Partner Spotlight: The Welcoming Center at Christmas Village

Through the Christmas Village Market Grant Program, the Philadelphia Department of Commerce, in partnership with Philadelphia Parks & Recreation, provided funding for select nonprofit organizations to help low-to-moderate-income and emerging Philadelphia-based vendors participate inChristmas Village.

Three organizations - The Welcoming Center (Immigrant Marché), Walls for Justice, and the Association of Mexican Business Owners of Philadelphia - were selected to provide end-to-end support to a total of 17 participating vendors, including booth setup and furnishings, scheduling assistance, language support, inventory tracking, and more.

Hear from The Welcoming Center

In this series, we are highlighting the experiences of the organizations that supported vendors to participate in Christmas Village from November 22nd until December 24th, 2025. Hear from Layla El Tannir (LET), director of entrepreneurship at The Welcoming Center.

Tell us a bit about your organization.

LET: The Welcoming Center is an immigrant-focused economic development nonprofit dedicated to helping immigrants align their strengths with one of these pathways: entrepreneurship, community leadership, work readiness, English for speakers of other languages, and digital skills. We welcome immigrants as neighbors and leaders, and together we create pathways to economic growth while strengthening the social and economic fabric of our communities. Under Immigrant Marché, we provide immigrant entrepreneurs opportunities to participate in pop-up markets, seasonal events, and other public-facing platforms that increase visibility, sales, and professional development.

Why did your organization apply for the Christmas Village Market Grant? Why is this funding important?

LET: The grant directly supports our entrepreneurship pathway, which helps aspiring immigrant entrepreneurs develop business plans, access capital, and connect with new customers. Participating in Christmas Village offers entrepreneurs sustained exposure in a high foot-traffic marketplace, something rarely accessible to early-stage businesses. This funding removes a significant financial barrier and allows entrepreneurs to showcase their products over an extended period. The visibility, customer engagement, and real-world sales experience entrepreneurs gain through Christmas Village can be transformative, helping them build confidence, test products, and grow their businesses.

Tell us a bit about the vendors your organization is supporting this year.

LET: We partnered with Greenline Access Capital and the Philadelphia Area Cooperative Alliance to support a diverse mix of community-rooted vendors that reflect cultural authenticity, cooperative ownership, wellness, and economic justice, including:

• Making Worlds Books, a worker-owned bookstore and community space centered on political education and collective learning
• Hawthorn's Brood Cooperative, a queer-, trans-, and women-led worker co-op producing herbal remedies and body care products grounded in community health and liberation
• Honey Blowout, a natural hair care brand focused on nourishing textured hair with honey-based products
• Xoxoa Chocolate, a Philadelphia-based bean-to-bar chocolatier committed to ethically sourced cacao and small-batch production
• Variedades Ágata, founded by Araceli Cruz, which celebrates Mexican culture through handcrafted art, spiritual goods, and artisan-made products from Chiapas, Mexico

How did you prepare these vendors to be set for success at Christmas Village?

LET: We organized a comprehensive operations meeting to introduce the businesses to one another and establish clear expectations around scheduling, communication, and collaboration. We walked the vendors through a mock booth setup at our office, marking out the exact footprint, shelving, and layout they would have onsite, allowing them to better plan inventory levels, product assortment, and visual merchandising. We also provided hands-on guidance on using the Square point of sale (POS) system, reviewed marketing and promotion efforts, outlined setup and breakdown plans, and clarified day-of logistics. During the market, we supported vendors with operational coordination, marketing, sales strategy, and on-site coaching as needed to help maximize their success.

What have been some of the highlights from Christmas Village this year?

LET: One of the biggest highlights has been watching the entrepreneurs grow through the experience. Christmas Village can be intense - especially when multiple businesses are sharing a small space - and seeing vendors adapt in real time has been incredibly rewarding. Throughout the season, they refined their displays, became more confident engaging with customers, and developed stronger problem-solving skills when navigating the day-to-day challenges of a busy market environment.

A standout moment was when a customer approached us asking whether one of our Christmas Village vendors would be at another pop-up. She was specifically seeking out their products because of the quality and experience she had at Christmas Village. That moment really underscored the impact of the market, not just as a sales opportunity, but as a platform for building lasting customer relationships.

What do you think the participation of the vendors adds to Christmas Village?

LET: It adds depth, diversity, and authenticity while also connecting the market to a global audience. These businesses bring culturally rooted products, cooperative values, and community-centered stories that expand the experience beyond traditional holiday shopping. Through the vendors' goods and storytelling, visitors are introduced to traditions, craftsmanship, and flavors from around the world, all represented by local entrepreneurs. Christmas Village becomes not only a celebration of the season, but a platform where global cultures, immigrant experiences, and international artisan networks are visible and accessible to a broad audience, making the market more inclusive, vibrant, and reflective of Philadelphia's place in a global community.

Why is it important to help low-to-moderate income and emerging Philadelphia-based vendors participate at Christmas Village and other holiday markets?

LET: These platforms offer a level of visibility and access that is often out of reach for micro immigrant businesses. Large, high-traffic markets can be cost-prohibitive and operationally complex, creating barriers for small vendors who may lack capital, staff, or prior market experience. By reducing these barriers and providing hands-on support, we help ensure talented entrepreneurs are not excluded from one of the city's most visible retail opportunities.

What would you want Philadelphians and visitors to know about the value of this initiative?

LET: This initiative is about much more than holiday shopping - it's a platform that uplifts small, immigrant, and cooperative businesses, giving them the resources, visibility, and support they need to thrive. These vendors gain access to high-traffic markets, professional development, and hands-on guidance, helping them grow their businesses and reach new audiences. For the community, this means access to unique, culturally rich products and experiences that reflect Philadelphia's diversity and creativity. The initiative strengthens the local economy, fosters inclusive entrepreneurship, and highlights the vital role immigrant and small business owners play in shaping the city's cultural and economic landscape. It's a celebration of innovation, resilience, and connection, making every purchase a meaningful investment in both people and community.

Is there anything else you'd like to add?

LET: We are deeply grateful to the Department of Commerce and the City of Philadelphia for their steadfast support. This backing amplifies the voices and contributions of immigrant communities, helping them thrive as leaders, business owners, and integral members of Philadelphia's social and economic fabric. We are inspired by this partnership and look forward to continuing to innovate and expand opportunities for immigrant entrepreneurs in the years ahead.