Ireland, who turned 42 in March, has partnered with manufacturers from all over the home furnishings map - including lighting to window blinds to bedding - in a bid to carefully advance her brand. Notably, her company has enjoyed a seven-year relationship with Shaw Industries, resulting in popular, kid-tested/mother-approved designer rugs, ceramic tiles, laminate planks and broadloom carpets. Now, Ireland says, the partnership has produced Shaw's ClearTouch carpet with R2X stain and soil resistance technology, a collection designed for busy moms on the go.
"If a product is going to be part of our brand, it had better make a mom's day better and easier," says Ireland during a phone interview with NFT. "I think it is a heroic effort for the busy mom to even make it into the store. Myself, if I make it out of the driveway, I'm feeling pretty good."