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Get ready for a clapback.
Content creators such as Paige Lorenze are calling out the owners of Four Winds Craft Guild—an antiques shop in Nantucket, Mass., specializing in handwoven baskets and artisan purses—for hanging up a sign reading “No Influencers” amid an influx of summer tourists.
“If you call yourself a feminist but proudly put up a ‘No Influencers’ sign, it’s worth asking who you are attempting to delegitimize, and why,'” Lorenze—who recently opened a boutique just blocks away from Four Winds Craft Guild—commented under a since-deleted photo of the sign on Instagram. “Mocking women when they become powerful in a new industry isn’t new.”
Asserting that the “creator economy is overwhelmingly driven by women,” the 28-year-old continued, “It’s just a strange message coming from a store that celebrates a craft with such a rich history of women shaping the island and its economy.”
“One woman with a loyal audience can successfully launch a business at scale,” the YouTuber added. “That’s a win. This sign isn’t.”
Though the original photo of the sign was taken down—with Four Winds Craft Guild shopkeeper Jessica Jenkins telling the New York Times that Instagram had removed the post—the discourse over its impact continued amongst influencers online.
Wishbone Kitchen’s Meredith Hayden called the sign “icky” on her Instagram Stories, while TikToker Levi Coralynn argued that “hating influencers has become a socially acceptable way to hate women.”
But not all social media users took offense with the sign. In fact, blogger Erin Gates commented under a Four Winds Craft Guild post, “I totally understand the annoyance of influencer culture.”
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“Nantucket was once a quaint island, but now feels only for the uber rich,” she wrote, explaining that her visits have been “less and less enjoyable over the years” due crowds at local spots that went viral online. “The sign itself is funny.”
And, for what its worth, Four Winds Craft Guild owner John Sylvia hasn’t exactly banned influencers from his shop.
“It was kind of tongue-in-cheek,” he said of his sign in an interview with The Cut published July 29. “It can be annoying, but, I mean, I’m not anti-influencers.”
Instead, he said the sign was put up in response to those who “don’t care about the history” of the items he sells in his shop—such as the lightship baskets that have been part of Nantucket’s story since the 1800s—and are simply there to make content.
Four Winds Craft Guild/Instagram
“A lot of people are tired of feeling like extras in someone else’s video,” Sylvia bemoaned. “Like, f–king talk to me. Talk to anyone in my store.”
He continued, “I don’t want to sound negative, but they come in, there’s like a group of them sometimes, and it can clog up the store. It’s not a huge space.”
As for the criticism he’s received for also using social media to gain attention? “This influencer culture, I just don’t play to it,” Sylvia said. “I’ve been doing this so long. I don’t really need it.”
He added of his sign, “It was for the island. It wasn’t for the world.”
And for more influencer scandals that had the whole world subscribing, keep reading…
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