The Story of At300Nelson
At300Nelson was born from a vision of bringing artistry, environmental consciousness, and innovative design to the world of textile design. Our name and inspiration draw from the journey along California's historic Highway 74, also known as the Ortega Highway, particularly the stunning vistas from mile marker 300, where cliffside architectural views and the landscape's natural beauty create a breathtaking panorama.
Finding Our Purpose
I knew that I wanted to own a business and build a brand, but knowing and wanting didn't immediately put things into play.
My Dad was an orthopedic surgeon who'd lived so many lives and had such well-rounded insight. He'd always pushed me to think beyond the standard and we tossed so many business ideas back and forth. Towards the end of his battle with cancer, I was on my way to see him at a hospital in Fernandina and the light bulb turned on. I was on the most beautiful drive down Hecksher past Little and Big Talbot Islands. When I was thinking of other brands whose artistic signature outlived any passing trend, it hit me. I could marry my passions of drawing and painting, the environment and adventure to build designs on fabric. With fabric by the yard, I could deliver endless possibilities and a nudge to keep the mind open. With a curated line of dry goods, an idea to spark the imagination and pieces to inspire joy and conversation.
It was several years later in the Santa Cruz Mountains, where I gathered the resolve to proceed forward with AT300NELSON, versus more definable, predictable and (some might argue) responsible paths. I'm so fortunate to have Jake standing beside me and pushing me to keep going, especially on the inevitable rainy day.
The Inspiration
The concept for At300Nelson took shape during my time in the Santa Cruz Mountains, where drives along the scenic Ortega Highway provided the creative spark for our original collection. These experiences, along with surfing ventures and expeditions across the West Coast's rugged terrain, influenced our innovative approach to textile design.
Our creations reflect a unique convergence of natural and architectural influences, with discipline in editing that creates what we call "addition through subtraction." The result is a harmonious contrast of energetic, playful patterns that layer seamlessly through thoughtfully restrained palettes.
Filling the Gap in the Market
This is an easy one but a tough one to answer…I'll use my words cautiously because I am pretty passionate about this one. It's pretty saturated out there and yet with so many accessible options, I've found so much predictability and see that we're prone to overplay trends and follow along, creating a sea of sameness. There's also a lack of transparency. I'm inspired by the disruptors within and influences outside of the market. There are some doing it really well! Together, I hope we'll continue to innovate and add a fresh perspective.
I've said that I wasn't going to create any florals, there are so many out there. My goal with the initial collection was to keep things open by not creating an easily identifiable pattern mix of objects like a cactus or palm. Although I love both, there are so many out there and I fear it closes in the flexibility of context.
Enter Avenida. One of our newest designs. I would be remiss not to include some of the literal beauty of Nature that's inspired me beyond. My challenge was to include it in an authentic way that fits into the existing collection. I'm really happy with how it turned out - I worked through several variations and eventually carved on a wood block. That seemed the right media for the energy and inspiration. It's been fun to hear initial reviews and positive feedback of the colorways. Some see a giraffe versus a palm and I'm so ok with that!
I've seen a lot of prints and patterns that stand beautifully on their own but for me, it was about building a collection that could dance together or stand along confidently, catering to both minimalist and maximalist tastes.
Our Core Values
At300Nelson is guided by three fundamental values that inform everything we do:
Transparency: We believe in being open about our materials, processes, and partnerships. We know our materials, what they are not, and where they come from.
Environmental Responsibility: Quality over quantity is our guiding principle. We choose materials and processes that minimize ecological impact, from our certified Belgian linen-cotton blend to our digital printing process that reduces water usage and waste.
Kindness: We prioritize relationships with our production partners, ensuring our values align. We collaborate with local artisans, contribute to nonprofits, and seek to give back to both our community and the planet.
The Power of Local Production
I'll first start by stressing the importance of finding partners who share your values and beliefs. I'm so thrilled to be working with such incredible partners whose own values, social and environmental, align with AT300NELSON's.
Recently, when running an order of pillows and table linens, we found that we had a sizable amount of yardage leftover. My partner reached out to alert me of this and as we talked through potential solutions. There wasn't a responsible disposal or recycling solution available, despite using natural fibers and there was too much to discard. After all the time and energy we've put into sustainability and building a better product, we couldn't walk away from this opportunity. The trick was figuring out the details. We worked together via a few Zooms and back + forth emails to develop this fun and exciting cocktail napkin - a beautiful way to avoid adding waste and taking the easy way out. With our lineup of table linens, it only made sense to add this exciting gift option for self and others. Every time you opt for one of our napkins over a paper napkin, you're promoting responsibility and reuse while adding art and expression to your setting.
My North Carolina partners have been through it, especially with the 2024 Hurricane Helene. I'm excited for what the future holds and happy to be a part of their continued journey. I'm committed to growing with them and helping them remain a part of our landscape. #grateful
Craftsmanship & Process
Every At300Nelson design begins in-house, initially brought to life on canvas, paper, and anything else we can handle. Every single element of each pattern is carefully crafted by hand, from the original artwork through preparation for print. Automation is not part of our creative process.
Our fabrics are printed digitally and on demand using water-based inks that are Oeko-Tex compliant, employing a low VOC process that minimizes water usage and waste. Colors are Pantone matched to ensure consistency year after year.
I'm often asked if my patterns and fabrics are block printed. I've seen so much block printing, digital print from water color and old world approach. I appreciate both, and am inspired to incorporate it into the original art - should it suit the design. I set out to build a brand that's not limited to a media and celebrates the intersection of human imagination and technology. Although I refuse to incorporate AI into my artistic process and designs, I appreciate what technology allows me to bring to you. You don't have to choose a side. Choose what makes sense to you.
There are so many things we could do. There's discipline in the edits.
Evolving Vision
I introduced this brand with the intention of being primarily devoted to selling yardage to the Trade with a curated, bespoke line of pillows and ottomans to spark a start to something greater.
With a commitment to transparency and responsibility top of mind, I also made the brand available directly to the consumer. My challenge was to be able to consistently deliver on what I'd promised, in both words and in brand. One could say that at300nelson.com is a channel that holds me accountable.
That responsibility challenged me to find a production partner who was right for the brand. What I've entered is a market that's entirely saturated and hesitant to buy into something different or as I call it, the road less travelled. That's ok.
It's poetry to me - I love painting because it forces me to let go and abandon the end result that I originally planned. Along the way, creating the dry goods line and designing bespoke pieces have brought me so much joy. Styling photo shoots and working with photographers has given me so much insight - seeing my art through their lens is something I can't put a price on.
Today, I find myself entering the stockist space and while still exclusive to the Trade in yardage, I'm having so much fun with the dry goods line. I'm inspired by the locations it lands in. I've imagined my pieces in these interesting spaces and it's rewarding to see them delivered.
I am respectful of my responsibility and contribution to other small businesses who agree to work with me, and I am inspired to keep this brand on the move. It's full circle. Fingers crossed, we're introducing wallpaper next year but are holding out for our dream partner.
Learning from Feedback
Positive or constructive (we'll avoid the word negative) feedback is appreciated equally. If you receive any sort of feedback, know that it's a gift. It gives you the opportunity to choose how you move forward. It's information that you wouldn't have otherwise. I'm more concerned about the people who take photos with their phones and say nothing versus those who are polarized in either direction.
In December 2024, I attended a local design show sponsored by Schumacher and The Women's Board for the Wolfson Children's Hospital. It was energizing to hear the feedback following guest lectures - I had no idea that my designs were in line with the subject matter that guests had just heard in a featured design lecture. The conversation surpassed any dialogue that I'd had at previous shows. It was really the first time that I'd stepped back and looked at the world I'd created. I'm always reflecting on what I could do better and what's next, it was nice to breathe for a minute.
That said, I realize I'm still a disruptor with varying levels of comfort to entry. Am I though? I question it. It's in the eye of the beholder. That's not an easy road to drive on. With our third collection upcoming, I'm excited to learn what you're missing, how we'll enter your spaces and integrate into the mix.
The Behind-the-Scenes Reality
I'm not sure that anyone realizes how much work, outside of creating art or the original repeat is involved. I often find myself so much in the weeds, I have to take a step back to gain a 30k foot view I've what I've built and strategize where we're headed.
There's so much time and financial investment spent on shows, marketing, ops and branding just to get invited to the dance. Being asked to dance is another story altogether.
Balancing Artistic Vision with Commercial Appeal
For me, it's about building and keeping a cohesive brand signature. Always growing. I believe if your point of view is authentic and interesting, it will catch a larger audience. I usually relate it to my favorite Indie bands and their collective albums. It's imperative to me to keep the same raw excitement from the first album. By the second, I've drawn a larger audience and if I stay true, I won't lose it by the third. Time will always tell the truth.
Unwavering Commitment to Sustainability
Every single decision has been guided and made from our commitment to sustainability. In our local market, doors have closed in our face because we don't offer a toxic, commercial performance fabric. At the start, we could source our authentic and certified Belgian Linen through our printer, when they switched to a Belgian yarn produced elsewhere, we sourced on our own. I couldn't sleep at night knowing that I couldn't stand 100% behind what I was putting out there. There are so many toxins and less responsible creations we can't avoid. I will not add to that mix. The choice is individual and we're committed and transparent to ours.
I'm so inspired by Yvonne Chouinard, the journey and legacy he's built at Patagonia. If you haven't read their books, I encourage you to do so. May we be another, responsible company. May all of our people go surfing and remain in touch with what brought us to the dance.
Our Legacy
I hope that AT300NELSON leaves you with the courage to be an individual, confident in your expression and courageous in bringing art to your home. Art that's not limited to a painting on your walls. It's only limited by the imagination.
I hope that the commitment we've made to environmental and social responsibility builds awareness and strength in numbers. There's not one right answer but together, we can build a better tomorrow. If it's quality over quantity, minimizing the commute, giving back or all of the above then we've accomplished what we set out to achieve. Shop small and take a chance on the road less traveled. It's better out there. What you'll gain is not easily quantifiable.
