward them with specials. Since that time it’s grown into somewhat of a neighborhood phenomenon that is now being emulated in other parts of the city. “Everyone does it in their own stores. They advertise to their own mailing lists. But the idea is that while you market it to your own mailing list you still mention the other neighborhood places,” explained Flanagan.

In recognition of the role she has played in the revitalization of the U Street Corridor, Jackie was recently presented with a Pioneer Award from the Washington DC Economic Partnership . (Different local businesses from U Street and other neighborhoods were similarly honored including Reeves Bakery and Busboys and Poets.)