Meet Javin Reid | Designer, Metal Artist & Owner of WestValleyForge

We had the good fortune of connecting with Javin Reid and we’ve shared our conversation below.

Hi Javin, can you walk us through the thought-process of starting your business?
I was a collector of vintage items way before I began selling handmade rings and retro jackets at WestValleyForge. I found old motorcycle jackets at yard sales, cool bomber jackets at thrift stores, and a rarity online on occasion. Then, I started experimenting with making rings from silver forks, spoons, and vintage car keys. I helped one of my friends sell at Melrose Trading Post, which gave me some experience with retail. After that, I decided to take a chance on myself. I purchased more vintage pieces that I liked, and sold them alongside my handmade jewelry. I opened my own Etsy store and sold in-person at Artists & Fleas in Venice. An unexpected joy was matching these rare pieces with my stylish customers. That passion propels my business today.

My advice to other people pursuing a dream is to be open to new opportunities, and listen to happy coincidences. In fact, a broken movie projector is responsible for my business. I went to a screening, only to have it canceled. Then, I decided to check out my friend’s booth at the Melrose Trading Post, and he asked me to help him. Without that experience and information, I wouldn’t have taken the risk of starting WestValleyForge.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
I am an orphan adopted from Calcutta, India, so it is a personal victory every time I can rescue pieces from going into the landfill. Something unique about WestValleyForge is my zero-waste goal, and my artistic way of achieving it. When I go thrifting for classic coats, I often find a lot of other material that would otherwise be thrown away. My art has most recently developed into creating jackets from old Levi’s and Wrangler jeans, cotton Ikea couch covers, and unconventional materials. I’ve learned to keep imagining new, stylish, upcycling and zero-waste solutions.

I’ve always been a creative. Some may recognize me from my work as a professional actor. As long as I can remember, I’ve collected vintage jackets. As a kid, my parents had a ’68 Mustang. I saw the key sitting on the shelf one day, and I thought, “How can I turn this meaningful piece of history into something I can enjoy every day?” I did some research, found a local craftsman who made forges, and I started making handmade rings. I love finding keys to cars that no longer exist, and giving them a new purpose.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
There are so many cool spots in LA. If you are into nature and some light hiking, check out Malibu Creek State Park. Many movies and TV shows were filmed there, and it is home to one-of-a-kind geologic formations. Plus, if you visit in the Winter and Spring, the creek will be roaring. Drive down Malibu Canyon to Malibu Point beach to catch some waves and play in the sand. If you’re visiting on a Saturday, check out Artists & Fleas in Venice on Abbot Kinney for vintage and handmade finds. On Saturday and Sunday, roll up to the Rock Store on Mulholland Highway to watch supercars and motorcycles drive by.

For art and culture on Miracle Mile (Mid-Wilshire), you have to check out the La Brea Tar Pits, the Academy Museum of Motion Pictures, and LACMA. The Peterson Automotive Museum is across the street, if you want to see rare cars, including the Pantera that Elvis shot twice. The Farmer’s Market is close-by, where you and your friends can grab some grub from so many different cuisines, and still be able to sit at the same table.

In West Hollywood, dine at Real Food Daily and grab a killer coffee at Urth Cafe. On Sundays, hit up the Melrose Trading Post at the Fairfax High School for cool threads, furniture, and art. I always love cruising Sunset Blvd, and I stop at Chateau Marmont for a fine dining experience. For a great view of the city, head East on Hollywood Blvd to check out Griffith Observatory. It is beautiful day and night.

Visiting DTLA? Swing by the Last Book Store for unique reads, Row DTLA for fashion, the California Science Center for science, Natural History Museum for culture, and Grand Central Market for food. St. Vincent de Paul and Goodwill are really good thrift stores, where I have found some real gems. LA is a big, complex melting pot of so many cultures. I’m still exploring and learning about new spots!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
All of my success is due to my family, particularly my Mom. She was always reading international fashion magazines, watching vintage movies, and encouraging me to do anything to which I set my mind. The people behind all the pop-up vintage markets in LA have helped me so much. Artists & Fleas (thanks Alisha!) and Melrose Trading Post have been critical in my development. I’d like to thank Rob and the late Christina for helping me gain the experience of selling in-person. When the pandemic hit, I was unable to sell in person, and Etsy gave me a place to showcase my pieces. Also, I want to thank all of my clients and customers for your kindness, generosity and support. Thank you all!

Website: https://westvalleyforge.etsy.com

Instagram: @westvalleyforge / @lookitsjavin

Facebook: https://www.facebook.com/westvalleyforge/

Youtube: https://www.youtube.com/@javinreid

Other: TikTok: @lookitsjavin

Image Credits
Javin Reid / Antonia Feemster