Meet Rachel Ashwell, Mom, world renowned designer and shop owner....

 

Below is an article written by Rachel for High Point Market...awesome, so insightful, enjoy! 

"To me this word "lifestyle" means an aesthetic and emotional expression of who we are and what holds value in our lives. For the past two decades, beauty, comfort and function have been the words I have used to describe the Shabby Chic ® brand philosophy on the meaning of lifestyle. Without all three of these functions I have a hard time styling my life. When I opened my first Shabby Chic ® brand store in California in 1989 it was with an innocent and authentic aesthetic of products for the home designed by myself or found vintage treasures. At the time I did not know the meaning of trends, floor sets, line lists, inventory flow or merchandising. I cautiously bought or designed what I loved with no agenda. My focus was simply to offer whimsical and romantic products with an heirloom quality, attention to detail, classic timelessness with an edge, and to tell a story through one-of-kind treasures and design. I also wanted to inspire my customers to find their own expression from the Shabby Chic ® brand store experience while over time staying true to my brand. It may not have satisfied all, but for those it did, they could rely upon me.

At first, I knew little of the home furnishing business. I knew there were interior designers for those who did not have the knowledge on where or how to create their own home. I also knew there were design centers that housed beautiful fabrics and furniture that were hard to obtain.

I recall at the time, I felt that most furniture stores offered safe and standard product. These products were easy come, easy go and never offered a shopping experience.

I do not pride myself with inventing the slipcover, nor machine-washable fabrics. I do pride myself with prioritizing and cultivating the shopping experience and with inspiring an industry of thinking outside the box of "sameness." This sameness was seemingly due to designers who wanted to play it safe with designs that were proven successes, inventory systems that couldn't handle "one offs," or manufacturers that were afraid of inconsistent wood finishes and dye lots.

As years have gone by I have pleasantly observed the likes of Restoration Hardware and Anthropologie making a commitment to providing customers with products that have depth of meaning. These retailers pride themselves on sharing stories "behind the scenes," taking risks on one-of-a-kind items and creating narratives with their merchandising. Shoppers deserve this shift: products taking on character and substance.

Online shopping serves a great need and niche, but cannot offer the same experience as an in-person shopping trip. When a person can experience magical products with quality customer service first hand, I believe they feel a great gratitude. The customers feel special because they feel they are taking home something special, and I do believe the experience resonates with a customer more than an online knockdown product purchase experience.

I believe people are re-evaluating their priorities and are no longer interested in disposable trends. While price is a concern, people are putting a value on soulful design. They want products they can pass onto their children. They don’t need endless newness for the sake of newness. They want quality and products that can layer into their existing pieces at home. People want to be inspired and educated so that they can find their own voice of design.

While there are murmurs the recession is over, I do not believe people will ever spend they way they used to. The lovely part of the aftermath of the recession is the humility that comes along. I believe the days of disposability and wanting to stand out are firmly in the past.

However, I do believe people want to identify with their homes and products in them. As stores are stepping up, customers understand the close connection of how their homes reflect their values more than in recent years. In connecting with my own customers, I have found their values to have a life of meaning, usefulness, originality, and beauty. The thinking that less is more has taken hold and I do believe mediocrity and sameness is losing its ground, making room for specialness. "

Fabulous, right? I have been a fan of Rachel's for many, many years. I have walked the floors of her store in Chicago; a dreamy wonderland, and walked side by side with her while in RoundTop, Texas at the Marburger Antique Show where she hand selects the most amazing antiques for her shops. She is inspiring and a great example to all of us...it all starts with a dream! Rachel's Simply Shabby Chic line is available in Target stores nationwide. Check it out...you will love it and knowing her alittle better makes it that much sweeter! Happy Shopping!