Selde wallpaper featured in Marcus Samuelsson's Red Rooster restuarant in Harlem NYC

The Visible Hand

We return to the hand because in a world engineered for perfection, choosing imperfection is deliberate. The slight shift in a line, the variation in a surface, the way a glaze moves in the kiln — these are not flaws. They are evidence of presence.

The work sits between structure and softness, between pattern and variation. Ceramics, wallpaper, fabric, and textiles are designed to relate to one another so that objects, walls, and environments feel connected rather than assembled. The goal is not to fill a space but to shape how it feels — through light, texture, and subtle change.
Pictured: Red Rooster, Harlem NY, wallpaper by Selde

THE FOUNDER

Sunny Stafford

Sunny Stafford is a ceramicist and surface designer working from her studio in the Rockaways, New York. She has been making objects and patterns for interior designers since 2007, when she began taking private commissions while working at Domino magazine.

Her commissions span the country — from residential interiors in Alaska to restaurant installations in Harlem. Before founding Selde, Sunny held senior creative and brand leadership roles at Victoria’s Secret, 1-800-Flowers, and Venus Fashion. She brings that systems fluency to the studio: Selde is not a collection of individual objects but a coherent design language expressed across multiple surfaces.

Sunny works in cone 6 porcelain, develops glazes in-house, and designs every pattern herself. Nothing is licensed in from outside designers. Pictured: Sunny in her studio in Rockaway, NY

What Selde Makes

THE WORK

Artist-Designed Wallpaper Original patterns drawn from nature observation, material study, and abstract geometry. Available in peel-and-stick, traditional, grasscloth, metallics and commercial grades. Suitable for residential and commercial interiors.

Fabric by the Yard  Upholstery and drapery-weight fabric in Selde patterns. Available for trade and direct purchase.

Throw Pillows & Table Linens  Finished goods in signature patterns, designed for the layered interior.

Handmade Porcelain Ceramics Wheel-thrown tableware in cone 6 porcelain with in-house developed glazes. Released in limited drops.

Custom & Commission Work Selde works with interior designers on custom colorways, scale adjustments, and bespoke installations.

Frequently asked questions

What makes Selde wallpaper different from mass-market wallpaper?

Every Selde pattern is designed by Sunny Stafford in her studio — not sourced from a pattern library or produced by a team of contract designers. The patterns come from a specific point of view rooted in nature observation, material study, and 15+ years of making objects for interior spaces. The result is work that reads as art on the wall rather than background.
Who is Selde wallpaper for?

Selde is used by interior designers specifying for client projects and by homeowners who want something distinctive that won't appear in a big box store. The studio offers a trade program for designers working on commercial or residential projects.
Where is Selde based?

Selde Studio operates from the Rockaways in Queens, New York — a barrier island community in Jamaica Bay. The coastal, naturalist environment directly informs the work.
Does Selde do custom work?

Yes. Selde works with interior designers on custom colorways, scale modifications, and commission projects. Past commissions include residential interiors and restaurant installations. Inquiries: sunny@selde.studio
How are Selde ceramics made?

Selde ceramics are wheel-thrown in cone 6 porcelain using Standard clay. Glazes are developed and tested in-house from chemical recipes — not commercial dip glazes. Each piece is fired in a small Skutt kiln and released in limited drops. No two pieces are identical.