Designer Spotlight: Rachel Ashwell from Shabby Chic

Yesterday I had a quick chat with Rachel Ashwell, the designer behind the Shabby Chic brand. You’ve probably seen her line at your local Target store or online. Even if her super-feminine, romantic style isn’t necessarily your bag, her pieces can seamlessly be used in any decorating genre. Mercury-glass candlesticks can live in an industrial space just as well as they can live in a country-style living room.

Rachel’s written a new book, Shabby Chic Inspirations, and she’s launched a new line at QVC called Treasures by SHABBY CHIC. Here’s a bit of my chat with her about how her style and the Shabby Chic brand has grown and evolved. Enjoy! How does your QVC collection differ from your current collection at Target?

The Target collection, Simply Shabby Chic, is narrowed to bedding and bath and soft furnishings. Treasures by Shabby Chic at QVC is a collection of vintage-inspired furnishings, and it’s based on those favorite pieces. Specifically, the hand painted end table and nightstand are based off a vintage piece that was in my first ever Shabby Chic book.

I don’t hang on to everything I collect; otherwise I’d be on that Hoarders show.  I’ve always loved very intricate pieces, and I wanted to reproduce them at a good price point.  It’s challenging, but exciting, to duplicate that piece at a great price point. That’s the core of this little collection.

Hand Painted Accent Table, $154.80

What’s your process of taking inspiration from antiques, and turning them into a retail piece? Do you recreate pieces, or do you usually tweak them to add your own personal touches?

I have to take a few things into account, like the price point and the materials. To me, the pieces need to be translated 100 percent exactly or they lose something — a feeling of something.

That end table, for example, the colors were spot on to the original, and the design is spot on. It wouldn’t have worked if it was stenciled; it wouldn’t have worked if it was decaled. But we got the price point to work with it hand painted and textures, which is my benchmark.

As a designer, I push the envelope and like to explore Shabby Chic in slightly new territory, whether that’s in my couture stores, Target or QVC. There’s still a preconceived idea about what Shabby’s about. The blue accent in that end table is probably making more of a statement than if it was just white. But in my opinion, although it’s important to be brand appropriate and not shake up your audience, it’s also important to play with it and give it an accent.

Set of 3 Fleur de Lis Wall Hooks, $39.12

How would you say the Shabby Chic style has evolved through the years?

Shabby is ultra romantic and frilly, but I want it to be other things as well. The mercury glass votives, for example, would work in a clean loft with a cement floor and industrial pieces as it would in a big lacy bedroom.

My fan base will always expect me to have white slipcovers and pink flowers, and I still love to do more with that. But lately, I’m much more attracted to smokier palette and raw woods. It’s like a mature wine, if you like. Ten years ago, I would have done nothing that primitive and dark, but I’ve evolved and learned how lovely that can blend in. Texture and color are how the brand has evolved.

No matter what’s going on in the world, I design from my own personal inspiration and my own feeling of what’s needed. I use my personal life as inspiration, so my brand feels authentic as opposed to just a trend.

Set of 3 Mercury Glass Candlesticks, $28.50

Shabby Chic is very feminine – how do you recommend a woman using your pieces, while also make her husband feel comfortable and happy?

Interestingly enough, you’ll see a chapter called “Shabby Man,” in the new book. It is the first time there was enough evidence that a male Shabby home was worthy of discussing. I think it has to do with attitude. I love that the guy I chose is a total guys’ guy, but he still has a chandelier with pink drops. Doesn’t feel like “oh my god” because there’s a little bit of primitive and typical guy stuff, and the Shabby Chic look just enhances everything else that’s around.

I’ve always been known for white — that’s a no brainer — but my evolution has grown to include a lot of simple taupe linens and raw woods, all of which are gender-neutral. It boils down to beauty, comfort and function. Less is more.

Hand Painted Upholstered Bench, $158.28

What other designers do you love right now?

I really connect with vintage stuff. But I’ve always loved Ralph Lauren. He’s an authentic designer and how he’s crossed all demographics. I pull most inspiration from movies, TV shows and old magazines. Marie Antoinette  inspires me. The way film directors art direct. The King’s Speech was full of inspiration. I keep my eyes on art directors more than designers. Truthfully, most other home designers quite contrived. They feel staged, as opposed to evolved, and it’s just not my style.

What advice to you give to help others find their design inspiration?

If you only get inspired by what’s fully developed, it doesn’t prompt you to contribute on how to translate it. If you see an idea, and then translate it into your own palette, that’s even more interesting. That’s what the book’s about.

Get more on Rachel here:

• Shop Treasures by Shabby Chic at QVC >>
• See Rachel’s design inspiration on her blog >>