Modern Rugs are one of those elements that can absolutely make or break a space. Not every room needs one, but almost every room can be improved by one. Aesthetically, they infuse color and pattern into your decor. Functionally, they help tie furniture together and create a soft place for you to walk on. IndiB is a great company 2Modern has the pleasure of offering, and it’s not just IndiB’s great looks we love so much; they also create products that are healthy. We got to ask Beatrice Girelli, a talented, experienced designer for IndiB where she thinks some of IndiB’s success comes from, what her inspirations are and just what makes IndiB rugs so darn awesome (hint: everything).
2Modern: What’s your background like? Your education and early careers?
Beatrice Girelli: Architecture, interior design, product design. This has always been my career and passion. I have been a design professional for over 16 years.
2M: So why make the leap from interior design to creating gorgeous rugs to buy? What made you decide to delve into the world of product design?
BG: It is actually a pretty natural step for those who approach architectural design in a holistic manner. Commercial interior architecture and design involve a great deal of product customization and product design developed specifically for each project, therefore the leap is not as great as it may appear.
2M: Color plays a huge role in these gorgeous rugs…do you try to go with colors that are trendy now or that you think will be trendy in the future, or both?
BG: We use colors that inspire us and that we respond to. We like contrasts and we develop our palettes accordingly. Although we keep an eye on what happens in fashion and design, trends do not play a big role in what we do and how we do it.
2M: It can’t be easy to come up with designs that have never existed before, but your patterns really seem very new and fresh. Where do you get your inspiration?
BG: Nature, urban environment, travel and the child in all of us when it comes to the IndiB Kids collection. We don’t worry at all about what other people do, but we definitely focus on what they do not do. We think that the IndiB Kids is the most unique and fun line of rugs for kids out there…
2M: And what about what your products are actually made of? They seem so sumptuous and lush and tactile.
BG: The primary material is 100% wool. We weave the wool yarns on cotton backing. No chemicals, latex or synthetic/acrylic materials are used in our rugs at all.
2M: I know your rugs have a lot of “green” features…why was being eco-friendly so important to you?
BG: The last decade has seen an escalation of in the number of products available in the marketplace proportionate to the decrease of quality and price point. It is critical to inject quality back into product design and quality is strictly associated to the manufacturing process and materials. As consumers we do question the story behind a product with a very low price point and we many other educated consumers are doing the same. Behind the $60 rugs there are not only low quality materials, and potentially harmful chemicals, but also exploited labor and stories of human suffering. We hope that more and more people will start shifting their prospective and support companies like IndiB in a market dominated by giant names that focus mostly on profit. It’s a tough market for the little guys that are trying to do the right thing, but we decided early on that we would rather sell 10 “clean” rugs, than 1000 tainted ones. Our goal is to improve our price point while retaining the same quality level as IndiB grows and establishes its brand.
2M: What’s exciting you in the design world right now? Do you stick to only checking out other designs in your field or do you look at everyone?
BG: There are always new and exciting ideas in the design world and we definitely like to keep an eye on innovative ideas in all fields. Right now though our focus is on the new IndiB Kids collection of bed-linens, blankets and floor cushions that we will launch shortly.
2M: So fun might be a term that you use to describe your company’s style and design philosophy, but what other words might you use to describe how the company operates?
BG: Commitment, dedication, playfulness, creativity, fresh, care…are the first that come to mind.
2M: What does your workspace look like? What kind of work environment helps you create and design?
BG: Open space, large resource library, access to a wide range of materials and resources. Our work product is all around us and it is definitely a stimulating environment.
2M: What challenges do you face on a daily basis?
BG: We face the same struggles as every small business I guess, the most delicate of which being the ability to find a balance between “life” and work…as far as practical issue are concerned the list is long and intricate and I can state with confidence that running a small business is not for the faint of heart!
2M: Favorite thing about your job?
BG: My job is not something that I do, it is who I am and the biggest reward is when other people respond positively to your ideas!
2M: What book is on your nightstand right now?
BG: I have a Kindle, so there are a few….in the last few days have been reading “Blind Willow, Sleeping Woman by Haurki Murakami and “The Craftsman” by Richard Sennett.
2M: Anything new and exciting that you want to share with the 2modern readers/listeners?
BG: Stay tuned for the new IndiB Kids collection of bed-linens, blankets and floor cushions…..we are certainly bias, but we feel it’s awesome.
2M: Thanks Beatrice!
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