About InUnison
InUnison of Central Virginia
InUnison is a community-based membership organization built exclusively for local, independent businesses that want to grow while staying independent. We are the trusted channel where owners and their teams develop a support network, get the clarity they need to stay ahead, and have their business interests protected.
Our Vision
We envision a local community that is celebrated for its unique character – full of vibrancy, creativity, and diversity.
We believe that vision starts with a strong local business community.
Our Mission
We unite local, independent businesses that are committed to building a more distinctive and prosperous future—for both our community and themselves.
We do this by putting people in your corner, clarity in your hands, and a voice at the table:
Research & Advocacy
Leadership & Accountability
Education & Workshops
Community & Visibility
Our Values
We are committed to bringing unity, strength, inclusiveness, candor, advancement, and creativity – to everything we do.
Unity
We are committed to uplifting each other and the community we serve.
Strength
We know we are stronger together and we capitalize on our collective power to build on our strengths.
Inclusiveness
Access essential resources and support tailored to every membership level and learning style.
Candor
We are open, honest, and direct in our communications.
Advancement
We understand the need to continuously adapt our methods in order to respond to the needs of our community and evolve our businesses.
Creativity
We salute the imagination and originality inherent in each individual business and person.
Our People
The people behind InUnison
Team
We are a small but mighty team, fully committed to supporting our local business community. Our dedication is evident in every interaction you have with us.
Nancy Thomas
President and CEO
A true retailer at heart, Nancy Thomas leads InUnison through its Mission and our Shared Values. She is so proud of her InUnison team and their mindset of understanding that we are here to serve local independent businesses.
804.662.5514 · nthomas@inunison.org
Diana McMahon
Vice President
Diana works with the Membership and Marketing teams to plan and implement the departments’ strategic initiatives. She collaborates with both teams to ensure InUnison is living up to its mission.
804.726.5043 · dmcmahon@inunison.org
Aydan Lemon
Programs & Member Engagement Coordinator
Through active engagement, Aydan drives the growth of our programs and ensures members gain lasting value.
Megan Way Catalan
Digital Strategies Manager
Megan works to strengthen our brand and to increase the value of InUnison’s digital benefits.
804.516.5524 · mwcatalan@inunison.org
Robert Thomas
Member Relations Advisor
Robert works closely with members to help them navigate and maximize the benefits of InUnison membership. With an entrepreneurial background, he focuses on building meaningful relationships and connecting businesses to the resources, opportunities, and community that can support their growth and success.
Angela Wolff
Administrative Coordinator
Angela plays a key role in keeping everything running smoothly – from operations to working with the Board to the many moving parts that support our members.
Board of Directors
Our Board of Directors are stewards of our organization, bringing leadership, community service, and a deep understanding of Richmond’s business landscape.
Travis Hamilton
Owner & President, u-fab interiors
Andrew Farrell
Founder, Owner, Farrell Financial
Meg Irvin
VP, Earned Strategy, Hodges Partnership
Jill Lemon
Partner & Co-Founder, Sandbox
Yann Reichelt
CFO, Capital Interior Contractors, Inc.
Melissa Greenfield
Principal, Haxall Marketing & Communications
Steve Rosser
President, Gelati Celesti Ice Cream
Scott Aronson, Immediate Past Chair
Rising Tide
Sarah Paxton
President & Co-owner, LaDIFF
Pat Heaney, Vice-Chair
Co-Owner, Mango Salon
Nancy Thomas
President & CEO, InUnison
Megan Schultz
Director of Events, Sports Backers
Lucy O’Shields
Founder, LuCols Agency
Lester Johnson
President, Mama J’s
Kevin Reardon, Chair
President, Franco’s Fine Clothier
Jolinda Anderson
Owner, Shapes & Colors, by Jolinda
Duncan Thomas
President/CEO, CarSource, Inc.
Danielle Fitz-Hugh
VP of Community Relations, Richmond Region Tourism
Catherine Cary
President, Bremo Pharmacies
Our Manifesto
Once, all businesses were local.
We didn’t start as InUnison. For most of our history, we were the Retail Merchants Association, built to serve local shops. But the businesses that give this region its character were never only retailers, and the more we listened, the clearer that became. Research and community feedback pointed the same direction: local means service providers and independents of every kind, not just storefronts. So we changed. InUnison is built for all of them, with the mentorship, roundtables, and advocacy that help locally owned businesses stay that way.
Our History
Where We Came From
Prior to becoming InUnison, we were known as the Retail Merchants Association (RMA) of Richmond, Virginia. This group was founded in 1906 by nine locally owned businesses. The group initially came together with the practical goal of improving the customer experience by advocating for the city to sprinkle water on dusty streets, a simple but effective way to keep dirt out of their stores.
More than a century later, the mission is the same even though the name isn’t. Research and community feedback told us what our members already knew: local business had outgrown retail. The independents shaping this region were service providers, makers, and operators of every kind, not just storefronts. So we became InUnison, built for all of them, with the mentorship, roundtables, and advocacy that help locally owned businesses stay strong together.
Our Partners
A community that comes together.
We partner, collaborate, and advocate alongside organizations across Greater Richmond to strengthen local business.
Stories
What Members Say
“The insights we gained have continued to influence our development strategy and foster a culture of innovation within our company.”
Steve Rosser
“I’m excited to be part of this vibrant community of beautiful people — owners and professionals.”
Ashley MarksCreative Marks Events Venue
“InUnison does a great job of providing free and low-cost workshops.”
Dorian CunionYour Path Coaching & Consulting
Community Investment Numbers
Our impact by the numbers
$7M
Total community investment
700+
Active member businesses
250+
Years in the community