Originality is at the core of everything Loomly Customs produces in its Austin studio. This women-led enterprise, founded by Delaney Joyce and Katreece Hattaway in 2024, makes customization effortless. A skillful team of in-house textile artists tailors distinctive fabrics, wallpapers and soft goods to align with clients’ specifications, no matter how complex.
Joyce says Loomly’s business model arose from a place of curiosity. “We kept wondering why custom had to feel so rigid or slow. Designers had incredible ideas, but turning those ideas into finished goods felt limiting, and having patterns designed in-house specifically for a project was virtually nonexistent.”
Loomly Customs as seen in The Art of the Home Designer Showhouse. Design by Patrice Nichole; Photo by Ryan Tiscareno.
Collaboration is another vital part of Loomly’s approach, according to Joyce. “Honestly, our clients provide the inspiration. Sometimes they send a full mood board, sometimes it’s just a chair, a color palette, or even a vibe they’re trying to capture. From there, our textile designers take that small spark and build it into something real and layered. Watching that transformation never gets old.”
Loomly’s dedication to fast turnarounds keeps pace in a world of rapid-fire deliverables; they typically work with a lead time of just 10 to 14 days, Joyce notes. “Designers are incredibly organized, but projects shift. We’ve helped with last-minute changes more times than I can count. Being able to say yes quickly, without large minimums, has made a huge difference for our clients.”
Design by Sey Interiors; Photo by Stacy Markow
Designing for designers is a joyful part of the process, she shares. “There’s something really fun about working with someone who already has such a clear vision. We get to step into their world and help bring their ideas to life. It feels less like a transaction and more like a creative partnership, which is exactly what we want.”
This or That?
Pattern Play: Splashy or smaller-scale graphics? Intricate, intentional graphics. I love when you notice something new every time you look at it; the details make a space feel collected and thoughtful.
Color Scheme: Eye-popping tones or calming neutrals? Eye-popping – give me the bold color moment. Even in a calm room, I want something that makes you stop.
Me Time: Scrolling or streaming? Scrolling on Pinterest. I tell myself it’s research.
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