Our Story

Our Journey so far...

Hi, I'm Donna, our Forever After journey began during lockdown from our home in Pontefract. I'd just had my daughter and wanted something for myself, so I started selling bath bombs from home on Facebook and through our website which was then called AFizzyTale. This gave me a sense of purpose and a way to connect with other makers and small businesses. Many of them were mums like me, building their businesses from home and often feeling on their own.

The response blew us away. In 2021 we decided to try and get our bath bombs in front of people starting with renting a cabinet in a shared space, which soon grew into our own space, we opened our first Forever After in Pontefract, where we welcomed other small businesses to join us. Before long, we moved to Castleford, and our high-street shop made it easier for even more people to visit. No matter how much we’ve grown, we’ve never lost our warm, supportive community feel.

We are now a collective of more than 50 small businesses. Our shelves are filled with handmade jewellery, candles, bath bombs, self-care products, bags, and more. For me it’s never just about the products. Every item has a person and a story behind it. I always say,

“I don’t sell their stuff, I sell them. Every item has a person and a story behind it.”

We've become more than just a shop. It’s a place to come in for a gift and stay for a chat. Makers have found new confidence, and friendships have been formed. Our Yorkshire craft workshops are also run from the Castleford store, which is easy to get to within minutes of the A1, M1, and M62 (Get Directions).

From the start, we’ve given small businesses a platform to reach new customers and help grow the #ShopSmall movement. With the growth of the shop, we are now bringing our products online too here on foreverafter.store, so people can shop our gifts and support makers from anywhere. We also run foreveraftercollective.co.uk, our sister site for the Castleford shop, where you can find details about upcoming craft markets, our in-store range, and how to join our collective.

In 2025, we we're named one of the UK’s 100 most inspiring small businesses. That was covered by the BBC and local press, this wasn’t just for me, but for every maker who has stocked a shelf, joined the website, or supported what we do.

“I wanted something for myself after having my daughter, but it’s grown into something much bigger. It’s now about all of us, not just me.”
- Donna

This is our story so far, and I know it’s only the beginning.

Join us on our journey today, stock with us online or in-store.

So if your looking for 'Gifts near me' and your are in the Wakefield, Pontefract or Castleford area we've got you covered.

Directions & Parking to our Forever Store Castleford

Forever After
43 Carlton Street, Castleford,
West Yorkshire, WF10 1AS

Mon – Tue, Thurs – Sat
9:30AM – 3:30PM

donna@foreveraftercollective.co.uk