Threads of Leadership and Innovation

Today we explore the growth of Creative Matters, a leading textile design firm where artistry meets sustainability. Guided by partners Ali McMurter and Ana Cunningham, Creative Matters has cultivated an environment of collaboration and craftsmanship, allowing designers to merge a passion for textiles with environmental responsibility. Read on to discover Ali and Ana's unique experiences and insights, shaping both their careers and the company's mission.

At Sheridan College, I became captivated by textiles, and discovering Creative Matters revealed how rug design could turn my artistic ideas into tangible creations that enhance spaces. It felt like a natural blend of creativity and craftsmanship.

Joining Creative Matters, I was lucky to find mentors and a team that valued collaboration, which gave me the confidence to take on bigger challenges. While I initially focused on art, projects like installing carpets in the MET Opera’s Straz Lounge have shown me the impact a well-designed floor or wall covering can have.

One memorable project was creating custom rugs for a luxury hotel. A last-minute color-matching issue put us under pressure with a tight international deadline, but teamwork with our manufacturers saved the day. The experience taught me about problem-solving and composure under stress.

Looking back, I wish I’d taken more risks earlier. Some of my best experiences have come from stepping outside my comfort zone. Contributing to the La Samaritaine renovation in Paris and later becoming a managing partner with Ali when Carol Sebert passed the leadership torch were especially defining moments.

The business world can be intimidating, but having mentors, knowing your worth, and negotiating for yourself are essential. I’ll always remember the thrill of seeing a 30’ x 50’ rug come to life at our mill in Thailand. Watching it transform from hand-painted sketches into a real carpet was inspiring, reminding me of the endless creative possibilities in this medium.

Initially, my focus was more on the artistic side, but as I’ve grown in my role, I’ve developed a greater appreciation for the business aspect of design — understanding the logistics, working with clients' budgets, and creating sustainable solutions. My vision has expanded to include both creativity and responsible business practices.

Over time, my role has expanded to appreciate both design and the business side — balancing creativity with sustainable, client-focused solutions. If I could revisit any moment, it would be signing off on the La Samaritaine project, which validated all our hard work and dedication.

• Ana Cunningham , Managing Partner of Creative Matters

I’ve always been passionate about textiles, design, and sustainability. Joining Creative Matters in 2006 was a perfect fit, as it allowed me to work with natural fibers in a high-quality, creative format. Over time, our increased focus on sustainability aligned with my personal values and helped me grow as both a designer and leader.

The support of my team, family, and mentors has been invaluable, allowing me to develop beyond design into project management and business leadership. Initially, I focused solely on the creative side — colors, textures, and patterns. However, as I took on more responsibility, I found a balance between creativity and strategic management that I truly enjoyed. Installing carpets at the MET Opera’s Straz Lounge was a major milestone, one my younger self would be so proud of.

A memorable project was for the Canadian Senate, where we fine-tuned a “red-on-red” design to perfection under special lighting. The project later won an award, validating our commitment to detail.

If I could do it again, I’d step into leadership earlier. While my journey began with design, I discovered I loved the challenge of management. Becoming a partner and working on the Shinola Hotel project, with 277 rugs produced across four countries, were career highlights.

For anyone pursuing similar paths, my advice is to embrace leadership, know your worth, and lean on supportive people.

My role has expanded to include sustainable practices across all aspects of our work — from production to client relations — ensuring social, economic, and environmental responsibility.

One proud moment was seeing our rugs in Canada House, London, with my family. It was a true milestone and a chance to share my work with my daughter, affirming that we’re making a global impact.

• Ali McMurter , Managing Partner of Creative Matters

In the vibrant world of textile design, partnerships can spark creativity and innovation. Ali and Ana show us how two people with a shared vision can combine their unique perspectives to achieve great results.?

Both Ali and Ana give the same invaluable advice: know your worth. Knowing your worth is fundamental to building a fulfilling career. When you’re clear on your strengths and value, it radiates into all of your work. It leads to healthier boundaries and a growth-oriented mindset that will help you achieve success.?

How do we identify our worth??

Start by listing your strengths, achievements and the ways you contribute to your business. Do you have a technical skill, creative approach or unique perspective? When you are clear on this, you can articulate it to others.?

Ask for regular feedback from peers or clients so you can see your worth through others’ eyes. Constructive feedback sheds light on areas for improvement as well as strengths so you know where to focus your growth.?

Once you’ve done this, speak up about your accomplishments and contributions. Highlighting your work shows others what you bring to the table and can create new opportunities.?

And finally, knowing your worth means being open to growth. Acknowledging where you want to improve strengthens your value. Pursue opportunities to learn and remain adaptable as the industry changes. Each learning experience adds to your skillset and reinforces your value.??

Ali and Ana’s advice to “know your worth” serves as a guiding principle for advancing in your industry but for personal growth as well. By understanding and advocating for their unique skills, they’ve shown how to have fulfilling, impactful careers. Their partnership is a testament to how knowing one’s worth can lead to meaningful collaboration, inspiring everyone at Creative Matters and beyond to reach their full potential.??

If you would like to know more about how I do it, my routines and products that make my life a little less wild, subscribe at rebeccaminkoff.substack.com .?

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