Alright – so today we’ve got the honor of introducing you to Corrie Williams. We think you’ll enjoy our conversation, we’ve shared it below.

Corrie, thanks for joining us, excited to have you contributing your stories and insights. What’s the backstory behind how you came up with the idea for your business?

I have dreamt of having my own artisan shop for years. I had been running my own research and evaluation consulting business since 2015, and while there were many aspects of the work I enjoyed, I kept feeling unfulfilled. I wanted the work I was doing to feel JOY-full and authentic to who I am and who I hope to become. After doing A LOT of critical reflection on what I wanted out of life and a livelihood, I landed on this vision of Modern Folklore. I wanted to connect my love for community, food, environmental sustainability, and artisan goods. I had always brought my understanding of these concepts to my own purchasing behavior but had a hard time finding a local store that embraced this concept of conscious consumption. A space that invited a deeper connection to the hands that make and didn’t require a computer for purchasing.

I also saw a unique opportunity in Louisville to be the change I wanted to see in my community. I was disenchanted with how many small businesses were leaving our downtown only to be replaced by real estate and investment offices. I wanted more for our community and with both my vision for an artisan collective and a desire to see something different in our town, I started exploring spaces in the fall of 2019.

Much of the real estate available at the time was in need of major repair work, making any move on my part cost prohibitive. Then the pandemic hit in 2020. I slowed my search down, but not my dreaming. I connected with the local food systems community, volunteering at the Boulder County Farmers’ Market, and reaching out to as many inspiring community leaders as I could. It was my own version of research and design and I did a deep dive into cooperative law and co-op communities in Colorado. With commercial space being so cost prohibitive for so many creatives and local small business, the co-op model seemed like a viable and creative solution to create something beautiful. I have applied many of those principles and intention within the Modern Folklore model.

In spring of 2022, a friend mentioned a space on Main Street was up for lease and the local landlord was interested in supporting locally-owned small businesses. And the rest is history.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I built my career as a researcher and consultant in the fields of geography, environmental sustainability and outdoor education. Over the course of 15+ years, this experience has deeply shaped my understanding of the ways that communities can consciously come together to be a force for good. Modern Folklore is rooted in this sense of interconnectedness, with the goal of weaving together our personal narratives and celebrating the hands of the makers among us.

The design, vision and mission behind Modern Folklore is to invite others to think critically about both what and how we consume, as these decisions have an incredible impact on the communities in which we live. These choices also shape the stories we tell ourselves about our culture, beliefs and values—our own personal folklore.

By supporting independent artisans and local makers, we not only help to decrease our ecological footprint, but also to strengthen and grow the social fabric of our communities. That’s why, beyond a retail shop, our space is designed as a place to gather, to share the lost wisdom of hands-on crafts and artisanry, and to foster both personal and community well-being.

I would be remiss to not mention that I worked with an incredible design and creative team at Cognoscenti Creative who helped me articulate much of my vision into both in terms of words and aesthetic.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

I read (and listen to) A LOT of Brené Brown, Pema Chödrön, “On Being”, and many other resources related to living our purpose in a way that is open-hearted and authentic. It has served as a significant touchstone for me when I feel tempted to just do what everyone else is doing or to change some aspect of my vision that would ultimately lead me away from my intention and authenticity.

I have also connected with a life + /business coach through Moonstone Ventures run by an incredible human who is herself a woman entrepreneur, mom, wife, community leader, and visionary. Her work seeks to support women entrepreneurs who are multi-passionate. Connecting with a community like this has proven to be essential to feeling not so isolated in this great endeavor.

Can you share a story from your journey that illustrates your resilience?

While in the throes of looking for a brick-and-mortar space that was both affordable and accessible, I was feeling the pressure to “just make a decision”. My initial gut reaction was that this wasn’t the best fit space for me, but I didn’t have any other prospects. In spite of the people around me telling me what they thought I should do, I paused and reflected on how this space aligned with my vision. While at the time it felt like I was saying no to my dream, it was really me saying “no, not this.”

Carving out space for me to get quiet and listen helped me avoid a disaster in terms of both location and financial commitment and ultimately allowed me to say “yes!” to a space that is now my shop home and a much better fit for both my vision and budget. This was yet another reminder for me to trust myself and my instinct -; something that I think is critical in both work and life.

Contact Info:

• Website: https://www.modfolklore.com/
• Instagram: modfolklore

Image Credits
Opening day pic of myself (family friend); all other pics taken by local photographer and MF artisan: Shea Kluender.