Earlier this year, Visa launched Visa & Main, a new small business program designed to support entrepreneurs as they grow.¹ At Visa Payments Forum (VPF) 2026, we put that mission into action by bringing small businesses into the event and connecting them with Visa clients, partners, and attendees from around the world.
Small businesses have long been part of how we bring VPF to life. Last year, we partnered with brands like Night Owl Coffee Cart in Arlington, TX, giving founders a platform to showcase the brands they’ve built. This year, that included local food and beverage vendors like Batter Bakery, California Juice Company, Cocina Milonga and Feve Chocolates, who showed up alongside the Visa & Main Marketplace — a dedicated space for attendees to discover products from small businesses. At the center of the marketplace experience were two founder-led brands, Cincha and Terra Thread, each brought something unique to the experience.
From idea to interaction
For Cincha Co-Founder Ashley Sharma, the business began with a moment that many travelers know all too well — managing too much, moving too quickly, and watching it all slip mid-journey. That frustration led to a simple solution: a travel belt designed to keep personal items securely in place.
As Sharma puts it, “Cincha started because I am a notorious overpacker — my bag was super full and it fell off my luggage.”
What followed was a product that is intended to be intuitive, useful, and easy to understand the moment it’s in your hands.
Terra Thread’s story begins with a different kind of intention. Co-Founder Vizan Giri launched the brand with her father, focused on creating everyday products in a more thoughtful way, starting with how they’re made and the people behind them.
That perspective carries through in how the brand shows up. Rather than over-explaining the product, Terra Thread leaves a simple impression: a well-made, everyday item with purpose behind it. As Giri explains, “When somebody picks up our products, we want them to think of the hands that go into making these products.”
While their products serve different needs, both brands are grounded in the same idea — creating something useful that people instantly connect with.
Where discovery becomes real
At the Visa & Main Marketplace, attendees moved throughout the space where products weren’t just displayed, they were picked up, explored, and experienced. What started as curiosity quickly turned into understanding, and in many cases, into action. It’s a shift that could be seen happening moment by moment, as people encountered something they didn’t expect, saw its appeal and decided to bring it along for the journey home.
That’s the exact role the Visa & Main Marketplace at VPF was designed to play.
“What you see here at Visa Payments Forum is one example of Visa & Main in action,” said Kim Lawrence, Regional President, North America at Visa, “Giving these brands a chance to be discovered by people who may not have found them otherwise.”
For founders, those moments are immediate and meaningful. Seeing someone recognize the value of what they’ve built — without explanation — is what makes the experience more tangible.
Building beyond the moment
At its core, Visa & Main aims to help small businesses overcome one of their biggest challenges: reaching new customers. Whether through increased visibility, new connections, or access to tools and resources, the goal is to help businesses get in front of more people in ways that are practical and impactful.
The Marketplace at Visa Payments Forum is one example of how this can be facilitated, by creating a space where products can be experienced, conversations can happen, and new connections have an opportunity to form naturally.
“For us, it’s not just about this moment, it’s about helping these businesses continue building momentum and growing well beyond our event,” said Lawrence.
For Cincha and Terra Thread, this wasn’t about starting something new. It was about reaching new customers and building on the momentum they’ve already created. Because for small businesses, growth doesn’t happen all at once. It builds over time — one interaction, one connection, one new customer at a time.
- The examples described are illustrative of experiences at Visa Payments Forum. Participation in Visa & Main does not guarantee business outcomes. Featured businesses are independent and inclusion does not constitute endorsement by Visa.