How it started & How it’s going…
3 Brands, 2 Sisters, 1 Story
Built together, one idea at a time.
The Neat Market is the home of three businesses created by sisters Ellie and Mallory. What started with one small gift shop has grown into a collection of brands built around the things we love most — finding something special, creating something of our own, and sharing it with others.
Each business has its own personality and its own story, but they all grew from the same place: two sisters who have always loved turning ideas into something real.
This is how we got here.
Neat Down South
Est. 2021
Where it all began.
In 2019, we opened Neat Down South together inside our parents’ car dealership. What started as a small gift shop became our first real experience building a business from the ground up.
We learned everything as we went — choosing products, creating displays, helping customers, figuring out what people loved, and constantly dreaming up what we could do next.
Neat Down South was more than our first business. It was where we discovered how much we loved retail, entrepreneurship, and getting to create something together.
And without realizing it at the time, it was only the beginning.
EM Jewelry Co.
Est. 2023
One business sparked another.
After growing up alongside Neat Down South, Ellie wanted to create something of her own. In 2022, that idea became EM Jewelry Co.
What began as a love for jewelry turned into a brand centered around pieces that are easy to wear, easy to love, and made to become part of your everyday collection.
EM Jewelry gave Ellie the chance to take everything she had learned through Neat Down South and build a brand with its own look, products, and personality — while still being connected to where everything started.
Another idea had officially become a business.
Southern Grace Needlepoint Co.
Est. 2026
Then Mallory had an idea of her own.
In 2026, Mallory turned her creativity into the newest addition to our family of businesses: Southern Grace Needlepoint Co.
Created around her love for needlepoint and classic Southern style, Southern Grace brings a fresh, fun approach to canvases, kits, accessories, and everything that makes stitching feel special.
Just like the businesses that came before it, Southern Grace started with an idea and quickly became something much bigger.
And with three businesses now growing side by side, it finally felt like they needed one place to call home.
THREE BRANDS. ONE HOME.
Welcome to The Neat Market.
The Neat Market brings everything we’ve built together in one place.
Whether you came for a gift from Neat Down South, a new piece from EM Jewelry Co., or your next project from Southern Grace Needlepoint Co., you can now find all three brands under one roof.
Different businesses. Different stories. Still the same two sisters behind them.