Most children spend adolescence idolizing super heroes and movie stars, but Michelle Adams wasn’t like most children. Her idols were recognizable rock stars, but the type that packed the pages of design magazines not stadium tours. “I always, always wanted to have my own line of fabrics which I know sounds weird, but I really did,” said Michelle, who cites Rachel Ashwell as an early inspiration.

Flash forward to today. Michelle’s childhood ambition has more than panned out: she’s the owner of Rubie Green, a hip and eco-friendly company that is on the rise. Michelle was working at Domino magazine when the idea for Rubie Green first took shape. While scouring the marketplace for Domino’s Green Issue, Michelle noticed that eco-friendly fabrics and stylish fabrics were not one in the same. Determined to fill this void in the retail market, she began developing her line of fabrics which have classically chic patterns and are made by using 100% organic cotton, water-based inks, and new green printing technologies. The result? A diverse line of more than a dozen fabrics that range from zebra stripes to florals and is sure to satisfy consumers from Park Avenue to Portland.

The name “Rubie Green” was inspired by the granny-chic feel of the fabrics—in fact, two are named after Michelle’s grandmothers—but there is also a modern feel to the fabrics that grounds them in the present. “I try to take design classics and give them a cohesive look with a white background so they all work together,” explained Michelle. Indeed, a bold chevron inspired by the bohemian style of the East Village easily mixes with a classic beach stripe reminiscent of Capri. Downtown mingles with uptown; a sophisticated city print flirts with a relaxed country design; and everything looks effortless.

Rubie Green is a well-curated but eclectic collection that demonstrates the editorial skills that Michelle garnered while at Domino and the inspiration she finds in everyday life. “It’s pretty random to be honest,” said Michelle, describing what has inspired the fabrics. “A lot of it comes when I least expect it. I’ll be at the flea market and at the bottom of a pile I’ll see a pattern and think ‘that’s brilliant’ and want to remake it.” The fabrics are named after places or people that are important to Michelle. “I really love the Marilyn,” said Michelle, who noted its versatility since it’s her headboard fabric but a friend recently used it for tablecloths at her wedding reception. “It’s a favorite, but I really love the Jackie and the East Village too.”

It’s easy to see how Rubie Green is a natural extension of Michelle’s own personal style. “I’m really drawn to a timeless look,” said Michelle. “I love Jackie Kennedy. I love Kate Spade. I’m obsessed with her. I don’t think I’ve ever not liked something she’s done. I know that J.Crew isn’t a person, but I have so much respect for their design team. You can wear something four years down the road, and people are going to compliment it. I love playful lines like Shoshanna and Milly and Tory Burch.”

Owning a small company during a recession has a wealth of challenges, but Rubie Green has managed to steadily grow due to a loyal fan base and some great word-of-mouth marketing. Everyone seems to be taking notice, including Daily Candy and Oprah’s O Magazine. “Nothing beats those two,” said Michelle. “My site actually crashed after Daily Candy. And then Oprah happened and I checked my phone and I was like, ‘Where are these sales coming from?’ And I was jumping up and down. I can’t thank the editors enough for helping me out and for customers having enough faith to buy it.”

Michelle will soon expand her line to reissue some of the most popular fabrics in neutrals of light gray and flax. Her recently released bedding collection—which features some of her favorite patterns as well as hotel linens— will also continue to grow. “I really want to make more bedding so that I can sell it at wholesale,” said Michelle, explaining her future plans for Rubie Green. “I would love to do candles, and pillows, and all of those things, and be a lifestyle boutique too.” When not working, you’re likely to find this New Yorker wandering through the Chelsea Flea Market on weekends, taking a run through northern Central Park, or at one of her favorite city haunts, which include Death & Co., Bobo, and Freemans. New York City has offered a wealth of inspiration for Rubie Green, and it is equally influential in her next venture.

In September, Michelle and her photographer friend Patrick Cline will launch Lonny, an online design magazine that has the potential to be the heir apparent to the much-loved but shuttered Domino. “The goal isn’t to fill Domino’s shoes, but it’s to fill the void of all the shelter magazines closing,” explained Michelle. The name “Lonny” is a combination of Michelle and Patrick’s two favorite cities—London and New York. “It’s two perspectives coming together,” said Michelle. “Those are both of the cities we would want to live in.”

Publishing online will afford Michelle and Patrick the opportunity for a worldwide readership, and a strong advertising base. “We found this cool platform that allows you to have flippy pages,” said Michelle, who hopes Lonny will have the feel of a print magazine with the advantages of a real time design blog. “If there’s a photo of an office and you like the desk, you can click on it and go to West Elm and buy the Parsons Desk in the photo.” The first online issue will include never-before published photos of former Domino editor Kate Townsend’s Connecticut property, as well as an insider look at the farm that interior designer Eddie Ross shares with his partner Jaithan.

With the expansion of Rubie Green and the launch of Lonny, it’s obvious that Michelle has big plans for the future. Young Michelle Adams might have wanted to be a fabric designer, but grown-up Adams will be all that and more.

Photos:
Patrick Cline