Ellacrea ("she creates") is an exciting new venture for Oakville, Ontario. Textile Designer Zelda Middleton founded the company in the last year of her studies in Craft & Design (Textile Design) at Sheridan College. Going back to school after a former career in Events and Meeting Planning, was a long-held passion and goal that she wasn't sure would ever materialize. But in 2016 it did and four long, hard, inspirational years later she graduated, only to be met with a global Covid-19 pandemic!
The topic of Zelda's thesis for the Bachelor of Craft and Design degree was "Connecting Creativity and Neuroscience". The fascinating world of what individual creativity looks like inside our brains and its cognitive journey, inspires large parts of Zelda’s practice. She enjoys the meaningfully created work that intuitively recognizes her customers' individual enjoyment, values or tastes, making them feel like they were custom-made especially for them.
She highly respects innovative, courageous and thoughtful artists across the world who believe strongly in expressing themselves through designing, creating and making. Her textile designs are sold under license to the industry and she also sells handmade products such as home décor items, leather and canvas purses, beach and market totes, face masks and accessories in her on-line Shopify store, www.ellacrea.ca.
Zelda believes the joy and passion she feels in the making process is “fingerprinted” in her pieces and passed on to their new owners.
Joining the small business community in Canada has been a dream come true as she continues to produce small-batch collections that are often one of a kind. She knows that the marketing of a small start-up won't be easy, especially during the challenging times of a pandemic, but she knows what hard work looks like, is always eager to learn from experts and believes realistic optimism will take you far.