A Love For Patterns

A LOVE FOR PATTERNS AND PARTNERSHIPS

By Caili Elwell

Caili Elwell is Founder of Caili Elwell Designs. As a brand copywriter, brand strategist, and brand story consultant, she has created a space for entrepreneurs to dream, design, and create their own experiential brand story in an effort to create loyal customers and gain more profitability in their business. She is also the President-Elect of Design Collective 207 and the Host of the What You CED Podcast.

Having had a very different year than most entrepreneurs in 2020, Erin Flett fought for her passion, won big, and obtained collaborations with some of the biggest names in retail. Erin Flett’s products and designs can be found at www.erinflett. com, on Instagram @erinflett, in various hospitality establishments across Maine and in California, at www.LLBean.com, and in L.L. Bean locations as well as in Anthropologie stores starting this Spring. After two years in her basement, she was written up in Oprah Magazine.

Splashes of bright colors and Vera Neumann-esque patterns are what you will find in a sweet little shop nestled in between two streets on a corner in downtown Gorham, Maine. This shop is filled with everything and anything you can find in a home that a textile print can be silk screened onto. The shop’s owner is one many knows now by name, and not just because her business is named after her. for success, but she did always put her best foot forward whenever it came to doing what she loves most. This textile-graphic-designer-turnedCEO has a story centered around what it means and what it takes to collaborate with your industry idols.

Born and raised in Colorado with a Maine native mother, Erin grew up knowing, loving, and living in L.L. Bean. She graduated with a Bachelor of Fine Arts in Graphic Design and decided to move closer to her parents in Maine afterwards. It was here she began her postgraduate career in graphic design at an advertising agency, learning as much as she could about what it means to love what you do and how to design expressions of a brand. She consistently threw her creative soul and talents into clients, and always loved to watch these brands grow. “There was never any ego there, I loved the branding process,” Erin says “but I always felt something was missing. The creative process that I loved doing, where it was mine, wasn’t there.” Erin left the agency after four years and set out as a freelance graphic designer landing successful clients in various industries. Now being a freelancer, Erin could dictate where her time was spent and she began to create and sell her patterns and art on wedding invitations and greeting cards.

Photo Credit: Erin Little

As a friend’s wedding date approached Erin asked what she could make for her as a wedding present, the only request was for “something with your art on it.” Erin reminisces – “How about a pillow?” she offered. Filing through fabrics and networking with seamstresses and silk screen t-shirt printers she set out to make the best made, most artistic pillow she could. She loved her finalized custom piece so much that she decided to make more and open an Etsy shop.

Overflowing with orders, her silk-screen printer requested Erin begin to learn how to silk-screen as well so that she could fill orders quicker. It was always important to Erin, and it still is, to keep everything she makes and cursively signs her name on, to be local. Everything from the fabrics to the ink, to the manufacturers, and everything in between, must be held to the core principle of being found and produced in America. “I have an obligation to continue the story and history of manufacturing in Maine.” says Erin, “Local is everything! It is the founding piece my company was built on. Finding the right people locally to build a strong community, as Mainers, we can produce some amazing products!”

Starting out as a side gig and a Saturday afternoon activity with her two children and husband, Erin began to see a massive interest in her products and designs. “The spark came back, it made me so happy and excited, it’s what was missing all along.” Erin Flett continued to grow her customer base and then one day, after two years of printing, Oprah Magazine wrote a full page spread on Erin as a part of its “Women Who Make Beautiful Things” series. “This changed everything and gave me the confidence to have my own studio outside the home,” said Erin. Erin had moved from her basement to a space in an old cotton Mill in Maine. Erin Flett turned into Erin Flett Home and she later grew into owning her very own store front.

It was one afternoon when the phone rang that Erin’s collaboration partnerships would take a big step froward. “It was at first just a general interest in what I did and how I created what I produced,” Erin notes, but one visit from L.L.

Beans Design Team and, to her great surprise, four short months later L.L. Bean proposed an offer to co-design and sell Erin’s products.

“I had this amazing new product I was so excited to launch called the Meghan Tote, and they wanted it!” Erin held off the launch of her new product and created new patterns with signature L.L. Bean colors for the collaboration and partnership, released in winter of 2020. “They were so beautiful to work with” she adds, about the massive outdoor lifestyle company. “They allowed me to be myself and do the work they initially admired. They had certain colors and a very clear understanding of their customer.” Erin says that the key to any great collaboration is knowing when to give and knowing when to take. Each participant has their place, skills, and talents they bring to the table. Erin’s love for collaborations stems from her acknowledgment that what she designs, creates, and produces is one of a kind and that competition does not have a seat at her table. “Fear can’t play into any part of design in business. You do what you do because it pours out of you freely. As soon as you create boundaries or worries in regards to others or yourself you move farther and farther away from your next big thing because you are too worried about what others are doing around you.”

Once L.L. Bean launched Erin’s line, the response was massive. “So many supporters came forward and put their dollars to this new collaboration.” Erin notes, “They responded to the quality and craftsmanship of the bag and that was so awesome to watch unfold.” Erin’s engagement increased and it reaffirmed to Erin that her customers found her value in her products and was in good company.

Within the same year as her success with L.L. Bean, another opportunity for a collaboration came knocking. Erin was given the opportunity to fill a spot with the bohemian lifestyle brand, Anthropologie. Being one of the many to fall in love with Erin’s prints, Anthropologie chose her Matte Coated Canvas Tote Bag, a product Erin had been working on. It was a perfect fit for their spring collection and an immediate “Yes” from both brands.

“To any designer, Anthropologie is the pinnacle point of your career. I was completely blown away!” Erin continues to describe her dream collaboration,” They are so focused, every sense is planned and thought out. Every piece of furniture and every rack of clothing in their stores is meticulously positioned.” She goes on to praise the top fashion and lifestyle brand saying “They brand well and they design well and it is a dream to collaborate with them.”

Erin Flett is humble amongst many other wonderful traits. She works hard for every milestone, including winning every round of Greenlight Maine’s Season 5 contest earning and being awarded the grand prize. Erin attributes her success to her art and the integrity of her designs. “Having something that is mine and mine alone creates unlimited possibilities,” Erin continues. “In order to thrive in any economy, it takes persistence and never giving up on what you feel is right for you. If you believe it you can do it.” She believes that you have to keep figuring out how to do “it” every single day. That you will have roadblocks but knowing how to navigate around those roadblocks including the thoughts you tell yourself are what will make or break you and ultimately your brand. Erin’s ultimate goal is to be a global American made brand.

When asked if Erin could condense her life and legacy into one word she emphatically answered “passionate”, and passionate she is. “When you are able to wake up in the morning and all you can do and think about it is what you are doing, that fire doesn’t burn out or go away instead it is what fuels you.” Erin emphasizes, “If you have passion for what you are doing, keep going, keep doing it.” Erin feels so strongly that your passion has to also lead to purpose. “It has to bring some kind of value to the universe,” she says, “It is not about making money, that’s not why you do what you do. You have to make something because it brings you joy and it makes an impact on you or others. You can’t fake that and that’s when it sells!”