Business of Home: East Fork is quietly challenging the direct-to-consumer playbook
May 12, 2020 • Lindsey Zinno
May 12, 2020 • Lindsey Zinno
"A ceramics outfit and a coffee roaster teamed up to produce a gift set featuring a limited-edition mug perfect for pour-over coffee. Beans included."
"But what East Fork actually doing is attempting to blend the advances in repeatability and manufacturing process with the age-old potter’s concern about how to make a ‘good pot’."
"If you’ve ever wanted to try your hand at recreating a Bacchanalia-style meal at home, you can be one step closer thanks to the opening of East Fork in Westside Provisions District."
"In keeping with East Fork's elegantly easy aesthetic, the new 1,700-square-foot store, designed by Karie Reinerston and Rob Maddox of Shelter Design Studio in Asheville, is a welcoming, airy, light-filled space where patrons are encouraged to arrange and rearrange dinnerware sets and tabletop accessories to help visualize how they might look in their own homes."
"As the founders of East Fork Pottery, Alex; his wife, Connie Matisse; and John Vigeland have garnered cult status for their old-school approach to contemporary stoneware."
"If you’re looking to overhaul your kitchenware—or simply searching for the perfect daily cup—The Mug by East Fork is a solid place to start."
"They could make art accessible by adapting it to the everyday and offering it at a price point that didn’t make millennials balk, all while maintaining their dedication to craft."
"A good coffee mug is going to enhance your whole experience," said Emily Davis, the director of education at Counter Culture Coffee, in Atlanta. "When you have the right mug, you're getting everything: the warmth, the aromatics, the nuances of flavor."
"I’m looking forward to designers and business leaders getting bored of peeking over everyone’s proverbial shoulder (via social media) and doing a big turn inward. I think the result is going to be so fresh, funky and real. A lot less #authentic and a lot more honest.”
“Building a pottery brand with lofty ambitions from scratch sounds like a tricky task. But East Fork is doing just that - and hoping to help revitalize the once-powerful US tableware industry while they’re at it.”
“We’re calling it now: this is the new company to watch on the Eastern Seaboard."
“Their style is evident; it’s a visual signature. Functionally, they have a firm grasp on the way their wares will be used. It’s easy to resonate with - and the products are certainly very easy appreciate.”
“Wonderfully imperfect and personal. It’s almost a privilege to cradle something so intimate in your hands.”
"Amongst the picturesque Blue Ridge Mountains in Asheville, North Carolina, an eclectic community of artists—specifically, ceramic artists—are making the city a destination for one-of-a-kind, hand-crafted home décor."
"Matisse, the great grandson of the painter, started the pottery in 2009 and now runs it with his wife and friend, creating stoneware in subtle colors."
"In the 10 years we’ve been together, we’ve built several workshops, a barn, a timber-framed kiln shed, two stores, a 15,000 square foot ceramics manufacturing facility and office space, and had a couple of kids—but at the expense of tending our own garden, so to speak."
“All of East Fork’s work is designed and made in the United States. In this sense, East Fork is part of a small manufacturing revival in the United States–one that has emerged less from a sense of patriotism than a quiet determination to develop and distribute high-quality products as efficiently as possible."