“Remember, this isn’t your father’s belt, and it probably won’t be your son’s. It’s yours,” is Asher Riley‘s tagline. Southern makers often pride their products on being heirloom quality and able to be passed down through generations, but this needlepoint brand wants to be exclusively and whole-heartedly YOURS. Let us introduce you to the Birmingham-based brand Asher Riley.
How the Brand Began
“It all started with a belt that my husband, Virden Hargrove, wanted made,” Elle Hargrove, co-owner and designer of Asher Riley, says. “He sketched out several different designs that he was interested in and I made it happen. We knew right away that our friends and relatives would also love both the idea of incorporating custom ideas into needlepoint products as well as the nautical preppy look.” After creating that joyful gift and noticing the limitless potential for more, Asher Riley was born.
Needlepoint EVERYTHING
Perusing Elle’s offerings, there are truly so many things to customize beyond just belts and keychains. Golf club headcovers, luggage tags, bag straps, jewelry, pillows, koozies, you name it. “We are Mississippi natives but live in Birmingham, AL, now,” Elle says. “We have really seen Asher Riley grow in ways we never realized it could.”
Asher Riley is for Pets, Too!
“Virden and I named our company after our son Asher and our beloved white golden retriever Riley,” Elle says. She’s thrilled that Asher Riley’s hottest products are the dog collars and leashes. “They have really taken off, and I am proud to offer the widest variety of designs for doggies!”
Southeastern Made, Northeastern Inspired
While the general South has always inspired Ashey Riley, Elle is profoundly influenced by trips to seaside towns and islands up north. “Two years ago, when we visited the beautiful island of Nantucket, off the coast of Massachusetts, we incorporated the Nantucket Whale theme,” she tells us.
Much of Elle’s inspiration comes from the Northeastern style icon and brand owner Kiel James Patrick — the dad behind the visually stunning Instagram account we’re all completely obsessed with, @KJP. (If you know, you know!) “He embraces the nautical preppy life, very similar to how Ralph Lauren began,” Elle says.
Want Something Custom?
If you’re interested in a custom design for yourself, a significant other, or a four-legged friend, you can send Elle your custom request or fill out the custom form on each product’s webpage. “After you have chosen your patterns, design ideas, colors, and initials, I send a digital mock-up of [your] idea,” Elle adds. “Once all the tweaks are made and you’re happy, I move into the stitching process!”
Bring Asher Riley Into the Wild
A moment of pride and excitement on Elle’s journey in needlepoint was sending a belt to Cooper Manning (entrepreneur, TV personality, and brother of Eli and Peyton). “He actually wore the belt!” Elle says. “My husband looked up his phone number and called him. He was super nice, so we sent him a belt.” Elle says.
“We’re still not a big enough brand that I actually see my products on people very often. If I do, it’s mostly on social media, so I look forward to that one day,” Elle says.
As an all-online company, anyone, anywhere, can shop Asher Riley’s ready-to-ship needlepoint pieces or start a custom project. Visit AsherRiley.com to take a look. Thanks for chatting, Elle!
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