Behind the Brand: ROWEAM
A conversation with founder Blair Moore.
Just yesterday a good friend texted me — asking where she could find a comfortable side chair, one that was well-designed but equally well-made. I quickly sent over a link to ROWEAM — a luxury furniture brand that blends heirloom craftsmanship with a sense of nostalgic simplicity. Their pieces are wildly stunning, but also meticulously made.
Founded by Blair Moore, Principal of Moore House Design, ROWEAM reflects her commitment to authenticity and artistry. Each piece, whether new or vintage, tells a story—designed by visionary creators, crafted by skilled artisans, and sourced with industry expertise.
I had the privilege of meeting Blair last spring, and since then I've noticed ROWEAM pieces featured in numerous high-end interiors. Intrigued by the story behind the brand, I recently reached out to Blair and her colleague Brittney, Marketing and Social Media Manager, for an in-depth conversation about ROWEAM’s creative process and purpose. Here's what they shared for my Substack audience.
To kick things off, let’s start at the very beginning. Can you share how ROWEAM got its start? And what exactly does the name mean?
ROWEAM began as a labor of love, deeply rooted in my upbringing and personal experiences. Growing up on a working cattle property in Australia, I developed a profound appreciation for craftsmanship—the connection between objects and human hands. That background shaped how I view design today, instilling the belief that furniture should do more than just fill a space—it should tell a story, connecting to a place, a memory, and the people who make it.
After founding Moore House Design, I felt compelled to take that ethos further. I wanted to create a furniture line that wasn’t just about aesthetics but about meaning—something that blended the timeless elegance of European design with the warmth and practicality of modern living. That vision gave birth to ROWEAM, where we bring together “New Vintage” bespoke designs and “True Vintage” treasures, offering pieces that feel both rooted in history and ready for the future.
Our inaugural “New Vintage” collection was a five-year journey—every stain, every turning, every stitch crafted by local artisans. We were relentless about quality, focusing on structural integrity, sustainable practices, and meticulous attention to detail. It wasn’t just about making furniture—it was about creating something enduring, pieces meant to live through generations and gather stories of their own.
We believe that character is the cornerstone of timeless interiors. Whether it’s a well-loved vintage piece or a newly crafted design, each item we create or source carries a sense of individuality and history. Our design approach is intentional—curated to inspire curiosity, to offer something that feels personal, layered, and enduring, while adding value to the spaces and communities it touches.
ROWEAM, as a name, holds deep personal meaning for me. It’s a blend of all the things I love about Moore House Design, where we started, and something entirely new. It reflects our philosophy perfectly—taking something established and transforming it into something fresh. That balance of old and new defines everything we do. For us, ROWEAM isn’t just a brand or a collection of furniture—it’s an expression of timeless design, individuality, and craftsmanship.
In essence, ROWEAM is a reflection of my journey—a fusion of heritage and innovation, tradition and creativity, offering pieces that transcend trends and inspire a lifetime of comfort.
The brand is known for mixing “new vintage and true vintage.” Can you define the two categories?
I am so glad you asked—ROWEAM’s “new vintage” are pieces we design and create ourselves. They’re inspired by classic forms and timeless design elements, but we approach them with a modern perspective. Everything is crafted with care and made to last. It’s truly all in the details—tailored, thoughtful, and made to feel like it’s always belonged in a space while still feeling unique.
“True vintage,” on the other hand, is all about authenticity. These are pieces we find and source—items that carry their own history and character. You can’t replicate that kind of soul in something new. There’s a certain beauty in the imperfections, the patina, the story that comes with each piece. It’s about finding treasures that naturally complement our newer designs.
What’s important to us is how these two categories come together. The interplay between something newly crafted and something that has lived a life creates a layered, collected feel. It’s not about being too polished or too perfect—it’s about curating a space that feels warm, real, and deeply personal.
There are many hands that touch your pieces before they arrive at a home—can you share how a piece moves from conception or collection to finished product?
Absolutely! Each piece's journey is a testament to our commitment to craftsmanship and storytelling. It begins with inspiration, often drawn from my upbringing on the land in Australia, where I developed a deep appreciation between the connectivity of human & object. This background instilled in me the belief that furniture should tell a story, connecting to a place, a memory, and its maker.
When a concept starts to form, it is all about shaping an idea into something that feels timeless yet fresh. Our design method is rooted in this philosophy: blending old-world craftsmanship with modern sensibility. We consider proportion, balance, and texture with precision, ensuring that every piece feels both curated and effortless. Material selection is critical—there’s an art to choosing wood with the right grain, a fabric with the right hand. Sustainability is also key, but not just for the sake of being sustainable. It’s about integrity—creating something meant to last, both physically and aesthetically.
Once the design is finalized, it’s handed over to our artisans, who bring it to life with extraordinary attention to detail. There’s something magical about watching a raw idea transform in their hands—each cut, each stitch, each polish performed with care and intention. This part of the journey is where craftsmanship truly shines. We’re not in the business of mass production; it’s about making pieces that feel personal and considered, like they could have been passed down from generation to generation.
Quality control at ROWEAM is meticulous; we all are perfectionist’s and it emulates in a way that the team makes sure every piece reflects the ethos of the brand. It has to feel right—authentic, refined, and alive with character. Only then does it make its way to the buyer, to the client, where it begins a new chapter in someone’s life, becoming part of their personal story for generations to come.
For us, it is not about designing for the trends, it is about designing for moments, for meaning, for longevity. This journey—from inspiration to the final piece—reflects our deep dedication to creating furniture that transcends time, offering not just an object, but a tangible experience that resonates for years to come. It’s this passion, this method, this belief in storytelling and craftsmanship that defines who we are.
I love the hunt for a good vintage find. What does the process look like for sourcing the true vintage items?
Sourcing true vintage pieces is indeed a thrilling adventure, one that requires a keen eye, patience, and a deep appreciation for history and craftsmanship. Our process is both meticulous, passionate, and a bit intuitive, ensuring that each item we select tells a unique story, adds character to the spaces it inhabits, but also calls to us, sometimes the pieces chose us.
Research and Inspiration — Our journey begins with thorough research. We delve into various design periods, understanding the nuances of different styles, materials, and construction techniques. This foundational knowledge guides us in identifying pieces that align with our aesthetic vision and quality standards.
Exploration and Discovery — We explore a diverse array of sources to unearth hidden gems. This includes visiting antique fairs, estate sales, auctions, and vintage shops, both locally and internationally. Each venue offers a unique selection, and the thrill of discovery is unparalleled. For instance, designers often frequent estate sales to find unique items that can be repurposed creatively.
Evaluation and Authentication — Upon discovering a potential piece, we conduct a meticulous evaluation to assess its authenticity, condition, and craftsmanship. We look for markers of quality, such as hand-cut joinery in furniture, which indicates a handmade piece. Additionally, we examine the patina and wear, which add to the item's character and authenticity.
Restoration and Preservation — Many vintage items require restoration to return them to their former glory while preserving their historical integrity. We collaborate with skilled artisans who specialize in traditional restoration techniques, ensuring that each piece retains its original charm and structural soundness. This process often involves careful cleaning, repairing any structural issues, and sometimes refinishing surfaces to enhance their beauty.
Curation and Integration — Once restored, we thoughtfully curate these pieces to complement our "New Vintage" creations. The goal is to create a harmonious blend of old and new, where each item enhances the other, resulting in interiors that are rich in character and timeless in appeal. This curated approach ensures that every piece feels intentional and adds a unique narrative to the space.
The entire process is a labor of love, driven by our passion for design and history. Each vintage piece we source and restore to us, is a tangible connection to the past, ready to bring depth and soul to a new home.
I was immediately struck by the fabrics used on your upholstered pieces—slubby linens, plush mohairs—how do you curate the assortment of textiles used throughout a collection?
Textiles are everything—they’re the glimmer of a piece. When I design, I approach fabrics like an artist approaches a palette. It’s about more than just how something looks—it’s how it feels, how it drapes, how it patinas over time. I have a deep appreciation for materials that bring a sense of depth and texture, that invite you to touch and linger. Each fabric I choose has to evoke something—luxury, comfort, history, even a bit of whimsy.
When curating textiles for ROWEAM, I trust my instincts, my eye for beauty, and my obsession with detail. I gravitate toward slubby linens for their raw elegance—they have that imperfect texture that feels grounded and real, yet effortlessly sophisticated. Plush mohairs, on the other hand, bring this undeniable sense of opulence and warmth, soft to the touch and rich in depth. It’s this contrast—between refined and raw, polished and natural—that I find so compelling.
The process is incredibly tactile. I spend a lot of time sourcing from mills that share our commitment to quality and craftsmanship. I’m drawn to materials that are timeless but unexpected, fabrics that feel as though they’ve lived a life and have a story to tell. The goal is to create pieces that feel collected, layered, and personal. I want someone to see a ROWEAM piece and not just admire it, but feel something—comfort, nostalgia, even curiosity.
It really is about balance. The right textile can completely transform a piece, elevating it into something that feels luxurious but livable. That’s the ethos behind every decision—whether it’s selecting a fabric or refining a design—I want it to feel effortless yet intentional, inviting yet elevated. At the heart of it all, it’s about creating something enduring, something you can live with and love for a lifetime.
I feel like I’m asking a mother to name their favorite child, but are there any pieces you’ve been most proud of?
That truly is a difficult decision, as each piece holds a special place in my heart. The Bromley Sofa, named after my sister, is particularly dear to me. She has had thousands of hours built into her as we carefully crafted the most perfect seat. She is the most comfortable sofa I have ever sat on and has the most perfect back as if you are sitting on the most perfectly fluffed pillow without having to refluff it. However, if I had to choose, I would say the Pavilion Chair stands out. Its design draws inspiration from classic European wingback chairs, reimagined with sleek lines and delicate finesse. The hand-pulled upholstery sculpts the interior back, providing unique shaping and lumbar support, while the addition of French bouillon fringe adds a touch of modern playfulness.
I've been fortunate to see the Pavilion Chair resonate with many clients early on in starting ROWEAM back in 2023. A standout moment was when Chloe Fineman from SNL reached out to us on Instagram shortly after its release. She fell in love with it immediately and just had to have it. Later, it was featured in her Architectural Digest home tour, which was such an exciting moment for our brand. Seeing something we created find its way into homes where it’s truly loved—that’s what makes it all so rewarding.
The Pavilion Chair perfectly represents our vision at ROWEAM—seamlessly blending timeless elegance with modern comfort. It’s a piece I’m incredibly proud of, and, in many ways, it has become ROWEAM’s signature design, earning its place in the spotlight.
Blair, you’re also the principal of Moore House Design. What is it like running a successful firm and an ever-growing furniture and decor company?
It’s a journey that’s both demanding and incredibly fulfilling. Moore House Design was my first venture—it’s where my passion for design really took form. Running a successful design firm means constantly solving creative challenges, whether it’s preserving the history of a home or bringing a client’s vision to life. Then, ROWEAM came along, born out of a desire to craft pieces that felt collected, timeless, and deeply personal—something that would complement the work we were already doing at Moore House. Together, they’ve grown into something greater than I ever imagined.
Balancing both ventures, along with being a mother, is a challenge. There’s this constant pressure to excel in every role, but over time I’ve learned that it’s not about perfection—it’s about intention. I’ve had to learn to trust my instincts, lean on my team, and know when to step back and let the process unfold. The businesses feed off each other creatively—designing homes at Moore House informs the furniture and decor we create at ROWEAM, and vice versa. It keeps everything fresh and exciting.
One of the hardest parts is learning to let go. As someone who naturally likes to have a hand in every detail, it’s been a process to build a team I trust and to create a community around the brand that shares the vision. But that’s also been one of the most rewarding aspects—watching talented people come together, collaborating, and bringing ideas to life in a way that feels bigger than any one person.
Ultimately, what drives me is this belief that good design can enhance people’s lives. Whether it’s designing a home or crafting a piece of furniture, it’s about creating something lasting, something that feels personal and meaningful. And yes, it’s a lot to manage, but I wouldn’t have it any other way. It’s a privilege to do what I love, to create things that people live with, cherish, and make part of their lives. That’s what makes the hard work worth it.
Do you have any advice for someone looking to get started in this industry?
My biggest piece of advice? Be endlessly curious and stay true to yourself and your vision. This industry is about so much more than just creating beautiful spaces or pieces—it’s about storytelling, emotion, and connection. When you approach it from that perspective, you’ll naturally bring something unique to the table.
I’d also say: don’t be afraid to start small. When I first started Moore House Design, it was about passion—following an instinct, trusting my eye, and letting things evolve organically, there is a subtle art of detachment that helps manifest a clear path. ROWEAM grew from that same mindset. You don’t need to have everything figured out right away. What matters is that you start, learn, and refine as you go.
Another key lesson I’ve learned is to surround yourself with people who share your passion. Building a great team and leaning on your community is essential. We often put so much pressure on ourselves, especially as women, to wear all the hats and do everything perfectly. But the truth is, you can’t do it all alone, and that’s okay. Some of my greatest successes have come from collaboration—listening to different perspectives and trusting my team to help bring the vision to life.
Last thing is to stay inspired. As you know, design is ever-evolving, and the best way to grow is to keep exploring—travel, visit galleries, study architecture, immerse yourself in different styles. And don’t forget to trust your instincts. At the end of the day, this industry thrives on authenticity. If you approach it with passion, curiosity, and a willingness to learn, you’ll create something that’s not just beautiful, but truly meaningful!
Brittney, I love how consistently ROWEAM shows up—whether it’s a concept fueling a new collection or a single Instagram post—can you share more about how you curate the brand presence?
Collaboration is at the heart of the process—it truly takes a team to bring ROWEAM’s vision to life and ensure every detail aligns with it. Our office mood board wall is a favorite touchpoint—it serves as the heartbeat of our creative work, keeping us aligned with Blair’s vision while allowing space for exploration. Blair, our Founder, leads the way with her creative direction, immersing the team in the product’s inspiration and history. Her ability to uncover what makes each piece unique—the story it tells and how it reflects our core values—is what shapes every aspect of ROWEAM.
When it comes to curating ROWEAM’s brand presence, I focus on translating that creative vision into compelling narratives. From mood boards to trend forecasting and campaign planning, I ensure that everything we put out aligns with the brand’s identity. I carefully consider each detail—whether it’s the tone of a caption, the lighting of a photoshoot, or the pacing of a launch calendar—to create a cohesive, intentional presence. My goal is to infuse every touchpoint with the personality and soul that make ROWEAM truly unforgettable.
ROWEAM is something truly special, rooted in heritage and craftsmanship, and we want people to feel that connection—not just see its beauty but experience all it has to offer. That’s what makes ROWEAM more than just a brand—it’s about creating a feeling that stays with people, just like the furniture itself, passed down from generation to generation.
What’s next for ROWEAM? Are there plans to expand into any new categories?
What’s next is less about rapid expansion and more about mastery—perfecting our craft and ensuring that every new piece or category embodies the same level of thoughtfulness, quality, and artistry that defines who we are. We’re in a phase of refinement, where each idea is being meticulously shaped and curated. When we launch something new, it’s not just about offering more—it’s about offering something truly exceptional, something that feels timeless and worthy of the spaces it will live in.
Much like the artisans who touch every stage of our existing pieces, this next evolution for ROWEAM is rooted in craftsmanship. It’s about finding the right balance—whether it’s in the proportion of a new chair, the patina of a finish, or the texture of a fabric. We take the time to get it right because we believe that luxury is born out of patience, precision, and care.
There are new categories on the horizon, but what drives us isn’t just the excitement of what’s next—it’s the responsibility to create something enduring. When we launch, it won’t be rushed; it will be something crafted with intention, something that feels as if it’s always belonged, yet entirely fresh. That’s what ROWEAM is about—offering pieces that are as beautiful as they are lasting. So, while it’s taking time, it’s because we’re committed to ensuring that what comes next is truly spectacular.
To learn more about ROWEAM and shop the collections visit www.roweam.com. For more inspiration from Moore House Design visit www.moorehousedesign.com.
Xx Charlotte
Such a great article, Charlotte! Thank you for sharing Roweam’s story 🤎
Such a treat to read. Loved the Qs Charlotte!!