In the heart of Park Slope, where small businesses help define the rhythm of everyday life, RIDER has become a beloved local gem. Founded by Brooklyn resident Alma Lacour, the independent gift shop is not just a storefront, but a community space intentionally built to foster creativity and connection.
Lacour’s path to opening RIDER is deeply intertwined with her personal story and love for Brooklyn. She first moved to Park Slope eight years ago, settling into the neighborhood groove just before her son was born. The early pandemic months only deepened her relationship with the people around her.
“Over the pandemic, I really developed a sense of community with the other neighbors in very close proximity to my own apartment and just felt like I was really dialed in and connected to the people in Park Slope,” she told Brooklyn Paper.
After years of working in advertising and experiential production, Lacour began to reassess her career. When a dry cleaner just a half block from her home went out of business, she saw an opportunity she felt compelled to explore.
“I felt like I would be kicking myself if I didn’t inquire,” she continued. She found the place was extremely community-minded and helped her as a young mother.
The space’s landlord — equally community-focused — embraced the idea of a neighborhood mom opening a gift shop. That support helped Lacour take the leap. Even the store’s name reflects her approach to life and business. “RIDER, the name itself, is based on riding the wave of life,” she explained.
Inside, RIDER feels warm, whimsical and deeply intentional. Lacour has curated a collection of home goods, art objects, children’s items and design-forward pieces that appeal across ages and interests.
“I really believe in the power of gifting in general,” Lacour said. “I try to think about objects that not only would create great gifts, but are also a great story that can be told.”
The shop’s curation prioritizes independent makers, especially those who are Brooklyn-based, woman-owned, BIPOC, LGBTQ+ or committed to sustainable manufacturing.
“I really try to seek out makers that I personally and philosophically want to promote and support,” Lacour explained. “They’ve already been vetted for the great creativity, but I also have to be able to support independent artists I believe in.”
The result is a store that feels personal, joyful and highly discoverable — where customers often by one gift for a loved one and one for themselves.
“Quite often, I’ll have customers that come in and they’ll buy two things; one for themselves and one for someone else,” she added with a laugh.
That mix of intention and delight has resonated widely. Since opening RIDER’s second location and expanding into the e-commerce space, customer support has only grown.
“It’s been incredible, honestly, I’ve been really shocked at how embraced we’ve been,” Lacour said.
RIDER now has countless regulars, many of whom live just blocks from the shops. Local kids know Lacour by name. Families treat the store as a safe, welcoming stop on daily walks.
“We accept dogs, strollers and kids of all ages,” she said. “We’re a safe space for a lot of different people in the community.”
Personally, Lacour’s journey in the small business sector has been shaped by motherhood, grief and a desire for fulfillment after her mother’s passing in 2020.
“My old system wasn’t working for me anymore,” she reflected. “I wanted to create something for my family where I could call the shots.” RIDER has allowed her to spend more time with her now seven-year-old son and connect with the community.
Looking ahead, Lacour envisions deeper programming, more workshops, community partnerships and even developing in-house products with local artists.
“I’m looking forward to the opportunity to build on what we’ve done here as a brand,” she said.
At its core, RIDER remains rooted in service. Whether it’s providing a platform for artists or acting as a donation drop-off point, it continues to ride forward with purpose, one neighbor at a time.
“There are a lot of people in need right now in our community. I just want as many people as possible to know that this is the way we operate,” she said.
