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Meet Kelly Vittengl of Frances Loom

Inspiration
Here at Marbury, we relish in seeing the impact an elevated brand can have on a business, and more importantly, ona business owner. The increase in confidence that we’ve been told our clients—and even friends who’ve worked with other branding studios—experience when their new brand debuts is by far our favorite part of the process. Because who doesn’t love feeling more confident in their ability to run their business?
Author Jessica Comingore

Here at Marbury, we relish in seeing the impact an elevated brand can have on a business, and more importantly, ona business owner. The increase in confidence that we’ve been told our clients—and even friends who’ve worked with other branding studios—experience when their new brand debuts is by far our favorite part of the process. Because who doesn’t love feeling more confident in their ability to run their business?

Kelly Vittengl of Frances Loom is one client we had the pleasure of going through this process with, and we so enjoyed getting to be a part of her story, that we couldn’t keep her incredible rug business or her story to ourselves. While we may be a bit biased, Kelly’s journey is a favorite when it comes to growth, transformation, and the quest for a life that is truly fulfilling.

We’ll let her share it with you in her own words:

What is Frances Loom?

Frances Loom is the vision of Kelly Vittengl, a London-based interior designer who scours flea markets across the globe in search of extraordinary antique rugs.

What’s the mission behind Frances Loom?

All I want is for people to feel happy, comfortable, and ultimately cozy in their space. Interiors have such an effect on our psyche, it just happens on a subconscious level for most people. I believe a rug is a huge component in creating the right atmosphere in a room, and that’s what I’m trying to do with the brand.

Tell us about how Frances Loom started. Is there a particular moment or situation you can recall that pushed the whole idea into motion?

I was working full time as a set designer for a massive e-comm company, but I was really unhappy there. I knew I had to leave to do my own thing, I just didn’t know what it was yet—but I knew it was coming, and I knew it was interiors-related. I took a big leap of faith and quit my job before I had anything even remotely planned out. It was a tough few months, but I think the momentum of quitting and the desire to start something of my own was what kept me going. I had been going to flea markets every weekend for months, and I just started collecting rugs. I decided I would start the website and sell rugs for fun, but pursue interior design full time. I had a couple of clients lined up and managed to get my little rug shop launched, and much to my surprise the website went NUTS! After about a month, I quit my clients and went full speed ahead with the rugs.

What inspires you most in your work with Frances Loom?

Going to the markets, hands-down. When I first started the brand, I was shopping every single weekend at the markets in LA. I absolutely loved it! Since we have grown and moved to London, I now have vendors who supply most of our rugs. However, I still try to get to the markets around London as frequently as I can just to get out and see other antiques, and meet with fellow antique lovers. And let me tell you… antique dealers who sell at flea markets are a very interesting and passionate group of people.

When you think back at how far Frances Loom as come since the “early days”, what stands out the most as the biggest highlight or lesson learned?

Always following my gut. From partnerships, right down to taking phone calls. I believe the company grew the way it did because of how genuine it was for me. I believe that kind of true love for something really translates to others and is the recipe for a successful company.

Where were you at personally in your entrepreneur journey when you were seeking a new brand identity?

Frances Loom was doing really well, and everything was happening organically, which was absolutely amazing. As with every successful business comes copycats. I began seeing others starting their own little rug shops via Instagram, and I knew it was time to step it up a notch and really create a strong image for the brand.

Tell us about how you discovered Jessica/Marbury and knew Marbury was the one who was perfect to bring your vision for Frances Loom to life.

I found Jessica through one of my dearest friends, Janessa Leone, who happens to be an incredible hat designer. Jessica had done Janessa’s rebranding and it was so stunning. I am unbelievably particular when it comes to design and aesthetic, and when I decided to do some proper branding, I knew there was truly no one but Jessica for the job.

Do you feel the evolution of your brand identity with Marbury inspired an evolution in your own entrepreneur journey?

I do. Once we had everything finished and implemented throughout the company, it not only made the brand look more sophisticated, but in a way it consequently made me feel more sophisticated and confident about the brand. It allowed me to step into feeling as though I was really running a company, as opposed to previously sort of giggling my way through it, with frequent questions like: “Is this really happening?!”

Do you feel the evolution of your brand identity with Marbury inspired an evolution in the direction of Frances Loom?

Absolutely. Somehow when we really locked down the imagery and feel behind the brand, it solidified something in me and the way I was shopping for rugs. I suddenly had a more specific aesthetic when it came to purchasing my product. The brand and the product really started to tie together.

Looking toward the future of Frances Loom, what most excites you about where you’re headed?

I have since relocated from Los Angeles to London, and I am enjoying Europe and its markets so much. I’m not entirely sure what’s coming next, but I’m grateful to have the base we have and to have the flexibility to be in England… it’s incredibly inspiring over here. So we will see!

Tell us about your move to Europe! What prompted the move and how has it impacted Frances Loom?

I have always had a love for Europe. I only traveled there for the first time when I was 21, but I love history and architecture so much. The cities here really speak to me, much more than the cities back home. Everything is just so old – it’s amazing. I started dating someone who was living in London a couple of years ago, so I began traveling back and forth between London and LA. I started making contacts over here and meeting vendors… After about a year, everything lined up perfectly for me to relocate, and I once again listened to my gut and took the leap. I’m so glad I did because I can’t imagine being anywhere else in the world right now!

What are three recent discoveries (people, places, or things) that are inspiring you currently?

• I just saw the Picasso exhibit at the Tate Modern here in London, showcasing his work from the year 1932. It was absolutely incredible, I actually started crying when I walked into the first room!
• I am so inspired by designer Jeanne deKroon right now. She has a line of coats and dresses she makes from vintage fabrics, and everything is sustainable and supports women’s efforts in India, where everything is made. Anyone doing anything to make the world a better place right now is inspiring to me.
• The parks in London are one of my biggest inspirations. Hyde Park is nearby and I’m always taking quiet strolls through the green grass. Being in nature always rejuvenates me!

Have you fallen in love with Kelly as much as we have? You can follow her journey and explore her shop by visiting her website, or following her on Instagram.

Let us know in the comments if any of her story resonated with you! I personally connected with her lack of fulfillment at her corporate job, taking the leap before she was ready, and the immense faith she had in herself for the situation to work out precisely how it’s supposed to.

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