Don't you just love that little sumthin' sumthin' that combines the right pop of color with a cool print that makes your space extra special? The Dreamland Collection by Aphrochic is making its mark in the world of decor, and the force behind it all is none other than Jeanine Hays. Not only has she designed environmentally-conscious pillows destined to give your space that wow-factor, but she is also here to share with us the inspiration and motivation behind it all.
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Can you share the design philosophy behind AphroChic? The AphroChic philosophy centers on the integration of culture, modern design, and environmental sustainability. We seek to create pieces that are personally evocative, culturally reflective, and which fit seamlessly into modern décor. When all of those things happen at once, it’s what we call, “modern, soulful, style.” Our goal is to build a lifestyle around this idea that blends modern and ethnic design – modern décor that tells a story. Each pillow is well-crafted, features a unique design, and also has a low environmental impact.
Our design philosophy applies to everyone. We all have cultural heritage, and I believe, want to embrace that in the way we live. The line reflects my own cultural heritage of African descent, which is why you see modern Ikat designs, and African-American silhouettes.
With inspiration being a key component to success, what has fueled your energy in starting this line?It really all started with the blog. I’ve always loved design and wanted to be able to share that passion with others who loved it too. Seeing what other people were doing inspired me to develop something that really reflects my personal style and philosophy. But even more than that…I love of pillows! I absolutely can’t get enough of them. I decided to turn that passion into a business. The result is the Dreamland Collection.
How much time, commitment, design, trial and error, has led up to the launch of AphroChic decor? Given what you know now, would you do it all over again?It took a year and a half to launch our first collection. I think there is always a lot trial and error involved when you are starting on a new project. The important thing is to learn from those errors. We spent a lot of timing reviewing swatches, matching pantone colors, and testing designs on different materials. The process took time, but was so much fun. I love trying new ideas, and the best moment is when it all comes together, and you have something truly beautiful to show for it. I spent a year and half of my life working up to the launch of this collection, and I can’t wait do it all over again. Now that the pillow collection has launched, and we’re receiving such a wonderful response, I know that it was all worth it.
Where do you see your business reaching in the next five years? Oh goodness. Five years from now I hope that we’ll have added new pillow collections and further developed the apparel side of the business. I also see AphroChic expanding into new areas of design. Maybe we’ll move beyond pillows into fabric, maybe even wallpaper. I’ve even toyed with the idea of offering interior design services for people who really want to bring modern, soulful, style into their homes and make it their own. The future is completely open to us, and I am excited to explore a number of different avenues. But whatever happens, I hope that we are still providing inspiration and developing unique items for the home.
Who has kept you going in this endeavor? My husband is my business partner in AphroChic. He’s the business planner and my main support. We work daily on growing and developing our company, and we have a lot of fun doing it. I’m the designer, and he’s the man with the plan. We’ve always supported one another. It keeps our relationship strong, and it keeps our business going.
If you had the key to anyone's home and could add your pillows to their space to bring in a little something something, who would it be, and why? I don’t even have to think twice about this. It would be the White House. When I heard that Michael S. Smith was going to be designing for the Obama family, I thought, how can I get my pillows to Michelle Obama? I think they would fit into her style. She is a woman that appreciates modern design, bold colors, and intriguing patterns. Actually the color of our Haze Mimosa pillow was inspired by the First Lady’s dress at the inauguration. I would love to see our Haze Mimosa pillow in their home.
Your recent showing at Design Philadelphia and being a panel member at Design Within Reach was hugely successful. What were the experiences like? It was a wonderful experience. We had so many fantastic bloggers and friends surrounding us. It was very important to us to host something that was not just a party, but a real look at the connection between design and culture, from the perspectives of people working in different areas of the field. It was an engaging discussion, and an important opportunity to bring together a diverse community of designers, architects and artists to discuss their views on the future of design, the rising importance of bloggers and the increased focus on culture. It was also an amazing homecoming, since both my husband and I are from Philadelphia. We were also completely excited when Design Within Reach kept our pillows in the store window for two weeks following the event. Every time we drove by the store I couldn’t help squealing, “There are our pillows!”
You were able to meet some of our favorite bloggers including Andrea of Fly Girls and Melinda of Get Togetha, among other popular bloggers and creative minds. What was it like spending time with them? Melinda from Get Togetha, Andrea from Fly, Kristen from Apartment Therapy, my fab sister who is a designer at Room & Board, and Jonathan from DWR. What a great group! There is no better way to launch your line than to be surrounded by talented designers and those who love design. The experience was wonderful. The morning of the event we all got together for brunch, and it was a great opportunity to sit with some of the most creative minds on design. I will never forget that experience.
You know you are climbing the highest of heights when you have meetings with Elle Décor, Metropolitan Home and HGTV. Do you ever want to just pinch yourself?I have been…often. Again, I have been just so overwhelmed by the tremendous enthusiasm and support regarding our new collection. To have your peers in the design world celebrate what you’re doing is truly an honor. I’ve had the opportunity to meet and talk with some of the most incredible people in this field, and to get their genuine and thoughtful encouragement means so much. As much as we’re doing and as much as we’re looking forward to doing, I still sometimes can’t believe that this all happening!
What is the best piece of advice you would give to anyone wanting to start their own creative line, whether it be décor, fashion or otherwise?Do it! If there is something in life that you are truly passionate about, work on it every day, and you can turn your dreams into a reality. For me it was pillows. I love pillows, and researched pillows, and worked for months figuring out how I could start my own line. Don’t let yourself stop at just the dream, but push forward every day to see your creation come to life. It takes time, effort, the ability to take risks and make mistakes. Sometimes it means figuring out a different way to do something that you couldn’t do conventionally. It also takes the ability to reach out to people, ask questions (no matter how stupid you think they are), and find a network of people that can help you and support your ideas. And when there are things you don’t know, or need help with, don’t be afraid to ask.
There are so many supportive people in the design community. We’ve been helped by friends who are publicists, stylists, artists, etc. You’d be surprised how many of your friends have friends who might know something or someone that can help you out. Many of the people we’ve met worked closely with us to help us turn our dream into a reality. Stay positive, move forward, and never stop until you create something that you love. You are your ideal customer.
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Much love to you, Jeanine, for taking time out of your hectic schedule to chat with us and for letting us spread the word about AphroChic and the Dreamland Collection. You are truly an example of what a dream backed by determination and hard work can accomplish.
Visit Jeanine Hayes' blog
AphroChic and check out the
Dreamland Collection to see for yourself what all the buzz is about.
Images Courtesy of Jeanine Hays.
Have you ever gotten a gift and didn't realize it's always been something you wanted until it ended up in your hands? That happened to me this weekend. I attended my office Christmas party where we played secret santa. After ending up with a Starbucks giftcard (which was actually the gift I gave) and having it taken from me, and then taking a beautiful ceramic bowl from a co-worker's husband and then having it taken from me, someone unwrapped the 25th Anniversay Thriller album and everyone wanted it. It went from one hand to the next, and then to mine, and then to someone else, and then (you guessed it) back to mine. It was destiny, my friends. Destiny. 
But if you're looking for an easier way to get your hands on this commemorative album, visit Amazon.com or Urban Outfitters. They carry it at a reasonable price, and if you want to open it up so you can dance to Thriller or Wanna Be Startin' Something (my personal fave), you can also find a record player. Michael Jackson and Urban Outfitters? Love them.
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