Grommet to go brick-and-mortar for holidays

The Grommet is partnering with a store in Boston to launch a “pop-in” shop on Nov. 20 as part of an effort to bridge the gap between e-commerce and brick-and-mortar stores.

With so many consumers on the hunt for unique holiday gifts, the Grommet said it wants shoppers to be able to touch, test and purchase the company’s offerings. The “pop-in” Grommet shop will be located within Boston boutique Michelle Willey and be open from Nov. 20 through the end of December.

“‘Giving differently’ means making gifting a highly personalized, thoughtful process while supporting independent makers,” said Jules Pieri, CEO of the Grommet. “We have been yearning to bring our Grommets to a store like Michelle Willey, where the magic of this vibrant source of innovation can be experienced first-hand.”

(To read more from Jules Pieri, read her column.) Shoppers will be able to browse such popular items as instructive yoga mats by Yoga by Numbers, Boston-manufactured drink lids by Cuppow, and handcrafted gold and silver jewelry by Dennis Higgins. During its pop-in installation at Michelle Willey, the Grommet will also host various events to bring the website’s core values to physical life through “Meet the Maker” sessions.

Customers will be able to come in and interact with product creators, as well as the celebrate Small Business Saturday on Nov. 29.