Experiential Retail Brings People Together at Craft Loft

The Multi-Craft Franchise Gives Adults and Families a Creative Outlet in a Community-Centric Setting

These days, when so much of life happens on screens, people are craving real-world connections. That’s why experiential retail is on the rise. A 2024 national study by the Gensler Research Institute found that consumers are twice as likely to spend extra money on experiences rather than on material goods. 

The rising appetite for hands-on togetherness is at the heart of Craft Loft franchise, a multi-craft studio founded by former tech executive Jen Gouldstone (below). “Technology runs our lives, but it can never replace human interaction,” she says. Craft Loft invites guests to slow down, unplug and rediscover the joy of making something tangible side by side with others.

From Tech to Tangible

Gouldstone’s path to entrepreneurship is as colorful as the projects in her studio. Born in China, she moved to the United States as a teenager and earned her BS and MEng from MIT, and an MBA from Harvard Business School. Her impressive résumé includes employment at Google and TripAdvisor, but she always tinkered with business ideas on the side. “I was coding up products that millions would touch, yet I had no direct contact with any of them. It was impactful in an intellectual and abstract way, but it wasn’t tangible or joyful.”

So she made the ultimate pivot. During the pandemic, she started a small plant business and began sending do-it-yourself succulent kits to corporate clients for remote team-building activities. She led virtual workshops, showing teams how to build their creations and connect through creativity. “People needed something hands-on and social — even over Zoom,” she says. Before long, attendees were asking if she had a place they could visit once lockdowns ended.

By late 2022, she opened the first Craft Loft location near Boston — a 4,500-square-foot studio offering more than 50 walk-in crafts and 90 workshops. Craft Loft blends creativity, community and experiential retail, giving people a place to unplug and connect in person.

A Multi-Craft Model Built for Community

While most craft studios pick a primary focus, such as pottery, painting or candle making, Craft Loft offers endless variety, with everything from moss art to loom weaving to mosaic art. Seasonal favorites like holiday glassware painting and ornament or wreath making add to the fun. “People keep coming back because there’s always something new to discover,” Gouldstone adds. Guests can drop in anytime to create or join guided workshops led by friendly instructors who make every project easy and fun.  

The studio focuses on adults but stays family-friendly, and it’s even become a favorite hangout for teens looking for something to do with friends that doesn’t revolve around food or shopping. It’s a great example of experiential retail, bringing people together through creativity and connection.

Many Craft Loft projects are practical — from coasters and serving trays to living terrariums. “Most of what we make gets used, not tossed aside.” Memberships encourage frequent crafting, and studios offer team-building workshops, bridal showers and parties. “We’ve done everything from girls’ nights out to corporate retreats,” she says. “Watching someone who swears they’re not creative light up at the end is the best part.”

Why Experiential Retail Matters Now

Craft Loft creates a sense of community and belonging that is in short supply these days. Gallup research shows that about one in five U.S. adults feels lonely on a given day. As people look for more opportunities to connect face-to-face, Craft Loft’s flexible membership and drop-in model make it easy to gather, share ideas and create together.

For avid home crafters, Craft Loft offers a refreshing, mess-free alternative. “At home, you need space, supplies and time to clean up,” Gouldstone says. “Here, everything is ready for you. We take care of the mess.”

Designed for Flexibility and Scale

Craft Loft’s flagship location can host up to 50 people for workshops, with off-site events for larger groups. For franchisees, Gouldstone recommends enough square footage to seat 20 comfortably, which supports after-work and evening classes. Typical hours run from around 11 a.m. to 8 p.m. to capture the post-work crowd. Staffing is mainly part-time with one full-time manager, and hiring hasn’t been an issue. “When we post a job, we get 60 to 90 applications in a day or two,” she says. “People love working in a creative space.”

Franchisee training prepares owners for every aspect of the business — from daily studio operations to hands-on craft instruction. The brand’s rotating lineup of seasonal and trend-based projects keeps offerings fresh and encourages repeat visits. With flexible options for walk-ins, workshops and private events, franchisees can tap into multiple revenue streams right from the start.

Franchising with a Community Focus

Craft Loft started franchising in 2025 with a focus on community. Ideal owners are friendly, people-oriented, and comfortable leading groups. Backgrounds in HR, events, education or the arts are a great fit. “A good franchisee cares deeply about their community,” she says. “They learn customers’ names and build lasting relationships.” And the timing couldn’t be better. According to Grand View Research, the U.S. handicrafts market was worth approximately $155 billion in 2023 and is expected to reach nearly $199 billion by 2030. “There’s never been a better moment to bring people together, create something meaningful and build a business rooted in community,” Gouldstone says.

For more information, visit the Craft Loft franchise website.