Beware of online ads with elaborate backstories. They may not be from a real small business


About 36% of Americans failed to receive refunds after purchasing an item online that they said never arrived or turned out to be counterfeit, according to a Pew Research Center survey conducted in April 2025 and published in July. — AP

Melia & Co appears to be a small family-run business. The sweaters on its website feature a photo of a woman hand-knitting a Christmas design. The caption says that after decades of creating knitwear that tells "quiet stories of care and beauty”, she is closing her little studio and the pieces on offer are her last.

The website of Olivia Westwood Boutique also spotlights a charming backstory. The "About Us” section states that twin sisters run the shop their mother opened in 1972 and share her commitment to a a business "rooted in family, community and women uplifting women”. Shoppers could take advantage of a sale honouring the boutique's late founder on what would have been her 95th birthday.

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