“Is the stroll still on?” I ask. It’s December 11, 6 p.m., pitch black, and pouring rain. “Yes!” Melissa chirps. Ever patient, she doesn’t let on that I was the fifth to call. I head to closed-off Court Street for the opening night of the Winter Village & Holiday Market in Downtown White Plains.
For two weeks, 914PopUps founder Melissa Tomlin, The City of White Plains, and the White Plains Business Improvement District partner to transform downtown into an open-air winter wonderland, where you can take pictures with Santa, sing with carolers, watch ice sculpting demos, and shop local artisan provisions in custom-made wooden houses. The family-friendly set-up is reminiscent of Bryant Park’s Village, but no Metro-North ticket is needed.
Family, friends, and elected officials brave the cold and heavy rain to support, sharing fondue in heated igloos, darting in and out of the wooden houses to shop for macarons, mulled wine, and Mongolian cashmere, and then head to nearby restaurant Greca Estiatorio for the kick-off.
Matching with her daughter Mila in a festive green, reindeer-adorned sweater, Melissa grabs a mic. It’s the first time I’ve seen her address a crowd in all the years I’ve known her. “I’m so shy,” she’ll usually say, with a giggle, as she orchestrates behind the scenes. But now, she seems comfortable, confident, in her element. She thanks the crowd, encourages everyone to mingle, and passes the mic to Mayor Tom Roach. He praises the 20-year White Plains resident for her expert execution of his longtime vision for the market. Mila sings Rockin’ Around the Christmas Tree, as Melissa fosters connections, and her husband, John, chats close by. At 9 p.m. prompt, the Tomlins leave to pick up their other daughter, Leila, and head home, where Melissa plans the next day’s schedule on her very filled paper calendar. The strangers she’s cultivated into friends linger long after at the restaurant, sharing bottles of wine and baklava, basking in the magic she’s created.
The evening, Melissa’s signature annual event, is a testament to who she is: a collaborative champion of small businesses and a builder of community. Through her 914PopUps brand, the serial entrepreneur and former Nordstrom stylist supports local business owners, entrepreneurs, and philanthropies by connecting them with audiences. She carefully curates events throughout Westchester and Fairfield counties, and Manhattan, for a diverse, intergenerational group, unified by the goal of supporting local endeavors.
Drawing on her family’s hospitality roots, she’s the consummate host: bubbly, punctual, and warm. Her intimate dinner parties introduce friends to burgeoning chefs; her fashion showcases connect tastemakers with up-and-coming designers; her open-air markets highlight solopreneurs like artists, accessory designers, and small batch cocktail purveyors; and her village-wide strolls drive foot traffic to mom-and-pop stores.
“Genuinely sweet” is how many describe the Canadian-born blonde. She is savvy too, having helped hundreds of small businesses boost sales over the years, through social media promotion, in-person exposure, and word of mouth.
In the digital age when many feel disconnected, Melissa creates opportunities to bond, often with a purpose, as many events have philanthropic ties. The 250 content creators, restaurateurs, and entrepreneurs in her group chat know they can count on her to make an introduction, uplift their spirits or business, or provide a trusted recommendation. Recently, a mom messaged in search of a musician for a kid’s birthday after the entertainment canceled the day of. Melissa helped within minutes.
“Melissa epitomizes all that makes Westchester County such a special place: she’s all about charity, connection, and community,” News 12 Westchester’s Tara Rosenblum says.
Many muse how she accomplishes so much, when she sleeps, and how she’s always in a good mood, but her superpower is making others feel seen. Whether you’ve known her for one day or 20 years, Melissa will always make room for you at her table. Longtime friend Lauren Apollonio, says, when the table fills, “She builds a bigger one.”
"Melissa epitomizes all that makes Westchester County such a special place: she’s all about charity, connection, and community."