BACHELORETTE TAKES DESIGN SENSE TO ETSY
Collection just happens to feature Canadians
Joelle (Jojo) Fletcher is no stranger to the realm of home design and decor.
Before she became a part of “Bachelor Nation” as, first, a contestant on the 20th season of The Bachelor, followed by a starring role in the 12th season of The Bachelorette, Fletcher worked in real estate development and flipping homes.
“After I got out of (the show) it kind of went back to normal life. And I sort of just allowed people to follow along with that,” she explains.
As her following grew, so too did the interest in her activities in real estate and design. Noting there was “huge interest” from her followers on the subject, she and her fiancé, Jordan Rodgers (who was briefly a B.C. Lions player), ramped up documenting their work experience online. It was a move that ultimately landed the duo a TV show called Cash Pad, turning properties into short-term rentals with a big return.
“People have loved learning about it and seeing it,” Fletcher says of the behind-the-scenes access. “And a lot of that goes into design and home decor.”
Describing her personal decor style as “timeless and modern,” Fletcher says the design sense she employs differs depending on the space she’s working with.
“When we’re working on Cash Pad and we’re working on different Airbnbs in different locations, it’s obviously really catered to who we think the guests are going to be and what the guests are going to like,” Fletcher says. “For my personal style, I’m more minimal and laid back, with playful touches. I’m really drawn to organic textures and textiles. But, I do like to add a little pop of colour here and there for personality.”
This summer, Fletcher has put her experience and design esthetic to work with a limited-edition collection with Etsy, aptly called the Jojo Fletcher x Etsy summer collection. When the chance to curate the lineup of products for the online marketplace came about, Fletcher says that she was simply “so, so thrilled.”
“I have been a huge fan of Etsy over the years, and a customer of Etsy,” Fletcher says. “For me, it’s the place that I go when I want to find that one-of-a-kind, completely unique piece that completes my spaces.”
Beginning with an idea of the kinds of pieces she wanted to see in the collection, she then worked with the Etsy team to find 15 makers to collaborate with from among the “millions of incredible artists” available on the virtual marketplace.
“I think what it just came down to was figuring out what I wanted the collection to represent and what pieces I wanted to fill it with — and then going and finding different Etsy-makers that have the same kind of esthetic and design vision as I did,” Fletcher says. “The whole point of this collaboration is to take what these artists already do, because it’s so beautiful, and put my little touch on it. So that we can create something new that represents both of us.”
Among those 15 artisans, seven are from Canada — Townsendrowehome, Lanterncozies, Nightshiftceramics, Cattailswoodwork, Brookdrabotglass, MLKANHNY and SOOWORKS. The prominent presence, Fletcher admits, wasn’t planned. Though, she’s confident the Canadian contingent among her two-million-plus follower count will be pleased with the outcome.
“It was just for you Canadians,” Fletcher says with a laugh. “You know what’s really funny, is that any time I post things that don’t ship to Canada, all of my Canadian followers get really upset. “So, this is just for you guys.” As for whether or not Fletcher had communicated with fellow Bachelorette alum and Etsy collaborator Jillian Harris before curating her range, the Texas native admitted that she hadn’t. Yet.
“She has been such a role model. I love her, I adore her, I think she’s amazing. I love the work that she does and her design,” Fletcher says. “But, I haven’t even told her about this — I feel like I need to give her a call now and talk about it.”
Jokes aside, Fletcher says one of the proudest parts about doing this Etsy collection, now, is how it provides a chance to spotlight the work of a “diverse range” of artists during times that have proven to be increasingly tough for small business.
“Right now, they’ve been impacted pretty greatly," Fletcher says. “So, it’s a great way to highlight their creative passions while also supporting them.”
When it comes to offering advice for those looking to redecorate their living space, Fletcher says it’s important to stick to what you like, rather than paying too much attention to what you see online and in magazines.
“People always try to stick to trends and what everyone else is doing. A lot of times, that’s very beautiful. But, I think that if you just stick to what you like and what you love, then it’s never going to go out of style,” Fletcher says. “Trends come and go all day long, and you can try to keep up with them, but if you love the space that you’re in — that’s all that matters.
“As long as you love it — then go with it.”
For my personal style, I’m more minimal and laid back, with playful touches.