Alright – so today we’ve got the honor of introducing you to Rashelle Campbell. We think you’ll enjoy our conversation, we’ve shared it below.

Rashelle, thanks for taking the time to share your stories with us today What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

When I first began rug tufting it was within a month of the pandemic and we were spending all of our time in our homes, isolated. I originally was looking for a rug for my own space so I started searching for asymmetrical, colourful, groovy rugs and I couldn’t find any! That was when I had my first thought of “I will just make it myself then.” I purchased a tufting gun and started designing and creating! Once I had my first rug made I shared it online and had such a loving response from followers. The first two months of tufting was a whirlwind because I was consistently receiving messages from people asking for a custom rug. 6 months later I partnered with my first ever retailer to carry my products and as well launched my first full rug collection that sold out within a day. Everything happened so naturally and I was so grateful that I could create pieces for people that brought them joy in such a lonely isolated time.

I trusted my gut and fully went into it by designing and starting my own website that included an online store. I think launching a collection and the website around the same time really pushed me to showcase that I am a brand and motivated to professionally put all my energy into this because I believe in my products.

Rashelle, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Rashelle Campbell, I am Nehiyaw Iskwew (Cree) currently taking space on treaty 6 territory, Amiskwaciy-wâskahikan, Edmonton, Alberta, Canada. I am a multidisciplinary designer and artist who values playfulness, imperfections, and colours. Before starting my brand “Rashelle”, I was working as a publicist and freelance photographer. I fully believe with all the experiences I’ve had, all the different hats I’ve worn that has truly helped me uplift my skillset to where I am now which is a business owner and artist. I think of my brand as my world, a place where it has no rules of designing. I started out with creating rugs for peoples homes and now I have expanded to designing glassware, accessories, and clothing. My world has no limits and I do not believe in labelling myself as one thing, I believe in continuously creating pieces that have little bits of myself in any categories or genres that I feel in that moment. Services I provide in my business is custom rug orders which I absolutely love to do! Having the means to help design and produce a piece for somebody and how it will displayed is so fulfilling. I also release small- never the same collections of rugs, accessories, and clothing. Everything that I release is hand made by myself or a collaborator, we also focus on smaller quantities so we can have a limited production and not feeding into over production.

What sets me apart from others is being one of the first tufters to start a brand and creating pieces that no one has ever seen before. My work incapsulates our youth, our childhood y2k memories, and I put so much love & happiness in each piece I make. I think that alone sets me apart because I’m not doing it for money, I’m not doing it for exposure, I am truly creating so I can spread happiness and to represent myself in my true lighting which is an Indigenous women that just loves making wacky fun things! I am most proud of myself by not backing down when I’ve seen others try to steal my designs. I keep going and trust the process. When you start to overthink, that creates more fear and feeds into that wolf of yours. But if you keep moving, do not look back, and remind yourself why you are doing this that will help you be above those that keep trying to tear you down.

We’d love to hear the story of how you built up your social media audience?

When I launched my first collection, I created a giveaway where if you follow, like, and comment on this post that will give you an entry to win a rug from the collection. I found that really helped spread my work and helped spread the launch of the collection. Building an online community is such an asset in businesses now to stay successful and I always do giveaways when I can! It’s also a way to give back to the community, giving someone an opportunity to own a piece of yours that may not have the funds to purchase. Giving back is very important.

Let’s talk about resilience next – do you have a story you can share with us?

Just being an Indigenous woman who shares her work is showing resilience everyday. I am always so inspired by the women in my life and how much Indigenous joy is at the forefront for me. The journey of just being where I am today, the support I’ve received throughout the years, and having the resources to create is resilience. The fact I am here today, carrying my ancestors with me, representing creative Indigenous women, and using my voice is such a success of its own.

Contact Info:

• Website: https://www.rashelle.ca
• Instagram: https://www.instagram.com/rashelle.ca/

Image Credits
Kasun Blue Anita Yuen