Shell Rummel to Launch New Bedding, Bath Collections

Shell signs new license with Surya for accessories

Atlanta – Watercolor artist and designer Shell Rummel and her new licensee partners, WestPoint Home and Popular Home, are unveiling new bedding and bath collections under her brand next week at the New York Home Fashions Market.

Via its acquisition of Nostalgia Home Fashions, WestPoint Home is now Rummel’s bedding licensee and is for the first time showing the line at its showroom in Midtown. The program features the artist’s signature, nature-inspired designs on a full assortment of linens for the bedroom, including quilts, duvets, and comforter sets and coordinating decorative pillows.

“The transition to WestPoint Home has been seamless,” Rummel noted. “They did not miss a beat in understanding how to translate the serene, calming feel of my designs into a beautiful bedding collection.”

Added Harry Kartus, vp of WestPoint Home: “We are excited to have Shell Rummel as part of our brand portfolio. Her soft and elegant designs offer a unique design perspective unlike anything else we have in our assortment.”

Popular Home, Rummel’s new bath partner, is debuting a line of shower curtains, mats and bath accessories in the same designs used for the bedding for a fully coordinated line.

“We were immediately drawn to Shell’s beautiful designs,” said Joe Missry, vp of Popular Home. “She has worked with us to create a collection that is true to her brand and we feel it will be very appealing to our customers.”

In addition, Rummel is branching out into accessories in early 2016 with her newly inked license partner, Surya. The company is developing a new line of area rugs and decorative pillows that is set to launch in January at the Atlanta International Area Rug Market.

“It has been an extraordinarily busy year for my brand,” said Rummel. “A rewarding and proud moment, to see my designs come to life via all of these lovely new collections.”

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, Blissliving Home 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

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