INSIDE THE DEVELOPMENT OF CREATIVE MATTERS’ STORYTELLING COLLECTION EXPANSION

Creative Matters’ Storytelling Collection continues to evolve through collaborations with Canadian artists. These handmade rugs celebrate their unique imagery by bringing them into a new life where textiles present character, dimension and tactility never imagined by the original artist. Our latest series brings the works of celebrated Canadian Indigenous artists to life as exquisite floor coverings with part of the proceeds of each rug sold going to the original artist. 

From artwork selection and refining construction methods to collaborating with ethical production partners across Afghanistan, Nepal and Thailand, our design development phase reinforces our commitment to conscious collaboration through our partnership with Dorset Fine Arts, which was established to serve the market for Inuit fine art produced by the artist members of the cooperative.

GROWING THE STORYTELLING COLLECTION

Spearheaded by our Director of Design Development, Anna Panosyan, the Storytelling Collection began as our first specialty collection in collaboration with Canadian Indigenous artists through handmade rugs. The expansion builds on our partnership with acclaimed Métis visual artist Christi Belcourt and new collaborations with works by Canadian Inuk writer and visual artist Ningiukulu Teevee. 

“The Storytelling Collection stands out from the crowd for its distinctly Canadian essence. We’re taking artwork that the public might not typically see and bringing it into a new artistic context — one where it can be shared, appreciated and more widely seen. That aspect is deeply important to us.”

Creative Matters team swatching handtufted samples inspired by Christi Belcourt

To expand this collection, we worked closely with Dorset Fine Arts, a licensed organization that facilitates artist-focused licensing agreements. Through this partnership, we ensure all artists are fairly compensated and the artwork is handled with the utmost care and respect.

BRINGING CANADIAN ART TO LIFE THROUGH CARPET

We have recently developed a handknotted rug based on a drawing by Ningiukulu Teevee, crafted in Afghanistan from richly textured Ghazni wool. While the original artwork remains untitled, its organic forms inspired us to name the design Wildberries. Meanwhile, in Thailand, skilled artisans are bringing new handtufted pieces by Christi Belcourt to life, translating her intricate work into lush, tactile rugs. Once finished, the designs will become part of the Storytelling Collection, offering designers and collectors a way to bring authentic Canadian fine art into their spaces through custom-crafted rugs.

Sample of Wildberries by Ningiukulu Teevee

Each piece in the Storytelling Collection begins as an artwork on paper or canvas, then reimagined through colour, texture and technique in a collaborative process with the artist. We experiment with yarns, adjusting depths and exploring production methods to honour and elevate the original vision. The result is a textile expression that remains true to the spirit of the artwork while embracing the possibilities of rug design.

THE VITAL ROLE OF AFGHAN WOMEN

Skilled artisans at our partner mill in Afghanistan

Image: Turquoise Mountain

Afghan women work from their homes and community spaces to carry on a centuries-old legacy of rug weaving. Many face immense challenges and, in some cases, are the sole breadwinners of their families, but through international initiatives like Turquoise Mountain and ethical collaborations, they are able to sustain both their livelihoods and traditions.

We are proud to work with skilled Afghan women artisans and honour their artistry and resilience. Through this collaboration, we bring meaningful economic opportunities to artisans while preserving centuries-old weaving techniques. 

“Afghanistan’s weaving heritage is extraordinary, yet access to global markets has long been limited. By expanding our supplier network and supporting in-country finishing facilities through partners like Turquoise Mountain, we’re helping create and sustain stable income opportunities for women weavers, ” shares Anna. “It’s more than just a carpet — it’s a pathway to resilience, dignity and preserving a cultural legacy against the odds.” 

In addition to rugs by Afghan weavers, the collection expansion will feature different production methods, including handtufting by artisans in Thailand and handweaving by craftspeople in Nepal. Each method offers different ways for translating texture, colour and linework, resulting in a rich variety of expressions. 

As we look to the future of the Storytelling Collection, our focus remains clear. We are committed to honouring the integrity of the original artworks and artisan craftsmanship, whether through the fine linework of Inuit drawings, textured Metis florals or handknotting of Afghan weavers – every rug tells a story. 

Stay tuned for more updates on the new pieces coming to our Storytelling Collection. Explore the current pieces in our Storytelling Collection here.