details ~ shabby chic couture

Remember this?

Rachael Ashwell’s very first Shabby chic store opened in Santa Monica 20 years ago. Through the intervening years, she wrote 5 books, did a TV show, started a wholesale line, struck a deal with Target & in the past several years, opened a total of 10 more stores. Over-expansion intersected with the severe economic downturn & led to a Chapter 11 filing in January. You can read about it from Rachael herself here.

On September 12th, the new Shabby Chic Couture opened in Santa Monica & New York.

Local craftsmen are making the products for the store in an environment of extreme scrutiny from Rachael & her small team. Again, here are Rachael’s words.

I wish Rachael all the best as she reinvents her business ~ a lot of us are reinventing these days.

Tagged as: chapter 11, couture, craftsmen, deal, downturn, economic downturn, extreme scrutiny, line, Monica, Over-expansion, Rachael, Rachael Ashwell, Santa, santa monica, Shabby, show, store, target, total, tv show, wholesale line