Wilton Pride and the Wilton Chamber of Commerce have set plans for this year’s Pride Adopt-A-Shop program. Now in its third year, the initiative is designed to showcase support for the LGBTQ+ community in local businesses, in what organizers said is a way of “fostering a welcoming and inclusive atmosphere throughout Wilton to celebrate Pride Month in June 2025.”
Similar to the practice of painting store windows in celebration of the holidays, the Adopt-A-Shop program will allow community groups such as families, faith groups, sports teams, theater groups, Scouts, and others to decorate the storefront of participating businesses with Pride-themed decorations and embellishments.
Organizers said the program is one of several on a growing list of partnerships and collaborations affirming Wilton Pride and its mission to support the local LGBTQ+ community and allies.
Wilton Pride President Farah Masani said she is “delighted” that Pride Adopt-A-Shop has is now an annual tradition, and that it demonstrates the potential to engage the whole community in a way everyone can enjoy.
“This is a win-win-win opportunity for all. Our town organizations get to celebrate Pride in a creative and fun way and participating shops are likely to see a lift based on our research that shows LGBTQ+-friendly businesses enjoy higher revenues and more customer loyalty,” she said.
She added that it’s an important display of support for young members of the LGBTQ+ community.
“Positive signs of affirmation and affirming spaces are important for our teens’ mental health and reduce suicide attempts among teens. LGBTQIA+ youth who reported having at least one affirming space had 35% reduced odds of reporting a suicide attempt,” Masani said.
Wilton Chamber of Commerce Executive Director Camille Carriero said she’s pleased to collaborate with Wilton Pride again and have the opportunity to connect the organization with the Chamber’s member businesses.
“The Wilton Chamber of Commerce strives to collaborate with local organizations whose overall mission is to produce a better community for our residents, town and businesses. We are excited about the return of the ‘adopt-a-shop’ initiative. It is a channel to engage and connect members of our town so that we can create a welcoming environment and celebrate all members of our community,” Carriero said.
Community organizations or individuals that want to fund and decorate a storefront can get involved by filling out an online form. Storefronts are available on a first come, first serve basis. All displays are to be designed and executed with guidance and instruction from Wilton Pride and the Wilton Chamber.
Wilton businesses that would like to participate can get involved by registering online.