Discover Something New at Goodwin’s Flagship Store in Nashville

Established online in 2016 by Elise Joseph, Goodwin (meaning “good friend”) is a women’s capsule retail concept based in the founder’s hometown of Nashville. For Joseph, a “capsule collection” encompasses the core pieces of a wardrobe, but also a home—those go-to, timeless essentials that no one should be without. With this in mind, “Goodwin tries to steer clear of super trendy items, instead gravitating towards classic, well-thought-out articles that will last for years to come,” she says.

On Nov. 12, 2018, Joseph proudly opened the doors of Goodwin’s flagship store in the Buchanan Arts District (at 1807 9th Ave. N.). “I’m delighted to be able to connect with customers and creatives in person, as well as online, and foster and celebrate the vibrant community here,” says Joseph. “While in reality it’s necessary to make ends meet through consistent sales, I hope that anyone and everyone feels welcome to browse, shop, explore, discover and experience a burst of inspiration or simply a thoughtful conversation at Goodwin.”

Joseph has dreamed of opening a brick and mortar since she was 12. Although every day, more and more Americans choose to shop online rather than in stores, she believes in the power of touch. “Online shopping will always win for convenience,” Joseph admits, “but there is something truly magical about touching different fabrics and trying on an outfit before you purchase it. I also think consumers care about meeting shop owners and hearing the story of where and how their dresses, shoes, jewelry, etc. were made, now more than ever.”

Goodwin Opens Flagship Store in Nashville

In collaboration with designer Keren Bernard of Studio K, Joseph brought the physical space to life. Previously the home of Consider The Wldflwrs, a jewelry brand owned by a friend of Joseph’s, the space had to be opened up to brighten the interior and create a more fluid experience. “The custom slat wall adds texture and rhythm, allowing natural light to seep through, while the warm color palette expresses the brand’s feminine elegance,” Bernard explains.

“We have worked hard to make everything on the outside beautiful,” Joseph adds, “[but] what I’m most excited about is what will happen inside these walls.”

With its first brick-and-mortar location, the store seeks simplicity and mindfulness while maintaining a sense of international living. It offers versatile pieces for different life occasions, seasons and types of women and focuses on quality over quantity, meaning there is a limited number of each product in stock. Goodwin will also continue to feature local designers and emerging, independent brands—most of which Nashville residents don’t have easy access to yet—simultaneously.

Goodwin in Nashville_BaleFire Glass

Baby gem vases by BaleFire Glass.

“Currently, some of my favorites include Paloma Wool, Sugar Candy Mountain and BaleFire Glass,” Joseph says. “However, I’m always on the hunt for new artists and designers who value well-made, unique designs. I love being able to offer people things they can’t find anywhere else.”

Images courtesy of Zachary Gray.

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