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.
“Love what you’ve created. The Salt Horse is a Shangri-La. So thoughtfully and beautifully curated.” Elycia Rubin, TV Host: NBC California Live | KTLA
“An awesome space and Samantha is so talented!”
“Love your shop and thank you for giving Laguna Beach the gift of your special talents.”
“The Salt Horse is a gift to the community.”
“You made that shop such a beautiful experience.”
CLIENT: MOR MOR’S TABLE | LAGUNA BEACH, CA
EXECUTION: Consultant. Developed retail concept. Curated goods. Merchandised & Styled retail installation. Ongoing projects to include: Seasonal Buyer, Retail Staff Training, Gift Baskets, Merchandising & Styling
