We were lucky to catch up with Michelle Van Der Water recently and have shared our conversation below.

Michelle, thanks for joining us, excited to have you contributing your stories and insights. Let’s start big picture – what are some of biggest trends you are seeing in your industry?

One of the biggest trends in the home decor and furniture industry is personalization. Consumers no longer want mass-produced, one-size-fits-all solutions—they want products that reflect their unique tastes, lifestyles, and values. This is especially true in the IKEA slipcover space, where people love the affordability and functionality of IKEA furniture but crave a more custom, high-end look.

A great example of this shift came from a customer who reached out after struggling to find the perfect slipcover for her discontinued IKEA Henriksdal chairs. She wanted something that matched her evolving decor but still fit the chairs she had loved for years. Instead of buying new furniture, she personalized her space with our custom slipcovers, choosing a fabric that spoke to her style and values. It was a win-win: she got a fresh new look while extending the life of her furniture.

This trend presents huge opportunities for businesses willing to embrace customization, from offering more fabric choices to integrating design tools that let customers visualize their selections. However, it also comes with challenges, such as managing production complexity and inventory. The key is balancing flexibility with efficiency—something we continue to refine in our business.

Ultimately, personalization isn’t just a trend; it’s the future. Consumers want control over their purchases, and brands that enable them to express themselves will build stronger connections and long-term loyalty.

Michelle, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m Michelle, the founder of Rockin Cushions, a brand dedicated to transforming IKEA furniture with high-quality, design-forward slipcovers. My journey into this industry started with a simple need—I was searching for a modern cushion for my wooden rocking chair but couldn’t find one that matched my style. That experience sparked an idea: what if I could create stylish, well-made textile solutions that not only refreshed furniture but also gave people an easy way to personalize their space?

Today, Rockin Cushions specializes in custom slipcovers for IKEA furniture, offering a sustainable alternative to fast furniture. Our products allow customers to extend the life of their existing furniture, reduce waste, and create a home that truly reflects their personality. We focus on trend-driven designs, bold aesthetics, and high-quality craftsmanship, ensuring that every piece feels intentional and unique.

What Sets Us Apart
We don’t just sell slipcovers—we offer a creative platform for personalization and entrepreneurship. Our new licensing/trade program empowers decor enthusiasts, artists, and entrepreneurs to create their own custom slipcover designs. We provide our blank IKEA slipcovers and manufacture them in the fabrics of their choice, allowing them to bring their vision to life.

This program is perfect for stay-at-home moms and small business owners who want a flexible, home-based business. They can sell personalized slipcovers through their existing channels, like Etsy, Amazon, or their own websites, without needing to manage production. The IKEA catalog is huge, meaning there’s endless potential for new designs and products, making this a sustainable and scalable business model.

Why This Matters
I’m most proud of how Rockin Cushions helps people express themselves creatively while making sustainable choices. We’re not just refreshing furniture—we’re building a community of designers and entrepreneurs who share our passion for personalization, quality, and eco-conscious living.

For anyone new to Rockin Cushions, know that we’re more than just a slipcover brand. Whether you’re refreshing a piece you love, launching your own custom decor line, or looking for a home-based business opportunity, we’re here to support you every step of the way.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

Yes, we manufacture our products, but my journey into manufacturing started long before Rockin Cushions. Growing up, my dad was a leather worker, and he taught me how to sew. Even though I didn’t go to school for it, I learned the basics and quickly developed a passion for fashion. One of my favorite hobbies was buying patterns and sewing my own clothes, which later evolved into a full-fledged business.

When I started Rockin Cushions, I was sewing everything myself in my living room. As demand grew, I hired local seamstresses to help, running a home-based production network—I’d drive around town, dropping off materials and picking up finished orders. It was a ton of work, but I loved the creative process. Eventually, I found a contractor in Downtown LA who was willing to work with me without requiring high minimums, which was a game-changer. However, financially, it was still difficult—supplies, labor, and overhead were just too expensive for the price point I was offering.

Then Covid changed everything. My LA contractor shut down, and I had to rethink my entire supply chain. That’s when I started exploring manufacturing in China. It wasn’t an easy transition—I had to vet multiple suppliers, test materials, and ensure the quality matched my standards. But in the end, it allowed me to scale my business while maintaining affordability and quality.

Now, I’ve taken that experience and created a licensing/trade program, allowing other entrepreneurs—especially stay-at-home moms—to start their own businesses selling customized IKEA slipcovers. We provide the blank bases, manufacture in their chosen fabrics, and they sell through their own channels like Etsy and Amazon. This model has opened up new revenue streams and endless design possibilities since IKEA’s catalog is so vast.

Manufacturing has been a journey of adaptation, problem-solving, and passion, and I’m proud that Rockin Cushions is helping others turn their creativity into income—just like I did.

What do you think helped you build your reputation within your market?

Building a reputation in the IKEA slipcover niche was challenging at first because many people assumed we simply made replicas of existing IKEA covers in different fabrics. This created two big misconceptions: some customers expected a different type of product than what we offer, while others thought we were directly affiliated with IKEA.

Educating customers has been a major part of growing my brand. I’ve spent a lot of time clarifying that Rockin Cushions is a standalone brand, completely independent from IKEA. We don’t just copy their designs—we innovate and create solutions IKEA doesn’t offer. For example, I designed a Poäng slipcover that fits all five cushions at once, making it easier to install and more visually seamless than IKEA’s options. Many of our other covers are completely original—IKEA doesn’t even make them—which sets us apart in the market.

What really helped establish my reputation was focusing on:

Unique Designs & Innovation – By improving on what IKEA offers (or filling in the gaps where they don’t), I’ve positioned Rockin Cushions as the go-to brand for customization and practicality.

Customer Education – Through my website, social media, and direct interactions, I’ve worked hard to clear up misconceptions about our brand and products. This has helped attract the right customers—people who value originality and design.

Quality & Craftsmanship – Unlike mass-produced slipcovers, we focus on premium fabrics, better fit, and unique styles, which has helped build trust and repeat business.

Sustainability & Personalization – Our products not only help people refresh their furniture but also allow them to express their personal style while reducing waste—something IKEA itself doesn’t focus on as much.

At the end of the day, I built my reputation by staying authentic to my vision—offering high-quality, design-forward slipcovers that go beyond what’s available in the market. Now, customers recognize Rockin Cushions as a brand that enhances, not imitates.

Contact Info:

• Website: https://www.rockincushions.com
• Instagram: @rockincushions
• Facebook: @rockincushions
• Linkedin: @rockincushions
• Twitter: @rockincushions
• Youtube: https://www.youtube.com/@rockincushions