At Elevate, our favourite opening question when meeting new people and brands is simple: How do you live beautifully and elevate the everyday?
This week, we spoke with Donna Wilson, founder of the Yorkshire-based creative hub Forever After Collective, to discover the inspiration behind her business and how her philosophy of living beautifully informs everything she creates. And, it’s not just us who think she’s doing something extraordinary – her passion-led business was recently recognised as one of the UK’s 100 Most Inspiring Small Businesses for 2025 by the Small Business Saturday campaign.
“For me,” Donna explains, “living beautifully is about creating moments of calm, connection, and creativity in everyday life. Whether it’s taking five minutes for self-care, lighting a candle, or discovering something made with care by a local maker, it’s the little things that truly ‘elevate the day’.”
Forever After Collective is a curated sanctuary where local makers and small businesses can showcase their creations without the burden of high-street overheads. From handcrafted gifts and home décor to bespoke pamper packs, the Collective supports nearly 50 small businesses, artists and creators – most of them from Yorkshire – while offering customers a space to shop, unwind, and be inspired.
“I was passionate about creating a space where people could feel safe, supported, and uplifted,” Donna shares. “It’s not just a shop – it’s a true community. A place where small businesses can thrive without the stress of managing everything themselves, and where customers can feel confident and joyful in what they buy.”
Donna’s entrepreneurial journey began during the pandemic, after being made redundant twice and navigating the challenges of motherhood. She launched her first side-hustle, A Fizzy Tale, selling pamper packs and bath bombs sourced from small UK makers. These little luxuries became tools for nurturing mental wellbeing – both hers and her customers’.
Now, at Forever After Collective, this philosophy extends to every corner of the store. Shelves are brimming with sensory delights: artisanal bath products, cosy home accessories, and thoughtful gifts – each with a story and a purpose. Beyond shopping, workshops in candle-making, fused glass, and seasonal crafts invite visitors to slow down, explore creativity, and enjoy the present moment.
“People leave feeling lighter, inspired, and more connected,” Donna says. “That’s the magic – seeing joy and beauty in small moments, watching people create, share, and support one another.”
As the Autumn/Winter season approaches, Donna reflects: “This is a time to cultivate a comforting sanctuary at home. A warm candle, a pamper pack, or a few minutes of quiet reflection can transform a cold evening into a nurturing ritual. Even small acts – a cup of tea in your fav mug, a cosy blanket, a flickering candle – can elevate the everyday and make life feel so much more beautiful.”
It’s clear that for Donna, living beautifully isn’t about extravagance – it’s about cherishing small moments of intention and self-care, embracing creativity or admiring the creations of others, and feeling part of a connected, supportive community.
To find out more visit www.foreveraftercollective.co.uk
You can also follow on social media: Instagram | Facebook
