17 Brands to Shop on Women-Led Wednesday


There’s Cyber Monday, Small-Business Saturday, and Giving Tuesday, there is another buying day in the mix. November 27, 2020 is the second-annual Women-Led Wednesday—a nationwide initiative to promote holiday shopping from female-led and founded brands.

WLW was established by Cassie Abel, co-founder of the women’s outdoor apparel brand Wild Rye while trying to find a way for her brand to be involved in more meaningful ways. This purpose-driven holiday is intended to highlight the importance of women-owned businesses to create a more gender-balanced economy. And not just within the outdoor space. “Women, in general, don’t fit into a single box,” says Able. “It was important for the platform to be a resource to discover brands across different categories and products aimed at not only women but men and kids.”

New this year is a business directory that includes more than 300 women-led companies across beauty, travel, home, and fashion. Head to WLW’s site on November 27th and you’ll also find discount codes for participating brands. Or check out 17 of our favorite WLW brands (some part of the directory, others not) and get your holiday shopping off to a more meaningful start.

Sarah Marie Design Studio

For all the runners or fitness-focused women (or men) in your life, this woman-owned lifestyle brand will supply you with the perfect gift every time. There will be no need to include a gift receipt for this comfy and soft RUN sweatshirt because it guaranteed to be a keeper. $68, sarahmariedesignstudio.com

Erica Sara

Combining her innate creativity, fashion-savvy, and love of running, Erica Sara created her jewelry line in hopes to inspire women to dream big. Her latest collection celebrates the life of beloved runner Gabe Grunewald. The Brave Like Gabe Foundation, an organization founded by Gabe to support rare cancer research, will receive 100% of the profits from these pieces.
Brave Like Gabe Arrow Necklace ID Necklace, $78, ericasara.com

women-led jewelry company

Happi Headware

Founded in January 2017 by a 16-year-old whose curly, frizzy hair was a constant conflict with her love of the outdoors, Happi Headware offers soft thick headbands in fun prints. Alyssa, now 18, wanted to create comfortable headbands that were fashionable and functional and help you #tamethefrizz, no matter if you are hiking a mountain or running errands. All your long-haired runners or active friends will appreciate one of these. Out of This World Pink Winter Headband, $20, happiheadware.com 

WLW product recommendation

Title Nine

A proud financial supporter for WLW is Title Nine, aptly named for the civil rights law that requires gender equality in publicly-funded education. Title Nine offers activewear from swimsuits to outwear, keeping you covered all 12 months of the year. Tabatha is one of the brand’s best sports bras favored by runners. The pullover, the racerback style will keep you supported the entire length of your run. $44, titlenine.com


Created by two friends who had a simple concept: run clothes by runners, for runners. The result is a collection of functional and well-designed activewear for women and men. These joggers are equally comfortable in a stretchy fabric, as they are flattering with slim tapped legs.
Jogalongs, $85, runinrabbit.com 


This Seattle-based women activewear company works with some of the best in the running world (Kara Goucher, Lauren Fleshman, etc.), but they’re more than just about helping women look good when they sweat. Oiselle’s mission: make a great product, improve the sport, and build the sisterhood. Just one of the items we love: Made from 100% merino wool, this jacquard print jacket wicks away moisture, keeping you dry, warm, and comfy. Wazzie Wool Jacquard Half-Zip, $128, oiselle.com

Wild Rye

Versatile activewear for all activity levels, Wild Rye was conceived to help women celebrate their love of the outdoors by keeping them protected and safe. Stay snug and warm with this neckwarmer, no matter how low the temperature hits. Skida x Wild Rye Alpine Neckwarmer, $26, wild-rye.com

Little Words Project

A community of Nice Girls that believes in some simple truths: supporting women is always the way to go, collaboration always wins over the competition, and kindness builds confidence and fosters self-love. Pick the words that will encourage you to be kind to yourself and others whenever you look down at your wrist. Strength Bracelet, $18.75, littlewordsproject.com

Polished Prints

This tee has the perfect sentiment for the season or any time of the year. Simple tees with positive messages are the gift that will keep on giving. The neutral colors are so easy to dress up with a skirt or dress down with jeans and a hoody for a chill afternoon. Happy Everything Tee, $32, polished-prints.com


High-performance tights that are quick-drying and moisture-wicking, wrapped in a super fun and sleek print. Hit a yoga class or pair black booties and an oversized sweater for a comfortable party look. Disco Stars Leggings, $98, goldsheepclothing.com 


The swimwear-centric brand is known for using eco-friendly materials, bright colors, and inclusive sizing has recently expanded into active and loungewear. With the same color block aesthetic as their bikinis and one-pieces, this windbreaker will be useful come rain or shine. The Beyond the Lounge Chair Windbreaker, $95, summersalt.com

Mulberry & Grand

This women-owned biz has clothing, jewelry, and home goods, but its canvas pouches are our personal favorites. Find one with a saying that your BFF would most identify with like, “on bad days there’s always mascara” and fill it with fun things, like your favorite tube of mascara perhaps. There’s Always Mascara Canvas Pouch, $15, mulberry-grand.com

Noso Patches

Founder Kelli Jones was disappointed by the number of people using duct tape to fix holes in their outdoor gear. She was determined to find a solution that not only worked better but looked better. The patches have a tight hold and fun designs like animals, flags, and of course, the beloved donut. Noso feels that by making it easy to restore your pieces with their patches, it will eliminate any unnecessary waste. Donut Patch, $4.99, nosopatches.com   

Molly Hatch

Have a list of people you’re looking to show some gratitude to this season? What a lovely and practical way to say thank you to a teacher, neighbor, or loved one. (It also makes an excellent secret gift, because really, who couldn’t use a reminder to be thankful.) Full of Gratitude Mug, $16, mollyhatch.com


After using men’s razors for years because they were cheaper and become beyond frustrated by the Pink Tax, Georgina Gooley, founded Billie. This monthly subscription service will send you a premium quality razor and shave products designed just for women. 1% of all revenue is donated to causes around the world, hoping to build a brighter future for women. Starter Kit of Razor, $9, mybillie.com


Aesthetically pleasing and seasonally smelling, this candle is a mix of balsam fir, musk, and winter spices. In a pretty box with matches included and a price under $40, buy one for a friend and one for yourself. Fallen Fir Candle, $36, otherland.com

Marie Mae

A gift that will encourage those busy women in your life like your mother-in-law, aunt, or sister,  who need a reminder to take a moment to themselves. This set includes a notebook, Just Tea peppermint detox loose leaf tea, a hand-carved scoop made from Kenya, and a set of marble and wood coasters made in India. The Tea Lover gift set, $65, mariemae.com 

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