09/22/2025
Why Then Is Now: The Story Behind Our Store
Jim Force, Founder of Then Is Now
For years, I told myself: “Once the kids are grown. Once the house is paid off. Once life slows down… then I’ll start my own business.”
Maybe you’ve said something similar about a different goal? That little voice that says you’re waiting for the “right” time?
My parents moved us out of Flint and into the Millington/Vassar area when we were young teens. Like everyone in the area, we visited Frankenmuth frequently. Each time though, I noticed something missing. Adults and little kids had plenty to do, but not much existed for that in-between age. I wanted to create something that felt fresh, inspiring, and welcoming for everyone.
I spent decades managing other people’s businesses instead of building my own. I kept putting it off. “Someday” was always the plan. But deep down, I knew if I kept waiting, I’d never do it and I’d regret it forever.
Enter Stacey - my wife, my partner, and my voice of reason. She nudged me forward, reminding me that I had the experience, the passion, and the dream. She’s been by my side for thirty years, at vintage shops and art studios and antique festivals all over the country. She let me spend way too much on my collections, too. Most importantly, she believed in this vision before I was brave enough to act on it.
Then Is Now is about more than furniture and décor. It’s about:
*Timeless design - mixing vintage treasures with modern style- which starts conversations between younger and older generations.
*Sustainability - giving new life to old things and honoring craftsmanship. Something many teens and young adults are starting to appreciate far more than my GenX disposable culture did at their age.
*Nostalgia with a modern twist - blending the stories of the past with today’s technology (like the QR codes and videos we employ so you can meet the makers). Based on movies and clothing alone you can tell Americans - especially teens - are hungry for the trappings of bygone eras.
Most of all, Then Is Now is about creating spaces that make people happy - homes that reflect personality, history, and joy.
This store is our way of helping others build their dreams:
-Local makers and artists reaching new audiences.
-Families finding meaningful pieces to bring into their homes.
-Teens and parents making memories together while visiting Frankenmuth.
As Zig Ziglar wrote, “You can have everything in life you want, if you will just help enough other people get what they want.” That’s exactly what Then Is Now is about.
So here we are. After years of dreaming, planning, and waiting… the excuses are gone. The time is right.
Then is now.
Follow along as we build our dream - and hopefully help you build yours, too.
