Rachel's Stories
In our Spring issue, we had the pleasure and the honour to interview Rachel Ashwell about her latest book “Painted Stories’, her over 30 year experience as owner of Shabby Chic, her inspiration and her aesthetics…here’s an extract:
Rachel Ashwell’s ‘Shabby Chic’ is not just her own successful 32 year old brand but a decorative style that has become timeless. It cannot be denied that any decor fan can find inspiration in her style. Pretty, yes, but also soulful.
It is precisely the combination of the chic and the shabby that makes this style so iconic. Like with the aesthetics of Wabi Sabi, it celebrates life as it is, with its glorious beauty and its tattered edges, loving the imperfections of timeworn objects and discarded pieces. Everything in Rachel’s world - an abandoned tutu, an old chandelier, a wilted rose - is rescued and given its rightful place in her beautiful, magical world. We think that Shabby Chic style is even more current now than 30 years ago! We were thrilled to interview Rachel and know more about her work including her most personal book to date, ‘Painted Stories’, a must have for any shabby chic fiend, so read on:
Your latest book ‘Painted Stories’ feels like a very personal project, and gives an intimate account of all the things you love, what led you to want to create this book and how did you go about it?
I call this book a silver lining of lockdown. I have done over 10 books over the past 30 years and while writing them has always been very personal to me, often my words get lost amongst the beautiful photography. I have always loved and been inspired by Beatrix Potter books and one day wanted to do an illustrated book where all that I love becomes my cast of character, joined together with little stories…
So during lockdown when I found myself being reflective on life, why and what is important, who and what inspires me and the delicacy of words, I decided now was the time to bring this project to life.
I have worked with Ben Peck-Whitson on many projects over the years and I knew he could capture the essence of all that I love. I am also fortunate to be friends with some acclaimed artists, whose works grace the walls of museums and glamorous homes, but they all welcomed the opportunity to be part of this little treasure.
And so during those long dark, uncertain days, my Painted Stories became my beacon of light and I am very proud of her.
In what way has this difficult time affected you and your world and/or your view of the future?
No one has escaped the turmoil of the past year. But I do consider myself blessed and so I would describe my life as disrupted more than devastated. But like often in life, it’s when life is disrupted, or even broken that clarity of our truth has nowhere to hide or escape with every day distractions. And so for me, I took (and continue to take) a deep dive into every area of my life. And once that light is switched on, I’ve learnt making those hard changes and decisions that align with your values and priorities take on a life force of their own, and in doing so, there is a new found sense of calm and trust.
You have described your aesthetics as romantic and nostalgic, what do you think inspired you most to create your ’Shabby Chic’ brand/aesthetics?
Yes I am romantic and nostalgic. I’m also a storyteller and can get lost in fantasy. Shabby Chic has been my home to paint those stories. To create products and environments that take us back to beauty and feelings of security. The Shabby Chic aesthetic can sway from over the top frills and flowers, to soulful minimal less is more but always there is a sense
of peace and calm, a home, four little letters that equal the most important word.
What advice would you give yourself as a younger self starting out in business today?
To keep business simple. While businesses evolve and have a nature to grow, if the core of the company is creatively driven it is important for that piece to be the priority and to build the around it. I believe that is why so many companies either collapse or lose their integrity when the founder no longer has a voice. Creative people tend to be gentle souls, and as tempting as it is to be bigger, ironically it’s that bigness that silences our voices, until you can’t hear or see anymore. And that is the lesson I would tell my younger self. Resist temptations that ultimately might quieten your voice.
Rachel Ashwell’s Painted Stories, by Rachel Ashwell, published by CICO Books.
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Image credits: Rachel Ashwell Couture Prairie, published by CICO Books; My Floral Affair by Rachel Ashwell, published by CICO Books; Photography by Amy Neunsinger © CICO Books