Elle Crée
This week, we’re thrilled to introduce Rachel, the creative force behind Elle Crée and some of the most beautiful (and addictively satisfying) paint-by-number kits around. From nostalgic illustrations to a passion for self-care and handmade artistry, Rachel’s journey is all about breaking down creative barriers and making art accessible for everyone. Whether you’re a seasoned painter or someone who’s never picked up a brush, Rachel’s story will inspire you to carve out a little time for creativity—and maybe even see those paint pots in a whole new light.
How did Elle Crée get its start?
When I first thought about creating paint-by-number kits, I just thought it would be a fun, interactive product to turn my illustrations into. I soon realized that in doing so, I was putting something out into the world that would take away the intimidation factor for a lot of people who weren't sure where to start their own creative journeys. It became a way to share my creativity with others and to make their own creative experience more satisfying. I also realized it was actually about promoting self-care and providing an easy format to encourage creativity as a form of relaxation and meditation.
Before Elle Crée, what was your background? Did you always want to launch your own product line?
I've been an entrepreneur since about the age of 13 when I had my first booth selling handmade jewelry at a local fair. Before starting Elle Crée, I spent 15 years as a graphic designer for local non-profits and I was just ready for a change. I wanted to create something that felt truly my own.
Can you tell us about the very first product you launched?
The first line of 3 kits I launched in early 2017 was focused on the female form. I was really inspired by the original mid-century paint by number kits and wanted to bring that vintage aesthetic into my designs. I illustrated women in various costumes and silhouettes. The first kit was actually modeled after an old magazine ad I had found of Esther Williams in an underwater pose. I just loved the nostalgia of it.
Running a Handmade Business
What does a typical day look like for you (if there is such a thing)?
Well, nine years into this venture, I have a small staff. It includes my sister who is our Director of Operations. So, I show up to our workshop and spend time catching up on emails, problem solving production issues, working on new designs, or running errands to pick up locally printed components.
What parts of your work do you still love, and what feels like a chore?
I really enjoy brainstorming new design ideas, but there's always a period of time in the early phases of the design process where I feel overwhelmed or that it's not going the way I had hoped. I can usually just push past this and get to where I'm happy with the result, but sometimes I will have to put a design away for a while and come back to it months later.
What’s changed the most about your process since you first started?
My process has become more collaborative and I've become more confident and comfortable getting feedback from my team.
The Creative Side
Where do you find inspiration for your kits and designs?
I get ideas from my team and I always have a long list I can refer back to for inspiration.
Are there any favorite themes or color palettes you return to again and again?
Botanicals are my favorite. I love a classic still life. So, I come back to that subject matter and composition often. Our customers seem to like it too.
How long does it usually take to bring a new kit to life, from idea to finished product?
It can take 20-40 hours for me to design a new kit, which includes concepting all the way through paint color selections and packaging design. Mostly that time frame is related to how cumbersome the illustration process can be for me.
The Fun and Unexpected
How did your feature in O Magazine come about?
I think it was a right-time, right-place sort of thing. It was 2021 and we were still cautiously navigating how to reemerge from the pandemic. Paint-by-number was back on people's radar because it was a hobby folks had turned to during lock down and beyond. Oprah's team was putting together the "Made in America" product list and I think they were looking specifically to include a paint-by-number kit and they stumbled upon us. It wasn't something we'd applied for.
Any weird or unexpected tools you rely on in your studio?
A kitchen hand mixer for mixing paint!
Big Picture
What does “handmade” mean to you in 2025?
Handmade starts with a creative vision for an object that is brought to life with care and intention. It includes components crafted or combined by human hands. In the age of mass production, automation, and artificial intelligence, it's almost a rebellious act to prefer and foster the handmade movement.
What do you hope customers feel when they open one of your kits?
I want them to feel energized and optimistic about having a calming and successful creative experience. I want them to be inspired by the colors and for it to feel nostalgic.
Why did you decide to be part of USA Handmade?
I love the mission. What made in the USA means to me is that the product is more about craftsmanship and quality than about mass production or profit - and it's about people and our planet being treated fairly in the process.
Thank you, Elle, for sharing your journey and creative spirit with us!
We’re so grateful to have Rachel and Elle Crée as part of the USA Handmade family. Her passion for making art approachable—and her dedication to the handmade movement—remind us why supporting independent makers truly matters. If you’re ready to tap into your creativity (or just want to relive a little vintage nostalgia), check out Rachel's kits and experience the joy of handmade for yourself.
Ready to get creative?
Explore Elle Crée’s beautiful paint-by-number kits and bring a little handmade joy into your day! Shop Elle Crée on USA Handmade »