We're also introducing new bedding and furniture collections every season which will be distributed in our stores and wholesale accounts nation wide.ĭecor8: I recently visited your new store over at the Natick Collection in Boston, it was heavenly and I loved all the mercury glass candle holders and patchwork ethnic cubes. Our goal is to open ten or more new stores each year in cities across the country. Rachel: Hmmm.Where do I start? We just opened our ninth store in Atlanta and are planning to have 50 stores across the country in the next few years. 2009 will be the 20th anniversary and so I feel it's the right time.ĭecor8: What are you working on to increase exposure to your brand again? I felt it was time to expand and maintain the integrity and authenticity of the brand, while keeping my personal touch on everything. Rachel: With both of my children in college I was excited to take on new challenges. You talk about the future of Shabby Chic, why did you decide to expand now? Thank you for answering that as I know it may be a sensitive question to ask at the start of an interview, but I'm a cut to the chase kind of girl. I have been busy expanding my infrastructure and focusing on design and product development to get ready for a major expansion of the Shabby Chic brand through new retail stores and an online store.ĭecor8: Makes sense now. After filming my TV series, a total of 54 shows, writing five books over 10 years and launching The Simply Shabby Chic Line for Target, I felt it was a good time to redirect my focus.

Can you tell us what happened around that time? Seems like around '04 you vanished - very few magazine appearances, little mention of Shabby Chic, you quickly went from the it girl in design to, well, missing in action. Before we chat about the future, let's discuss the past.

And since most of you know Shabby Chic, I assume not much of an intro here is needed, so let's get right into the interview and meet the pioneer of muted California cottage bohemian, Rachel Ashwell.ĭecor8: Hi Rachel, it's such an honor to talk to you today, especially since Shabby Chic has a huge future ahead and we're about to see a lot of great things from you in '08. I did walk away with a bag of poplin bedding and a book she signed for me that I have in my library. a few years back, but was so star stuck that I didn't get to ask her all the questions that this interview allowed me to do. I was beyond thrilled when Rachell Ashwell, founder of the slipcovered empire that is Shabby Chic, agreed to meet with me to discuss her life, her company, and her inspirations.

Rachel ashwell store