InUnison of Central Virginia
The organization supporting local independent businesses
Our Vision
We envision a local community that is celebrated for its unique character - full of vibrancy, creativity, and diversity.
We believe the best way to achieve this is by supporting unique local businesses—that’s why we’re here.
InUnison, based in Richmond, Virginia, is dedicated to fostering a community celebrated for its unique character, vibrancy, and creativity. The organization believes that local businesses are key to maintaining Richmond’s distinctive charm and works tirelessly to support them.
By promoting a strong “buy local” ethos, InUnison encourages residents and visitors to support businesses that reflect the community’s identity, values, and traditions. These businesses are seen as vital contributors to Richmond’s cultural and economic landscape. InUnison’s initiatives, including events and campaigns, highlight the best of Richmond, from artisanal products to innovative dining experiences.
InUnison also fosters vibrancy and creativity by supporting initiatives that energize the local business scene. The organization helps businesses connect, share resources, and collaborate on projects that enhance community spirit. Events sponsored by InUnison not only showcase local offerings but also foster a sense of togetherness and pride.
InUnison’s mission is to sustain a Richmond that is unique, dynamic, and full of life. By championing local businesses, InUnison helps to create a vibrant, forward-thinking community where creativity can thrive.
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 achieve this through the following core benefits:
Community Building
Every membership level offers built-in community-building opportunities. From roundtables to our online platform.
Advocacy & Representation
Elevating local businesses interests through collective representation and powerful advocacy.
Resources & Support
Access to essential resources and support tailored to every membership level and learning style.
Visibility & Exposure
We exclusively amplify local businesses so that consumers can verify they are spending with true local, independent businesses.
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
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
Bio
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.
Phone: 804.662.5514
Email: nthomas@inunison.org
Diana McMahon
Vice President
Bio
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.
Phone: 804.726.5043
Email: dmcmahon@inunison.org
Nicole Kuzara
Member Relations Advisor
Bio
Nicole is responsible for developing relationships with Richmond’s local businesses and promoting InUnison’s mission to serve these businesses and help them thrive. If you want more information on how you can benefit from InUnison membership she’s happy to chat!
Phone: 804.662.5504
Email: nkuzara@inunison.org
Kathy Robbins
Account Manager
Bio
Kathy is responsible for managing all financial resources and accounting functions of InUnison. She also serves as Secretary and Treasurer on InUnison’s Board of Directors. With over 40 years of serving members, Kathy knows the ropes.
Phone: 804.272.3909
Email: krobbins@inunison.org
Katie Whittington
Member Relations Coordinator
Bio
Katie is responsible for being the liaison between InUnison and its members to ensure their needs are met and they find value in their membership.
Phone: 804.272.3915
Email: kwhittington@inunison.org
Megan Way
Digital Strategies Manager
Bio
Megan works to strengthen our brand and to increase the value of InUnison’s digital benefits.
Phone: 804.323.5739
Email: mway@inunison.org
Our Board of Directors are stewards of our organization, bringing leadership, community service, and a deep understanding of Richmond’s business landscape.
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.
Over the years, the RMA evolved to support a broad array of local businesses in Richmond, advocating for their interests and helping them thrive in a changing marketplace. By leveraging collective power, the RMA played a crucial role in bolstering the local business community for more than a century.
In 2022, the Retail Merchants Association transformed into InUnison. This rebranding was more than a name change—it represented a strategic shift to better support a broader range of independently owned businesses in the Richmond area.
The decision to rebrand stemmed from in-depth research and community feedback, revealing a need to expand beyond just retail businesses. InUnison now encompasses various locally owned businesses, including service industries, providing them with resources like mentorship programs, roundtables, and advocacy. The organization aims to foster collaboration and collective strength within the Richmond business community, ensuring that local businesses have the tools and support they need to thrive.
InUnison’s new model includes a flexible pricing structure and expanded benefits, making it more accessible to businesses of all sizes. The change reflects the organization’s commitment to adapting and evolving to meet the needs of Richmond’s vibrant local business scene. Through this transformation, InUnison continues the legacy of the Retail Merchants Association while embracing a broader, more inclusive mission.