I stumbled across Rochelle Cheri’s company, Primitive Reserve, through the Instagram spiral- I saw some brass spoons she had made, clicked through to her site, and then fell in love. Rochelle focuses on building functionally beautiful items made of repurposed materials – everything she makes is designed, sourced, and produced by Rochelle in LA. Rochelle’s background and commitment to her work is inspiring, but what I find the most incredible is her commitment to learning – which she shares with her followers and fans on Instagram and on her blog. She’s always trying something new and tweaking and perfecting – and you can see her work benefit from that as you follow along.
HOW DID YOU GET STARTED?:
In college I was a science and premed major – I joined the theater department and picked up a drill – we were required to build our sets. The shop guys taught us and then we had to build the sets on our own. Through the theater design program, I learned design discipline. I loved making things for people to see.
I studied film production design – but wasn’t connecting with the work or fulfilled. I wanted to build something that people could build into their life and home and use daily. So, I left my corporate art director job to start Primitive Reserve 1.5 years ago.
WHAT INSPIRES YOU?
My studio partner’s collection of Fine Woodworking magazine – he has issues from the 1970s! There are no women featured in the magazine. It can be hard to be a woman in a man’s industry but I’m determined.
Metal working – I didn’t start working with metal until last year. It’s out of my comfort zone but so fun!
Great metal workers – like Calderone. Ceramics – Ben Medansky, who used to work in this building – Ceramics are the opposite of woodwork.
I find a lot of inspiration in other art forms – outside of my medium.
WHAT GETS YOU THROUGH THE DAY? THROUGH THE WEEK?
Learning something new and trying to incorporate that into my product or blog. When I learn something new, I get everything else I have to do done quickly so that I can work on whatever it is that I’m learning.
WHERE DO YOU ESCAPE?
Lake Arrowhead. I love to travel outside of LA and see something new and fresh. I love to hike amongst the trees. I used to surf a lot. I love spending time doing anything new or spending time with my friends and my nieces – it gives me a break from the stressful business stuff and gives me great outside perspective.
WHO DO YOU DESIGN FOR?
When I first started, I was designing for myself. I was constantly trying to replicate a natural home environment – a warm, cabin like feeling in the city. I wanted to recreate the feeling of Lake Arrowhead without using literal, rustic pieces.
Now I design for men and women who are near my age and can appreciate what makes these items special, who want to stay ahead of the trends.
WHAT’S NEXT?
I want to do even more metal work, and mix metals – I love the contrast of aluminum and steel and black metals.
Thanks, Rochelle, for taking the time to show me your space and chat!
[First & last image via Primitive Reserve. Studio images by TAE]
Follow Primitive Reserve:
I’ve always been obsessed with a story and meaning behind an item or a brand – that’s essentially why I started TAE – but as I interview more makers and designers, I’m starting to become even more interested with the way they combine their business into their lives – the full circle implications of what they do and how they do it. Because if you are working to build an ethical, responsible business, it doesn’t make sense to let your work consume you – we all know that’s not sustainable, but in this case, it is in direct opposition with the ultimate goal.
WHAT INSPIRES YOU?
WHAT GETS YOU THROUGH THE DAY? THROUGH THE WEEK?
