Forever Caroline: The Power of a Handwritten Note
Forever Caroline Owner, Julie Harding, in Booth at Monroeville Convention Center
The BB2C Small Business Incubator is excited to welcome a new business! Forever Caroline provides beautiful paper goods that showcase Appalachian artwork. Founder Julie Harding’s grandmother, Caroline, is the inspiration behind the business. Caroline loved to write notes and letters and taught her granddaughter the importance of doing so. Forever Caroline strives to honor both Caroline’s life and Appalachian roots, as well as the importance of handwritten notes.
Julie Harding is a retired corporate executive and college professor. She embarked on this journey when she realized she needed a flexible venture to balance caring for her aging parents and staying engaged and giving back. The COVID-19 pandemic reignited her love for handwritten letters, reminding her of the profound impact a simple thank you or “thinking of you” note can have.
Julie’s professional background in working with seniors gave her insight into the power of small gestures in making someone’s day. During the pandemic, her creative outlet became photography, particularly capturing the beauty of nature. Sharing her work on Instagram, she discovered a vibrant community of artists whose talent inspired her to merge her love for photography with her newfound appreciation for handwritten notes.
The spark for Forever Caroline came when Julie thought, "I can do that!" She decided to collaborate with other artists, and was thrilled to begin working with Beth Crowder, an artist whose work she has collected for years, and Beth Nash and Leah Seamah, artists she met in the Marietta College community, both from whom she had previously commissioned work. Integrating the stunning artwork of these three artists into her product designs, Forever Caroline had the beginnings of a product line. Julie then reached out to a local business owner - Laura Pytlik at Wit & Whimzy - to learn more about retail sales, and her products later found their first home in Laura’s award-winning gift shop on Front Street.
Initially, Julie had little experience with a product-based business, but with support from friends, colleagues, and artists, Forever Caroline started to take shape. She now sells not only notecards, but also journals, magnetic notepads, recipe cards, tiny cards she calls “love notes,” flat notes and tote bags. Each artist involved receives a portion of the sales, a practice Julie finds immensely rewarding. Her mission is not only to sell beautiful products but also to support artists and other small businesses.
Forever Caroline has grown significantly since its inception. Julie has expanded her team of artists, now totaling 10, all with roots in Appalachia. And the business has spread its wings, shipping internationally and being stocked in stores across 23 states domestically. Despite all this success, Julie is still learning to handle an expanding inventory and recognizes the need for help with sales, production, and shipping.
Julie’s journey has been a roller coaster with highs and lows, continuing to teach her valuable lessons even after all her years in business. She emphasizes the importance of preparation and research in turning a passion into a viable business. In fact, she credits market research conducted by Cheryl Ferrebee and her team at local marketing firm TGG Brand Marketing & Design for the niche positioning of her company in Appalachian art and rural, nature-inspired stationery. The TGG team also created the company’s branding, including the logo, and offered significant guidance on the company’s name. Julie has also learned the power of professional photography, especially in online sales, as her business has been further strengthened after recent work with Jeff Morehead and Becky Anderson of Morehead Marketing and Photography, a talented photography team in Mineral Wells, WV.
Moving into the Epicenter in March 2024, Julie has been excited to collaborate with students and explore new product lines. For example, using equipment in the Makerspace she can now create specialty art tote bags she had previously outsourced.
BB2C Epicenter and Logistics Director, Pamela Lankford is equally excited to have her as a small business. “Julie brings her experience from her corporate background and teaching to her business, but yet is always open to learning more about the practical side of owning and running her own small business. Her product lines are amazing and so supportive of other artists/entrepreneurs from Appalachia and we are excited to have her in the Epicenter and look forward to her engagement with our other programs.”
As Forever Caroline approaches its second anniversary, Julie reflects on the pivotal moments and the importance of a supportive community. Her advice to aspiring entrepreneurs is clear: "Believe in yourself, trust the process, learn from your mistakes and use the valleys you’re sure to encounter to prepare for the peaks you’ll hopefully celebrate."