Colonial Williamsburg Foundation Debuts Craft & Forge

Williamsburg enlists Thread to develop licensing opportunities across home and design categories.

September 21, 2021

The Colonial Williamsburg Foundation has announced the launch of lifestyle brand Craft & Forge.  

With the historic archives, museums and artisans of Colonial Williamsburg as inspiration, Craft & Forge will encompass a range of products for the home, including home décor, outdoor living, crafting, seasonal, food and beverage and more.

To further support the preservation and exploration of traditional trades, Craft & Forge gives a percentage of proceeds back to the development and education of historic trades at Colonial Williamsburg. 

The Colonial Williamsburg Foundation has enlisted licensing agency Thread to lead licensing opportunities and partnerships for Craft & Forge. Alligator Clouds has been retained to develop marketing strategies and launch the brand across all channels.

“Thread is passionate to be a part of the development, launch and future growth of Colonial Williamsburg’s newest brand, Craft & Forge,” says Cindy Elfenbein and Marcy George, co-founders, Thread, in a joint

statement. “Inspired by authentic storytelling and our rich American heritage, we are excited to represent a relevant and modern brand that embraces a total home experience for the end consumer. Bridging the past with the future, we draw inspiration from proprietary 18th-century artisan skills and artifacts – while tapping into a growing mindset that values sustainability and craftsmanship. In conjunction with our licensed partners, influential artisans inspired by Craft & Forge, and retailers, we will strategically launch products that are as useful as they are beautiful and enrich our everyday lives celebrating the artisan in all of us.”

The first Craft & Forge Artisan Exchange will be held Sept. 22 - 23.

“Our love of historic trades, our passion for the artisan-inspired products, and our desire to pass on artisan skills to a younger generation ignited the spark to create Craft & Forge,” says Kiri Franco, director, brand and licensing, Williamsburg Brand. “We look forward to partnering with like-minded brands to bring an outstanding assortment of product to the marketplace.”

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