Meet Rachael Vrielynck

We caught up with the brilliant and insightful Rachael Vrielynck a few weeks ago and have shared our conversation below.

Rachael, so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?

Finding my purpose has been a journey of exploration, creativity, and a lot of trial and error. It wasn’t something that happened overnight, but rather a gradual realization that came from constantly pushing myself to try new things and challenging the conventional boundaries of what I thought I could do.

When I was younger, I didn’t have a clear vision of what my dream job or purpose would look like. Instead, I experimented with anything that interested me. I tried out everything under the sun, driven by curiosity and the desire to see where each path might lead. For example, I once wanted to be a special effects makeup artist, so I learned how to create prosthetics and worked in a haunted house to see if that environment suited me. I also dabbled in tattoo design, creating intricate ink work and designing sleeves, but eventually realized the tattoo environment wasn’t for me either. In college, I thought I might become a scientific illustrator, so I focused on realistic drawing and building a portfolio for that industry. I even tried my hand at mural painting, exploring the idea of creating large-scale wall art.

Each experience taught me something new, even if it ultimately led me to move on. It wasn’t until I stumbled upon rug making that things started to click. But even then, the journey wasn’t straightforward. My first order was for over 100 rugs in just six weeks, and while fulfilling such a large demand was a significant achievement, it quickly burned me out. I realized that mass production wasn’t what I wanted; it didn’t bring me joy, and I wasn’t creating things that truly resonated with me.

That’s when I began to pivot. Every step of the way, I kept refining my focus, asking myself what truly made me happy. I started to push the boundaries of what rugs could be, experimenting with larger scales and creating three-dimensional objects. This experimentation led me to experiential marketing, where my rugs became more than just floor coverings—they became immersive experiences.

The moment I found my purpose was when I saw people’s reactions to my work. It wasn’t just about making something “nice”; it was about creating something that made people’s faces light up with wonder and amazement. Watching someone experience something completely new, something they’ve never seen before, is what built my purpose.

But I wouldn’t have found this purpose if I hadn’t been fearless in trying new things and pivoting when something didn’t feel right. I learned that you don’t have to have it all figured out right away. It’s okay to let go of an idea that isn’t working and move on to something else that might bring you more joy. Being brave enough to let go of what you thought you wanted and allowing yourself the freedom to explore is how you truly find your purpose.

So, for me, finding my purpose was about being fearless, experimenting, and constantly pivoting until I landed on something that made me happy—something that allowed me to create art that not only I love but that others can connect with on a deep, emotional level.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

I started making rugs just for fun back in 2019, but what began as a hobby quickly evolved into something much bigger. My journey started with traditional rugs, but I soon realized the limitless potential of this medium. Since I’m essentially creating my own fabrics, I began experimenting with applying these textiles to a variety of surfaces beyond just the floor. Rugs became wall art, clothing, hats, jackets, chairs, pillows—even entire murals. This exploration allowed me to transform a simple craft into a dynamic and versatile art form.

My core passion lies in creating three-dimensional objects and sharing that process with others through content. This combination of artistry and content creation has helped me build a strong foundation of followers who are captivated by work they’ve never seen before. Over time, I’ve started to merge this creative expression with brand collaborations, taking what was once a personal project and turning it into a powerful tool for brands.

Since the beginning, I’ve been creating custom gifts and brand logos, but I’m always pushing to take things to the next level. A notable project I completed was a collaboration with Krylon and another artist, where we crafted a giant 6-foot-tall rug in the shape of a Krylon spray can. This project was a turning point, demonstrating how far this medium could be stretched.

Currently, I’m working on my most ambitious project yet—wrapping a Porsche entirely in rugs. This isn’t just about creating a visually stunning piece; it’s about bringing together two different worlds—car enthusiasts and art lovers—through a shared experience. Watching how these two audiences interact with the piece is fascinating. They focus on different elements of the craft, but each group brings its own appreciation, and that’s where I find my purpose: creating a space where diverse interests collide and where people can engage with art in a tactile, meaningful way.

In today’s tech-driven world, I believe in the importance of creating more in-person experiences. We’re so isolated by our screens that we often forget the simple joy of human touch and physical interaction. My work aims to break down those barriers, offering people new playgrounds to explore and engage with. This approach not only fosters genuine connections but also shifts the dynamic from traditional advertising to something more meaningful. When brands give their audience something real and tangible, it’s no longer about feeling sold to—it’s about giving them a gift they’ll truly appreciate.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

Looking back, the three most important qualities and skills that have been pivotal in my journey are:

Joy of Creation and Understanding Your Audience: The first and most crucial quality is starting with the pure joy of creation. It’s essential to learn where your personal lines and boundaries are—to make something that not only you enjoy creating but also that others will find engaging and meaningful. The key is to create for yourself with the enjoyment of others in mind. This balance ensures that as you turn your art into a business, you continue to find joy in what you do, which helps alleviate burnout. Many artists get caught in the trap of creating solely for themselves, which can lead to a disconnect with their audience. By aligning your passion with the joy of others, you create a more sustainable and successful artistic and business journey.

Personal Growth: This focus on creating joy for myself while also engaging others has not only fueled my creative process but has also shaped my personal growth. I’ve learned to strike a balance between self-expression and external validation, which has made me more resilient and adaptable as an artist and entrepreneur. This balance is crucial because it helps maintain motivation and drive, even when challenges arise.

Mastering Digital Marketing and Business Operations: Early in my journey, I took a break from making rugs to dive into digital marketing. This skill set became invaluable as it taught me how to run a successful business online. Understanding branding, website design, email marketing, and content creation gave me the tools to bootstrap my business and push it further. Freelancing in the marketing world also allowed me to learn the pain points of eCommerce brands, which I could then address when launching my own business. Building these skills early on not only helped me avoid common pitfalls but also expanded my network. My first 500 followers included eight-figure business owners and agency leaders, giving me access to a wealth of knowledge and resources.
Challenges and Overcoming Them: One of the biggest challenges I faced was managing the business side of my creative work. Initially, the thought of handling branding, marketing, and operations felt overwhelming. However, by dedicating time to learning these skills, I was able to overcome the anxiety and uncertainty associated with running a business. For example, when I first launched my website, it didn’t attract much traffic. But by applying the digital marketing strategies I had learned, I was able to increase visibility and engagement, turning what was once a challenge into a strength.
Pushing the Limits of Your Medium: The most important skill is to become exceptional at what you do as an artist. Whatever medium you work in, take it to its absolute limit—and then push beyond that. Living in the extremes of your medium is what will make you stand out. For instance, if you’re a painter, experiment with the texture, saturation, and gradients to create something truly unique. In my case, working with textiles, I explore the density and form of rugs, pushing them to create new, unexpected experiences. By mastering your medium and pushing its boundaries, you open yourself up to more opportunities and bigger projects.

Mentorship and Learning from Others: Along the way, I’ve also learned the importance of seeking mentorship and learning from others in the industry. I’ve been fortunate to connect with experienced professionals who have provided invaluable advice and guidance. Whether it was tips on refining my technique or insights into scaling my business, these interactions have been crucial to my development. I encourage anyone starting out to seek out mentors or communities where they can learn and grow.

Future Goals: As I continue to push the boundaries of my medium, I’m excited to see how these skills and qualities will shape my future projects. My goal is to create even more immersive and impactful experiences that bring together different audiences in unexpected ways. I’m also looking to expand my brand’s reach by collaborating with more global brands and exploring new applications for my work. These future endeavors will continue to be guided by the same principles that have brought me success so far.

Advice for Others: My advice for those early in their journey is to first find where your joy in creating lies. Discover your “thing,” whether it’s a specific medium, style, or process—something that excites both you and those around you. This discovery may take time, so experiment as much as possible. Once you find your passion, get really good at it and document your progress. Building an audience through content can provide significant leverage for your growth.

Additionally, don’t be afraid to take jobs that will help you develop necessary skills. For example, if you want to be a mural artist but don’t know where to start, consider working for a house painting company to learn the basics. Find the skills you need and build from there. Every step forward, no matter how small, contributes to your overall success.

Okay, so before we go we always love to ask if you are looking for folks to partner or collaborate with?

My work thrives on collaborations and partnerships, particularly because much of what I do revolves around gifts and guerrilla marketing. I love bringing the art world into other industries, creating unique intersections that capture attention and imagination. Collaborations with other artists are a natural fit, especially when our mediums complement each other. For example, since I specialize in rugs, it’s seamless to take an artist’s paintings or artwork and translate them into textile art.

However, my primary focus is on working with large brands that have the budget to create big installations and host significant shows. These resources are crucial for ensuring that the projects achieve their full potential and reach the widest possible audience. My work has helped brands like Krylon, Rebel Rabbit, Brez, and NashTn, not only stand out but also create unforgettable experiences that resonate deeply with their audiences.

When you collaborate with me, you’re not just getting a product—you’re getting a fully immersive experience that connects with people on a personal level. My content deals, for example, involve project-based series that reach millions of viewers, offering brands extensive exposure and engagement. This kind of collaboration is particularly valuable for established companies looking to make a big impact.

I have a few dream clients that I’m particularly excited about. An official collaboration with Porsche, Converse, or Liquid Death would be incredible. These brands are known for their creativity and willingness to integrate artists into their campaigns, which is essential for me. I’m most interested in working with brands that genuinely care about connecting with real people and creating memorable experiences, rather than just focusing on return on investment. Brands that prioritize the customer experience—whether it’s through shopping or events—are the ones I align with best.

Beyond these collaborations, I also work on interior remodels, particularly for experiential spaces like pop-up bars. These projects are truly the bread and butter of my collaborative work, allowing me to create immersive environments that leave a lasting impression.

Every collaboration I take on is customized to fit the unique needs and goals of the partner, ensuring that the end result is something truly special. I’m passionate about the creative process and the opportunity to bring ideas to life together. For anyone interested in collaborating, I’m always open to new ideas and partnerships.

You can reach out to me through the contact page on my website, therugdealer.com, or by sending a direct message on Instagram at therugdealer.co. If you prefer email, you can contact me directly at [email protected]. Most of what I do is highly customized, so starting a conversation is the best way to explore how we can work together and bring your vision to life.

Contact Info:

• Website: https://therugdealer.co
• Instagram: https://www.instagram.com/therugdealer.co/
• Youtube: https://www.youtube.com/@therugdealerco
• Other: Email: [email protected]

Image Credits

Photographer: Alvaro Hernandez