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We already love the stylish and useful cutting boards from homeware brand etúHOME, and now the company has a stylish addition to its range. The brand has collaborated with interior design influencer and expert Colette Shelton, founder of COCOCOZY, on a line of graphic serveware—the biggest rollout in the history of the etúHOME. Get ready keep these items on display, whether you’re serving, cooking, or looking for a breathtaking backdrop for your table.
As pretty as the line is, it has a more serious origin story: After the mounting civil unrest and the explosion of the Black Lives Matter movement last year following the murders of several Black Americans, etúHOME cofounder Stacy Borocz realized she had to make changes with her own brand. "I felt that the design world in our industry was underrepresented with people of color," she tells House Beautiful.
A quest to change that through a brand partnership led her to Shelton: "I thought Colette's aesthetic was so perfect," she says. "I spent the entire weekend watching and rewatching her Amazon design show. Besides the design that came across, Colette's personality came through and it loved it. Truthfully, I thought 'I want to be her friend!' I knew it was a perfect fit."
Like all friendships made during the pandemic, this bond formed virtually (through a mutual friend, One Kings Lane founder Susan Feldman). Shelton met Borocz and the duo connected instantly.
"We spoke on Zoom for over an hour when we first met. I did my research on etúHOME, saw their product and what they were doing on social media and I knew this was a brand I would love to partner with,” Shelton says. “I began receiving boxes of beautiful cloches, charcuterie boards, and items for inspiration to get a sense of their craftsmanship.”
“I wanted to make sure that we could design this together,” Borocz explains. "In the world of collaboration, so many of them are just celebrities sticking their names on a pair of jeans. This was not the case. It was a real back and forth, meaningful collaboration made the collection even more gorgeous."
In the robust collection, customers can find boards, cloches and domes, demijohns, decorative accents, and even candles, priced from $75 to $295. Each product features the intricate details of Shelton's eye-catching prints combined with etúHOME's high-quality craftsmanship. One day on a Zoom call, Shelton and Borocz contemplated new designs for boards. Shelton looked to pillows from her own COCOCOZY collection and inspiration struck: “What if we put the designs on the board?” Similar nods to Shelton's patterns appear on bowls, bottles, and cloches, which are engraved with a topper of Shelton’s designs. The scent of bergamot and mint for etúHOME’s hand-poured French candles, meanwhile, is a nod to Shelton's French heritage.
When we asked for their favorite item, the friends ran to their kitchens, counted to three, and revealed how great minds think alike: They both selected the same large, square-link tray.
“There’s something about us, Stacy and me, where we’ve never met in person, but we have these similar personalities that get super excited about design and openness to ideas,” Shelton explains. "An Atlanta-based interior and kitchen accessories company and a California blogger come together. This is unique and fresh."
Obsessed? Thankfully, there’s more to come! “This isn’t a one-time thing and it’s exciting functional art! We’re working on continuous growth,” Borocz says.
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