Hidden Gems: Meet Asta Fletcher of Neighbor Market

Today we’d like to introduce you to Asta Fletcher.

asta, we appreciate you taking the time to share your story with us today. Where does your story begin?

It all started in my early 20s, I was living in San Francisco working for a restaurant group (https://www.fwhospitality.com/), at a similar concept (https://flourandwaterpastashop.com/). I was in school and working part-time, serving coffee and lunch, and learning the rope of retail buying. I loved how it was a neighborhood spot and I knew everyone’s name and what they liked. Something about that city, I fell in love with it and the food. The access to fresh produce and quality meats is insane. There are so many microhoods within the city too and I felt like every one of them had a bodega.

After a few years I moved back home to Phoenix to save up some money and be close to family. I began working in my marketing career fully remote. I loved it but missed that human connection. I would reminice about Salumeria (that is what it was called at the time) and the simplicity of it. I felt like there was nothing in downtown like it at the time so I started saving up from then on.

Neighbor Market is my dream store! A gourmet pantry and bottle shop featuring over 100 small businesses in 180 square feet. Cozy, packed to the brim, and full of heart. Products include coffee beans, matcha, chocolates, candies, olive oils, pasta, sauces, snackies, natural wine, and a huge non-alcoholic selection! There are house-staples and new brands coming every month. As many local gems as possible.

The shop is located inside The Churchill, a mixed-use retail space of shipping containers.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?

I think running a business anywhere will come with its own set of challenges. For me, having a business in Phoenix means dealing with four really tough months—from June through September. It’s unbearably hot here, and people rarely spend time outside. My shop is located in a mixed-use space made up of different shipping containers with an outdoor courtyard, so there’s naturally less foot traffic in the summer.

Over time, I’ve learned a few strategies to help get through those slower months. One thing that’s been helpful is doing a big summer sale—discounting everything for a short period. I ran one a few weeks ago, and it helped me tremendously. Another thing that’s worked well is offering merch as a pre-sale instead of ordering a bunch of inventory upfront. This way, I only order what’s needed, and merch is a great way to bring in extra income.

I’ve also learned to slow down my ordering during the summer and stock up on best-sellers before the heat hits. Additionally, I’ve begun offering local deliveries and collaborating with pop-ups—for instance, partnering with a coffee pop-up in the mornings to increase foot traffic. Collaborations like these help get your business in front of new people—people who may have never heard of you before. Tools like Instagram’s collaboration feature are helpful because when you post something in partnership with another business, it gets seen by a wider audience.

As a business owner, you really have to be nimble, open to new ideas, and constantly willing to get creative.

Another big challenge, beyond the brutal summer, is the changing political and economic climate. It’s driven up the cost of many products I carry, and I think consumers are more conscious about spending right now. I’ve found that being honest with my customers goes a long way—they appreciate transparency. I try to find products that not only fit their price point but also align with what I genuinely find exciting.

One big learning curve in retail—especially in food—is managing shelf life and keeping track of expiration dates. Some products last longer than others, and it’s something I’ve had to learn through trial and error. Over the years, I’ve gotten better at knowing what to bring back and what I’m willing to take a risk on.

What do you do? What sets you apart?

As for what I do: Neighbor Market is a small specialty grocer and natural wine bottle shop. I like to call it a bougie bodega. I highlight over 100 small businesses within my less-than-200-square-foot shipping container. I think what sets me apart is how much I care about people. Regardless of what I sell, it’s always been about the human connection for me.

Just the other day, one of my customers shared that she’s pregnant. Another told me she just broke up with her boyfriend. I think both my customers and I value the real connection we have—and it’s just a bonus that we also share a love for gourmet food. I really care about what I source and carry, and I love sharing it with others. At the end of the day, I started this because I used to work behind a computer all day, and I missed real human interaction. The older I get, the more I realize how much we all crave that. The more isolated we become and the more tech-focused life gets, the more we need simple, genuine connections.

Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?

As far as mentorship goes, I’ve always tried to find women I admire at every job I’ve had and keep those relationships going. That said, I don’t currently have a business mentor—and I wish I did. I’m not really sure the best way to find one, but I know it would be incredibly valuable to have someone who’s either been through it or is going through it now. Someone to talk through challenges with and to reassure me I’m not crazy for thinking or feeling certain things.

When it comes to networking, I definitely don’t do it enough. I meet a lot of people through the store, but honestly, I’m a mom of two, and as soon as I leave the shop, I’m exhausted. By the end of the day, I’m just wiped. But making time to connect with like-minded business owners is definitely something I want to focus on moving forward.

Contact Info:

• Website: https://www.neighbormarketphx.com/
• Instagram: https://www.instagram.com/neighbormarket/

Image Credits
Liz Sisco