Tran Wills, Founder and Creator of Base Coat Nails and Matriarch Mercantile, is Following her Intuition and Looking to the Future
PHOTOGRAPHED BY ESTHER LEE LEACH
WRITTEN BY ANNIE BLOJ // CULTURE & STYLE EDITOR
Annie Bloj: Tran, you are a force of nature. You are known for your entrepreneurial spirit, lack of pretense, and for being an outspoken voice for the historically oppressed- as well as being a style icon! We connected at a few events before the pandemic and my admiration for you grew exponentially during this past year, solely through your presence on social media. As you navigated the daily challenges of business ownership during covid, you also opened a new store, Matriarch Mercantile, organized vaccination events that addressed the disparity in availability, and used your platform to shine a light on the many ways that racism is inherently steeped into our culture. I couldn’t be more inspired by the many ways that you continue to show up for your community and the way you do it with such grace and vulnerability.
You have founded and opened many concepts here in Denver. Base Coat has taken off, and with the Nordstrom partnership, you are now known nationally. Has that entrepreneurial spirit always been a key trait in your life?
Tran Wills: Yes, definitely. My parents moved here from Vietnam for the American Dream, you know, so it’s something I’ve been raised around. I watched them work for other people, but it was so they could buy something for themselves and make their way. When they bought their first business, I saw them become the entrepreneurs they set out to be which has inspired me to do the same. It hasn’t always been easy but it’s been the best thing for me.
AB: What inspired you to open Matriarch Mercantile this year? What do you see for its future?
TW: I love retail and further diversifying the art and retail scene in Denver is something that is important to me. While it technically opened in November of 2020, it’s something that I’ve been quietly working on curating for almost four years. Last year, when the shutdown came and we found ourselves in the moment of a deep awakening, creating a space for BIPOC artists and makers felt very needed.
As we evolve in the future, I’d like to see Matriarch fill small, unique spaces with creations from a diverse roster of artists and makers. Hotels, airports, pop-ups, that sort of thing, here in Colorado and eventually nationwide.
AB: How has this past year shaped you? What are you taking with you and leaving behind?
TW: This past year has shaped me into a more balanced business owner. One who rejects the “grind” mentality and creates space for real self-care, health, and healing. Before the Pandemic, I was going, going, going but when I was forced to stop and sit down, I finally heard my body say, “chill.” As I move forward into this new venture with Matriarch, I will be taking this newfound balance with me.
AB: You recently mentioned that you were looking at taking a more significant role in activism to create meaningful change in your community. Has using your voice to shine a light on issues close to your heart always been a passion of yours?
TW: Yes. Unequivocally. It’s who I am at my core and something I am deeply passionate about. I don’t need to own a business to use my voice but it’s definitely given me a platform that I respect and work daily to use for greater change.
Dress by The OULA Company
AB: Since this is the Beauty issue, and you have such a strong aesthetic paired with a beauty-based business, can you share what Beauty means to you?
TW: Beauty means feeling good. It’s not about what you wear or how you wear it, it’s how it makes you feel.
AB: Tran, thank you so much for taking the time to answer these questions. I’m continually inspired by you and the world you have created here in Denver. I’m excited to see how you grow your businesses and how you continue to address issues throughout our community.
Tran Wills: @tranwills
Basecoat: @basecoatnailsalon // Matriarch: @matriarchmercantile
Photographer: @estherleeleach
Interview: @theblojreport