Emmy Award-nominated HGTV host Egypt Sherrod is launching her Indigo Road bedding and bath collection at the JCPenney Meyerland Plaza location in Houston on June 20 from 1:00 PM–2:30 PM, aiming to help households create a home sanctuary.
Sherrod, founder and CEO of the Indigo Road family of companies, has built her brand around what she calls “livable luxury,” the belief that elevated, thoughtful design is not a privilege reserved for high-income households.
The collection, which debuted in Spring 2025 across 307 JCPenney stores nationwide, includes bedding sets, comforter sets, plush towels, bath rugs, decorative pillows, throw blankets, and window treatments, all designed to deliver a high-end aesthetic at an accessible price point.
“Great design is not about spending the most money. It’s about creating spaces that support how people live, where they live, what price point they live at, where they can rest, and where they can connect. That language exists no matter what is happening in the economy.”
Egypt Sherrod
Sherrod, who grew up in Philadelphia and speaks openly about modest beginnings, said her design philosophy is rooted in personal experience.
“Great design is not about spending the most money,” she said. “It’s about creating spaces that support how people live, where they live, what price point they live at, where they can rest, and where they can connect. That language exists no matter what is happening in the economy.”
As both a television personality and a licensed real estate broker, Sherrod has a ground-level view of how economic fragmentation is reshaping the housing market. She noted that while the luxury end of the market remains active, the middle market is showing signs of stagnation, while first-time homebuying is surging, a pattern she said makes broad-access design more important than ever.
“We can allow everyone to see themselves on Indigo Road,” she said. “We are a line that is not tone deaf.”
Steven Hall, the JCPenney representative overseeing the Houston launch, said the store spent time evaluating the collection against what the retailer already carries and found the quality compelling at its price point.
“It rejects the notion of being untouchable,” Hall said. “We’re living in a time where people want their dollars to stretch, and her brand definitely gives them the opportunity to do that.”
That excitement among store associates and customers in Houston has been building ahead of Sherrod’s arrival.
The home design conversation Sherrod is having in Houston directly connects the feel of a home environment to the mental health and emotional stability of the people inside it, particularly Black women, who disproportionately carry caregiving, professional, and financial responsibilities simultaneously.
“When a woman feels safe, covered, protected, inspired, and comfortable, she continues to grow,” Sherrod said. “When a woman stretches, she stretches the entire family.”
Sherrod co-founded 1000 Women Owned, a national nonprofit committed to uplifting 1,000 women-owned businesses by 2030 through funding, mentorship, education, and community building. The organization holds traveling events that bring together entrepreneurs, investors, and executives for what Sherrod describes as moments of business intimacy and mentorship.
“Women are out here creating jobs, building wealth, and transforming communities every day,” she said. “Through 1000 Women Owned, our goal is to create a movement that gives women access to resources, relationships, opportunities, and grants to build businesses that endure.”
The Indigo Road by Egypt Sherrod collection is available in-store and online at jcpenney.com.
