Article Line Long1
Design

It’s Here! Our First EHD Collection With Rugs USA (+ Why Now? And Why This?)

I can be pretty darn comfortable not taking huge creative swings (at times). It’s the easiest way to protect yourself from failing (especially publicly), but last year I decided to attempt to break the “pressure to perform perfectly” anxiety loop and commit to some creative risk-taking, realizing that the worst that could happen is just not that bad in the grand scheme of things. So today is a very exciting day – and I’m so proud of what Jess, myself, and the EHD and RugsUSA teams created. It’s the official launch day of my/our first product line and I’m so excited to show it to you (shot and styled throughout our farmhouse – which was so fun.)

And here’s a little video we did at the shoot! Just wait for the short ad to play:)

The Back Story…Why Did You Wait 15 Years For A Product Line?

Over the years I have been asked over and over: “When are you going to have a product line?” The easiest answer was that I wasn’t allowed to. I was in a long-term (9-year) relationship with a retail brand that contractually didn’t allow me to design and sell my own home product, focusing my efforts on selling their product, instead. It was a great partnership and I was never bummed by the limitation, not once (I was honestly slammed with work/kids so it was a welcomed excuse). And yes, companies pay a higher rate for this exclusivity (think athletes – if they are sponsored by Nike they can’t create their own competitor shoe).

But, that wasn’t the real reason, it was just a super easy excuse that shut down most conversations. The real reason after the contract expired, as it always is, was fear and insecurity. The emotional stress that comes with failure (I should know) and disappointing people (even worse) was too great of a risk to say “yes” at times. In my mind, after 15 years on the internet, the expectations would be too high, and there was no way to meet or exceed them (or so I told myself). And that seemed like a lot of time, stress, and resources towards something with unknown financial return. It just wasn’t a “hell yes”… for years…

Emily: Top + Skirt + Boots | Jess: Top (no longer available) + Pants (no longer available) | Shoes

So…Why Now?

The answer is really good alignment on all fronts – the right people (Hi Jess! and RugsUSA team), timing (farmhouse finally done), mental space, and product (I love rugs very much). I felt confident enough to challenge myself and my team, to try something new, and to stretch our creativity and marketing skills. And then the RugsUSA marketing and product teams were so incredible. Their recent launches of Lauren Leiss’ and Arvin Olano’s lines are so good – not just the product, but the photography and storytelling around them. So after my mid-life re-awakening last year, after a 2-year personal slump, I agreed to the meeting, and my typical hesitation was overwhelmed by a “let’s try it”…feeling…as long as Jess would do it with me 🙂 What I have learned about myself (and don’t love) is that I can commit to and drop many large balls if I’m creatively stretched/depleted, which can really disappoint many people. So I needed a partner in this, who would be there if/when I couldn’t (in every way). Jess was ready to take the lead, providing the creative, design, and professional support that I needed to feel confident enough to commit. Jess had recently shifted to Creative Director (7 years at EHD!!!) and with her eye for detail, the design market, and trends I knew that we’d make a good team (have you seen her first apartment or her new office? JAW DROPPINGLY GOOD for a “non-designer”). So we did this together – we designed a line we are both so proud of (and yes, every time you purchase a rug for your home, she benefits from it financially, too – it’s a real win/win for all).

And listen, if this co-designed rug line does well, GREAT and we’ll do more rugs along with lighting, furniture, textiles, etc (slowly and intentionally). And if it doesn’t do well, we get to learn, figure out why, process, regroup, and muster bravery together to try something else. This mindset has taken the pressure off of it all and helped me enjoy the process, not focusing on any future “success”. Learning how to launch a product line has been so interesting (to be fair the process with Rugs USA has been wonderful and seamless) and knowledge of these processes can only be gained by doing them. So regardless I/we feel lucky to be here, rain or shine. 🙂 BUT HOPEFULLY SO MUCH SHINE, Y’ALL LET’S GET INTO IT!

What’s The Inspiration Behind The Rug Line?

Grey Portland Plaid Wool Area Rug | Denim Blazer | Top (similar) | Pants | Boots

Well, we really leaned into “Scandinavian Farmhouse” for this first launch. Think simple, warm neutrals, and blues in vintage-inspired Scandinavian patterns and textures that feel really transitional, cozy, and classic. We pinned vintage Scandi rugs and fabrics and sent through a lot of design details that we felt would be both special and universal.

Introducing… The “Portland”

Portland Plaid Wool Area Rug

We named the rugs based on locations (streets, cities) that meant something to us. The “Portland” is one of my favorites. It’s a large-scale plaid with chunky hand-sewn yarn stitching details (but so affordable and forgiving). This one is the perfect entry rug (don’t forget a rug pad, it’s woven), hallway runner, or just anywhere that you want to not see everyday life 🙂 It’s not busy, but it’s forgiving for kids and pets (my favorite formula).

Introducing…The “Merrick”

Merrick Tasseled Cotton and Wool Area Rug

This is my FAVORITE rug and I love it so much that I switched out or bedroom rug and enjoy this in there. The Merrick is a neutral with a broken stripe with multiple pile heights (some fluffy, some woven) and therefore has a lot of give, comfort, versatility, and looks high-end. I put it on a rug pad in the bedroom (memory foam FTW) and it’s SO comfy, cozy, and pretty. When we shot it here we didn’t have a rug pad, and when you add that cush, that extra layer, it becomes dreamy and almost like a flokati, but way more sophisticated (IMHO).

It’s so classic, easy to mix in, and has enough personality (with the black weave) but is so neutral and creamy. I think this is an excellent bedroom or office rug. It’s light enough to brighten a space and make it look bigger, but interesting enough to add to the design of the room.

Introducing…The “Rowena”

Rowena Checked Wool Area Rug

Please pretend you aren’t seeing the family room yet (the full reveal coming so SOON, but timing is what it is:)). We shot the Rowena in here and I admittedly did NOT think I would love a light rug in this cozy dark room (we have a dark rug in here which I had ordered far before this line came out). But it looks SO GOOD, too! It’s a check pattern but looks different depending on the direction it’s laid. The horizontal stripe is darker than the vertical stripe adding one more layer of dimension and interest (and making it look more high-end – those details are what set it apart).

This rug, the Rowena, is extremely comfortable, like the Merrick. The plush cream yarns are thick soft and cozy (and not too tightly crammed together), and the darker “stripes” add the texture/contrast that again, makes it more forgiving. We are working on some solids for our next launch because I love quiet rugs as well, but often if they don’t have enough color/texture/yarn variation they can show too much dust, hair, dirt, or stains. The point is, having some textural or yarn variation will make it more lifestyle/family-friendly.

We shot the Rowena in the living room, too and it also looked so good in there. It has so much texture and pattern but isn’t too bold or overly graphic.

Introducing…The “Oregon”

Blue Oregon Plaid Wool Area Rug | Button Up Shirt | Jeans | Clogs

Appropriately named, The Oregon, is another Scandi-inspired yarn-threaded large-scale plaid. This one (IMHO) is so good for high-traffic areas (entry, hallways, family, or playrooms). I really need to look up more synonyms for the word “forgiving,” because once again I can tell you this hides everyday wear and tear so much and cleans up so well. While I love a vintage Persian rug, for this exact reason, they can be so expensive and a more traditional vibe. This one is so affordable and more contemporary.

Introducing…The “Raleigh”

Raleigh Striped Jute Area Rug | Jumpsuit (similar) | Sandals

We have a TON of sisals in this collection, some of my favorite rugs, actually. Often sisals can kinda bore me, TBH and they aren’t exactly massaging your feet – they are inherently rough. But they are so good for utilitarian spaces, in a simple paired-back way. This rug, the Raleigh, as you can see has multiple colors and even a broken stripe pattern (it’s a thing with me, as you know:)). These have nothing if not texture, making them feel less precious – they don’t literally repel dirt, but it’s hard to see dirt on them as it doesn’t sink in like it can on wool or cotton rugs.

Introducing…”The Hillcrest”

Another favorite rug of mine, the “Hillcrest” (shout out to Bob and Suz) has such a pretty cotton weave within the sisal that creates the pattern. And since you are mixing a yarn in the sisal it’s much softer than a typical 100% sisal or jute rug. It’s a stripe, with an interesting vintage detail at both ends, making it feel more special and high-end (but still so affordable!).

Technically this was too big for our bathroom but I LOVE it in here (for the shoot we ordered a ton of rugs in different sizes and then shot them in as many rooms as we could). I love the warmth of the Hillcrest in here.

Introducing…”The Oregon”… Again!

Blue Oregon Plaid Wool Area Rug

While we were shooting for their website we also tried the Oregon in here (I wish I had ordered a 9×12 to put in our family room honestly, I LOVE this rug). I think it works better on a wood floor because it pops off more, but I still really liked it in our bathroom.

The Geneva & The Fountain

Left: Geneva Tasseled Jute Area Rug | Dress (similar) + Shoes (similar) | Right: Fountain Checked Wool Area Rug

We shot as many rugs as we could in as many rooms as we could – really trying to take advantage of the incredibly talented crew we had. After three days of intense shooting at our home, I remembered how much I love the collaborative energy of a big production like this. Everyone has the same common goal to tell a beautiful story with rugs in a home. It was so rewarding and inspiring. A huge shout out to the photographer, Mark Weinberg, our stylist, Getteline Rene, the RugsUSA marketing team – Alex, Ali, Paul, Tara, and a big crew of lighting grips, PAs, digital and photo assistants, and, of course, my team – Jess, Gretchen, and Kaitlin (who did all the reels and were INCREDIBLE).

Sweater (similar) | Pants | Clogs

I’m the only one in that photo, but so many talented people are involved in this process from the start. I’m talking weaving, to marketing, customer service, and the in-house RugsUSA design team that took our inspiration and interpreted them into fresh rugs for your home. Witnessing it all is such an incredible process that makes me more grateful for everything I own that has been thoughtfully designed.

Thanks To The Whole Crew

It was three days of so many people moving fast, capturing all the things for all the platforms, and rugs are NOT EASY to move. It’s not like shooting pillows or vases, so a huge thanks to the production assistants who never get public love, but sweat so hard moving these huge things from room to room, under beds and sofas, etc.

Thanks Jess for being my partner in this launch, I truly couldn’t have done it without you, and thanks to my team Caitlin, Mal, Gretchen, and of course, Kaitlin Greene for all your creativity, support, and genuine enthusiasm for this new venture. I’m very lucky to have all of you, and I hope all of YOU love these rugs as much as we do. You can see them all here. xx

Outfit in Opening Photo: Sweatshirt | Jeans

*Styled by Getteline Rene
**Photos by Mark Weinberg

0 0 votes
Article Rating

WANT MORE OF WHERE THAT CAME FROM?

Never miss a single post and get a little something extra on Saturdays.

84 Comments
Oldest
Newest Most Voted
Inline Feedbacks
View all comments
AK
6 months ago

Wow! Congratulations! Isn’t timing everything?!! Your rugs are really lovely and better yet, useful. I can imagine nearly every one in rooms in our traditional home – it will be hard to pick but I’ll definitely try because it’s easy to imagine how their more contemporary personas will bring new life without taking over. It’s a Big Deal Day at EHD. AttaGirls to you both!

🥰 Rusty
6 months ago
Reply to  AK

100%!! Yes!! 🤗
Congratulations… you and Jess have done something really special here.
It clearly takes a village to do a rug launch photo-shpot!

Tarynkay
6 months ago

The rugs are lovely! I really appreciate the part at the end where you call out the hard work of everyone who helped move rugs and furniture around. I always wonder about that when I see magazine or catalog shoots like this. Where are the rugs made? Who makes them? That would be interesting to know as well.

Jen A.
6 months ago
Reply to  Tarynkay

When you click on the details for each rug it tells you the material (wool/jute) and origin like India, etc.

Sarah
6 months ago

These are all gorgeous, congratulations to you and the team! Can I send a picture of my living room and you just choose a rug for me… I’ve had such a hard time making a selection and I have nothing on the floor 🫤

Jen A.
6 months ago
Reply to  Sarah

OMG THAT would be a moneymaker for sure!!

Anna
6 months ago
Reply to  Sarah

I had the same thought!! I’ve been searching for a new rug for so long and haven’t seen anything I’ve loved. Now I have like 5 great options. 😂 I just need Emily to tell me what to do!!

Hannah
6 months ago

These are stunning! Congrats! Y’all really nailed the EHD vibe with the unexpected details, too!

KD
6 months ago

Congratulations! What a great first!

6 months ago

Yay! Beautiful, beautiful job! These are all so lovely!

Jen A.
6 months ago

Well done Emily, Jess, and team EHD! These are fantastic. Such great timing as I am searching for a bedroom rug and now I think I have found it! Such perfect price points, too. I am SO EXCITED to go shopping! Yayyy! So proud of you for taking the leap, it is going to be a tremendous success. Also shoutout to all of the crew. When I saw the last shot of you in the sunroom with all the rugs, all I could think was that you had to move everything OUT of there to get this shot. So then seeing the crew I was like, “oh thank goodness there was help!” You needed it. 🙂

Vera
6 months ago

Awesome! So glad to see we can shop this line from Canada. I’m eyeing the Waverly for the next time I need a rug. Would love to see it in some real spaces. On the site it looks grey in some photos but the closeups look more cream. How does it look in real life?
Congrats Emily, Jess, and team!

Alexandre
6 months ago

This look awesome!

MM
6 months ago

This is AWESOME!! I source from RugsUSA and am thrilled to see your collab. I’ve already found one to show a client! Thanks for taking this chance – the rest of us are going to benefit!

Erin Dae
6 months ago

So excited and happy for you all! I especially love how you recognize the strengths of your team members and intentionally leverage their strengths combined with yours to do amazing things! I really do think that is what makes this blog so successful. The rugs are so beautiful. The Hillcrest reminds me of the custom window detail at your house, and the oversized plaids are just so cool!

Leigh H
6 months ago

So exciting!! Will they be available in runner sizes as shown in the kitchen? I don’t see runner sizes online? Congratulations!

Alice
6 months ago
Reply to  Leigh H

The runners are right there. At the top of the size choices it says “Rectangle” and “Runner.”

Heidi Wandel
6 months ago

Very beautiful collection!!!

Kate
6 months ago

The Blue Oregon Plaid is so pretty!

Michelle
6 months ago
Reply to  Kate

Yesssss. But I also like the beige with that pretty rust color. Very holiday without being too seasonal.

Sandra
6 months ago

Congratulations! This is a big deal!!
You are right, no matter how it does you will win. Although I think it will be great!
And shout out to Jess! Lady, you rock!

Jen A.
6 months ago

The geometric-leaning designs are perfection! The price points are wonderful, LOVE the materials they are made from. A $600 all wool rug? Yes, please! Please consider adding some warm toned variations to some of the designs! Such as creamy rather than gray, or in a maize/coffee, brick red, or even green tones. I would buy the Colorado, the Eugene, or even the Fountain but I don’t have blues in my decor. The color block designs are awesome! The Blue Jay is perfection! But would love to see in black and creams vs. black and grays as I don’t have grays. (I might have to buy that one anyway and just try it, because the design is stunning and maybe the gray fields would look more neutral in my actual space.) LOVE these designs. Keep coming with the products, you definitely have a great mind for it! I am seriously walking around my house trying to figure out where to put what size rugs because I love them all so much. Nicely done!

Michelle
6 months ago
Reply to  Jen A.

Check out the Oregon in beige. It’s got a lovely rust color and is warm neutral for sure.

6 months ago

These are really special! I surprise myself by liking the Rowena in the family room most of all! The squares against the shiplap, and all the differing textures. I could absolutely use one of these in my eclectic/elegant California ranch, especially that Geneva hassled jute. And if you and Rugs Inc ever decided to make some of these in a 2×3, backed with rubber or something that won’t slip, I would snap them up for indoor door mats. Snap them up, I tell you. Congratulations to you and the team. I am so glad you’ve gotten to this place at this very right time.

6 months ago
Reply to  Lisa

Tassled jute. I hope no one is hassling it;)

Susan
6 months ago

Congrats!

Christina
6 months ago

Wow. I love them all Really… and that kind of surprises me. Wish I had it in the budget to order now, but since I cannot, I am spreading the word to all I know b/c several ARE in the market. Way to go…and thank you for being vulnerable, b/c these really are fantastic.

Lily
6 months ago

Congrats, Emily & Jess (& Team!) – these are amazing. I only wish there were some round options…wink wink for next time? <3

Erin
6 months ago

Great job on these! I have a practical question: how long do rugs like this (collabs) stay on the market and available? I’ve already fallen in love with one of these for my living room. But we are currently in one house and plan to move within the next year…so I don’t want to buy the wrong size and need a new rug a year from now.

Ren
6 months ago

the light blue and yellow border on the fountain wool rug is something special. these are amazing!

Aimee
6 months ago

Congratulations! What a great collection.
I’m glad you felt the support to take a risk, regardless of how intimidating it can feel.
I’ve started saying “I give myself permission to do a bad job” at each step of a creative process that feels intimidating and boy has that helped free me from unfair expectations. Highly recommend for anyone who gets frozen by expecting themselves to be perfect when they’re still creating, playing, and learning something new.
Congratulations again on your first product launch!

Rita
6 months ago

Congratulations! These complete your look so well and I’d definitely use them in my home as well. Well done!

Anna
6 months ago

OH MY GOSH THIS IS THE BEST THING I’VE EVER SEEN

Kristi
6 months ago

congrats! Rugs are beautiful! 💗
So is that leather sofa shown in one photo on the website..does anyone know who makes it?

Admin
6 months ago
Reply to  Kristi

i do! it’s rejuvenation 🙂

Elise
6 months ago

Congrats, Emily, Jess, and team. The rugs are beautiful.

Molly
6 months ago

These are all amazing! Would be great if there was a guide for which to pick as they’re all wonderful! For instance, which rugs work with different colors, etc. hard to choose just one!

suzanne
6 months ago

I think that the dark blue rug in what I think is the bedroom, is the best of the bunch. Overall, I think design styles like Emilys (lots of light blue and grey) eally benefit from a dark rug. Something dark and grounding in the living room would be helpful!

Julie
6 months ago

Congratulations and best wishes for a successful endeavor.

Heidi
6 months ago

Bravo! Here’s to personal growth and a beautiful product line.

MBJ
6 months ago

Not currently in the market for a rug but these are TEMPTING. Lovely job. Price points seem reasonable and it looks very on brand for EHD… color, quality material, modern designs etc. etc. Congrats Emily and Jess!

RachieT
6 months ago

This is SO exciting!!!!!
congratulations! I love all of these; awww, I’m actually just so excited for you and Jess and this whole shebang. I’ve been looking for a rug for my long narrow living room, which no “standard” size seems to work. Any chance your experience with this will lead to some different sizes? I’m not too hopeful as I’m sure manufacturing sort of requires the standard…
Anyway, you’ve earned this. All the best to you and your team.

Rach
6 months ago

Yahoo!! They look awesome!!! Congratulations y’all!!!

Rach
6 months ago

yahooo!! Congratulations !! They look awesome y’all!!!

Cici Haus
6 months ago

Congratulations!! I love these, but especially the Hillcrest pattern (though I wish it were a different color – next round?). This is an awesome collaboration.

Rachel
6 months ago

Wow I love all of these. Definitely tempted to buy one, though I’m not actually in the market for a new rug…
Does anyone know: do all wool rugs shed? I have a now three-year-old wool rug in my living room that still sheds; when I sit in black yoga pants I get white fibers all over! I had been told to expect shedding in the first year but thought it would decrease after a year of regular vacuuming. I now am hesitant to buy another wool rug, even though I love that it’s a natural fiber. Can folks share their experiences with wool??

Brenna
6 months ago
Reply to  Rachel

YES they definitely do shed!! Regular vacuuming will help but you can also purchase a “rug rake” which helps pick up the extra fuzzies.

SSM
6 months ago

These are sooooo beautiful and I’m so excited for this journey. Please please do a take on traditional for the next batch so that I can buy them for my current home.

KB
6 months ago

Welllll damn. I’ve been in the market for a rug for our primary bedroom, our bedroom is painted a dark navy, and I’m a fellow Oregon Duck, so all these Oregonian names are a delight. Now to pick one! Congrats on a beautiful collection!

Amber
6 months ago

Congratulations!!

Colleen
6 months ago

Congratulations— I love them! Any plans to offer smaller sizes? I’d love one of those navy ones in 3×5 or 2×3.

Colleen
6 months ago
Reply to  Colleen

Never mind— I looked more closely and did see that you have a 3×5 in the Oregon— which I have ordered for a guest bathroom refresh). It will look great with the Hygge and West shower curtain I just got. Hopefully will arrive by Thanksgiving; thanks!

CB
6 months ago

It’s so good you guys!!!!

Hannah
6 months ago

Okay but tell me why I teared up at the end (maybe because I’m pregnant lol); it’s just so wonderful to watch a talented woman take a creative leap and CRUSH it, all while being generous with praise for the people around her who helped make it happen.

The rugs are so good!! Just exactly right in comforting-but-not-too-predictable EHD way. 🙂

Hannah
6 months ago

These are all so beautiful!! As a mom of an elderly dog with incontinence issues, though, I can only bring machine washable rugs into my home. Any plans on releasing any washable designs in the future?

KWu
6 months ago

So glad for the team to make this leap into a product line, it’s well-deserved! I love the designs, though unfortunately due to allergies, we don’t do wool rugs in our house. I really hope the collection does well and there are follow up collections!

AZ
6 months ago
Reply to  KWu

The Waverly is polyester and there are 2 jute/cotton rugs.

BaconsHome
6 months ago

Is the Merrick black or dark navy??

Monica
6 months ago
Reply to  BaconsHome

I think in the text of the blog post Emily mentioned that it was black… (“It’s so classic, easy to mix in, and has enough personality (with the black weave) but is so neutral and creamy.”)

BaconsHome
6 months ago
Reply to  Monica

Oh you’re right, I meant the Rowena. That rug looks more like a dark navy? My mistake!

Monica
6 months ago
Reply to  BaconsHome

Oh, wow! In the pictures, this looked black to me, too, but then in the questions on the rug’s web page, I found this (maybe from you?): · 2 days ago 
Is the contrasting color black or dark blue?1 answer
Rugs USA Customer Support
· a day ago 
The dark color is Navy.

Stephanie
6 months ago

So amazing!! Congratulations, Emily!

Michelle
6 months ago

Question about memory foam. It doesn’t look like Rugs USA offers that and the prices on wayfair and Amazon on cause for pause. Is nearly $300 for a 9×12 pad the going rate?

Vivienne
6 months ago

Which ones do you recommend for a family room with a large pup? She’s a Bernese mountain dog & her nails can really pull up loops & threads so easily. I’d like to try one that is more resistant

KS
6 months ago

Merrick is going to look so good in my living room!