Where there were 'bugs', now there are rugs; American Cottage moves to spacious new quarters

GILFORD — "This is the culmination of 21 years in business for me," said Jodi Sleeper, owner of American Cottage, as she begins a tour of her new facility. She and husband Kevin moved the home furnishing store down Route 11, from its prior location, next to the Wine'Ing Butcher, to the building which most recently housed Lakes Region Volkswagen.

The Sleepers opened their new store on December 20, after 12 weeks of moving and sub-floor-to-ceiling renovation to make the building at 9 Gilford East Drive suitable for its new use. The store sells some antiques and many new items, much of which, especially the rugs, were designed by Jodi. American Cottage had been at its previous location for two years but the story of the business goes back more than two decades.

About 22 years ago, New Hampshire natives and young couple Jodi and Kevin were both working for his construction company. "I was his 'Girl Friday,'" said Sleeper. She painted recently-built homes and did whatever was needed to help out at her husband-to-be's growing business. However, the job wasn't suiting her skills and talents. With a degree in botany and a minor in art history, she had imagined that she might provide illustrations for biology books. Then, Kevin noticed a classified ad placed by a company looking for a rug designer.

Jodi got the job, designing for Claire Murray. It was an exciting time for her. An untrained designer, she found herself flying to China to oversee production and setting up new stores stateside. Her talents were noticed by the Bob Timberlake Collection, which lured her away and where she eventually became the art director and chief designer. When her mother fell ill in the mid-90s, though, the Jaffrey native left work to return home.

That was when Sleeper first went to work for herself, creating designs and licensing to companies such as L.L. Bean, Orvis and her previous employer. After a few years, and with encouragement from Kevin, she started her own company, hiring rug-making experts in Nepal, India and China to produce her designs and wholesaling them to other retailers. In 2008, she started a tiny retail store in Andover, where the Sleepers live, and in 2010 they moved the store to Gilford.

Now, at its third location, American Cottage's showroom covers 5,000-square-feet and room to grow that nearly three times over. While working for prestigious companies, Sleeper had to contend with weekly meetings and having her designs subject to review by committee. Now, master of her own domain, she delights in using the store to surprise visitors with her "no rules" philosophy, which she utilizes when she's designing as well as when she's merchandising .

"I want people to think we've lost it on some level," she joked. The company exists to market her rugs, of which the store has about 6,000 in stock, but the store is also filled with furnishings so that the rugs may be displayed in a home-like context. Those furnishings, some of which are also her designs, are also for sale. Those which she did not design must meet her standards of craftsmanship, thoughtfulness and creativity.

Sleeper's rugs, made from wool and hand-made in Asia, reflect Sleeper's interest in natural shapes and colors as well as designs and color combinations from eras past. She's not afraid to display a $4,000 sofa on a $900 rug, nor was she too timid to design a rug inspired by the language of the U.S. Constitution.

Sometime soon, the Sleepers will host an open house to formally show off their new location. Many customers have already found the place, though, and their early success so far has made them happy to be where they are. "I haven't stopped smiling," said Jodi. She is reminded of the sensation she had when closing her eyes after her first week as a designer. "I am as excited now as I was that week."

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Jodi Sleeper, owner of American Cottage, enjoys a respite in the showroom of her new location in Gilford. The store, in a building which formerly housed a Volkswagen dealership, is a milestone in Sleeper's 20-plus year career as a rug designer. (Laconia Daily Sun photo/Adam Drapcho)