Meet Lizzie Archer, Creative Director at The Elsewhere Co.

Tell us a bit about yourself?

I’m a country girl at heart. I grew up on a beautiful sheep farm in central west NSW. I always knew I wanted to do something creative. I studied a BA Media (Hons) at Macquarie University, Sydney, majoring in Film and Television production—I originally wanted to be a film director!

I’m based in Melbourne and am a full-time business owner plus full-time mum to two boys. I love to travel (looking forward to being able to do this again one day) and I believe in living an adventurous life—always learning, exploring and living joyfully. I’m always on the look-out for my next adventure!

I have collected jewellery from all over the world and this is part of the reason I created wallets with space specifically to store jewellery! I’m passionate about sustainable fashion and believe that designers have a responsibility to understand the materials they work with—how they were made, who made them, their performance, longevity, environmental and social impact and end of life. This takes time, energy and in most instances is more expensive than mainstream alternatives but it’s really rewarding to see that my designs offer a significant step change towards a more sustainable fashion industry.

What is your current business?

I’m the designer and founder behind sustainable accessories brand, The Elsewhere Co. - a luxury label inspiring freedom seekers around the world to escape the every day through a design philosophy that rejects all that’s ordinary, lacklustre and thoughtlessly produced.

How would you describe your career so far and how did you get into this industry?

My career has been a journey! I’ve done lots of different things and have learnt a lot along the way! At university, I studied Media majoring in film and television production but landed a career in product management and marketing where I worked for several consumer goods brands within Australia and the UK. I also studied interior design whilst living and working in London. My corporate roles gave me experience in developing and launching large scale product ranges, however, I always knew I wanted to be working more creatively in an environment where I didn’t have to compromise on my design vision and values.

I left my job in London to take a year off travelling through Europe and South East Asia back to Australia. I collected jewellery throughout my travels but was having trouble storing it safely in my backpack. Whilst in Cambodia, I fell in love with the beauty of artisan hand-loomed silk and upon returning to Melbourne, I enrolled in a short textile design course at RMIT and developed my very first collection of luxury silk jewellery rolls. From there I’ve developed the brand and collections you see today.

What does a typical workday look like for you? 

I’m constantly juggling my roles as a mum and business owner, so every day is different! I work between 7-9 am in the morning whilst my husband gets my eldest son ready for school—this is when I get my priority things done. Throughout the day I look after my 4-year-old and do bits and pieces when he’s happy playing— things like packing orders, preparing stock for retailers, designing and visiting retailers. We do a daily scooter ride to deliver orders to the post office! Then it’s school pick-up, chores and dinner prep. I sit down again at 6 pm to do my social media for the day, then after everyone’s in bed I’ll do another hour of work before relaxing at the end of the evening. I complete any big projects on a Saturday when my husband looks after our boys!

What has been your favourite product created to date?

Definitely my up-cycled leather wallet – it’s a world-first design which took almost 2 years to develop. It’s an entrant in this year’s Victorian Premier’s Design Awards!

“This is NO ordinary wallet. We set out to design the wallet of your dreams; a single wallet to keep you organised from work to play, trips away and everything in between –without destroying the planet. The Elsewhere Co. upcycled leather wallet is thoughtfully designed for living an adventurous life. It can be used at home or away and features an innovative concealed jewellery storage compartment, making it one of the most versatile accessories around. Crafted from upcycled leather, it imaginatively transforms waste into luxury fashion, with initial production saving approximately 100kg of leather offcuts from reaching landfill.”

It is my hope that our wallets will keep you organised for many years to come, saving you time, making your every day easier and helping you steal more moments of freedom to pursue an adventurous life – a life less ordinary.

Paradise Leather Women's Wallet

What are some of the things which inspires you?

I’m inspired by travel, art and nature. I love bold colour and you’ll notice that colour palettes play an integral role in my designs. I’m also inspired by fabrics and materials – each material has its own beauty, texture, unique properties and story of how it was made. I love working with interesting materials and finding new ways to reimagine them into luxury items.

How do you stay organised in life and business?

Work-life balance has been quite difficult as you can see from my daily routine above! It’s been particularly hard to manage this year as I was homeschooling my 6-year-old, whilst also looking after my 4-year-old. This meant that during these times I had to put my work largely on pause. Over the years of running my own business, I’ve learnt to stress less about what I can’t do and be happy with achieving my best in the time that I have available. I work hard but make sure we plan lots of holidays and fun things to do as a family!

What has 2020 taught you about yourself?

I’ve learnt the value of community this year – I’ve actually worked more collaboratively with others than in a normal year which I’ve really enjoyed.

This year people have been really collaborative and more open to connecting and supporting others. Whilst it’s been a tough sales year there have also been more opportunities and initiatives to support small businesses as well as opportunities to up-skill and be involved in the community which has been invaluable.

Just like the amazing community at Creative Women’s Circle, I’ve also had the opportunity to work with a mentor this year! I’ve found this really useful in clarifying my ideas and helping me move forward with initiatives at a much faster pace. So this is something I’ll probably continue to do going forward.

What have been some of the biggest challenges in your career?

Being a creative at heart; throughout my corporate career, I always found it difficult to be constantly compromising my creative vision and personal values. This meant that while I enjoyed this part of my career and learnt a lot about business, I felt frustrated much of the time. Once I got the courage to start my own business built on my personal values, I felt such a great sense of freedom. I’ve never looked back!

What do you get up to when not working?

I have family in South Coast NSW so we spend a lot of time there at the beach, swimming, bushwalking and enjoying time as a family.

Nightfall Leather Women's Wallet

How do you plan for a new year? And do you have any tips for new year goal-setting?

I like to reflect on the past year’s achievements and take time to really congratulate myself before moving onto new goals. Then I assess what worked and what didn’t!

I find the last quarter of the year is so busy and it’s often quite reactive so I like to begin the year by revisiting my core brand values and vision to see if everything is still relevant or if some areas have evolved etc. I like to bring everything back to the brand vision and values, then I start working on plans for the new year with this vision clearly in place.

 I also do a sustainability roadmap for the year ahead to ensure that each year we’re moving forward with our sustainability goals as a business. Sustainability is a constant journey!

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Shop local this Christmas

The Elsewhere Co collection is available at Design A Space Retail Gallery.

Shop in-store at either of the Design A Space stores below and receive 20% off the upcycled leather collection.

Offer is available until 24/12/2020.

Melbourne City Store 
20 Manchester Lane,  
Melbourne VIC 3000
+61 3 9663 8991

Windsor Store
142 Chapel Street, 
Windsor VIC 3181
+61 3 9510 0144

Carol Mackay, Design Business Council, on finding your onliness

Carol Mackay, Design Business Council

Carol Mackay helps Australian creatives manage their business better - more effectively, more efficiently and more sustainably - so they can spend more time creating. After 30+ years running a graphic design firm, Carol moved from client-focused projects to consult to the design industry. Now with the Design Business Council she uses her experience, and research, to help creatives build robust, sustainable businesses, and to help businesses integrate, and profit from, design.

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What’s the difference between personal branding and onliness?

Personal branding is how you want to be perceived by others — or as Amazon’s Jeff Bezos would say, what others say about you when you are not in the room. I prefer to use the term ‘onliness’ – comes without the history and baggage of ‘branding’.

Was your own ‘onliness’ something you instinctively understood, or did it take a lot of trial, error and experience to work out?

I’m relatively new to the importance of thinking about my ‘onliness’ and that’s mainly because I’ve worked alongside my life partner for nearly 40 years. We first worked together for someone else, then in a design studio we co-founded and now at the Design Business Council. During the design studio tenure, we had distinctly separate roles that evolved over a long period of time. Greg had his clients and I had mine. He ran the external face of the studio and I ran the internal. Our roles evolved with the business.

This changed when I closed the studio after 34 years to re-join Greg in a side-hustle we’d co-founded five years earlier. We’d dipped our toes into a venture we thought might work, and then worked hard to get it to a stage it could fund us both.

While I kept the studio going to fund the venture, Greg had had five years to assess, define and refine his new role. And he is is really, really good at what he does. When I joined him, I had to work out how I could add value. Greg and I now have overlapping roles with far less clarity.

Anyone with a successful partner knows if you don’t have clarity around your own strengths and weaknesses, if you don’t have a strong sense of your value, you will continually be overshadowed. Especially if you are second to the table. I’d come from the comfort of a role I had for 34 years into a new challenge needing completely different use of my existing skills.

“I had to find my onliness, and I had to find it quickly. It wasn’t easy.”

Is onliness important when you’re first starting out?

Being aware of your onliness is absolutely of value to a graduate. It means you can stand above the cookie-cutter folio we all graduate with, and more easily sell your value into prospective employers, in writing, in visuals and in person.

What do you think the main obstacles designers come up against when running a small business?

Stamina and sustainability. That first flush of clients may last a year, may last five but we work in a rapidly changing industry that is constantly disrupted. Identifying, adapting and managing change is constant. It takes energy and it takes stamina.

Many small business are founded by people who love what they do, but don’t necessarily love the business of what they do. Sustainability comes from employing someone to work on the business so you can continue to do what you love. If you love what you do, stamina is less of an issue. Energy comes from enjoyment.

You’ve taking your wealth of design knowledge and client-focused experience and pivoted to consulting, are you enjoying the pivot?

I am now. But it took a couple of years to be comfortable in my new role.

Comfortable working as a partnership rather than with an in-house team and running a studio. Comfortable remembering I’m now a supplier to the design industry rather than a designer and comfortable referring projects from ex-clients to other designers.

What I am enjoying is having a forum to share my experience. I would have loved to have a ‘me’ to advise me through the tough spots – that’s what I’m trying to do with others. Running a creative business is hard. Your eye is continually on billings for the end of the week/month/quarter. Having time to future plan is really difficult.

Now I am relishing having time to research better ways of running a design business. I’m relishing having time to talk to others about what they do, why they do it and how they do it. And I’m relishing having a voice to share that knowledge.

Have you had to change your onliness at all?

I am naturally a chatty, enthusiastic introvert who is most comfortable chatting one-on-one. Five-on-one sometimes. Ten-on-one max. This is not a perfect attribute for my new role in the Design Business Council, and it could be said it limited my role.

It was the personal journey map activity (I’m going to share in the Masterclass) that helped me identify what I do well, and what I don’t –  and that helped me change my thinking because I understood where I needed additional skills.

Tell me a little bit about the work you do with Womentor (on hiatus at the mo) and how important do you think mentors are to women in design? And women in general.

Mentors are important. Having the counsel of others can open opportunities and remove obstacles. I’ve not had a mentor (apart from Mary Tyler Moore and Murphy Brown :) but I am sure with one I would have worked more efficiently and more effectively.

On the other hand, I’ve mentored many, as does anyone that employs others, and especially graduate designers. I’ve mentored employees, designers within schemes like AGDA and Womentor, and as a paid gig as part of my role within DBC.

“Mentoring is sharing knowledge and that comes easily to me. I think we all have an obligation to give back to the industry. ”

Where can women find a mentor that’s right for them?

I think many women struggle to find a mentor because of their mindset. They seek someone who will give their time freely, who has the perfect balance of knowledge, character and in an aligned career. Can you see the problem?

Mentoring should be a two-way relationship. Good mentors are open to continually learning, and to new experiences yet many mentees are only interested in taking. I’ve had designers request to buy me a cup of tea only to sit opposite me with an open notebook and grill me with questions until my eyes water and my bladder almost bursts. And then they ask when we can meet again.

Knowing your onliness is about understanding how you can give back to your industry at every level. Perhaps it’s not about finding the right mentor, perhaps it’s about making connections with people with whom you have something or someone in common and with whom you think you could share something you know in return for some advice. Who would not love that?

What’s the one bit of advice you would give women in business?

Firstly, that it’s OK not to be in business. If the business is a weight around your neck, if it is not giving you joy, and you don’t like the majority of your day, then it’s absolutely OK to walk away and support the work of someone else. The world is obsessed with start-ups but having a business is hard on every level.

 It’s hard making the tough financial decisions. It’s hard to continually disrupt yourself and your business in an attempt to stay relevant and it’s hard working solo, but then it’s really hard managing other creatives.

 It is not for everyone and I don’t think enough people consider walking away. That said, the one bit of advice I would give is understand your onliness – what you do differently to others, what makes you distinct. Understanding your strengths and your weaknesses makes it easier to play to your strengths and buy skills that plug your weaknesses.

And that’s what makes it easy to portray a successful personal brand.

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Join us for Carol’s Masterclass on Friday November 6th at 1pm. Subscribe to her weekly article that helps designers manage their business. You can view her current work at Design Business School and see an archive of her design work at mbdesign.com.au

We talk to Jo Caughtry, from Sea of Ideas Design Studio

5 min read

I am originally from Birmingham in the UK where I actually studied hairdressing after finishing my schooling. I have always loved art, architecture, fashion, all things creative really, so hairdressing was a great outlet for me to have a bit of creative fun- this was the late 80s so definitely some interesting looks back then mind you!

Unfortunately, life took a bit of a turn and after caring for a family member through a terminal illness, I went back to University and retrained as a Registered Nurse. The caring aspect has always appealed to me and I worked for many years in aged care, specifically managing nursing homes and dementia care units. It was working in dementia care that I really noticed the significance between the environment we live in and the impact on our health. It took a while but after a bit of a push from my partner, I went back to study interior design, with an interest in biophilic design, and built my knowledge on how using elements from the natural world in our living and working spaces can elevate not only our mental health, but emotional and physical health as well.

So ultimately, I discovered a link between my health and caring interest, and my creative interest, and that’s where Sea of Ideas Design Studio was born!

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What do you have on your desk at the moment?

A better question is what don’t I have on my desk at the moment?! Ha-ha. 

Laptop, fabric swatches, Pantone guide, pile of magazines, teacup, plants, and a cat.

How would you describe your career so far and how did you get into Interior Design?

To look at, my career probably seems like crazy jumps- hairdressing, nursing, interior design, but ultimately there is a shared element from my first two career choices leading to my third. When I explain that it’s the way that interior design can combine aesthetically beautiful pieces and aspects but also enhance your life and wellbeing, I think it makes a lot more sense to people!

What have been some of the highlights?

My first client! There was a buzz that came with me realizing “hang on, I’m actually doing this!”

I also recently rebranded- new logo, new website, and a whole new look. It has really made me feel like I have taken my company up a level. I feel like it reflects me and my ideas more now.

And the challenges?

I know I am not alone when I say COVID-19. With a lot of people weary of close contact and watching how they spend money for the time being, refurbishing the home isn’t the top of everyone’s list…. Even though after spending a lot of time at home people are certainly wanting to revamp!

Can you tell us about Biophilic design principles, and how they affect the well-being of your clients?

Biophilic Design is an architectural and design concept of increasing occupant connectivity to the natural world using direct and indirect natural experience, as well as space and place conditions. Biophilic design incorporates nature into the built environment to create restorative and connective spaces. It’s more than just the addition of a potted plant or two. Natural light, vegetation, living walls, natural textures and materials and nature views will provide a positive impact.

As stated by Terrapin “Biophilic design can reduce stress, enhance creativity and clarity of thought, improve our well-being and expedite healing; as the world population continues to urbanise, these qualities are ever more important.”

The 14 Patterns of Biophilic Design articulates the relationships between nature, human biology and the design built environment so that we may experience the human benefits of biophilia in our design applications. Despite the human biological need to connect with the environment, we currently spend approximately 90% of our time indoors, and this is where Biophilic Design becomes so important. Being surrounded by and connected to nature is inherent for optimal well-being.

How did you first get interested in biophilic design?

The love of the outdoors and how it makes you feel started my interest. Being a nurse, I also loved how residents and patients became connected and how behaviours and mood changed when we connected with the natural environment. The positive impact of a well-lit room, the smell of fresh air, the joy of plants, the different textures and the sense of calm when wood is applied. That took me on the journey of connecting wellness and interiors

Can you take us through one of your favourite projects?

I am currently introducing biophilic design into an over 55’s village. Watching the spaces come to life has been so rewarding. It started with the refreshing of the sales suites as they couldn’t sell them (one a two storey home and the other a low-lit single level home). By just changing the décor, introducing light, textures and plants gave both places a new look, a real refresh………

What do you do in your ‘down time’ (and do you have a guilty pleasure)?

I love to get down to the South Coast, Southern Highlands and the Central Coast when time allows, just to explore with my partner, Rob. My ultimate guilty pleasure is curling up on the lounge with a good book, my cats, and a glass of gin. 

What advice would you give to your younger self?

It’s warmer in Australia, hurry up and move!

Website seaofideasdesign.com
Instagram seaofideasdesign

Meet Tracey Lamb – sculptor, self-taught welder and lifelong creative

Image credit : Nina Sanadze

5 min read

I’m from England but have grown up in Melbourne, I have also previously lived in Perth for seven years and I have three adult children. I have worked on and off over the years, having had various jobs from being a secretary back when that was a thing to waitressing to working in interior design.

I started my art practice in my 40s and have been creative for my entire life. I enjoy a challenge and learning new things.

I have been a sculptor for about 12 years, I am a self-taught welder and now work primarily with steel. I also occasionally take photographs. I left school at 16 and now have a couple of diplomas in Interior Design and Decoration and Visual Arts. I also have a BFA (Hons) from the Victorian College of the Arts and an MFA from MADA, Monash University.

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What are you working on at the moment?

I am working on small welded sculptures, making some works I leave as polished, clear coated steel and others I am painting in bright enamels. They are a mix of free standing and wall sculptures.

I’m creating a small sculptural project for a Melbourne gallery that is an activity for kids and adults to do together whilst we are in isolation. It will go on Instagram and online. I am also making a short video on my work and home studio for Craft Victoria.

How would you describe your practice/career so far and how did you get into this area?

I originally studied sculpture at the Council of Adult Education in 2008 and went on to study sculpture at the Victorian College of the Arts. This was a natural progression for me as I had worked with interior design and enjoyed how one could transform an environment spatially and aesthetically to affect the psychology of space.

I started welding at the VCA in 2011 where I was shown the basics. In 2012 I was given a fabulous opportunity to make a large work which I did with the assistance of my brother. I kept up welding because I enjoyed it and I felt it was something of a feminist action to work with skills and materials traditionally used by men. Welding allowed me to make large sculptures and I loved the idea that my installations could take up space. Historically this was something women would never be encouraged to do as non-domestic space and especially public space was and to some extent remains a male domain.

What have been some of the highlights of your artistic practice?

• Creating a 6.5-meter welded sculpture for a public art commission next to the water at Docklands.

• I was awarded funding and undertook a three-month art residency in Berlin where I showed work. A bike was my primary mode of transport and I was able to get to see so much art all over Berlin. I often rode my bike to visit the Bauhaus museum which I loved. I was also given the opportunity to show my work in Milan.

• I was asked to create a commission of 36 sculptures for a client.

• I have received several awards for my art.

• My work is now represented in Sydney by Curatorial & Co.

What have been some of the biggest challenges in your career?

When you practice in an area where there are so many talented people all vying for recognition, it can be very hard to stand out. I have become much better at dealing with that and understanding the subjective nature of art and relationships. I’m an introvert and it can be difficult and exhausting to extend myself socially, especially at large gatherings. This affects my ability to make connections and I know that a lot of opportunities are naturally made through relationships.

I’d also suggest that as an older woman there is a level of invisibility and this of course is related to the previous paragraph about relationships. I’m grateful to make connections through organisations like CWC, the Women’s Art Register, and Craft Victoria. Happily, by continuing with my practice and showing my work regularly, engaging through Instagram and my website, more opportunities have been coming my way.

What are some of the day-to-day challenges you face in your creative practice?

It is physically challenging to work with steel. I work in all kinds of weather and I need to be appropriately dressed from head to toe which is unpleasant on hot days. Some of my installations can weigh in excess of 100 kilos making them difficult to move about and thus far I have made my work without assistance.

I work exclusively from my home studio and it is challenging not having anyone around to bounce ideas off. I imagine I have this in common with many creative people, especially at this time.

The current stage 4 lockdown for Covid-19 seems to me to be psychologically harder this time around. I think that those of us in Melbourne need to remember life is extra challenging and to be kind to ourselves and include some extra self-care. Some days I need time away from the dirty studio work and I am okay with that.

What do you do in your ‘down time’ (and do you have a guilty pleasure)?

I love a French champagne! I absolutely do not feel guilty about that! I look forward to dinner with my husband at the end of the day. We are both working from home but keep separate spaces. We share the cooking and happily he is a good cook!

Under normal non-covid circumstances, I enjoy catching up with close friends to visit a gallery or see a movie, followed by a meal, a wine and a chat. Apart from eating and drinking, which I clearly love, I read, listen to podcasts, grow veggies and herbs and go for walks.

A guilty pleasure would be 4 hours of binge watching a series on the telly now and then.

What are some of the things which inspire you?

When I see women in any industry doing well, taking risks, speaking up and out. I have been very fortunate to study under loads of fabulous women artists (and men) who have encouraged and inspired me and my work.

I have a great group of artist friends whom I met through the VCA. We get together when we can to support each other and to discuss and plan projects we can collaborate on. These fabulous women inspire me.

I’m inspired by mid-century interior design and architecture and use that as a point of focus for my art. I have made some large-scale installations inspired by the work of some brilliant women who have been erased from these mid-century design and architectural histories.

What advice would you give to someone who wanted to make a living as an artist?

I do not ‘make a living as an artist’ in the true sense. Any income I receive contributes to the household funds, but I could not live off the proceeds of my art. You only have to look at the excellent caliber of artists who work in education and other areas to see that it is very common to need to supplement an artist’s income.

As artists and people in the creative industries, a lot of what we do is done without payment which to some extent is structural and cultural. The arts in general are not well funded by the federal government, which is part of the problem. You really need to love what you do!

I would suggest anyone with passion and determination can become an artist. Art encompasses a huge area of creativity. If circumstances allow and you have the desire to push yourself, grow your skills and knowledge and create your own opportunities you can be an artist. Be realistic and know that it’s a rare person who will make a living entirely from their art making. I acknowledge that I am fortunate to do what I love and there are many non-monetary rewards to making art.

What’s next on the horizon?

I’m continuing to develop and work on a series of small welded works. I am looking to work with other galleries or design stores to represent my work.

Website https://tracey-lamb.com

Instagram tracey_d_l

All images by Tracey Lamb, unless otherwise credited.

Say hi to Christie Brewster

Over the past 16 years, Christie Brewster has been very busy. She has worked in Sydney, London and New York, providing creative solutions for brands such as Qantas, BBC, Australian Chamber Orchestra, Carnegie Hall, Pinchgut Opera, Open Data Institute, Hitachi Vantara, and TEDx London. We chat with Christie about her career, and how she gets to do what she does.

Tell us a bit about yourself…

I’m currently Senior Graphic Designer for Medium Rare Content Agency working with brands such as Qantas magazine, Coles magazine, Bunning, Officeworks and David Jones. I’m responsible for digital graphic design presence, and also work closely with our Art Director on storyboarding, illustration and mock-ups, to on-location shoots and social media executions – I love seeing a creative project come to life from concept to completion.  

Having studied Photography a few years ago, and choosing to work with a ‘somewhat’ controversial mirrorless camera – I’ve enjoyed approaching photography with consideration between image and typography and partnering the two to generate a meaningful and engaging piece of content.

What is your current business/creative pursuit/job?

I’m specifically inspired by travel, hospitality, the arts and fashion with my short-term goal to be Art Director for a magazine brand. My bigger picture of goal is to own my own creative agency one day. 

How would you describe your career so far and how did you get into this industry?

My role has varied over my career, starting out as a junior designer operating digital print presses, to working as an in-house designer for marketing departments in art organisations such as The Sydney Symphony, BBC Proms, and Australian Chamber Orchestra. These roles contributed to several career highlights, including attending the Last Night of the Proms after-party at the Royal Albert Hall in London, and meeting Ita Buttrose to work on the Sydney Symphony concert brochures,  to photographing Lang Lang at the Sydney Opera House and traveling as the resident photographer for the Australian Chamber Orchestra’s tour to Tokyo, Japan.  I’ve been incredibly fortunate that graphic design has opened my world to travel and experiences that I could never have imagined when I graduated from Western Sydney TAFE 16 years ago.

Last year, I chose to broaden my experience and skills in an agency environment, where I see long-term progression to Art/ Creative Direction. Medium Rare Content Agency delivers high quality, best-in-class creative digital, social, and print native content across a diverse range of clients which I have been fortunate to work with on many levels. I enjoy collaborating and coordinating with internal and external members.

What does a typical work day look like for you? 

At the moment our office is working remotely and the team starts every day with a work-in-progress Zoom call at 9am sharp where current and ongoing work is reviewed and divided amongst the team. Each workday is varied for me – from working on advertorials for brands such as Armani, Destination NSW, or Rockpool Restaurant who advertise in Qantas magazine, to designing HTML 5 webtiles for Amex or Red Energy or storyboarding Officeworks’ latest ‘Geeks to You’ video – each day is diverse and deadline-driven which keeps me engaged and on my toes!

What is the most important aspect of your job/ creative pursuit?

• Creating honest output and contributing quality work that is an asset to my team.

• Researching insights and trends that are occurring in Australia and abroad and applying findings to relevant campaign pitches.

• Sharing knowledge, being helpful and kind to others.

What have been some of the biggest challenges in your career? 

Professionally, making the switch from being an in-house designer to agency designer, when so many others were transitioning the other way. In hindsight, I probably had a lot of anxiety around it because I’d heard many horror stories about agency work. I’m fortunate that my current place of work value work-life balance and are a great team of creatives who genuinely care about creating quality work.

Personally, I’ve really benefitted from having some guidance in defining my career direction, specifically related to how I make the next step to Art Direction. In addition to engaging a career coach, I recently completed the CWC Member Mentoring Program,  a great initiative that provided me with support to connect and develop my skills. I’ve found both experiences incredibly valuable - providing me with a framework for my career, a timeline for my goals and a new way of thinking about the way I can adapt, evolve and transform in my journey.

What are some of the things which inspires you?

Beautifully designed publications that have gorgeous paper, finishing, typefaces or clean font styling, some titles I love are:

• Qantas magazine

• Numéro magazine

• Vogue magazine

• Gritty Pritty digital magazine

Best creative memory?

Managing the editorial design for the BBC Proms Guide in London and designing the first Proms Guide Ebook – an exciting digital development that gained promotion from Apple and met sales target within two weeks.

What would you tell your younger self?

• Listen to your instinct – if it doesn’t feel right, it probably isn’t.

• Make that move overseas you’ve been thinking about – you won’t regret it! 

What advice would you give to someone who wanted to break into the industry you are in?

• Bring something someone else can’t. I’ve wanted to work in magazines for most of my career, the reason I was got to where I am today was that I could bring a different way of thinking.

• When working on creative projects aim to bring a holistic approach to your design method – look at the end result first and assess how the content will be utilised, whether that be in print or online, then work backward and divide the creative process into manageable tasks to deliver your vision.

Meet Cindee Smith, owner and creative behind VIOLET HARTLEY

BOWDO SCARF....ORANGE TASSLES....SWALLOW PRINT IN ORANGE

4 min read

My business is VIOLET HARTLEY, I create hand screen printed textiles, predominantly scarves. Hand etched (onto a zinc plate) and hand printed etchings, often hand coloured with water colour pencils.

I initially studied screen printing in WA (many years ago) and more recently completed a Diploma in Visual Arts in Melbourne. I have worked in the fashion industry most of my career in some way shape or form.

I feel very lucky to have a grown son and daughter and two fantastic grandchildren (who love to help me with drawing and creating).

I have a love of nature & colour and am particularly inspired by birds, trees, animals and my love of textiles and embellishment, which is reflected in my work.

What do you have on your work space at the moment?

At the moment I’m working on a new shipment of large silk/cotton scarves adorned with gorgeous coloured tassels. I am hand printing five new hand drawn designs onto these.

I also have samples and prototypes of art work on large canvas carry bags and silk velvet jackets with artwork on the back.

BOWDO SCARF....CIRCLE OF TREES PRINT IN KHAKI ...GREEN TASSLES

How would you describe your career so far and how did you get into this industry?

My career/business as an artist is really just blooming in the last decade as I have had the time to dedicate to it seriously.

I feel like I have been all my life practicing for it and experimenting with different products (clothing, cushions, etchings and painting) and different avenues of selling from to shops to selected artisan markets. When my daughter was very young I wanted to get out of the house for a few hours a week and learn something new (and talk to adults). Having always loved art in many forms and textiles, when I found something that combined the two…Screen Printing, I enrolled immediately and fell in love with the technique and process instantly.

What are some of the most important/ topical issues you tackle in your work? 

It is extremely important to me to keep centuries old artisan skills alive and acknowledged for the skill they are.

I’d like people to understand and appreciate the work, time, experience and dedication that is involved with HAND MADE.

Mass produced, machine generated products don’t require skill and have no uniqueness. Tens of thousands of people can have exactly the same item when it is factory produced from a production line. I think it would be wonderful if people bought one beautiful unique item that has been made with love and with time honoured techniques and to know that no-one else has exactly the same item.

RED, NATURAL, GREEN, COTTON CHECK WITH WHITE FOLKBIRD PRINT

What are some things you learnt on your job that you didn’t expect to learn?

I was surprised to learn that if you give people too much choice with a product such as different styles, colours, fabrics, prints and size it will often cause confusion and because they can’t decide…they buy nothing!

Because I am very decisive and instantly like something, I thought people that loved handmade beautiful items would be the same.

Do you have a typical workday? 

Normally…(not at the moment because of the Coronavirus) I rise early and travel to my daughters house to take my fabulous grandchildren to school. I love doing this because it makes me start the day early and by 9.15 I am up dressed, feeling fresh, happy at starting the day with a laugh with my grandchildren and back in my studio ready and eager to go.

From there, it could be designing new scarves or prints or actually printing, drying and heat pressing scarves.

I often have loud music on when I work, it makes me relaxed and happy and content.

What have been some of the biggest challenges in your career?

I always have a million things I want to do and create — so sticking to and concentrating on even a couple of projects is hard for me.

Money! Always a challenge as you need to invest in fabric, inks, screens etc. and it's all very expensive and it might be several months before any return on your investment.

Computer stuff…anything to do with a computer! It doesn’t come naturally and I prefer to use my hands and make something than spend the time to work it out.

BOWDO SCARF…BLUE TASSLES…

What do you do in your ‘down time’ (and do you have a guilty pleasure)?

I love what I do so my “down time” is often doing the same things.

I read books, I’ve just read and loved Phosphorescence by Julia Baird.

Visiting art galleries and fabric stores.

Sitting on the verandah with my husband in late afternoon/evening and drinking Negronis.

What are some of the things which inspire you?

• Nature - trees, birds, animals and flowers.

• Colour - can be in nature or in a fabric store or what someone is wearing.

• Music - puts me in a relaxed mood to create.

How do you balance work/ life?

As my studio/workspace is at home my husband usually makes me balance work/life. When he comes home from work tired, hungry and wanting to talk, I know that this is the end of my working day. When he is away l'll often work late into the evening, then I get tired and hungry and start making mistakes.

Best creative memory?

I often travel to India to work with weavers and textile artisans to create my scarves and when my first delivery of scarves arrived from India I was so excited I couldn't even wait to take the boxes inside to open them. I stood on my verandah tearing open the boxes. The smell of the natural freshly woven silk and cotton, the vision of hundreds of colourful tassels and the feel of the natural fabric against my skin was overwhelmingly euphoric.

What advice would you give to someone who wanted to break into the industry you are in?

LOVE WHAT YOU DO! If you love what you do you will find a way to make it happen.

Find your tribe - the people/customers that understand, appreciate and also love what you do.

Have a little chuckle to yourself if anyone ever says “ I can do that, it's easy”. They probably won’t!

Find the people that give you energy, support, belief in yourself and love and surround yourself with them.

Website www.violethartley.com

Instagram www.instagram.com/violethartley

Meet Trudy Rice, artist and textile designer

Trudy in her Studio. Photography Annette O'Brien and Styling Alana Langan

3 min read

Hi I’m Trudy Rice, I am an artist and I live in Port Melbourne, Victoria. I also frequent the coastal town of Lorne on the iconic Great Ocean Road where much of my inspiration comes from. I work primarily with works on paper and enjoy depicting our native flora and fauna. I also dabble in abstract painting.

My range of textile designs on 100% linen are a transference of my work from paper to fabric. I hope my work brings a sense of peace, calmness and connectivity with the natural world we live in.

What do you have on your work space at the moment?

It has been in my sites for some time to create an online workshop and our current global situation has given me a push to make it happen. I have been filming my second online workshop. The first one is up and running! Here is an introduction to the first workshop https://youtu.be/SVQv6LddXaU

I have also set up a small painting studio at home so I feel I’m being creative whilst helping my son to be motivated about online learning.

Christmas Hakea Dining Setting

How would you describe your career so far and how did you get into this industry?

I’ve always been creative in some way, working with fashion designers as a model in my younger years, making jewellery, I tried my hand at being a makeup artist, going back to study art and falling in love with printmaking. I was told very early on that my work looked like it was printed on fabric so it was almost a natural progression from my works on paper.

I am now also working on some larger projects like murals and wallpaper design.

What are some of the most important/ topical issues you tackle in your work? 

I am all about preserving our environment. Showing it’s beauty in my drawings and artworks, using all non-toxic materials in my studio and manufacturing locally in Australia as much as possible.

Table Runner Black Cockatoo

A myriad and celebration of plants 56x76cm

What are some things you learnt on your job that you didn’t expect to learn?

I am a bit of a nerd when it comes to technology but I never thought I’d be setting up my own website and running social media campaigns. You become a bit of a jack of all trades running your own arts business. I have slowly outsourced and this has been really important for me to keep being creative.

Last year I hired my sister who is a talented photographer and is now taking images of my homewares and writing for my social media outlets.

I have also engaged a PR agency. Once I started having more of a flow of incoming work, I really needed the help.

Do you have a typical workday? 

I am much more in my creative zone in the afternoons, so I know that I’m better doing paperwork in the morning and then making art in the afternoon.

What have been some of the biggest challenges in your career?

Working out how to manage working with galleries, pricing my work, pricing larger projects and the biggest challenge has been how to pivot my business to manage through our current global situation.

Trudy drawing in the studio with some of her homewares. Photography Annette O'Brien and Styling Alana Langan

What do you do in your ‘down time’ (and do you have a guilty pleasure)?

My down-time is generally staying at home with my family, cuddled up on the couch and drinking a glass of good red wine with some stinky cheese! I am Dutch after all.

What are some of the things which inspire you?

Getting out into nature is definitely inspiring. Whether that’s in my local park or hiking in the bush.

How do you balance work/ life?

I try to keep a good diary and finish working, especially on the computer by 5pm. I like to be home to cook the dinner, have that glass of red and spend time with my family.

Best creative memory?

Gosh… there have been so many highlights, from features in a magazine, large projects coming to fruition. I love seeing my art go to a good home. Its like sending off one of your children.

I do love when I have an ah ha moment in the studio. When you hand pull a print from the printing press and you are pleasantly surprised at what has come out.

What advice would you give to someone who wanted to break into the industry you are in?

Find what makes you passionate and keep making decisions whether business or pleasure that help to fuel that passion.

The elusive dragonfly and waratah 56x38cm

https://trudyricecollection.com