Good things often become even better when more voices enter the conversation. Jordan Vainright Proctor, an interior designer and artist, opened her business, Signature Jordan Interior Design, in Greenville, North Carolina, 12 years ago. As it developed, the idea for a storefront—a dream of Proctor’s—started percolating, and she soon opened a design shop. Joining forces with her mother, Marty Vainright; sister Jennifer Lutz; and close family friend Julie Dietrich, the shop expanded, and in 2009, a fully formed retail concept, Coastal Fog, made its debut in Greenville’s downtown.
All four women are intimately involved in Coastal Fog—it’s a true collaboration with each bringing passion and varied experience to the business. On any visit, one or more of them greets shoppers with their contagious energy and enthusiasm. In 2016, the team decided to extend the Coastal Fog aesthetic to include a market and café. The Market at Coastal Fog, serves breakfast and lunch and offers gourmet food baskets, wine, and other select products. The bustling café takes a cue from the interiors shop with a streamlined look and lots of white with a European attitude.
“Our hope through Coastal Fog is to ultimately bring a sense of comfort, inspiration, creativity, and joy to the customer and the community,” says Proctor. “All that you will find in Coastal Fog is a reflection of the lifestyle we hold close to our hearts.” Greenville and neighboring communities find it’s one worth embracing.
By Alice Welsh Doyle | Photography by Catherine Nguyen