Rashelle Campbell has built a brand that thrives on playfulness and the beauty of imperfection. Creating from Treaty 6 Territory, Amiskwaciy-wâskahikan (Edmonton, Alberta) Rashelle uses her namesake brand to turn memories into joyful modern objects; from hand-tufted rugs to glassware, jewelry, and clothing. 

Whether it’s a design born from a moment of healing or a playful reimagining of childhood icons, RASHELLE is all about blending storytelling, texture, and nostalgia into pieces to treasure. 

Q: What are 3 words your family/friends would use to describe you?

A: Calm, giggly, and sleepy. 

Q: Are there any influences (music, movies, hobbies) that consistently show up in your designs?

A: Yes! I think there will always be a bit of pop culture soaked into my designs. A lot of my inspiration comes from the 90s and early 2000s movies and shows I was obsessed with growing up. I’ve always loved how groovy and playful teen magazines were with all those bold graphics and colours! I was also a huge fan of old animated shows like Totally Spies! and The Weekenders. I think it’s important to hold on to parts of your childhood and carry them with you as you grow older, that nostalgia is a big part of what makes my work feel joyful.

Q: Which childhood toy or item would you want to bring back as a modern-day RASHELLE piece?

A: I would love to bring back the discman player and have a fuzzy little case for it to attach to my belt loop on my jeans. I love going for walks and listening to music but I don’t always want to bring my phone :/ 

Q: You started with hand-tufted rugs and have since expanded into glassware, accessories, jewelry, and clothing. How did you know it was time to branch out?

A: I’ve always been someone who loves trying new creative ventures. I never wanted to put myself in a box of only doing or being good at one thing. Once I knew I wanted to create more of a world within my branding, I felt ready to keep exploring. Expanding into glassware, accessories, jewelry, and clothing felt so natural since I’ve always been drawn to vintage glass pieces and different types of textiles. Each new medium gives me a different way to play with texture, colour, and nostalgia. The things that have always defined my work. For me, RASHELLE has never been about one category; it’s about following curiosity and creating whatever feels exciting and true in the moment.

Q: Can you walk us through the story behind a recent collection or object?

A: At the end of summer, I released a new beaded earring design called The Flub Wired Studs. Creating these pieces was incredibly healing for me. I’ve been going through a really hard time, and I turned to beading as a way to calm my nervous system and to lean on the act of making with my hands. The release was successful in my eyes and I will always look at these earrings now as a symbol of peace and healing. I’m so grateful that I can turn to traditional practices to help me get through! <3 BEADING IS R & R TIME! <3 

Q: How does living and creating on Treaty 6 Territory influence or inspire your work?

A: Living and creating on Treaty 6 deeply influences everything I do. This is where my roots are, where my family and community are, and where I continue to learn from the land and the people around me. Being here reminds me of the responsibility I carry as an Indigenous artist,  to honour our stories, to create with care, and to contribute to the continuation of our culture in contemporary spaces. The land itself inspires me, the colours, the sky, the seasons, it’s all interwoven. Also I don’t know what I would do without WEM in the Winter time, I love my mall walks <3 

Q: What’s been the most unexpected challenge of running an independent brand?

A: There’s been quite a few challenges… One would be staying consistent with being online and continuously creating content. Another would be staying in love with what you do and to try to not have it feel more of a job. As much as I am so grateful, sometimes it’s hard to find the balance of keeping that passion alive and fresh. It’s truly like a relationship! 

Q: Imperfection is central to your work. How do you embrace it, and what does it bring to your pieces?

A: Imperfection is what makes a piece feel alive. I love when things aren’t perfectly symmetrical or polished, it reminds you that someone’s hands made it. For me, embracing imperfection is about letting go of control and allowing the material and design to have its own voice. It brings personality, honesty, and emotion to my work— that's what makes it feel human and reminds us that we all are imperfect, but that’s what’s beautiful about us. 

Q: What’s next for RASHELLE? Any new mediums or products you’re excited to explore?

A: Eeee I’ve been experimenting with a new material… and as well I’ve been sitting on some new designs and I cannot wait to get those into production. Lots of new and freshness is coming, including some really fun collaborations but that’s all I really can say right now!

Shop Rashelle's Looks

Related Articles

View all
1 2