Supporting Artisans Abroad: Apt. F
Otherworldly beauty distinguishes this East Austin concept.
Words by Meher Qazilbash Photos by Eric Morales
Apartment F sits on East 11th Street in a bright, cheery, and artfully designed space. It’s decorated by an array of distinctive products including rugs, pillows, ceramics, wall art, pantry items, candles, self-care products, and other household goods.
Founder Ashley Yetter’s journey to opening her own store involved a random series of events that fortuitously tied together. From her education in International Studies to subsequent jobs in PR, event producing, and fashion, all of her seemingly disparate experiences informed her current role as a creative and small business owner living in North Africa. She sources products from all over the world, but Moroccan designs influence her aesthetic the most. Each of the makers Ashley works with are families whom she has fostered connections over the years.
In 2020, Ashley relocated from Austin to the stunning land of Marrakesh, Morocco, where she designs and oversees the production of all their goods. Her desire to partner with Moroccan artisans sprouted from a two-night layover in the country in 2015. After the trip, she returned to the U.S. feeling overwhelmed and inspired by the medina (the old core of the city), souks (marketplaces), and the smorgasbord of skillful vendors.
Ashley created a brand on a whim, hoping to marry the traditional creations of independent artisans with her own modern vision. She started making pillows in her Brooklyn apartment and named the business after said apartment, an idea born from a joke with her friends.
The venture began online in late 2016, with the storefront debuting in East Austin soon after in early 2017. Austin, a more affordable town than her hometown of New York City, made perfect sense as a place to open shop. Austin is filled with characters who appreciate brand values like ethical sourcing, hand-crafting, and straying from the conventional.
In addition to their gorgeous look and feel, Moroccan rugs hold a lot of meaning. Many of them follow no pattern, as the weaver is telling a story of their lives, dreams, and prayers. “A lot of Moroccan rugs don’t have fringe on both ends,” Ashley recalls with enthusiasm. “People here say the reason for this is because when the weaver knots one end, they’re ending their story.” While Apartment F also offers modern and patterned carpets, her favorite pieces are the vintage designs that showcase this special cultural tradition.
The process of bringing items to customers in Austin takes a significant amount of effort from an extremely organized and determined person. Ashley loves her demanding job and takes pride in her role. She talks about her mission with a smile, “The whole idea behind Apartment F is surrounding yourself with things that actually mean something to you, as opposed to just collecting a bunch of junk to fill your house.”
Contact:
1200 E. 11th St., Ste. 104
hello@shopaptf.com
shopaptf.com
@apt.f
