Rêves des Alpes — The Brand Bringing Alpine Serenity to a Conscious Home
THIS HOLIDAY SEASON, I WANT TO INTRODUCE YOU TO A BRAND CLOSE TO MY HEART: RÊVES DES ALPES. YOU MIGHT RECOGNIZE THE FOUNDER'S NAME—HOLLY KELSEY. SHE IS THE BRILLIANT JOURNALIST BEHIND MANY OF LUMÉRA'S ARTICLES AND, LAST YEAR, TOOK A LEAP OF FAITH TO FOLLOW HER PASSION FOR CREATING A SUSTAINABLE HOMEWARE BRAND. TOGETHER WITH HER MOTHER KAREN AND AUNT ELAINE, HOLLY LAUNCHED RÊVES DES ALPES. THEIR ONLINE SHOP FEATURES A CURATED SELECTION OF VINTAGE PIECES ALONGSIDE SMALL-BATCH, MADE-TO-ORDER ITEMS, ALL REFLECTING THEIR COMMITMENT TO CONSCIOUS CONSUMPTION AS WELL AS THEIR LOVE FOR ALPINE STYLE. IF YOU’RE SEARCHING FOR UNIQUE DECOR, SOFT FURNISHINGS, OR THOUGHTFUL GIFTS THIS SEASON, RÊVES DES ALPES MIGHT JUST BE THE BRAND YOU’VE BEEN LOOKING FOR!
words by SARAH MARIE DAY
photographs by COURTESY OF BRAND
Sarah Marie Day: What inspired you to start Rêves des Alpes, and what is the brand’s core purpose?
Holly Kelsey: For years, I couldn’t find home décor that was both beautiful and sustainable. I have been shopping sustainably for fashion and realized it didn’t make sense that my home didn’t reflect the same values. I wanted to change that—not just for myself, but for others who care about sustainability too. Together with my mom and aunt, we launched our home and interior brand Rêves des Alpes in 2023. All our pieces are either handmade to order in France or the UK or vintage treasures I source.
How did your journey in sustainability and slow living start, was there an aha moment?
My journey with sustainability really began during my master’s at Istituto Marangoni in Paris. I took a class called Alternative Business Studies, where the professor always asked us questions like, “Where are your clothes from? Who made them?” That completely shifted my mindset and made start thinking about everything I was buying. It was the beginning of my journey in slow living and a shift to conscious consumption.
“I have been shopping sustainably for fashion and realized it didn’t make sense that my home didn’t reflect the same values.”
— HOLLY KELSEY, FOUNDER OF RÊVES DES ALPES
What’s the story behind the name Rêves Des Alpes?
The name, Rêves des Alpes, actually came from my aunt over a decade ago. The Alps have always been special to my family—my mum and aunt have been visiting for over 40 years, and they brought many Alpine pieces back to their homes in England. For us, the Alps represent cherished memories, and we wanted the brand to carry that same sense of warmth and connection.
How would you describe the Alpine style?
I’d describe the style as cozy, with a rustic yet timeless feel. I love working with natural fabrics—they add warmth and a sense of connection to the spaces we create. It’s important to me that everything feels inviting and homey, but also pulled together in a way that looks chic and effortless.
Why do you think slow living is becoming more and more important to people?
I think people are becoming much more informed and aware of the impact of what they’re buying. With slow living, there’s this growing desire to invest in better-quality pieces—things that are timeless, durable, and have less of an environmental and social impact. It’s about making choices that feel more intentional and aligned with those values. For me, my slow living journey started with sustainable fashion and then it went on to clean beauty and conscious home and lifestyle pieces. I’ve learned so much during our work together at Luméra together and it was an inspiration for me to take a leap into my own conscious brand.
That’s beautiful to hear! For me it started with clean beauty actually before I learned about slow fashion! It’s definitely a different journey for everyone. I like our idea to expand Luméra from slow fashion to a more holistic approach including other slow living topics. Let’s talk more about working together with your mom and aunt! How do you guys divide and concur?
I manage most of the day-to-day tasks, from designing and photographing products to running social media, maintaining the website, and sewing made-to-order pieces. My mum, with her marketing background, helps with PR, strategy, and website copy, while my aunt brings her business expertise, helping with networking and back office decisions. Creative decisions are primarily mine, but I always involve them for feedback and adjustments. Whenever we’re not in the same city, we stay connected through regular calls and our WhatsApp group, keeping everything in sync.
Let’s talk about the materials you use! I know you mix vintage and handmade items. Where do you source the vintage pieces?
I source items in both France and England, often finding vintage and antique pieces from local shops and online stores. When I’m in England, I visit places in Sussex near my parents’ home in Surrey, as well as antique shops in Yorkshire. It’s all very hands-on, and everything is carefully handpicked. I usually shop for new items when we’re planning a release, with specific items in mind depending on the season. For example, around Christmas, I look for things like table linens and plates with a holiday feel to them.
Most of of your soft-furnishing items are hand crafted in France and England with sustainable materials. Can you share more about how you select your suppliers and where the pieces are created?
When choosing fabric supplies, I prioritize working with other small businesses because it allows me to know exactly where the fabrics are made and ensure they meet my standards. I always choose natural fabrics and look for the right certifications to guarantee quality and sustainability. The fabrics I use come from a mix of places—small businesses in France and England, as well as suppliers in Germany and Italy. Supporting these local economies is really important to me. As for production, I handle that myself. If I’m in Paris, I make the pieces there when an order comes in, and if I’m in England, I’ll create them there.
How do you come up with the design ideas for the made-to-order pieces?
For me, movies are always a source of inspiration. Especially Nancy Meyers movies, she always creates such a wonderful world inside her films, and there are so many great inspirations for cozy and yet elegant interiors! Think of her films like The Holiday or Something’s Gotta Give. The interiors she designs are so timeless, detailed, and cozy—they’ve definitely influenced my sense of aesthetic. When it comes to the design process, I usually start with the concept. I’ll envision the design first and then decide which fabric would best bring it to life. It’s a very intuitive process for me—most of the designs take shape in my mind. Occasionally, I’ll sketch them out if I need to refine certain details.
“Think of her films like The Holiday or Something’s Gotta Give. The interiors she designs are so timeless, detailed, and cozy—they’ve definitely influenced my sense of aesthetic.”
— HOLLY KELSEY, FOUNDER OF RÊVES DES ALPES
Do you work in collections or drops?
Our basically have a permanent timeless collection, and we’re constantly refining it—adding new pieces that fit and taking out those that no longer feel aligned. For instance, we recently launched a green embroidered shopping bag, which has been a wonderful addition. At Christmas, we often release a seasonal collection, while other times we introduce smaller drops throughout the year. Occasionally, I’ll remove items that don’t resonate as strongly, like the gray version of our Toile de Jouy bag, which I felt wasn’t as special as the blue and red options. It’s all about maintaining a thoughtful selection.
Could you share some insights on your made-to-order approach?
Made-to-order is something I’ve always found inspiring, especially after looking into some fashion brands we talked about on Luméra like the New York based brand Mirror Palais that uses this approach. It’s such an effective way to ensure there’s less waste since items are only produced when ordered. Plus, the quality is often higher—it’s all handmade, designed to last, and it feels more personal. I think with so many products available instantly through overnight shipping, people don’t appreciate the things they buy as much. When people choose to go with made-to-order, they don't mind waiting for an item, it kind of makes them appreciate things more. It becomes something they’re proud to have in their home or wardrobe—a high-quality piece they know was made just for them. This approach encourages mindfulness and intentionality, which I think is really special.
“Made-to-order items become something customers are proud to have in their home or wardrobe—a high-quality piece they know was made just for them.”
— HOLLY KELSEY, FOUNDER OF RÊVES DES ALPES
Why do you think the holiday season is the perfect time to embrace made-to-order and vintage items for gift-giving?
The holiday season is such a wonderful time of year, but it can also be quite wasteful. In the UK alone, around £4 billion is spent annually on unwanted items, which highlights how important it is to make thoughtful choices during this season and consume mindfully. Choosing gifts and decorations with care can make a real difference! To me, gifting something vintage or made-to-order feels so much more special—it shows genuine thought and mindfulness. It’s also nice to gift something more unique, something that is made for that person or exists only once, like a vintage piece. The same goes for decorations; instead of buying new ones every year, investing in timeless, quality pieces like high-quality, timeless napkin rings adds charm and sustainability to the holidays. It’s about appreciating the value of what we bring into our lives, especially during such a meaningful season.
What advice would you give on starting that journey with mindful choices during the holiday season?
Shop mindfully and consider gifting experiences, vintage pieces or made to order gifts. For decorating, choose high quality, timeless items, you will love in the years to come. Try to avoid plastic, especially in gift wrapping, which can be quite wasteful too. Opt for biodegradable materials like paper without plastic elements, such as sequins or glitter. You can also use fabric, like linen or cotton, for a more sustainable option. Instead of synthetic ribbons, choose natural ones made from materials like linen, cotton, or silk, which not only look beautiful but are also better for the environment. These small changes make a big difference. I know we have some sustainable gift wrapping tips on Luméra’s Instagram account.
“While reading through several Martha Stewart Christmas books for inspiration, I was drawn to the idea of sourcing items perfect for hosting and entertaining during the festive season!”
— HOLLY KELSEY, FOUNDER OF RÊVES DES ALPES
Can you share more details about your Rêves des Alpes upcoming holiday pieces?
This year we’re adding some special vintage pieces to the online store. While reading through several Martha Stewart Christmas books for inspiration, I was drawn to the idea of sourcing items perfect for hosting and entertaining during the festive season! I found this beautiful decorative green platter, which works well for serving turkey, roasted vegetables, or desserts, and coasters perfect for a dinner party. In our permanent collections, we also have made-to-order pieces like aprons, which are perfect for the season and come in festive red. They were really popular last year during the holiday season already!
What is next for Rêves Des Alpes?
I’d love to get the pieces into sustainable retailers such as Wolf & Badger. They are known for their focus independent fashion and homeware brands, and I often use it to discover new brands myself. I also would like to participate in more pop-ups in London and Paris!
How would you describe the style of Rêves Des Alpes in 3 words?
Timeless, rustic, and cozy.
Which piece to do personally use the most?
Definitely the Toile de Jouy scrunchies!
Which designs is your best seller?
The best seller at the moment is the striped cushion. Especially the grey and blue ones.
What was a challenge you’ve faces as an entrepreneur?
A major challenge for me is trying to manage everything at once. I often feel like I'm juggling multiple roles, which can make my brain feel scattered. One particularly stressful time was last year when I was handling a big order making gingham napkins while also managing social media and product photography all at once. It was a hectic time, but it taught me the importance of having a solid schedule and time blocking. Planning ahead and creating a routine has been crucial for managing my time effectively. I use a planner sheet from Career Girl Daily, where I write out my schedule for the week every Sunday.
Do you have any other tips for for entrepreneurs, who might think about starting their own brand?
Before starting, I believe it's really important to do a lot of research. The more you know, the better equipped you'll be to handle various situations. As for resources, I listen to a lot of podcasts, such as the Grace Beverley Podcast called Working Hard, Hardly Working or The Diary of a CEO by Steven Barlett. I also read a lot of books, like What They Don’t Teach You at Harvard Business School by Mark McCormack. This book dives into people skills, networking, and emotional intelligence—things that are crucial but not always taught in traditional business settings.
What was a proud moment with within your entrepreneurial journey so far?
A recent highlight for me was when an influencer I’d been following for a while, Josie Irons, featured one of our pieces in her Christmas gift guide. It was such an exciting moment for us, and she even bought a piece for herself. This meant a lot to me and was a beautiful validation for the brand!
This last question is for everyone I interview. With Luméra we want to shine a light on brands with purpose and sustainability at their core. Is there another brand or person that you would like to shine a spotlight on in return?
There’s a clean beauty brand I love, Tata Harper. The founder launched her company in 2010 after struggling to find skincare products made with natural ingredients. She started the brand on her farm in Vermont, focusing on creating high-quality, natural skincare that would rival traditional luxury lines. I love their hydro mist and various face masks, we included them in this year’s Christmas gift guide on Luméra! I love how her brand combines sustainability and luxury, which makes it a great fit for the kind of conscious beauty we're seeing more of today.
Let’s do the rapid-fire questions! What’s your favorite coffee spot in London?
My favorite coffee spot in London is the Daylesford! They have a wonderful curation of organic products there as well.
Your favorite restaurant in London?
Frantoio on the Kings road, it’s a beautiful Italian restaurant my family and I love to go to for special occasions. The ambience and food are really good!
What is your go to escape in the Alps?
My go to escape is Chamonix, in the French Alpes. It’s the cutest town and my family goes there since many years. It is a traditional Alpine ski town known for its beautiful nature walks, excellent restaurants, and charming, old-world atmosphere. The relaxed atmosphere there is definitely a big inspiration for the aesthetic we pursue with Rêves des Alpes!
Where do you go to recharge?
I grew up visiting the Yorkshire Dales in England, where my parents have a house. The area is surrounded by nature, which makes me feel calm and peaceful. I love the nature walks there—it’s such a tranquil, serene place to be. Makes me feel instantly at peace!
Your go-to recipe for a dinner party?
Butternut squash risotto! I don't even need to like think that much when I'm making it, I’ve made it so many times. It’s with sage and just feels like autumn on a plate.
The last book you read?
The last book I read was Evergreen by Lydia Millen, which I’d previously read a few years ago. It’s an easy-to-pick-up read that focuses on the seasons and their significance, while also exploring themes of inner strength and peace. The book is divided into four chapters, each representing one of the seasons, and offers insights on how to find balance and calm. It's a helpful, calming read that’s great to revisit!
Song that instantly lifts your mood?
Soulful Strut by Young-Holt Unlimited. I’ve heard it in the film The Parent Trap years ago and it still is an instant mood lift! The music from this time period was so good!
Further Reading
