playing matchmaker between brands and people.
For Now is an innovative retail space that connects consumers with up-and-coming brands. We curate an experience where you can constantly discover something new and distinctive. In a world of never ending convenience, constant clicks and quick decisions, we're saying it's ok to come in and poke. Take your time, touch, try on, talk. Bring friends, attend an event, learn something new.
Founders, For Now
Kaity Cimo and Katharine ReQua met while working for Boston-born athletic and leisurewear retailer. While collaborating – Kaity on all things marketing and Katharine in operations – the duo realized their shared impatience with the current retail industry and its reliance on either high rents or screen time and scrolling.
Together, they set out to create something new – a gathering space where small businesses could sell their products without the risk or financial burden of opening their own store, and an opportunity for Bostonians to be let in-the-know about uncommon, up-and-coming merchandise.
Today, Kaity and Katharine curate the shop based on their own personal styles and expertise, and they wear many hats, serving as personal stylists, start-up consultants, store managers, and full-time disruptors who pride themselves in thinking outside the box.
Naming, For Now
Whether you run your own small business or are an integral part of a growing one, you know you have to be good with the "for now" or nothing would get done. Your ideas would still be just that - ideas. You can continually plan for the future and perfect your products, services, etc, but need to exist and execute for the today. Because - when are things not a work in progress?
HOW IT CAME TO BE
The name For Now came to us in a shared dream in the middle of a stormy night. Shared dreams are not common, but they do happen when two people are on the same wavelength, set by mother earth, the moon and the tides. We both awoke, on opposite sides of the city, just as lightning struck. "For Now", we both scribbled in our bedside notebooks. The next day, when we told each other about our inspiring dreams....we couldn't believe it.
Oh yeah, because it DIDN'T HAPPEN.
For serious: For Now was a placeholder name because we needed to get a website live for a potential client who wasn't going to wait around while we trolled thesaurus.com. It was potentially our first client and we didn't want to miss the opportunity. So we cranked on the website, put it live, and were really happy with the outcome even though it was seemingly nameless. Pretty soon after that though, For Now started feeling For Real. We started attributing a meaning to the name. (see above)
Why are we being honest about this non-story? Because naming is hard, and even a non-story can be a story. Even for marketing people. Maybe even especially for marketing people. It's one of the hardest parts of getting a business going, but our word of advice? Maybe don't look so hard. You know that random file on your desktop or that bookmark folder on your browser where you've been saving business ideas? It's probably not called "business" or called "visceral" (one of our many thesaurus queries). What's it called? Stale Cake? Tiny Dancer? Maybe there's something there...