Williams-Sonoma, Inc. just launched GreenRow — its first major brand in more than 10 years. The collection of unique home decor and furniture goes against what you might expect from a sustainable home brand: an infusion of bright color.
GreenRow’s debut assortment includes living, bedroom and dining furniture as well as handcrafted rugs, bedding, curtains, table linens, lighting and more. We spoke with Jaimee Seabury, Williams-Sonoma’s vice president of strategy and business development, to learn about the heirloom-quality pieces.
The new brand uses low-impact materials wherever possible, down to innovative packaging. From India to Turkey, Seabury traveled the world in search of not only design inspiration — but to learn about responsibile practices and scout out farms and artisans who could bring the brand the company envisioned to life.
Other stops on Seabury’s tour included New Zealand to source responsible wool, Portugal for linen and Guatemala for recycled apparel (used as the frame for the slipcover couch). The brand even finds ways to use scraps of material, such as using leftover fabric from ottomans as upholstery for stools.
Unlike most sustainable home furnishings, which tend to be neutral or minimal, GreenRow priorities color and pattern. “What I love about this collection is that we were able to infuse color and details throughout and it just has an emotional feel to it that you wouldn’t expect from a sustainable brand,” says Seabury, who notes that the rugs from India initially inspired the collection’s vibrant color palette.
While some dyes can be harmful to people and the environment, the brand uses non-toxic dyes (which require less water) and vegetable dyes for rugs, when possible. In some cases, these more responsible practices and materials lead to a higher price tag — but GreenRow believes their items are designed to last.
Stripes, checkered and diamond-patterned, the line of handcrafted rugs start at $249.
“GreenRow is focused on creating modern heirlooms by combining bright colors and thoughtful details into sustainable materials,” Seabury adds. “In addition to a timeless aesthetic, we are also committed to utilizing sustainable manufacturing practices and teaching our customers how to care for our products in order to ensure their longevity.”
GreenRow has also aligned with the best practices of all Williams-Sonoma, Inc. brands by partnering with third-party organizations to certify products against industry-leading standards such as Textile Exchange’s Global Recycling Standard, Fair Trade USA and Nest’s Ethical Handcraft Program.
Associate Lifestyle Editor
Alyssa Gautieri (she/her) is the associate lifestyle editor for Good Housekeeping, where she covers all things home and interior design. Prior to joining GH in 2022, she wrote for publications including ELLE Decor, Chairish, BobVila.com, Unique Homes Magazine and LODGING Magazine, in addition to crafting product copy for home brands like BrylaneHome and VIGO Industries.
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