Influencers, Retailers & the Right to Say “No”: Is the Creator Economy Growing Up?

The fashion world loves a good debate, but the conversation unfolding around Nantucket this summer feels bigger than one store, one sign, or one influencer. It is really about something much more complicated: who gets to shape the modern retail experience and who gets to set the rules? On ON NJ Mornings on Wednesday, July 29, I shared my perspective on the conversation everyone seems to be watching: the growing tension between traditional retailers and the creators. And as someone who has worked on both sides as a fashion expert, media personality, stylist, buyer and brand consultant I see both perspectives. But I also think we're missing one very important word from the conversation: etiquette.

Creators are no longer simply people posting outfits on Instagram. They are founders, entrepreneurs, marketers, media companies and retailers. They can introduce a product to an audience overnight and turn followers into customers.Paige Lorenze's lifestyle brand, Dairy Boy, is a perfect example. The brand's first permanent Nantucket flagship store shows how a community can evolve into a physical retail business with real-world foot traffic and economic impact. But that success also raises a bigger question: What happens when an influencer's audience arrives somewhere that already has its own culture, customers and identity?

That is where things get interesting. Enter the “No Influencers” Sign Nantucket's Four Winds Craft Guild made headlines after displaying a “No Influencers” sign in its store The reaction was immediate. Some people defended the store's right to establish boundaries and protect its customer experience. Others viewed the sign as an outdated rejection of the creator economy. Understandable these legacy businesses may have legitimate concerns about filming, tripods, photography, crowding and unauthorized content inside small or historic spaces. And honestly? I understand it. Not every store is a content studio. Not every beautiful location is a backdrop. And not every business wants to become part of someone's monetized social media feed.

This is where I believe creators need a little more professionalism and etiquette. Having a large following does not automatically give someone unlimited access to a business. If you're an influencer or creator walking into a boutique, restaurant, hotel, gallery, or small artisan shop, ask before you film. Be respectful of the space. Be aware of other customers. Don't block entrances or displays while creating content. Don't bring a full production crew into a small business without permission. And most importantly, don't assume that because a location is photogenic, it is automatically available for you to film with bright lights and all. There is a difference between being a customer who happens to create content and turning someone's business into your personal production set.

The best influencers understand that distinction. And good etiquette isn't just about being polite. It's good business.

A creator who approaches a brand professionally can build a relationship that leads to partnerships, events, collaborations and long-term opportunities. At the same time, retailers need to recognize that the definition of a customer has changed. Today's shopper might also be a content creator, stylist, entrepreneur, editor or media personality. That person can potentially introduce a business to thousands or millions of new customers. They can decide what works for their brand because retailers have every right to protect their identity and customer experience.

Creators need to understand that access is a privilege, not an entitlement. Businesses need to understand that creators can be valuable marketing partners. Because ultimately, retail is about more than selling a product. It's about creating an experience, and every business gets to decide what that experience looks like.