When Crypton®, the leader in indoor performance textiles for the contract design sector launched Crypton Home, a new category with its residential performance technology, they brought on Elise Gabrielson to launch consumer-facing brand marketing for the home product. Her scope includes everything from strategic planning and brand platform strategies to content and event creation. Audiences include furniture and fabric manufacturers and brands, retail partners, residential design professionals, influencers, media and design-minded consumers nationwide.
Working closely with her colleagues in the Sales and Outreach divisions, Elise takes a keen interest in nurturing brand partnerships and industry relationships with passion and energy. The results are evident and have resulted in significant benchmarks for the brand, placing Crypton among the top most-recognized home fabric technology brands.
Virtually unknown to the consumer a few years ago, Crypton Home is now a featured fabric brand in such top home furnishings retailers as Crate & Barrel, Pottery Barn CB2, Arhaus, Ethan Allen, Stickley, Calico Corners, Joann and at online favorites including One Kings Lane, High Fashion Home, Lulu and Georgia, fabric.com and Furnitureland South.
Elise was named among Home Furnishings Business Magazine’s Top 40 Under 40 in 2018 and participates in the Young Textile Professionals group. Prior to joining Crypton, she was a Product Merchandising and Marketing Manager at Arden Companies where she launched the Bombay Outdoors furniture brand. At the Team Detroit advertising agency, she worked on design project management for brands including Ford Motor Company and Lincoln brand national cars.
Detroit area nonprofits where Elise donates her time and energy include Gleaners Food Bank and Greening of Detroit. She lives there with her fiancée and their animals, all of whom enjoy the ease and beauty of Crypton upholstery throughout their genuine mid-century “Alcoa Care-Free” home. Says Elise, “I just love the true Americana of it, and that their brochure for the house back in 1957 said, ‘Here is your dream house made real.’ It’s a timeless sentiment. That’s exactly what I want for everyone who owns Crypton fabrics. Their dream house made real.”
What is your area of expertise?
Marketing, Brand Strategy, Social Media
Why do you love the textile industry?
I love the textile industry so much!!! But my favorite part of the industry is for sure the people. I have met so many amazing people. Creative, talented and kind.
How did you cope with 2020?
2020 was definitely interesting.A lot of uncertainty, unknown and so much more. But I am so grateful for our Crypton team and the company. Our team worked hard to pivot strategies and learned new ways to communicate. In a way I think it made us all closer.
Do you have a daily routine to optimize your success?
That is always a work in progress! Making the bed every morning. It starts my day with accomplishing something. Making a too do list at the end of the day for the next day helps me.
What is your guilty pleasure?
Looking at houses on Zillow obsessively. And buying our small dog Sugar Anne sweaters and jackets lol.