END -TO-END RETAIL CONCEPT CREATION, SOURCING, MERCHANDISING AND MANAGEMENT. TRANSFORMING COMMUNITY SPACES AND STORE FRONTS INTO INNOVATIVE AND AWARD-WINNING LIFESTYLE DESTINATIONS.

I design retail environments and product sets that transform every day products into elevated editorial and commercially successful brand experiences. 

A COMMUNITY-DRIVEN RETAIL CONCEPT, BEFORE IT WAS A TREND - THE SALT HORSE | LAGUNA BEACH, CA

Before farm-to-table specialty grocery existed on every corner, Samantha saw the vision - and built it herself.

CONCEPT: A first-of-its-kind farm-to-table specialty grocery store built around community - sourcing from 20+ California family-owned farms, discovering emerging CPG brands, partnering with award-winning chefs, and creating a destination where people connected, not just shopped.

EXECUTION: Full concept built from zero: brand & retail design, visual merchandising, buying strategy, seasonal Farm Box membership program, and a calendar of workshops, events, and brand activations.

RESULT: Award-winning destination. Recognized pioneer in community-driven specialty retail - years before the concept became mainstream.