Dear Friends,

More often that not I need to look back to move forward. (the relaxing truth about my family archives project) Today, I want to share something personal—the story of why I do what I do, and how five+ generations of American retail and craft shaped the merchandising philosophy I bring to every brand I work with.

This isn't just my career story. It's my heritage story.

I am a fifth-generation merchant, and that lineage runs deeper than any resume could capture. My great-grandmothers honored American craft traditions through textiles, knitting, quilting, and embroidery—their hands creating beauty that lasted generations. Every stitch carried intention. Every pattern told a story. Every piece was made to endure.

My great-grandfather built something equally lasting: a Chevrolet dealership that's celebrating its 100th anniversary next year. A century of serving customers, understanding what people need, and building trust one transaction at a time. That's retail in its purest form.

My dad (not without my mom) carried this forward through amazing toy stores, bringing wonder into children's lives while mastering the delicate art of inventory, seasonality, and customer delight. He taught me that every receipt matters, every customer interaction is most important, and that successful retail operates on small business principles—no matter how big you grow.

When I started at Ralph Lauren as an intern with a foundation in Textile Sciences, I didn't just join a company. I joined a master class in how great brands think. There, I learned that merchandising is storytelling—creating fluidity in color, texture, shape, and fit while making the storybook run like a bank.

I witnessed how Ralph Lauren built an empire through merchant-led thinking. Not just beautiful design, but systematic approaches that made beauty profitable and scalable. I saw how they created "worlds" through merchandising, where every product told part of a cohesive story while hitting precise margin targets.

That's where I understood the magic: great brands don't choose between art and commerce—they make them inseparable.

Over 30 years across heritage brands—from global expansion to building systems that everyone uses today—I've developed a simple philosophy that guides every project:

Keep the magic alive, and if the fire goes out, stoke it.

This isn't just about merchandising. It's about understanding that brands have heart. They have stories worth protecting. They have magic worth preserving. And sometimes, when that spark dims, they need someone who knows how to breathe life back into the flame.

In today's landscape, brands need more than traditional merchandising. They need concept-to-commerce synergy—strategies that work seamlessly across retail, e-commerce, and social channels. They need leaders who understand both heritage craft and digital innovation.

This is what I call modern merchandising: respecting the past while building the future. Honoring craft traditions while embracing AI and analytics. Creating products that tell stories while hitting business objectives.

It's about building "operational runways" that allow creative "rocket ships" to launch successfully.

My great-grandmothers taught me that quality endures. My great-grandfather showed me that trust builds legacy. My dad proved that small business principles scale. And Ralph Lauren demonstrated that when you marry creativity with strategic thinking, you create something timeless.

Today, through Will Works Studios, I bring this generational wisdom to brands ready to honor their craft while scaling their vision. Whether you're a heritage brand looking to modernize or an emerging brand wanting to build something lasting, I understand the delicate balance between preserving magic and driving growth.

If you're a brand leader looking to blend heritage storytelling with pioneering innovation, let's talk. I specialize in helping brands create merchandising strategies that honor their DNA while building sustainable growth.

What I offer:

Ready to transform your brand's potential into performance?

📧 [email protected]

📱 Follow our journey on Instagram @forresterwill

Built for Brands. Designed for Scale.

Will Forrester

Founder, Will Works Studios

Fifth-Generation Merchant