Traditional motifs, modern twist

Textile, carpet and furniture designer Annie Selke started her business in 1994 sewing a seat cushion at her dining room table.

Early on, she sometimes needed the help of her entire family to fill a big order. Her husband packed boxes.

Her parents and in-laws typed labels and invoices. Her daughter, who was around 2, was taught how and where to place price stickers.

Since then, Selke has been building her companies in the Berkshires of western Massachusetts.

She has gained publicity in shelter magazine spreads and has been selling her designs in boutiques and department stores and through mail-order catalogues and other retailers' websites in the US.

Recently, Selke began selling affordable Dash & Albert rugs online.

This follows the launch of a furniture collection and a licensing deal with Calico Corners, which sells her products. These business moves put her on a path to becoming a household name.

Selke's style is cheerful, pretty and practical. The basis for her designs is classic forms, such as stripes and florals but she tweaks them with colour to make them modern.

“The first word that comes to mind is ‘happy','' says Stephen Drucker, who is editor of House Beautiful magazine, of Selke's look. “The second word is ‘comfortable' and the third, ‘casual'.''

Inspiration all around

Selke finds inspiration for her designs everywhere.

The Uma Resist bedding pattern from her Pine Cone Hill company was inspired by an antique Chinese fabric, the motif on the Madeline quilt from a 1940s silk dressing gown.

The company warehouse has around 5,000 pieces of vintage and antique linens, dresses, quilts, blankets, lace, silks and paisleys that she has picked up from antiques markets all around the world.

“I like things that are timeless and authentic but still fresh,'' she says.

Part of Selke's appeal is that her products are designed not only to be enjoyed but also to stand up to reality-based living. Life is messy, especially with children and pets, and Selke designs from experience. She has a teenage daughter and three dogs. “Everything is washable,'' she says.

“Some people create rooms that reflect who they want to be,'' Drucker says. “Selke creates rooms that reflect who she is.''
Selke grew up in Stockbridge, Massachusetts, tagging along with her mother to antiques shops and auctions.

She studied textile science at the University of Vermont, soaking up everything she could about art history and the histories of costume, interior design, fabric and wallpaper.

“To me, history isn't about wars; it's about fabrics,'' she says.

Annie Selke's favourite colours

Robin's-egg blue: “It goes with everything.''

Pink: “It's flattering, it's pretty and I'm a girl.''

Green: “I love it. It's the glue that holds all the other colours together, like the leaves on trees or flowers. Green is an organic ‘connector' colour. It comes in so many shades and is calming and refreshing — all at the same time!''