The shop’s opening in late 2025 marks a new chapter for one of the city’s most iconic corners — Bull and Jones streets.
Written by Walinda West
Photography by John Alexander
Stepping through North of Forsyth Antiques and Design’s doors at 402 Bull St. feels less like entering a shop and more like being welcomed into the private home of a world traveler. Every picture, rug, and piece of furniture tells a story of miles traveled and a life well loved, arranged not simply for display but for living. Rooms unfold effortlessly from one to the other, encouraging shoppers to slow their pace and take in the layers of history, texture, and craftsmanship around them.
The arrival of North of Forsyth Antiques and Design in November 2025 signaled an evolution in Savannah’s design landscape. For decades, the address was home to Arthur Smith Antiques, a longtime fixture known as much for its unpredictable hours as for its tightly packed, antiquated inventory. While Smith represented a bygone era of collecting, over time the offerings began to feel out of step with today’s buyers, who crave a balance of history, beauty, and livability.
Where the former space traded on a closed-door mystique, North of Forsyth Antiques and Design (or “NoFo,” for short) has thrown the doors wide open. It replaces the “look but don’t touch” approach with a curated, collective model that is both accessible and aspirational. Reasonably priced candles sit comfortably beside a $10,000 armoire, just as the building’s new owner, Ele Tran, envisioned.
“I want this to be a place where people gather, feel at home, and feel like they belong,” Tran says. “With so many stores closing, there aren’t many places left where you can just browse, touch, and feel things. I want the experience inside to take people somewhere different. Savannah has so many beautiful exteriors, but here, people can find something small or old, like a jewelry box, and take a piece of Savannah’s interior with them.”
Tran’s purchase of the building and the opening of NoFo continues her steady investment across the city. It’s the newest jewel in a business profile that Tran has built over the past 25 years. Her holdings are anchored by one of Savannah’s most influential restaurant portfolios, Rhino Hospitality Group, which includes more than a dozen concepts — including Flying Monk Noodle Bar, Little Duck Diner, and The Vault, to name but a few — that have helped redefine the local dining scene. Throughout that growth, Tran prioritized approachability, neighborhood connection, and design-forward spaces, an ethos that now carries over into her work in real estate and retail.
The acquisition at Jones and Bull represents a natural next chapter. The intersection itself embodies Savannah’s dual identity, where Jones Street’s quiet residential elegance marries Bull Street’s commercial rhythm. Tran saw the site as more than a marquee address. She recognized it as a connective point, one capable of reinforcing walkability while honoring the historic character that defines the surrounding neighborhood.
NoFo operates as a collective, bringing together purveyors whose offerings complement rather than compete. The literal and visual foundation of the showroom is provided by Arifa Akbari Oriental Rugs. Akbari anchors its space with hand-knotted pieces that range from vibrant tribal Persian rugs to softly muted Oushaks. The rugs soften the grand scale of the historic architecture while grounding the room with warmth and texture, a particularly important role in a city where original floors are both cherished and protected.
If the rugs provide the foundation, the soul of the store belongs to celebrated local artist Bellamy Murphy. A native of the coastal South, Murphy’s work offers a vivid counterpoint to the structured presence of European antiques. Her expressive oyster paintings and fluid marsh landscapes capture a distinct Lowcountry luxury that feels effortless, organic, and deeply tied to the rhythms of the coast. For many collectors, owning “a Bellamy” is considered a rite of passage in Savannah design, a way to anchor a home in a strong sense of place. At NoFo, her work ranges from original paintings to tea towels, reinforcing the store’s inclusive design philosophy.
Since opening, a steady stream of visitors has flowed through the shop, drawn by soft music and the calming scent of eucalyptus that fills the space. “People just stop and take it all in,” says Ann Ryan, who has worked at the store since its opening. “I watch them take selfies outside the door. Neighbors stop in all the time to tell us how glad they are we’re here, and tourists say this is now on their list of places to visit.”
That response reflects the store’s growing role as both a retail destination and a community gathering place. Locals linger and talk, visitors ask questions, and passersby are drawn in by the layered window displays that hint at what lies beyond the door. In a city shaped by tourism but sustained by neighborhood life, the balance feels just right.
While Savannah continues its forward march, NoFo remains anchored in a philosophy of timelessness. It has quickly become an unofficial headquarters for what many describe as the “Savannah Look,” a style that is Southern with a subtle European twist. It favors patina over polish, history over trends, and rooms that feel collected rather than decorated.
Under Tran’s guidance, 402 Bull St. is transforming from a relic of the past into a beacon for the future of Southern interiors — carefully curated one piece at a time.
