Meet Jill Rheutan –
Founder & Mastermind of The Rheu Co.
her story
Originally hailing from Ohio and now proudly rooted in Durham, NC, Jill Rheutan is the creative powerhouse and technical virtuoso behind The Rheu Co. What began as a calming escape quickly revealed her remarkable talent—precision sewing perfectly aligned with her unflappable, no-nonsense personality.
While building a career in the corporate hotel and hospitality industry, Jill launched an Etsy shop to show off her handmade designs - specializing in outdoor cushions and poolside coverups. Her hospitality career was halted abruptly by COVID-19, which she accepted as an opportunity to dive into a years-long study into the art of sewing. With books, online courses, in-person workshops, and project-after-project, she focused on learning expert-level craftsmanship and eventually landed a full-time job in the demanding bridal alterations industry.
The overwhelming success of her Etsy shop endeavor fueled Jill's vision even further. In Fall 2024, The Rheu Co.'s flagship studio was opened—a space that embodies her edgy, uncompromising spirit and commitment to quality.
Passionately opposed to disposable fashion, Jill's mission is clear: save the world from textile waste and elevate what you wear and the spaces around you. Functionality is important and so is authentic personal style. At The Rheu Co., she doesn't just execute the art of sewing — she thoughtfully reinvents.
why the Rhea bird?
Every brand needs a spirit that guides it — an energy that speaks to how we move through the world. For us, that spirit is the Rhea bird.
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The Rhea bird is a smaller, less dazzling cousin of the ostrich. A creature of adaptability and quiet resilience. Native to South America, it is a flightless bird — yet what it lacks in wingspan, it makes up for in flexibility and the ability to thrive across shifting landscapes. In the same way, The Rheu Co. doesn’t chase shortcuts. We stay rooted, nimble, and fiercely focused on building sustainable momentum for our clients and our community.
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The Rhea is also a bird that thrives in groups but maintains a unique, independent streak. It symbolizes the balance we strike: dedicated to the collective good while holding a clear, self-determined direction. Togetherness with autonomy, and without unnecessary noise.
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Most importantly, the Rhea reminds us that progress doesn’t always look like soaring above the clouds. Sometimes, it's a careful, step-by-step process. We're moving with purpose and carving new paths in established territory.
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We honor the spirit of the Rhea by staying unflappable.