As the Covid lockdowns peaked in 2020, people sought joy in their lives, and for Rashelle Campbell, this quest inspired her to start making rugs. Campbell, an Indigenous artist from the Bigstone Cree Nation in Wabasca, was working in PR and photography at the time, but her passion for interior design grew as she spent more time at home. She wanted a rug that reflected her vision, but couldn't find one, so she purchased a rug tufting gun and began experimenting with making her own. Her early creations, such as the Flubber rug, featured bold, colorful designs that quickly gained attention on Instagram.
Campbell's friends loved her rugs, and soon, she started selling them through retailers like SSENSE. Her brand, Rashelle, has since expanded to include a range of upbeat home items, with her rugs remaining the most popular. Made from New Zealand wool, some of her rugs feature silk-bamboo detailing, adding a touch of luxury to their playful designs. Campbell's design inspiration comes from her childhood, where she felt comforted, safe, and free to express her creativity. She envisions each piece in her childhood bedroom, aiming to recreate that sense of wonder in her customers' homes.
Her latest collection, Homecoming, introduces three new rug styles that showcase her unique blend of bold colors and meaningful designs. The Swirly Star rug, for example, features a cartoony star print along the outer border, inspired by her Cree heritage and the idea of people coming together. Campbell also shot a new campaign series, featuring herself at the forefront of her creations, to celebrate her identity as a Native woman and small business owner. The photos showcase her rugs, as well as pieces from indie labels and her own jewelry designs, highlighting the importance of representation and community in her work.
As Rashelle continues to gain buzz, Campbell is expanding her brand into new areas, such as glassware, including sugar glass jewelry dishes and ashtrays. She plans to design bath mats, throw pillows, and more, always focusing on channeling childhood joy into her creations, but with an adult twist. Campbell aims to put a sophisticated spin on nostalgia, creating pieces that evoke a sense of wonder without being too childish. With her unique approach to textile design and home decor, Rashelle Campbell is reviving the sense of childhood joy that many people have been missing, and her brand is sure to continue growing as a result.
