ATLANTA, Ga. — March 22, 2016 — Surya is set to unveil at High Point Market a new line of rugs by designer and watercolor artist Shell Rummel. Hand tufted of wool with a medium pile, the designs feature subtle organic shapes and quietly elegant looks inspired by elements found in nature. Aptly named Natural Affinity, the collection pairs a softly muted palette in a mix of cool and warm hues with rich texture and dimensionality, evoking a sense of fluidity and rhythmic movement well suited to contemporary spaces.
“I have a deep reverence for the natural world and am drawn to the delicate patterns revealed in the ordinary, such as the lines left in the sand as the tide recedes or the smooth edges of pebbles,” said Shell Rummel, designer. “My designs originate as hand painted watercolors, so there is an inherent translucence and soothing, graceful quality to my work that will appeal to those who value fine art and enjoy inspired design in their surroundings.”
For more than 20 years, Shell Rummel has enjoyed a successful career in the fine art and design fields. Since the launch of a licensing division in 2012, the Shell Rummel brand has grown to encompass a variety of categories, including area rugs, bedding and bath textiles and accessories, interior paint palettes, stationery and gift items, craft papers, fabrics and an extensive portfolio of fine art.
“With their intrinsic softness and painterly hand, Shell Rummel’s designs speak to that place within us that desires a connection with nature and a respite from the busyness of the everyday world,” said Lynne Meredith, vice president of product development, Surya. “Shell brings a fresh, signature look to the Surya line, and we look forward to sharing her designs with market attendees.”
Added Rummel, “Surya is one of those rare visionary companies that encourages the collaborative process and empowers its designers to imagine and bring to life collections that are not only stunningly beautiful, but also impeccably crafted. I’m honored to work with the Surya team and look forward to a lasting creative partnership where I can showcase my gentle aesthetic through a variety of products and designs.”
Market attendees are invited to view the new rug collection at Showplace 4100 – open 8 a.m. to 8 p.m. daily, beginning Friday, April 15. The deal was brokered by Shell Rummel’s licensing agent, Jewel Branding & Licensing.
Surya is the premier one-stop source for coordinating home accessories for a broad range of lifestyles and budgets. An expert at translating the latest apparel and interior design trends, Surya artfully combines color, pattern and texture to offer more than 50,000 fashion forward products, including rugs, pillows, throws, wall decor, accent furniture, lighting, decorative accents and bedding. The brand also provides innovative display, merchandising and training solutions to support retailers in successfully promoting and selling home accessories. Surya has showrooms in Atlanta, Dallas, High Point, Las Vegas, New Delhi and Toronto. To learn more, visit www.surya.com.
About Shell Rummel
Beginning her creative career more than 20 years ago, Shell Rummel and her eponymous brand have been inspiring art-lovers and consumers alike to experience design in a powerful, personal way.
As a fine artist and designer, Shell strives to visually create a story, finding inspiration in the delicate patterns of the ordinary. Inspired by the fluid grace of nature, Shell is drawn to organic lines, authentic materials, layers that reveal and patterns that make the eye dance. Her artistic creation involves engaging all the senses, capturing the soul and heartbeat of emotions and bringing them to life in her distinctive designs.
The Brand’s collections are sophisticated with a quietly elegant high design aesthetic; however Shell’s unique painterly hand and signature soft, soothing and harmonious palettes make them accessible to a wide variety of markets. The brand appeals to those who value fine art and who enjoy inspired design in their surroundings.
Shell’s distinctive style and deeper level of beauty are evident in every brushstroke, helping to accentuate and differentiate her artwork on any canvas.
About Jewel Branding & Licensing
Jewel Branding & Licensing is a full-service global brand management and licensing agency. Headquartered in Atlanta, GA, Jewel represents a diverse portfolio of designers and design-based brands including The New York Botanical Garden, Shell Rummel, Tracy Porter, Rachael Hale and Clairebella. Jewel develops and manages strategic licensing programs across a wide array of product categories at all levels of retail around the globe. For more information, visit www.jewelbranding.com.