This Home Decor and Fashion Shop Has the Organic Desert Vibes You Need Right Now
A local designer’s desert-inspired aesthetic translates into versatile home decor and fashion.
By Paula M. Bodah | Photography by Stephen Simms
History: THELIFESTYLEDCO began in 2012 as interior designer Kristen Forgione’s blog about renovating her Phoenix house. “That was back when blogging was popular,” she says. Followers began asking for advice on decorating their own homes. “I started taking clients on weekends, and it went gangbusters.”
Forgione worked alone for three years, taking on projects in the Phoenix Metro area. She now has 50 employees, two storefronts, a warehouse and a website with a constantly changing array of items for the home. “We add about 250 new products every week,” she says. The merchandise goes beyond home goods to include gifts, apparel and jewelry.
Forgione also continues to offer full-service interior design with as many as 45 projects across nine states at any given time.
Her design sense is innate, rather than the product of schooling. “I went to school for fashion, but I didn’t get a degree,” Forgione says. “I just love design. I don’t want a single day to go by that I don’t have design in my life.”
Design philosophy: Forgione defines her signature style as “organic desert living,” a term she trademarked. It’s a timeless look defined by the warm, neutral tones in the Arizona landscape. “It’s luxurious and effortless, classic and thoughtful,” she says.
Perhaps surprisingly, she doesn’t discourage paying attention to what is trendy in design. “The word ‘trendy’ bothers some designers, but to me, it’s a license to do something a bit out of your comfort zone.”
She points to the recent popularity of pattern play as an example. “I probably wouldn’t invest thousands of dollars on custom draperies in a graphic pattern, but bold throw pillows or other accessories might be fun,” she says. “You don’t want to use trends for the things that do the heavy lifting. Incorporate what you like, but in a way that doesn’t bind you to it forever.”
The goods: THELIFESTYLEDCO boutiques occupy some 5,500 square feet across the two locations (Forgione also has a 10,000-square-foot warehouse in Gilbert). Both shops are chockablock full of all things home, including many designed and manufactured by Forgione and her team. Hand-crafted ceramic dishware in neutral tones for mixing and matching shares shelf space with clean-burning, nontoxic, fragrant candles, soaps and lotions. “We make our own, free of the yucky stuff,” explains Forgione. “We are also pillow snobs—a great pillow should last and keep its shape.”
While the shops hold some furniture, the website is a true treasure trove for outfitting every room in the home. Sofas, chairs, dining and coffee tables, bedroom furniture, lighting, mirrors, accent pieces and more all adhere to the company’s mission of offering high-quality products that are timeless, elegant and always approachable. Plus, every item is chosen to pair with anything else you buy in-store or online. “You can mix and match everything,” Forgione says. “If we offer it, it will go together.”
Design advice: When you think about decorating your home, pay attention to the synergy between the architecture and the interior design, Forgione counsels. If you love midcentury modern but your house is heavy on Mediterranean or Spanish influence, stick to one or two pieces of furniture in the midcentury style. “You really can mix and match periods and styles,” says Forgione. Think of it like building your wardrobe, she suggests. Upholstery pieces, case goods and draperies are timeless classics. “That beautiful living room sofa would be the black blazer that everyone needs. The smaller furniture pieces and the accessories are elements, like your jewelry and lipstick, that you mix, match and switch out when you want a change.”
Holiday Decorating THELIFESTYLEDCO goes all-out for the holidays. “Our entire website turns over,” Forgione says. “We have Christmas trees, garlands, tree trimmings galore, oversized bows—everything you need for holiday decorating.”
How does her aesthetic translate into holiday decorating? “The holidays are a license to decorate in whatever way makes you feel festive,” Forgione says. “I used to stick to neutrals, and now I just let the red take over. I think red is a timeless color.”
Still, it’s possible to be both merry and neutral, she says. “Use texture to make it interesting,” she advises. “Choose greenery with different depths of color and texture.” Candles, too, strike a celebratory note with their pleasing smells and glowing flames.
Last Word: Running two showrooms, an ever-changing website and a full-service design firm, while being a mom to two preteen girls might sound daunting, but Forgione takes it all in stride. “It’s the blessing of my life,” she says. “I feel so lucky to work with my incredible team and amazing clients.”
Fast Facts
Owner Kristen Forgione
Opened The Gilbert showroom opened in 2017 and moved to its current location in 2020. The Phoenix showroom opened in 2023.
Locations 1490 E. Williams Field Road, Ste. 104, Gilbert, and 5410 E. High Street, Ste. 105, Phoenix
Hours Gilbert, Wed.–Sat. 9 a.m.–6 p.m., Sun. 10 a.m.–4 p.m.; North Scottsdale/Phoenix, Wed.–Sat. 11a.m.–7 p.m., Sun. 10 a.m.–4 p.m.
Phone Gilbert, (480) 702-0574; Phoenix: (480) 664-9607
Website thelifestyledco.com
Instagram @thelifestyledco
