As a native New Yorker, Nico Heller has watched
the city change dramatically over the years.
When the pandemic hit in March 2020, it became
hard for him to witness small business owners
and New York City establishments suffer.
“Businesses are really, really struggling,” Heller told
In The Know. “I felt that now was the time to go super
hard on profiles and shine a light on these businesses”.
Heller’s mention of profiles is in
reference to his Instagram coverage
of independent New York businesses —
aptly under the hashtag #MomNPopDrop.
He started it in 2018. The initial process was having
small businesses film themselves and submit footage
for Heller to post to his 434,000 followers.
When he realized business owners
lacked the time to take photos or film footage
he started visiting the establishments himself.
The business owners that Heller’s been
helping couldn’t be more thankful for him.
“It makes me so happy to hear about my
followers and other New Yorkers who
caught wind of it and started flocking to these
businesses,” Heller said of his page’s success