What began as a closet clean-out during the pandemic is now one of New Jersey’s most engaging lifestyle platforms. Mackenzie Malpass, Jersey Shore local and the creator behind The Jersey Girl Guide, has turned her eye for style and love for local spots into a curated feed of food, fashion and fun.
“The Jersey Girl Guide started as a fun side project — just a place to post things I loved,” Malpass says. “But the more I leaned in, the more I saw its potential.”
Malpass launched her first business during her freshman year of college. With the world on lockdown, she started Kenzie’s Kloset, a consignment shop run entirely through Instagram. Girls from her hometown purged their wardrobes, and Malpass turned her backyard into a weekend pop-up boutique, complete with scheduled shopping slots and racks of secondhand fashion.
“It became bigger than I expected,” she says. “That’s when I realized I wanted to be an entrepreneur.”
As the world reopened, Malpass shifted her focus from fashion to lifestyle — specifically food, experiences and must-visit destinations in and around New Jersey. From coffee shops to cocktail bars, her vibrant photos and honest reviews began catching the attention of locals and businesses alike.
“I always say people eat with their eyes first,” she says. “I try to showcase food and places that feel exciting, beautiful and worth checking out.”
Her posts are deeply local — and deeply personal. From sharing her favorite Monmouth County spots like Park Social in Neptune and Teak in Red Bank to highlighting gluten-free options at Asbury Ale House, Malpass’s recommendations are authentic and community-focused. And despite managing multiple chronic health conditions, her energy for creating has never waned.
“I found out this past year I have three lifelong chronic illnesses,” she says. “But even during that time, the platform kept growing. It showed me this work really means something.”
Now, Malpass manages The Jersey Girl Guide as her full-time career, securing brand partnerships, running media collaborations and staying committed to promoting small businesses. She’s passionate about being selective — working only with businesses she genuinely enjoys.
“I never wanted to be called an influencer,” she says. “I see myself as a creative partner to brands — someone who helps them shine in their best light.”
Looking ahead, she hopes to scale the platform to over 100,000 followers and expand collaborations with national companies. Still, she insists on staying rooted in New Jersey, spotlighting towns she loves and always ending the day at home.
“I just want to keep growing — new places, new people, new stories,” Malpass says. “If I can help someone find their next favorite spot, then that’s a win for me.”
Hair:
Amanda Bisignano - Natural Beauty Hair Salon - @naturalbeautyhairsalonnj
Makeup:
Maggie Beyer - Makeup Mags - @makeupmags
Photoshoot Location:
The French Market
114 E River Rd, Rumson
“The Jersey Girl Guide started as a fun side project — just a place to post things I loved.” - Mackenzie Malpass
“I just want to keep growing — new places, new people, new stories.”
—Mackenzie Malpass