Holy crap, that’s such a good idea.
At a solid artisan market, I shout that observation in my own head as I inspect a genius creative treasure. A visit to the Market at the Armory (THEMATA) in Rochester puts that exclamation on repeat.
The MATA is an outdoor, pop-up artisan market held eight times from May through September outside of the Culver Road Armory. (Note to out-of-towners, like me: Rochester has two armories. Go to the right one.)
The MATA features local artisans and emerging brands that range from apparel and accessories to interior decor and artisan food and beverage. It’s all driven by a desire to connect the diverse community of talented makers behind Flower City’s thriving cultural scene with shoppers who appreciate the quality and one-of-a-kind nature of handmade expressions.
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At just 30 vendors, the summer market is small compared to other area makers fairs. But for The MATA, it’s about quality over quantity—and by that measure, it’s huge. At one of the first markets of the 2023 summer season, I spotted so many cool creations that even if something wasn’t my size or style, I stood there repeatedly asking myself, “Who could I buy this for?”
Boldly worded posters by Type High Letterpress. Identity statement enamel pins by Anna Parade. Paper flower backdrops and bouquets by Deaney Weaney Blooms. Repurposed textile quilt-work apparel by SOBO. Line-art Ts by Booty Positivity outlining the diversity of bum shapes (you bet your booty I bought one of those).
The summer MATA began in 2020 as a response to the Covid-19 pandemic, which hit independent crafts people really, really hard when brick-and-mortar retail shut down. As boutiques and shops transitioned to online sales, market founder Tanvi Asher noticed that the local artisans whose work she carried in her Armory boutique, Peppermint, were running out of inventory.
“Local makers didn’t have product for me to sell because they didn’t have money coming in to buy the materials they needed to make their work,” explains Asher.
A fashion designer and artisan herself, Asher set out to find a solution to boost their sales. She had been running a holiday version of The MATA inside the Armory since 2016 and knew that well-designed pop-ups were crucial connections between makers and new customers. She also noticed that local farmers markets were still allowed to operate outdoors amidst pandemic restrictions, and figured that if growers could sell outside, so could artisans. Now in its third summer season, The MATA is a thriving community marketplace.
To be selected for participation in the summer MATA, artisan applications are curated by a jury made up of Asher, fellow artisans and design instructors from Asher’s alma mater, Rochester Institute of Technology. Each year, the market receives 300 applications.
“We’re looking for handmade, well-designed and made in Western New York first and foremost,” says Asher. “Second is a great story—why do you do what you do? Finally, we like to feature finished work that is well-made, well-executed and well-packaged.”
Each market features a different lineup of makers. No more than two vendors in each genre (like jewelry, pottery) are invited to each event, and the two selected artisans must differ in style and materials to give shoppers more variety and makers less competition.
Upcoming dates: Saturdays July 15, Aug, 5 & 19 and Sept. 2 from 10 a.m. to 4 p.m. Parking and admission are free.
Artisan eats while you’re there
Inside the Armory, Village Bakery serves up breakfast before the market and lunch post-perusal. The menu features sammies, salads, quiche and loaded toasts boasting locally sourced ingredients, plus a pastry case that will make you contemplate whether grownups are allowed to just have dessert for lunch. Enjoy your selections on the patio next to The MATA or take them to go across the street for a picnic overlooking Lake Riley in Cobb’s Hill Park. villagebakeries.com
