The mom-and-pop shops that once peppered East End hamlets are now few and far between as global and West Coast brands open shiny new boutiques in the area.

But a slew of fantastic pop-ups are still flying the entrepreneurial flag.

Here’s a highlight of this summer’s most exciting openings — from new East Hampton digs for Chanel and Louis Vuitton to Jay-Z’s Paper Planes pop-up at Gurney’s in Montauk, plus a handful of local stars.

Montauk

Jay-Z’s Fashion and lifestyle brand Paper plans is introducing its very first pop-up – Paper Planes Surf Shack – at Gurney’s Montauk Resort & Seawater Spa (through July 4th weekend).

Sure-to-go goods include everything from Hova’s signature bucket hats and visors to stand-up collar shirts, graphic tees, quilted sling bags and oversized beach bags. The Holy Grail of scoring? An exclusive “Sketch” surfboard with matching shorts.

Lost suns will appear on Mondays throughout the summer at the Memory Motel (692 Montauk Hwy.), made famous by a Rolling Stones song.

Founded by Marcos Martinez (executive chef at Montauk’s Bird on the Roof restaurant) and friend Michael Torres — who previously sold their wares in that eatery — the store will showcase collectibles including sneakers, vintage gear and pop culture t- shirts.

southampton

This posh enclave is full of new retail this season, including Brochure Walker at 11 Main St., where highlights include flowing linens and lightweight knits, accompanied by footwear, accessories and jewelry.

Dressing up for an East End event? Find bold goodies—from zebra earrings to sequin sheaths, along with men’s statement pieces and beach slippers—at Alex Vinash‘s fun shop at 25 Hampton Road.

Who would have thought the Hamptons would become a place to find affordable diamonds and pearls?

It is now, thanks to California-born gorjana jewelry store, opening at 19 Main Street, where you can choose a delicate, dangling stone or chunky rings and pendants.

Each one-of-a-kind item at morphewlaunching at 56 Hampton Road are either vintage or made from vintage fabrics, including dresses created from scarves.

Prices here range from $80 costume earrings to a $15,000 Givenchy dress.

Beachy monochromatic colors prevail in the new, California-inspired Jenny Kayne boutique at Main St. 6, where coastal influence is evident in its casual clothes, loungewear and home furnishings.

From resort sandals to cowboy boots, the new Steve Madden The store at 95 Main St. will showcase the famous designer’s shoes, plus a Pac-Man arcade game for those who don’t find shoe shopping entertaining enough.

After a successful pop-up launched on Jobs Lane in 2021, Ramy Brook is now opening an official store at 44 Main St. Beach-to-bar togs and swimwear are the draw here, along with a new children’s line and mommy-and-me picks.

The signature vibrant kaftans and wrap dresses at the new La Vie Style House (42 Jobs Lane), is all one size fits all (with short and long variations) – takes your breeze from pool to lunch.

Russian-American designer Valentina Kova brought her luxury line, made with comfortable natural materials like cotton, silk and cashmere, to 38 Jobs Lane.

She also offers fine jewelry to help customers accessorize.

Water mill

Keeping furry friends safe is a priority at Pet lifesaversa pop-up at 1054 Montauk Hwy. with life jackets, first aid kits, portable swimming pools, “Wagwellies” beach shoes and reflective gear, along with concierge veterinary membership and dog ice cream.

Bridgehampton

Tom Ford and Dolce & Gabbana are among the high-end designers that will be carried (along with trendy lines like Watskin) at Curio at Project Hamptonstucked away in a contemporary farmhouse venue at 2183 Montauk Hwy.

In addition to 25 brands offering everything from eyewear to home goods, programming will include yoga classes, puppy adoptions, fundraisers and a garden display.

soft port

Sagtown Collective – Travis Mathewat 78 Main St. (in the same building as Sagtown Coffee), is stocking duffers’ pants, polos, and gloves from the Southern California-inspired golf brand, along with lifestyle athleisure, including sneakers, hats, and tracksuits.

The Cloud T-shirts and sweats are extremely cozy.

Last year’s Sunny store at 83 Main St rebranded as read it.

Gone are the fitted pieces, replaced by looser, more comfortable blouses, tees, soft sweats and cashmere sets – made from sustainable materials and produced in a fair-trade certified factory.

East Hampton

The town’s main road still looks more like Rodeo Drive, with Louis Vuitton co-opt the main corner space at 1 Main Street.

From coveted handbags to iconic trunks – including those tailored for golf and mah-jongg – the store is filled with objects for the home as well as outdoor furniture and personal items.

Visit Parys-by-the-beach at Chanel‘s “ephemeral” boutique, covering two distinct stories at 26 Newtown Lane.

Inside, you’ll find everything from elegant Métiers d’art collection dresses and gilded tweeds to playful Coco Beach cover-ups and bathing suits, not to mention handbags, shoes, watches and fine jewelry – plus an enchanting back garden for summer soirées.

After Hurricane Irma devastated parts of the Caribbean in 2017, French designer Marina Cocher moved Marina St Barth — her colorful, bohemian-chic brand of dresses, accessories and skin care products — to Palm Beach.

Now she’s unveiled an East Hampton outpost at 32 Park Place, which also carries other island-life labels, including Schutz shoes, Øud Paris fashions and Charo Ruiz’s dresses.

Introduced in Venice Beach, California. and known for its unisex, surf-inspired look with a built-in feel, Aviator Nation lands its first East Coast store at 87 Main St.

New on the beauty block? Bobbi Brown founded jones roada line of natural cosmetics free of parabens, phthalates and sulfates is moving to a space at 55 Main St.