Forge FORWARD - RETAIL STORE 2020-2022
Forge Forward: A Retail Journey
In 2020, I opened Forge Forward, a retail space that quickly became more than just a shop—it was a hub for creativity, collaboration, and experimentation. Just as we were finding our rhythm, the world changed. COVID-19 forced us to shut our doors in March, only for us to softly reopen in June with a new approach. Adapting to the challenges, I shifted our model toward wholesaling, a transition that allowed us to reach a broader audience while continuing to support independent artists and designers.
During those uncertain times, I poured my energy into internal branding and creative exploration, shaping the identity of Forge Forward in ways that extended beyond retail. Before we eventually closed, we had been developing a pay-to-play model inspired by a shop I loved in New York. The goal was to bring in artists and designers from overseas, but logistical challenges made it unsustainable long-term. This led to the decision to fully embrace wholesale.
Over the three years Forge Forward was open, we hosted workshops, markets, and events, bringing the creative community together. Our walls became canvases for feature artists who created murals and installations, while our shelves were filled with a diverse range of products—stickers, magnets, apparel, hats, socks, notebooks, candles, stationery, prints, journals, zines, mugs, badges, pins, bumper stickers, and books.
The shop was also home to my salon, tucked into the back in a uniquely designed space built by my brother, a talented shop fitter who crafted a shop within a shop.
Running a retail store was an incredible learning experience—challenging yet deeply rewarding. My background had been in design and pop-up shops, so when the opportunity arose to run a full retail space, I jumped at it. Forge Forward was a testament to creativity, resilience, and the ever-evolving nature of independent retail.
Forge Forward runs as a brand and is currently exploring self publishing. Check out the website below.