THE END OF AN ERA AS FOUNDER CAROL SEBERT CLOSES HER CHAPTER AT CREATIVE MATTERS

Carol in her studio where she plans to spend much time painting.

After an incredible 35 years at the helm of Creative Matters and on the world stage of floor covering design, it is with mixed emotions we announce that Carol Sebert is moving on to other creative endeavours. While Carol creates more beautiful art in her studio at an old Ontario country house, Managing Partners Ana Cunningham and Ali McMurter are well-prepared to lead the firm into an exciting future. We asked Carol to look back on some key moments that made Creative Matters what it is today.

THIRTY PLUS YEARS WITH GLOBAL AFFAIRS CANADA

“Some early relationships were very grounding for Creative Matters, certainly working with Global Affairs Canada which has had us developing beautiful carpets for embassies and chanceries around the world,” said Carol. “Grounding but also an honour to have our work grace important government buildings especially in 2015 when we created 29 rugs for Canada House in London from artworks by prominent Canadian artists.” (Global Affairs remains a client and will now be managed by Designer Madeleine Baigent.)

The MacDonald Room rug in Canada House in London inspired by “Foothill,” by Sean William Randall. Photo: Ben Blossom

AN EARLY DECADE WITH GUCCI

“While we are indebted to the Canadian clients that gave us our start, there were many memorable moments that encouraged us to keep reaching beyond Canada,” said Carol. One of these was our first contract for Gucci in 1997. We were confident at that point that we were as good as any other firm and our keen attention to colour secured a long (1997 to 2013) international project creating carpets for their boutiques.”

SOCIAL RESPONSIBILITY

In 2010 Creative Matters became the first North American licensee of Swiss based Label STEP, an international non-profit organization committed to promoting environmentally friendly production methods, improving the working and living conditions of carpet weavers, and fighting child labour. “Our work with Label STEP and our care and consideration for the weavers and makers of our handmade rugs is something I’m very proud of, said Carol. My role as North American ambassador was a great honour (Carol was appointment Honorary Ambassador in 2017).

Carol with weavers of our handknotted rugs in Nepal.

CREATIVE MATTERS’ RUG COLLECTIONS 2001 - 2023

“Our first rug collection was a big leap for Creative Matters,” said Carol. “To put our own ideas into reality rather than designing for a specific site was exciting. We became known as rug design leaders because of this. I particularly liked this design (below) from the Aerial Collection (released 2008) and the cover of the brochure was a little cheeky which added a twist.”

Carol particularly likes this brochure cover for the Aerial Collection of handknotted rugs.

One of Carol’s favourite designs from the Creative Matters rug collections – Arboreal from the Aerial Collection.

ART DAY

In 2011 we initiated our regular in-house Art Days to celebrate and inspire our talented team. “Not only did it offer so much material to work with to design new patterns but also turned into a great team building time. It was a big leap to take the time for the whole office to be creating work that may or may not be useful but what a treasure trove it turned out to be.  We are well over 10,000 patterns that are available to the team to use as inspiration for new projects.”

The most recent Art Day (screen printing) was held last week at Carol’s country house north of Toronto.

Carol’s country studio north of Toronto.

A FOND MEMORY FROM ALI

“A favourite project with Carol was in my early days at Creative Matters. We were developing two shaped salon rugs for a riverside house in Manhattan (with Studio Sofield). Since the rugs needed to fit precisely in the room and had shaped details along the edges, I was sent to New York to meet designer Sandy Weingort on site to measure and make templates for the rugs. The house was exquisite, Sandy was really fun to work with, and I was excited that Carol had trusted me with this important task. Her confidence in me was so rewarding that it became the foundation that we built our relationship on, and it has been the catalyst for many, many more adventures too. It was always an exhilarating ride to work with Carol.”

A FOND MEMORY FROM ANA

 “One of my favourite experiences with Carol was when she spearheaded the Canada House project in London. She managed it with an admirable focus that delivered incredible results. There were so many moving parts to this project with an intense deadline but what I still carry from that time was the ease in her approach and her love for the process.”

Ana (left) and Ali are ready to take Creative Matters into the next chapter.

“Working side by side with Carol for the past 25 years has been an extraordinary journey,” said Ana. “It is marked by her unwavering passion for the business and constant pursuit of excellence in design. Her love for the industry has not only inspired me but has been a force behind our collective success. As we stand on the precipice of a new chapter, it is with mixed emotions that we bid farewell to Carol. Her decision to explore new artistic endeavours speaks volumes about the spirit that has driven this company for decades. We honour the pride and joy she invested into Creative Matters and we are inspired by the opportunity to carry this legacy forward.”

And now it’s time to thank you Carol: for the work you provided for people all over the world, the careers you created, the thoughtfulness which you extended to those around you, the enthusiasm you showed for the work of others, your generosity of spirit and gestures, the kindnesses you shared, and most of all for the thousands of carpets you have left behind you to make the world a more beautiful place.