It’s Here! Our First EHD Collection With Rugs USA (+ Why Now? And Why This?)

I may be fairly darn comfy not taking big inventive swings (at instances). It’s the simplest approach to shield your self from failing (particularly publicly), however final yr I made a decision to aim to interrupt the “stress to carry out completely” anxiousness loop and decide to some inventive risk-taking, realizing that the worst that would occur is simply not that dangerous within the grand scheme of issues. So at present is a really thrilling day – and I’m so happy 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 indicate it to you (shot and styled all through our farmhouse – which was so enjoyable.)

And right here’s somewhat 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 an alternative. It was an awesome partnership and I used to be by no means bummed by the limitation, not as soon as (I used to be actually slammed with work/children so it was a welcomed excuse). And sure, firms pay the next price for this exclusivity (suppose athletes – if they’re sponsored by Nike they’ll’t create their very own competitor shoe).

However, that wasn’t the actual motive, it was only a tremendous straightforward excuse that shut down most conversations. The true motive 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 threat to say “sure” at instances. In my thoughts, after 15 years on the web, the expectations could be too excessive, and there was no approach to meet or exceed them (or so I informed myself). And that appeared like lots of time, stress, and assets in direction of one thing with unknown monetary return. It simply wasn’t a “hell sure”… for years…

Emily: High + Skirt + Boots | Jess: High (not out there) + Pants (not out there) | Sneakers

So…Why Now?

The reply is actually good alignment on all fronts – the proper individuals (Hello Jess! and RugsUSA group), timing (farmhouse lastly achieved), psychological house, and product (I like rugs very a lot). I felt assured sufficient to problem myself and my group, to attempt one thing new, and to stretch our creativity and advertising and marketing expertise. After which the RugsUSA advertising and marketing and product groups had been so unimaginable. Their current launches of Lauren Leiss’ and Arvin Olano’s traces are so good – not simply the product, however the images and storytelling round them. So after my mid-life re-awakening final yr, after a 2-year private stoop, I agreed to the assembly, and my typical hesitation was overwhelmed by a “let’s attempt 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 companion on this, who could be there if/after I couldn’t (in each means). Jess was able to take the lead, offering the inventive, design, {and professional} help that I wanted to really feel assured sufficient to commit. Jess had just lately shifted to Artistic Director (7 years at EHD!!!) and together with her eye for element, the design market, and developments I knew that we’d make an excellent group (have you ever seen her first house or her new workplace? JAW DROPPINGLY GOOD for a “non-designer”). So we did this collectively – we designed a line we’re each so happy with (and sure, each time you buy a rug on 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 nicely, GREAT and we’ll do extra rugs together with lighting, furnishings, textiles, and many others (slowly and deliberately). And if it doesn’t do nicely, we get to be taught, determine why, course of, regroup, and muster bravery collectively to attempt 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 attention-grabbing (to be truthful the method with Rugs USA has been fantastic and seamless) and data 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 | High (comparable) | Pants | Boots

Properly, we actually leaned into “Scandinavian Farmhouse” for this primary launch. Assume 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 means of lots of design particulars that we felt could be each particular and common.

Portland Plaid Wool Space Rug

We named the rugs primarily based on places (streets, cities) that meant one thing to us. The “Portland” is certainly one of 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 neglect a rug pad, it’s woven), hallway runner, or simply wherever that you simply wish to not see on a regular basis life 🙂 It’s not busy, but it surely’s forgiving for teenagers and pets (my favourite formulation).

Merrick Tasseled Cotton and Wool Space Rug

That is my FAVORITE rug and I like it 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 due to this fact has lots of 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. After we shot it right here we didn’t have a rug pad, and if 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, straightforward to combine in, and has sufficient character (with the black weave) however is so impartial and creamy. I feel this is a superb bed room or workplace rug. It’s gentle sufficient to brighten an area and make it look greater, however attention-grabbing sufficient so as to add to the design of the room.

Rowena Checked Wool Space Rug

Please faux you aren’t seeing the household room but (the total reveal coming so SOON, however timing is what it’s:)). We shot the Rowena in right here and I admittedly did NOT suppose I’d love a light-weight 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 test sample however appears totally different relying on the route 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 smooth 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 like quiet rugs as nicely, however usually in the event that they don’t have sufficient shade/texture/yarn variation they’ll present an excessive amount of mud, hair, filth, 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 actually need to lookup extra synonyms for the phrase “forgiving,” as a result of as soon as once more I can inform you this hides on a regular basis put on and tear a lot and cleans up so nicely. Whereas I like a classic Persian rug, for this actual motive, 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

We’ve got a TON of sisals on this assortment, a few of my favourite rugs, really. Usually sisals can kinda bore me, TBH they usually aren’t precisely massaging your ft – they’re inherently tough. However they’re so good for utilitarian areas, in a easy paired-back means. This rug, the Raleigh, as you may see has a number of colours and even a damaged stripe sample (it’s a factor with me, as you understand:)). These don’t have anything if not texture, making them really feel much less treasured – they don’t actually repel filth, but it surely’s onerous to see filth on them because it doesn’t sink in like it could 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 inside 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 attention-grabbing 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 toilet however I LOVE it in right here (for the shoot we ordered a ton of rugs in several sizes after which shot them in as many rooms as we may). I like the heat of the Hillcrest in right here.

Blue Oregon Plaid Wool Space Rug

Whereas we had been capturing 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 actually, I LOVE this rug). I feel it really works higher on a wooden ground as a result of it pops off extra, however I nonetheless actually favored it in our toilet.

Left: Geneva Tasseled Jute Space Rug | Gown (comparable) + Sneakers (comparable) | Proper: Fountain Checked Wool Space Rug

We shot as many rugs as we may in as many rooms as we may – actually making an attempt to benefit from the extremely proficient crew we had. After three days of intense capturing at our residence, I remembered how a lot I like the collaborative vitality of an enormous manufacturing like this. Everybody has the identical widespread purpose to inform an exquisite story with rugs in a house. It was so rewarding and provoking. An enormous shout out to the photographer, Mark Weinberg, our stylist, Getteline Rene, the RugsUSA advertising and marketing group – Alex, Ali, Paul, Tara, and an enormous 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 had been INCREDIBLE).

Sweater (comparable) | Pants | Clogs

I’m the one one in that photograph, however so many proficient individuals are concerned on this course of from the beginning. I’m speaking weaving, to advertising and marketing, customer support, and the in-house RugsUSA design group that took our inspiration and interpreted them into contemporary rugs on your residence. Witnessing all of it is such an unimaginable course of that makes me extra grateful for the whole lot 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 capturing pillows or vases, so an enormous due to the manufacturing assistants who by no means get public love, however sweat so onerous shifting these big issues from room to room, beneath beds and sofas, and many others.

Thanks Jess for being my companion on this launch, I really couldn’t have achieved it with out you, and due to 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 Photograph: Sweatshirt | Denims

*Styled by Getteline Rene
**Images by Mark Weinberg

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