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I will be fairly darn comfy not taking enormous artistic swings (at occasions). It’s the simplest solution to defend your self from failing (particularly publicly), however final yr I made a decision to aim to interrupt the “stress to carry out completely” nervousness loop and decide to some artistic risk-taking, realizing that the worst that would occur is simply not that unhealthy within the grand scheme of issues. So right now is a really thrilling day – and I’m so pleased with what Jess, myself, and the EHD and RugsUSA groups created. It’s the official launch day of my/our first product line and I’m so excited to point out it to you (shot and styled all through our farmhouse – which was so enjoyable.)
And right here’s a bit video we did on the shoot! Simply watch for the quick advert to play:)
The Again Story…Why Did You Wait 15 Years For A Product Line?
Over time I’ve been requested again and again: “When are you going to have a product line?” The simplest reply was that I wasn’t allowed to. I used to be in a long-term (9-year) relationship with a retail model that contractually didn’t permit me to design and promote my own residence product, focusing my efforts on promoting their product, as a substitute. It was a terrific partnership and I used to be by no means bummed by the limitation, not as soon as (I used to be truthfully slammed with work/youngsters so it was a welcomed excuse). And sure, corporations pay a better price for this exclusivity (suppose athletes – if they’re sponsored by Nike they will’t create their very own competitor shoe).
However, that wasn’t the actual purpose, it was only a tremendous simple excuse that shut down most conversations. The true purpose after the contract expired, because it at all times is, was worry and insecurity. The emotional stress that comes with failure (I ought to know) and disappointing individuals (even worse) was too nice of a danger to say “sure” at occasions. In my thoughts, after 15 years on the web, the expectations can be too excessive, and there was no solution to meet or exceed them (or so I instructed myself). And that appeared like numerous time, stress, and assets in direction of one thing with unknown monetary return. It simply wasn’t a “hell sure”… for years…
Emily: Prime + Skirt + Boots | Jess: Prime (now not out there) + Pants (now not out there) | Footwear
So…Why Now?
The reply is actually good alignment on all fronts – the best individuals (Hello Jess! and RugsUSA group), timing (farmhouse lastly achieved), psychological area, and product (I really like rugs very a lot). I felt assured sufficient to problem myself and my group, to strive one thing new, and to stretch our creativity and advertising expertise. After which the RugsUSA advertising and product groups have been so unimaginable. Their current launches of Lauren Leiss’ and Arvin Olano’s traces are so good – not simply the product, however the pictures and storytelling round them. So after my mid-life re-awakening final yr, after a 2-year private droop, I agreed to the assembly, and my typical hesitation was overwhelmed by a “let’s strive it”…feeling…so long as Jess would do it with me 🙂 What I’ve realized about myself (and don’t love) is that I can decide to and drop many giant balls if I’m creatively stretched/depleted, which might actually disappoint many individuals. So I wanted a accomplice on this, who can be there if/after I couldn’t (in each method). Jess was able to take the lead, offering the artistic, design, {and professional} help that I wanted to really feel assured sufficient to commit. Jess had not too long ago shifted to Artistic Director (7 years at EHD!!!) and together with her eye for element, the design market, and tendencies I knew that we’d make a very good group (have you ever seen her first condominium or her new workplace? JAW DROPPINGLY GOOD for a “non-designer”). So we did this collectively – we designed a line we’re each so pleased with (and sure, each time you buy a rug in your residence, she advantages from it financially, too – it’s an actual win/win for all).
And pay attention, if this co-designed rug line does properly, GREAT and we’ll do extra rugs together with lighting, furnishings, textiles, and many others (slowly and deliberately). And if it doesn’t do properly, we get to study, determine why, course of, regroup, and muster bravery collectively to strive one thing else. This mindset has taken the stress off of all of it and helped me benefit from the course of, not specializing in any future “success”. Studying methods to launch a product line has been so fascinating (to be honest the method with Rugs USA has been fantastic and seamless) and information of those processes can solely be gained by doing them. So regardless I/we really feel fortunate to be right here, rain or shine. 🙂 BUT HOPEFULLY SO MUCH SHINE, Y’ALL LET’S GET INTO IT!
What’s The Inspiration Behind The Rug Line?
Gray Portland Plaid Wool Space Rug | Denim Blazer | Prime (comparable) | Pants | Boots
Properly, we actually leaned into “Scandinavian Farmhouse” for this primary launch. Suppose easy, heat neutrals, and blues in vintage-inspired Scandinavian patterns and textures that really feel actually transitional, cozy, and basic. We pinned classic Scandi rugs and materials and despatched by way of numerous design particulars that we felt can be each particular and common.
We named the rugs based mostly on places (streets, cities) that meant one thing to us. The “Portland” is one among my favorites. It’s a large-scale plaid with chunky hand-sewn yarn stitching particulars (however so inexpensive and forgiving). This one is the right entry rug (don’t overlook a rug pad, it’s woven), hallway runner, or simply anyplace that you just need to not see on a regular basis life 🙂 It’s not busy, but it surely’s forgiving for youths and pets (my favourite method).
Merrick Tasseled Cotton and Wool Space Rug
That is my FAVORITE rug and I find it irresistible a lot that I switched out or bed room rug and luxuriate in this in there. The Merrick is a impartial with a damaged stripe with a number of pile heights (some fluffy, some woven) and subsequently has numerous give, consolation, versatility, and appears high-end. I put it on a rug pad within the bed room (reminiscence foam FTW) and it’s SO cozy, cozy, and fairly. Once we shot it right here we didn’t have a rug pad, and once you add that cush, that additional layer, it turns into dreamy and nearly like a flokati, however far more refined (IMHO).
It’s so basic, simple to combine in, and has sufficient persona (with the black weave) however is so impartial and creamy. I believe this is a wonderful bed room or workplace rug. It’s gentle sufficient to brighten an area and make it look greater, however fascinating sufficient so as to add to the design of the room.
Please fake you aren’t seeing the household room but (the complete reveal coming so SOON, however timing is what it’s:)). We shot the Rowena in right here and I admittedly did NOT suppose I might love a lightweight rug on this cozy darkish room (we have now a darkish rug in right here which I had ordered far earlier than this line got here out). But it surely appears SO GOOD, too! It’s a verify sample however appears totally different relying on the path it’s laid. The horizontal stripe is darker than the vertical stripe including another layer of dimension and curiosity (and making it look extra high-end – these particulars are what set it aside).
This rug, the Rowena, is extraordinarily comfy, just like the Merrick. The plush cream yarns are thick tender and comfortable (and never too tightly crammed collectively), and the darker “stripes” add the feel/distinction that once more, makes it extra forgiving. We’re engaged on some solids for our subsequent launch as a result of I really like quiet rugs as properly, however typically in the event that they don’t have sufficient shade/texture/yarn variation they will present an excessive amount of mud, hair, dust, or stains. The purpose is, having some textural or yarn variation will make it extra life-style/family-friendly.
We shot the Rowena in the lounge, too and it additionally regarded so good in there. It has a lot texture and sample however isn’t too daring or overly graphic.
Blue Oregon Plaid Wool Space Rug | Button Up Shirt | Denims | Clogs
Appropriately named, The Oregon, is one other Scandi-inspired yarn-threaded large-scale plaid. This one (IMHO) is so good for high-traffic areas (entry, hallways, household, or playrooms). I really want to lookup extra synonyms for the phrase “forgiving,” as a result of as soon as once more I can let you know this hides on a regular basis put on and tear a lot and cleans up so properly. Whereas I really like a classic Persian rug, for this precise purpose, they are often so costly and a extra conventional vibe. This one is so inexpensive and extra modern.
Raleigh Striped Jute Space Rug | Jumpsuit (comparable) | Sandals
Now we have a TON of sisals on this assortment, a few of my favourite rugs, really. Usually sisals can kinda bore me, TBH and so they aren’t precisely massaging your ft – they’re inherently tough. However they’re so good for utilitarian areas, in a easy paired-back method. This rug, the Raleigh, as you possibly can see has a number of colours and even a damaged stripe sample (it’s a factor with me, as you realize:)). These don’t have anything if not texture, making them really feel much less valuable – they don’t actually repel dust, but it surely’s onerous to see dust on them because it doesn’t sink in like it will possibly on wool or cotton rugs.
One other favourite rug of mine, the “Hillcrest” (shout out to Bob and Suz) has such a reasonably cotton weave throughout the sisal that creates the sample. And since you’re mixing a yarn within the sisal it’s a lot softer than a typical 100% sisal or jute rug. It’s a stripe, with an fascinating classic element at each ends, making it really feel extra particular and high-end (however nonetheless so inexpensive!).
Technically this was too massive for our lavatory however I LOVE it in right here (for the shoot we ordered a ton of rugs in numerous sizes after which shot them in as many rooms as we might). I really like the heat of the Hillcrest in right here.
Blue Oregon Plaid Wool Space Rug
Whereas we have been taking pictures for his or her web site we additionally tried the Oregon in right here (I want I had ordered a 9×12 to place in our household room truthfully, I LOVE this rug). I believe it really works higher on a wooden ground as a result of it pops off extra, however I nonetheless actually appreciated it in our lavatory.
Left: Geneva Tasseled Jute Space Rug | Costume (comparable) + Footwear (comparable) | Proper: Fountain Checked Wool Space Rug
We shot as many rugs as we might in as many rooms as we might – actually making an attempt to make the most of the extremely gifted crew we had. After three days of intense taking pictures at our residence, I remembered how a lot I really like the collaborative vitality of a giant manufacturing like this. Everybody has the identical widespread objective to inform a wonderful story with rugs in a house. It was so rewarding and galvanizing. An enormous shout out to the photographer, Mark Weinberg, our stylist, Getteline Rene, the RugsUSA advertising group – Alex, Ali, Paul, Tara, and a giant crew of lighting grips, PAs, digital and photograph assistants, and, in fact, my group – Jess, Gretchen, and Kaitlin (who did all of the reels and have been INCREDIBLE).
Sweater (comparable) | Pants | Clogs
I’m the one one in that photograph, however so many gifted persons are concerned on this course of from the beginning. I’m speaking weaving, to advertising, customer support, and the in-house RugsUSA design group that took our inspiration and interpreted them into contemporary rugs in your residence. Witnessing all of it is such an unimaginable course of that makes me extra grateful for every part I personal that has been thoughtfully designed.
Thanks To The Entire Crew
It was three days of so many individuals shifting quick, capturing all of the issues for all of the platforms, and rugs are NOT EASY to maneuver. It’s not like taking pictures pillows or vases, so an enormous because of the manufacturing assistants who by no means get public love, however sweat so onerous shifting these enormous issues from room to room, below beds and sofas, and many others.
Thanks Jess for being my accomplice on this launch, I really couldn’t have achieved it with out you, and because of my group Caitlin, Mal, Gretchen, and naturally, Kaitlin Greene for all of your creativity, help, and real enthusiasm for this new enterprise. I’m very fortunate to have all of you, and I hope all of YOU love these rugs as a lot as we do. You possibly can see all of them right here. xx
Outfit in Opening Picture: Sweatshirt | Denims
*Styled by Getteline Rene
**Images by Mark Weinberg
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