Kelvin Estate Market builds community through local enterprise

Inspired by the village concept, the belief that small, local businesses are the heartbeat of a community, the Kelvin Estate Market was born.

The market was established to recreate the nostalgic feel of traditional markets while modernising the experience for contemporary local brands.

The first Kelvin Estate Market was held on September 27, 2025.

The market is organised by SweetDreamz Markets, a dedicated market management team, in conjunction with The Meeting Place, which operates the venue.

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The market aims to fill the gap between high-end commercial malls and informal street vending.

While many small “makers” produce exceptional products, they often lack access to a professional, high-visibility platform. The Kelvin Estate Market was created to serve as that bridge.

“The market was established to create a physical touchpoint for local entrepreneurs and a safe, vibrant space for the community to gather.

“It was born out of a desire to move beyond digital interactions and foster real-world connections,” said Yael Jacobson, co-founder and executive officer of SweetDreamz Markets.

The atmosphere of the market is best described as “curated cosy”.

It is designed to feel like a neighbourhood backyard, inclusive, relaxed and family-friendly, with an emphasis on relaxation and good music.

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Unlike larger, more commercial markets, SweetDreamz Markets places strong emphasis on the story behind each product.

Vendors are selected not only for what they sell, but also for their contributions to the local creative economy and the benefits they bring to the community. Visitors also enjoy free entry to every market.

“The guiding principles are authenticity, sustainability and community empowerment, allowing vendors to generate income while the public enjoys quality products.

“Visitors should feel a sense of discovery. The goal is for a shopper to arrive for a coffee and leave having met a local artist, discovered a new favourite snack, and felt a genuine sense of belonging,” Jacobson added.

Shoppers can expect a wide variety of offerings, including freshly prepared foods, candles, gourmet treats such as artisanal doughnuts and chocolates, boutique clothing and handcrafted home décor.

Vendor selection is based on product quality, brand story and community fit. Support is also provided through social media cross-promotion and entry-level stall fees to help new businesses get started.

Despite being a relatively new market, the response has been overwhelmingly positive.

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Many vendors report that the market has become their primary source of customer feedback and brand growth. The local community has embraced the space as a “third place,” a place to go that is neither work nor home, making it a popular weekend destination.

“By providing a low-risk physical storefront, the market allows creatives to test new products and build a loyal customer base without the overheads of a permanent shop.

“Economically, it keeps money circulating within the local community. Socially, it has become a networking hub where residents connect and collaborate,” Jacobson said.

She added that early challenges included securing a steady flow of vendors and visitors aligned with the market’s intended atmosphere, as well as navigating logistical challenges posed by outdoor weather conditions.

“The team quickly learned that curation is key. Having too many vendors selling similar products harms everyone. A diverse ecosystem of offerings is what keeps people coming back,” she said.

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Looking ahead, the founders plan to introduce themed events such as night markets and workshops. There are also plans to expand the partnership with The Meeting Place to access additional space and accommodate more vendors.

In the short term, the market aims to increase monthly foot traffic by between 20% and 25%. The long-term vision is to become the premier destination in the area for discovering new local brands.

For the founders, success is measured in personal impact. It is seeing a vendor pack up at the end of the day with a smile, grateful for the opportunity and the difference it has made in their lives.

The team remains motivated by stories of individuals such as the stay-at-home parent who turned a hobby into a business, or the artist who finally found an audience.

The market’s success is supported by several key role players.

Justin and Yael Jacobson are the co-founders and executive officers of SweetDreamz Markets, with Troy Jacobson serving as operations manager and Jody Lurie as market manager.

Mandy Sears, owner of The Meeting Place, is the market host.