JAMES Stanmore is a big believer in the micro economy and he's passionate about the benefits of shopping locally.
"When you live in a small town and you want your community to thrive, you need to support each other," he said.
"I think a lot of people miss the point."
As the manager of Athlete's Foot in Grafton Shoppingworld, Mr Stanmore is always looking for ways to give back to the community and work more closely with other businesses.
"We have a school rewards program and last year gave over $1900 to local schools across the valley," he said.
"We also work closely with local physios and podiatrists - they refer people to us and once a year we host a night at the shop when they all come together to give us feedback about our shoes and tell us what they'd like to see."
Mr Stanmore said highly trained staff and exceptional customer service, along with the latest technology in speciality fitting further set Athlete's Foot apart from the competition
"But what many people may not know is the Athlete's Foot is a locally owned business with roots in the town," he said.