I recently had the opportunity to visit Brooklyn-based design AELFIE's studio and was totally inspired! Owner and designer, Aelfie Oudghiri is ‘dedicated to creating, sourcing, and honoring the coolest textiles in the world’ which is clearly defined in her curated collection of punchy eye-grabbing hand embroidered pillows, giganto-paintbrush-like duvet graphics, and playfully modern while traditionally handwoven artisan rugs. What more is there to say? We are absolutely ecstatic to welcome Aelfie’s designs to Minnesota!
1. How did you get started and why did you decide to do "Aelfie"?
I bought my first rug when I was a teenager in Turkey and have been in love with craft ever since. I decided to do "Aelfie" in the summer of 2012 after having worked for 2 years in vintage and antique rugs and textiles.
2 - What’s one of the challenges you have with the business?
The weight of the rugs can be challenging, especially when I was pregnant.
3 - What's your favorite item in the collection right now? Anything you have in your own home?
I have the Selma rug in my living room and the Lounah in our nursery. Aelfie pillows are everywhere in my home, but my favorite is the Jungle Eyes, which was the doodle that spawned the whole collection.
4 - What's been a consistent best seller?
The Heatwave in Rajasthan. We had guests over when I designed that rug. There was actually a small party. I'm not generally so impolite, but I really wanted to get that design out and on paper before the idea disappeared.
5 - What inspires you?
Inspiration is a funny thing. I'm not totally sure what inspires the designs, but it generally happens while walking or preoccupied with my hands.