New Canaan Business Spotlight: Meet Caren Forbes

Every local business has a story worth sharing with the community. And that’s the belief behind this new, exciting series we’re kicking off at Patch — to shine the spotlight on all our favorite local businesses, and to learn a little about the ones we may not know that well.

Business: Caren Forbes

Owner: Caren Forbes

Address: 111 Main St., New Canaan.

How did you come up with the name?

It felt right. Clothes are my passion. And the merchandise I carry reflects my personal taste and style.

Why choose that location? Why start a business in this town?

I couldn’t afford first-floor retail square footage prices. I was also wholesaling and I needed a place to work (instead of my basement!) The space has actually turned out to create just the vibe I would want for a store And it’s on the 2nd floor.

Briefly, what business are you in?

Contemporary clothing and accessories.

What’s the most difficult moment or challenge you’ve faced as a business owner?

Being on the second floor to start! And probably a zillion other challenges starting a business that all of us first-time store owners encounter. From the mundane — as in running out of quarters to give change — to what exactly is when is esort?

Were there any challenges that made you second guess your decision to be an entrepreneur?

No. The one thing I have learned about myself and am probably the most proud of is that I was unafraid. I said, I love clothes. I do! I am in my comfort zone. I could talk about clothes all day. And even though I did not have money to do things the exact way I would if I could have afforded to — I really felt that tapped into creative side of me that can name lemons out of lemonades. My store is replete with anecdotes of why store looks the way it does.

What’s been your favorite moment or proudest achievement since opening?

Hearing someone say they were ‘obsessed’ with my store.

And probably a singular, unexpected event on the night of the drizzly, dreary Holiday Stroll last year. I gave away animal hats to anyone that came upstairs and liked me on Instagram or FB. It was like a rave. I had sent out a post - and then we were overrun with customers. I had NO idea that my post went viral or could go viral so quickly.

What’s the most innovative idea your employees or customers have had that you put into practice?

Social media. Your customer likes feeling connected. And what I enjoy so much about being involved in social media - it’s a creative outlet for me.

@carenforbes

www.facebook.com/cfandco

How do you deal with difficult customers?

Stew Leonard is absolutely. The customer is always right. When you live in a small town — and you own a business — the most precious assets is your customers. I could own the cutest store in the world. But if I was or my great group of people that work there weren’t wonderful — and not pushy we would not be in business.

How does your business give back or get involved in the community?

I always give back to my Community. I am the Community. I believe we are all the Community. And you know what - it’s really really hard to raise money for causes. It’s probably not much fun for volunteers to schlepp around asking people for donations . But any local business has an obligation to help.

Are you a small business with a story to tell? To find out how to share your story, click here.

Photo: courtesy of Caren Forbes.