Crafted for Community

Overview

Craft Party was a hybrid retail and event-based brand created to bring high-end craft experiences to Asheville's booming wedding and tourism markets. I co-developed this brand with Holly Gray, a luxury textiles entrepreneur who had signed a lease in the basement of Mojo Coworking. The goal was to create a community-oriented space that bridged local makers, hands-on events, and boutique retail experiences.

Discovery & Strategy

Through my role as brand and operations manager at Mojo, I had been developing a business plan to launch monthly makers markets in the coworking event space. While that proposal wasn't adopted, it led to a collaboration with Holly, whose vision aligned with my longer-term plans for community-centric creative experiences. She brought the retail space, and I brought the research, strategic direction, and brand clarity.

Execution

I led a full strategic and creative development process including:

• Brand naming and identity design ("Craft Party")
• Competitor and demographic research into sip-and-paint, DIY, and craft retail models
• Wireframing and structuring the website
• Designing social media templates and event update systems
• Mapping out revenue streams through bridal shower packages, experiential events, and consignment-based retail

The brand emphasized experience over product, focusing on curated, high-end crafts paired with local maker collaboration and events designed for bachelorette parties and tourists.

Outcome & Transition

Despite a strong launch, Hurricane Helene hit just four months into Craft Party's opening. Due to the early-stage nature of the business and its long-term revenue trajectory, Holly ultimately had to close the physical location. However, the brand laid groundwork for future projects, and Holly and I have maintained a strong working relationship for new initiatives.