Coastal Fog’s Designing Women

In a small town in eastern North Carolina, a quartet of talent has created a big dose of style at Coastal Fog, a lifestyle emporium where you can peruse home decor after enjoying a lavender latte from the adjoining cafe
Coastal Fog
The Coastal Fog team (from left) Jennifer Lutz, Jordan Proctor, Julie Dietrich, and Marty Vainright

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.

Coastal Fog
Sculpture by Jamie Dietrich

Coastal Fog
LEE Industries bed in Crypton fabric with bedding in natural textiles

“We took a leap of faith and launched our storefront in the budding historic section of our town, much to the surprise of other retailers,” says Proctor. “Downtown was fairly forgotten at the time, and most retail had moved away.” Located in an old department store, Coastal Fog’s light-filled interiors reveal a curated mix of pillows, art by Proctor and others, decorative accents, lamps, and LEE Industries upholstery, and one-of-a-kind pieces reclaimed and refinished by local craftsmen in a nearby studio overseen by Lutz. The pretty offerings also include gift items such as design books, jewelry, candles, and home fragrance. Coastal Fog continues to provide interior design and other services such as workshops using fresh Christmas greenery collected from nearby woodlands; refinishing classes; wine and cheese tastings; and table center- piece tutorials—all drawing fans from nearby and farther afield.

Coastal Fog
A vignette includes a set of four paintings by Jordan V. Proctor, LEE Industries McAlpine chairs, vintage Turkish rugs and pillows from Scott Antique Markets in Atlanta, and antique shutters and florist table.

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.

Coastal Fog
LEE Industries sofa in Crypton fabric; Elegant Earth concrete table; paintings by Jordan V. Proctor

“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

More Designers to Know