Front + Main, A Blog from West Elm

Front + Main, A Blog from West Elm


There are a million great reasons to shop small. You can support your local community of artists and designers, and take home one-of-a-kind pieces that have been handcrafted with a little extra love. Over the past six years, West Elm LOCAL has introduced 900+ artisans and their unique offerings, from kitchenware to posters to furniture and more, online and in stores across the country. Pop into your local West Elm to see the latest one-of-a-kind offerings from artistans in your own community, and check out some of our latest online launches for the Fall season below!

Shop the full LOCAL collection on!


Photography by Lindsey Swedick

Gray Green Goods

Jane Cuthbertson – Boston, MA
Drawing inspiration from her graphic design background and childhood in Japan, Boston-based artist Jane Cuthbertson of Gray Green Goods block prints hand-cut shapes onto cotton canvas to create one-of-a-kind textiles. She utilizes various processes and techniques, from block printing to shibori, to create her designs. The name of her company comes from Jane’s favorite colors, gray and green, which reference subtlety, complexity and a sense of calm. Her hand-sewn canvas planters are sure to brighten up your desk and make a happy home for a succulent friend, or whatever else you need to stash.

Paper & Clay

Brit McDaniel – Memphis, TN
At Memphis-based Paper & Clay, Brit McDaniel uses locally sourced materials to make ceramics that are both beautiful + functional. Drawing inspiration from her love of Scandinavian design, Brit’s collection of mugs, vases and planters has the color, texture + attention to detail that proves you don’t have to compromise style for functionality. Her playful Lotta Vases and serving trays are finished in a glaze developed from scratch.


Shira Entis + Alexandra Bell – Brooklyn, NY
Shira Entis and Alexandra Bell were searching for the perfect bag for their frequent flea market trips—sturdy, roomy + American made. In 2009 they founded Fleabags, using Italian and vegetable-tanned leather and colors that popped to put their elevated spin on the classic toolbag. Since then, Fleabags has expanded to include a full assortment of canvas and leather bags + accessories that are designed in Brooklyn, NY and cut and sewn in nearby New Jersey. The custom-dyed canvas East West Totes with detachable leather handles are the perfect size for daily use, with enough room for a laptop and lunch. The Sardine Pouch, which is hand-block-printed with natural indigo dye, is ready to tag along on vacations and daily commutes.

American Heirloom

Amy + Bill Mowat – Brooklyn, NY
Wanting a personalized + sentimental touch for their wedding, Amy + Bill Mowat made cutting boards in the shape of their respective home states. They’ve since founded American Heirloom, using FSC®-certified materials to craft cutting + display boards, cake stands + more—quality home goods meant to be cherished and passed down. This is the first time American Heirloom products have been available online at, so folks outside of Brooklyn can get their hands on these unique pieces.

Lillian Farag

New York City
Brand new to the West Elm LOCAL assortment, Lillian Farag is a designer and free-form artist creating unique, hand-painted small leather goods + accessories inspired from nature — with a playful twist. Keep your head in the clouds and water rings at bay with these dreamy hand-painted leather coasters, bursting with pops of gold and iridescent hues.

Stay tuned for more from our Fall LOCAL assortment, and shop the whole collection here!

Photography by Lindsey Swedick