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Aphro Meets Chic

15 January 2010 2 Comments

By: NewNaturalista

Jeanine Hays

AphroChic founder and interior designer Jeanine Hays grew up in small town Pennsylvania with aspirations of the big city. ”I spent a lot of my time as a young girl dreaming of living in Philadelphia, and when that dream came true, I found myself so inspired by the special blend of history, art, music and design, that gives the city its unique flavor,” says Hays. Her love for art, culture and design is certainly evident in her latest venture, “AphroChic Collection” an all organic, sustainable pillow line which launched last year.

AphroChic

AphroChic is based out of San Francisco and all of the pillows and apparel are printed on 100 % Belgian linen, silk and cotton. Even the packaging is made with eco-friendly papers. 90% of the company’s products are made in the Bay area.

NewNaturalista: You have a distinct style and aesthetic. How would you describe it?

Jeanine Hays: My design aesthetic is a celebration of modern design, culture, sustainability and my love for making home interiors absolutely beautiful. I’ve always believed that good design is fearless, so I’m always looking to be bold and colorful. My style has its cultural roots in my east coast upbringing, but it’s also very much inspired by California living. At AphroChic we simply call it “modern soulful style”.

AphroChic

NewNaturalista: Your pillows are made from 100 percent natural Belgian linen and silk. Why was that important to you?

Hays: My philosophy is that you can’t offer great design without thinking about the environmental impact of what you’re doing. Green is great, and it’s something we’re striving towards at AphroChic, but to begin with, we’ve decided to focus on the larger philosophy of sustainability, which is more accessible to small businesses. Using natural fabrics is critical to that focus, while at the same time allowing us to offer the very best to our customers. Belgian linen and silk are high-end natural materials that wear well, can be cared for easily, and don’t use synthetics that can harm the environment. As our collection grows, we plan to go a step further and use 100% organic fabrics.

NewNaturalista: You began as a blogger. Tell us what inspired you to branch into interior design.

Hays: I have always had a passion for interior design. After years of blogging about the work of other designers, I thought it was time to lend my voice and aesthetic to the world of home decor. I wanted to develop a collection that not only speaks to my love of modern design, but that celebrates my cultural perspective as a woman of color. While AphroChic pillows can fit into any home or interior, they offer a special significance to people of color who haven’t seen their perspective represented in the design world.

NewNaturalista: Aside from your business philosophy, are you natural in other ways?

Hays: I live in California, so I am spoiled by organic fruits, vegetables, meat, and even wine. There is nothing better than tasting an organic piece of fruit that has not been tampered with, and that is just purely delicious. Once you go organic, you never want to go back.

AphroChic

Ultimately Hays would like to make AphroChic a lifestyle brand offering a unique selection of home decor and apparel which continues to speak to culture, modern design, and sustainable thinking. That includes pillows, wallpaper, housewares, and upholstered furniture. She says, “In the end, the ultimate goal is to be happy in what I’m doing, and to offer a new vision in the world of design.” She’s well on her way!

aphrochicshop.com