What drew you to becoming a photographer, and to doing what you’re doing today?
I love adventures. Photography seemed like a good way to have lots of adventures. As a kid I was addicted to National Geographic magazines. I wanted to know the planet and it’s inhabitants- the images sparked an intense desire to travel and discover. That was where my curiosity for photography started, I wanted to document adventures and moments of the world.
Can you give us a little insight into your creative process?
I have a journal with me all the time and I write and draw the things I am seeing, feeling, experiencing. Anything and everything. I have lots of things to work with in the pages of my journals. My mood and headspace, and what I am going through at certain time of my life influences my work too. I see things in nature, in books, a person's face and it might spark an idea so I make sure I write it down and I draw on all this with my work. I have an overactive imagination and daydream probably way too much!
Who is your typical customer/client?
I don't really have a typical client, but a common thread in the clients that seek me out is the storytelling element of my work. That is something I hear a lot and it tends to reference my personal documentary work, they want that element of narrative applied to their project whether its editorial, fashion, portraiture etc...
What does a typical day involve for you?
Not sure I ever have a typical day but typical things you will find in my days would be shooting, emails, quoting, invoicing , retouching, meetings, riding my horse and planning travel and projects.
What has been your proudest career achievement to date?
I have a bio on my website that will tell you about those things but if I think about this question and don't make it about awards or exhibitions and the like, then I do have a story. I was shooting a campaign and we were photographing older women. All of these women were real women and they all were so shy and worried about having their picture taken. A lot of them said things like "I'm so ugly" Or "I'm too old and wrinkly". We did their hair and makeup, we had champagne and cheeses. We made a real fuss of them. I worked with each of them in a studio portrait session and talked them through their worries. When I showed them the pictures, there were many tears. "I look beautiful, we all look beautiful" was the response. I was proud to be a part of that exchange.
What's the best piece of advice you've been given?
Shoot what you love.
What are your plans for the future?
I have some collaborative works planned, working with incredible artists and designers. I also hope to start shooting a project which I am currently researching. It’s still under wraps but basically the story looks at the bonds of a unique human/animal relationship in Australia, and the controversy surrounding it. Hoping to get back to Iceland and finish the project I started last year working with Icelandic horses and just create great work for great people.
What do you see as a benefit of being a CWC member?
Connecting with other women who are working in creative fields. It's nice to be part of a tribe and be inspired by all the great things these women are doing.
Regional creative: Tracy Lefroy, Cranmore Home
By Jasmine Mansbridge
For my guest blog this year I wanted to look specifically at women who are running a creative business from a regional location. One lady who is doing this, and with great success is Tracy Lefroy from Cranmore Home. I knew of her business even before I began looking for prospective interviewees and I was blown away to discover that she is based on a farm in Western Australia.
So, just as I was, I am sure you will be inspired by Tracy’s story.
Where are you based and what business are you in?
Cranmore Home is a curated collection of Australian-designed and ethically-sourced homewares, art and fashion. The online store is complimented by a brick and mortar store located in my hometown of Moora, Western Australia, 180km (a beautiful two-hour drive) north of Perth.
Have you always lived in a regional/rural area?
I have spent the majority of my life living in WA’s beautiful Wheatbelt and Midwest region. I grew up in a very small place called ‘Irwin’ which is near the coastal town of Dongara, 350km north of Perth, just 10 minutes from the beach and with three sisters to keep me on my toes…. It was a pretty ideal childhood.
Like many country kids, I headed off to the city for high school and stayed on for Uni, where I completed my Honours in Agricultural Science at the University of WA. I greatly enjoyed some ‘obligatory’ overseas travel before moving to Northam in the Wheatbelt for work.
In 2005, I was the youngest recipient to be awarded a prestigious Nuffield Scholarship, which took me to some amazing places around the world. Since then, I have been farming with my husband, Kristin and his parents at our property ‘Cranmore Park’ near Moora.
How long have you been in business? Has it become easier, or harder as time has gone on?
The seed for Cranmore Home was planted in 2010 shortly after my husband and I moved into our beautiful old farmhouse. Three babies, three years and a once-off pop-up shop later I launched my website and in 2014 opened a retail space in Moora.
I started this business because I am passionate about Australian food and fibre and the manner in which it is produced, AND I saw a massive gap in the homewares market for a retail outlet that championed our amazing home-grown designers and artists.
I had passion, a great premise and a strong business background but absolutely ZERO retail experience! So I always knew it was going to be a steep learning curve and a lot of hard yakka (I am a self-confessed workaholic). What I didn’t expect was the amazing array of opportunities for me to grow my business- I am currently developing a trade/commercial arm of Cranmore Home, which is super exciting for my little business.
So to get back to your question…. It’s definitely not easier, but it is not necessarily harder either. Cranmore Home is this amazing vehicle for pursuing my passion and the more I put into it the more rewards, challenges and crazy experiences it throws at me.
What has been/is your biggest challenge?
With three young kids, I juggle Cranmore Home around family, farm, friends and other life commitments. Like any working parent and partner, the work-life balance situation is constantly being tweaked but I am getting better at taking a breath, stepping back and knowing that while I cannot "do it all" right now, I can do my best at each facet of my life.
Business-wise, freight is the biggest cost challenge as I offer free Australia-wide shipping. It is just not cost-effective to freight stock across the Nullarbor to my showroom in Moora only to send it back to customers on the East Coast. As a result, I now have warehouse space in Melbourne, Sydney, Brisbane, Adelaide and Perth where stock is sent direct to my customers.
What are you most proud of?
My three gorgeous kids! I’m also incredibly proud to be a farmer and business owner that champions Australian design. Having the honour to represent incredible designers + makers whilst living and breathing farming, has been such an honour and something of which I am very proud.
What would you do differently in business if you had your time again?
Eeek, I am an eternal optimist so my sights are firmly set forward, I am not great at hindsight. But I have learnt a few expensive lessons in my first few years of Cranmore Home. One of the areas I am trying to improve upon is really targeting and refining my advertising spend.
Where do you see yourself ten years from now?
Wow, in 10 years my kids will all be at high school, which is scary and makes me a little teary! Life will be so different but, there is nothing like three sets of boarding school fees to keep you motivated in your business.
What are you looking forward to most in the next twelve months?
We have an amazing ‘Winter Workshop’ planned for July. Now in its third year, the Winter Workshop is a dynamic event, with the format changing yearly. This year I have such huge ideas… now to get them to happen!
I learn so much from collaborating with the Cranmore Home designers and it is such a rewarding experience being part of their creative process. The Winter Workshops is an opportunity for my clients to be able to experience this same creative excitement and fulfilment plus be exposed to the beauty and heritage of ‘Cranmore country’, the WA wheatbelt.
Can you offer anything special to CWC readers?
I sure can! I would love to extend a special CWC offer of 15% store-wide here at Cranmore Home (only excluding Heatherly Beds). Just enter CWC15off at checkout to redeem.
Have you got anything you'd like to plug?!
I have just started a fortnightly newsletter to bring my customers behind the scenes of Cranmore Home. It features sneak peeks of new products, subscriber-only discounts, first dibs on advanced orders and takes clients ‘behind the brand’ to get to know the amazing designers and artists that I proudly represent.
To sign up just fill in the pop-up window when visiting www.cranmorehome.com.au
What is your favourite social media platform for your business?
I am an Instagram addict!!! @cranmorehome and @cranmorehomesale allow me to converse directly and instantly with clients, designers, journalists, bloggers, etc.
I am a very visual person and a firm believer in the phrase ‘a picture says a thousand words’. Instagram allows me to express the motivations and inspirations behind Cranmore Home.
Interview: Allison Smith, architect
By Emma Clark
Allison Smith is the woman behind Studio 15b, a boutique architecture studio based in Brisbane. With over 20 years experience in architecture, Allison branched out and began her own practice in 2013. You can follow her work on Instagram and Facebook.
What drew you to becoming an architect, and to doing what you’re doing today?
Architecture was the main idea that stuck in my mind as a possible career path during high school. It’s a profession where every day is different, every project is different and as an Architect we are required to continue to learn and adapt to changes in the world. The variety is what keeps me going and motivated in this challenging industry.
I’ve worked in small, medium and large firms in Brisbane and London, which has seen me work on a large variety of projects from small alterations and additions, new large homes, multi-residential developments, heritage buildings, community, commercial, train stations and education projects. Seeing a project from the very initial client meeting through to the finished constructed project can take years but it makes it all worthwhile when you see the final product.
I have most recently established my own small practice - Studio 15b. In two and a half years I have built a small team but would like to expand this team in the future. Having my own practice is an enjoyable challenge and I’m glad I took the plunge. I feel that Studio 15b is able to provide a personalised service as a small practice that is backed by big practice experience.
Can you give us a little insight into your creative process?
One of my design strengths is being able to take the disorder and sometimes confusion of a client’s brief, along with all the other constraints that comes with building and then reorganise to give it purpose and reason. Whether those constraints are budget related, to do with the site or council, I enjoy testing the options to produce one clear concept that fits the brief and the constraints best.
Creating interest and flair while fulfilling the brief is key. We continually test ideas with form until we are happy with the results, before we present to the client what we feel is the best solution for a project. I’m a very considered designer and prefer simple, refined solutions. The simplest solutions are often the hardest to achieve but I prefer not to take the easy road. I like designing the most efficient solutions that are not necessarily what the client imaged but end up fulfilling the brief even better than they could have anticipated. This clearly demonstrates the value of our service to them.
Who is your typical customer/client?
Our clients could roughly be allocated into three types each with totally different needs. We have a good understanding of each of their different needs and what they require from a project perspective. We enjoy the variety that each client brings.
Typically our residential clients have generally never been involved in a building project. For these clients we spend a great deal of time educating them in the process. This helps them better understand and gives some reassurance to what can be a stressful process for them. It is our job to guide them through. We are given a lot of trust, with in most cases their biggest investment - we value and respect this. Design decisions are very personal choices and we aim to guide as well as collaborate with our clients.
Our multi-residential clients are generally developers with a range of experience. We tailor the service to their needs. Personal considerations are not usually a factor with these cost driven projects, however factors such as; designing to the current market, maximising the development in terms of saleable area and number of units plus aligning with the budget that is driven from sale prices all come into play. We enjoy working with experienced and new developers to help them achieve the most from their development.
Our commercial clients also have different project requirements. We have worked with a number of businesses to improve their fitouts. Every business is different and I enjoy finding out how each of them tick. Then we question whether there is a better way of operating from a business perspective as well as in the available space. A well designed fitout can improve staff productivity which generally leads to increased sales or revenue. We enjoy working with businesses big and small.
What does a typical day involve for you?
A typical day starts with getting on top of any urgent emails and quickly flicking through a couple of construction or architecture blogs such as The Urban Developer and ArchitectureAU. It keeps me on top of the industry as a whole and also sets the tone for the day.
I’m big on writing lists, so weekly I put together a ‘to do’ list but I also have daily ‘to do’ notes which I often leave as reminders of urgent things to do. Because I am the sole director, it’s important that I spend my time on the most pressing things first and prioritise well. This list is constantly changing so it’s important to revisit it daily. It serves as a good reminder to focus and help with my productivity. I try to roughly plan out the week ahead for meetings at appropriate times, but also plan time for project work.
I usually arrange a coffee with an industry colleague or potential client every week or so. Networking serves multiple purposes. As a small practice it is important to seek communication with what is going on in the industry outside your own world.
Once I’m organised with a list of priorities, then a typical day could involve a mix of writing a fee proposal for a potential client, reviewing my staff’s project work as well as completing my own project work. Depending on the stage of the project this could be some initial design sketches or design development, through to coordinating with consultants or visiting a project under construction.
What has been your proudest career achievement to date?
There have been many proud moments throughout my career and it’s hard to pinpoint just one. The most recent being the start of Studio 15b and winning a HIA Interior Design Award with our first project. It was totally unexpected but important to recognise and celebrate these achievements. It certainly gives you motivation to continue what you are doing.
What's the best piece of advice you've been given?
A direct piece of advice doesn’t come to mind, but I’ve watched and learnt from many other architects that I’ve worked with. I’ve tried to model myself on a little of all the things I admire about others but with my spin on it. Things such as being proactive in sorting out any issues that arise, not worrying about things that are out of your control and keeping a good work/life balance most of the time. These are all things I aim for.
What are your plans for the future?
I plan to continue building Studio 15b. I would like to grow our small team and create a culture of friendly and dedicated people who use their strengths to provide Architecture & Interior Design solutions to those that see the value in our service. I encourage anyone to approach us for networking or project opportunities. We are always available for a chat.
Interview: Phoebe Everill, woodworker
Females in creative trades are few and far between, and talented woodworker Phoebe Everill is no exception. Phoebe is breaking down barriers as a third generation woodworker. Phoebe had her own renovation business before focussing her attention on handmaking fine furniture. She also teaches classes and makes custom furniture at her workshop in Drummond, Victoria.
What drew you to become a woodworker?
My father originally, and then just a feeling of it being a part of who I am. I get enormous satisfaction in making things, seeing things evolve from my hands. I love everything about wood. It’s a living material and unforgiving, you can’t enforce your design upon it, and then it rewards you with wonderful texture, colour and figure. I could pass on the splinters and the dust!
How would you describe your work?
I have a design style that pays tribute to the Japanese, Scandinavians and Shakers. I want to make pieces that will last, are functional and still beautiful. Clean, great joinery, not too decorative.
What has been your experience being a female tradesperson in a historically male field?
It was tough early on as a builder, less so now. People come to me already committed to learning so my gender is largely irrelevant. I have always believed that my work would speak and this crosses barriers.
What does a typical day involve for you?
Gym and office until 8am, then in the workshop either making or teaching till 6pm, followed by more office work until 7pm. In reality, it is a joy to work long hours and to be self-employed. I wouldn’t change a thing except the admin!
What have been some favourite recent projects or commissions?
My most significant work this year has been Collaboration 1. This piece has been a year in the planning, designing and making. It has been a privilege to work with two of Australia’s finest tool makers to pull off a very unique piece.
What part of the making process do you enjoy the most?
The problem solving, bringing the 3D image in my head to life, and then letting the design evolve without overthinking it!
What’s the best piece of advice you’ve been given?
“Go wrong slowly” - David Upfill-Brown (my mentor). It refers to the making process and the care you need to take to bring a piece to completion.
You can see more of Phoebe's work at her website.
Studio visit: Kelsie White of K Gets Organised
Kelsie White packages a new set of cards in her home studio in Northbridge, Perth.
By Kristen Marano
Kelsie White is changing the stationery game with her cheeky sayings and fresh designs. Her cards challenge the need for an occasion to send a sweet note with lines like ‘You’re my favourite blanket stealer,’ and her sleekly-designed paper pads encourage people to make to-do lists they’ll actually fulfil.
White’s childhood enthusiasm for stationery kick-started her paper goods business K Gets Organised in 2014; she has since created a collection of more than 100 products that fuse black and white sleek typography and cheerful watercolour designs such as popsicles and doughnuts.
At only 23 years old, White is a creative woman on the move who is constantly connecting and creating. White designs and packages in her bright sunny studio in the hip neighbourhood of Northbridge, Perth, sells her paper goods at local market stalls, and keeps learning as she completes her graphic design degree.
White is also the event host of the Perth chapter of Creative Women’s Circle, and she will launch the second event of the year this week. We recently chatted about how she got her start in stationery, her creative process, and where she plans to take her business next:
What attracted you to paper goods?
I'm what I affectionately call a stationery addict. I also love a good card stock, a hardbound notebook with the perfect paper inside, and writing out my to-do list every day. There is nothing better than sending and receiving a hand-written note from someone. The nostalgia and old world charm of stationery and hand writing, from getting your pen license to writing your wedding vows, really brought me to stationery; it has made creating and designing for special, heartfelt moments so beautiful.
Take me through your creative process.
I usually draw from a real life experience. My favourite yellow water-colour card reads, 'You're just so bloomin' lovely', and I made it with my beautiful girlfriends in mind. I was studying and working as a florist at the time and loved giving them little left over flowers from my shifts. That’s how I created the card.
A lot of my illustration work also comes from people around me. I recently drew some lovely popsicles for a local business called Delish Ice. I love the owner Katie and I’m so happy to have her as a friend; it was so much fun to draw happy little popsicles while thinking about her passion, drive, and kindness.
I also love to draw from current trends; my latest planners feature doughnuts, indoor plants, and popsicles.
Sketches, and water-colour designs mark White’s studio walls as inspiration and new works in progress.
What puts you in the mood to create?
A great cup of coffee, a beautiful cafe, and Wi-Fi. With all of these things, the world is my oyster.
You're successfully running your own business at such a young age. Who has influenced and inspired your journey as a small business owner?
I really wanted to be my own boss and push myself to try something new. I had never studied business or run a business before.
I've been studying art and making art since I was very young, and I wanted to get back into creating while I was at university; I started making planners to help motivate me to complete my assignments. From there I launched a tiny collection of five planners and now have more than 100 products under my belt. This was not an easy journey, but it is by far the thing I’m most proud of doing in my life.
My role models include Anna Rifle Bond from Rifle Paper Co., who I was lucky enough to meet in London last year at a stationery conference (they exist!), and Sass Cocker from Ask Alice in Melbourne. They both really inspired me to go out there and create beautiful paper goods.
What can we expect from K Gets Organised in the coming months?
A really big and exciting change that will launch around February 2016.
In December, White will depart for a creative getaway through Europe and the United States. To follow her journey and get regular behind-the-scenes posts, check out her Instagram.
Kristen Marano is a digital nomad living in Perth, Australia. Kristen interviews women in business. She contributes to Huffington Post Canada, and produces a weekly newsletter, Creative Women Weekly, featuring stories of creative women from around the world. Follow Kristen on Twitter @kmarano.
Regional creative: Melisah May Art Studio and Workshop
By Christina Atherton
Being a creative can sometimes be a struggle between fulfilling a desire to create and making ends meet. Many of us have had to compromise along the way but what if the two could work seamlessly together?
Melisah May is a Newcastle based artist who has fulfilled a lifelong dream of running her own artists studio in the heart of the city. With a background in teaching she is able to combine her two loves – art and teaching – to offer a creative hub for people to discover the joys of art while continuing to make a name for herself in the art world.
Tell us a bit about your background?
I’ve always wanted to be an artist and have always been involved in something creative. I completed a degree in Natural History Illustration at Newcastle University then a Certificate in Small Business Management with plans to start my own freelance practice. Unfortunately illustrators weren't in great demand at the time so I decided to return to uni and get my teaching qualification. For the past seven years I’ve been a full time Secondary Visual Arts and Photography Teacher while building a name for myself as an artist on the side as well as holding exhibitions and teaching in London for two years. I’m not really content with staying put too long!
Summer Rain, 2015, Acrylic on canvas by Melisah May
As a freelance illustrator and artist, how do you get your work out there?
Social media is obviously a big help now so I try and utilize that as much as I can. Before Facebook and Instagram, I had to get the word out there the old fashioned way - by talking to people! I found doing lots of markets helped me get my work out there and just asking people in cafes and shops if they would hang my work. I have to remind myself of those days because I find myself relying on social media way too much these days.
You have an amazing light-filled studio in the heart of Newcastle. How did that come about?
Completely by chance! I wasn’t looking for a studio but a friend told me about the space and I thought I’d go have a look. I fell in love and decided to take the plunge. Starting my own art studio has been my dream for a long time. By the end of last year I had swapped full tine teaching with being a full time small business owner!
How do you use this space to create? Does it inspire your work?
It is definitely a very inspiring space. I still pinch myself every time I walk in! I love having so much room to move and I feel like I’m kind of developing and growing with my work as the studio develops. Everything I do in the space is promoting growth and positive experience so that environment is a catalyst for my practice
You’ve had exhibitions in New York, London, Sydney and Newcastle. What’s the process for preparing for an exhibition?
It’s different every time really. Just quietly, it's usually a big stressful rush towards the end! Generally however, I will have an idea for an exhibition based on what I have been making at the time and just work on tightening that body of work to form a coherent narrative.
Where do you get your inspiration from?
Everywhere - music, art history, pop culture, people on the street, food - you name it! I do love books though and I would have to say the one thing that never fails to inspire me even when I’m feeling flat is wandering through a bookstore and looking at books of all descriptions. It’s one of my favourite things to do especially in used bookstores!
You also offer workshops for adults and children, is teaching something you love?
Absolutely. I love teaching, and I always want it to be part of what I do. Nothing compares to the feeling of helping someone smile and feel accomplished.
What’s next for you?
I want to continue to develop the studio as a business and provide more creative and diverse opportunities for people to indulge in their inner artist. I also want to start exhibiting my own work more frequently in 2016. I feel I have a lot to express from my experiences in this past year and I’m excited about what’s to come.
On a quest to live a more creative life, Christina loves any type of crafty project and has tried everything from watercolours and flower arranging to paper craft and calligraphy. She has an unhealthy obsession with Instagram and when not working in freelance travel and lifestyle PR, spends her time as a mama, wannabe photographer and magazine junkie. She currently coordinates CWC events in Newcastle.
Studio visit: Hayley Welsh, Street Artist
By Kristen Marano
Perth Street Artist Hayley Welsh works out of her home garage, but there’s nothing garage-like about it. Welsh has created a space that reflects every bit of who she is: a street artist, traveller, and family person.
Travel trinkets—mostly American flags from her school bus project —adorn shelves; colourful patterned rugs keep out the cold, and a refinished wood grain table lines the back of the room. Welsh has neatly organized a corner of paintbrushes and paints; vintage picture frames lay stacked on the floor, and the main garage wall is covered by floor to ceiling canvas and butcher paper for Welsh to sketch and paint on.
I met Welsh at her exhibition Hijacked, a collaboration with her partner and Photographer Andy Faraday. We recently caught up on a Friday afternoon to chat about her creative process, and how travel has influenced her work…
Describe the process of developing Hijacked and your choice of materials.
The whole thing was about seizing control of the situations that come to you and try to make the best out of things. It’s a belief that both Andy and I mirror in our work: try to seize what’s happening in your life.
I guess I looked at things I had been collecting, the ones that spoke to me that I could use to portray this ‘hijacked’ message. I had a collection of articles I was going to work on; Andy had been shooting his work in film and developing it. So, before the show we sat down, and I looked at works that Andy felt like that he would be happy for me to work on. I talked about pieces that I could see something happening. We wanted to create a show that we’d like to go see: sculpture, installation, a mixture of stuff and experiences. We tried not to make it a clinical and typical gallery space and more of an experience.
Describe the moment when you knew you wanted to create an exhibition about fear.
I was kind of dissecting what I was already creating. Figuring out what was I making, and what these creatures were. I realized it was all this recurring self-doubt.
When I held, Not You Again, which was a show about dealing with self-doubt, I read a book called, There’s Nothing Wrong With You. It was about how self-doubt and fear spreads to you from an early age. I thought it was interesting, and it explained a lot about why I feel the way I do. After reading that book I felt inspired that I wanted to explore that feeling.
How do you use this space to create?
I’ve been painting portraits a lot, and using this mirror to draw my reflection. My mood changes a lot in this space, and this wall can dictate the mood I’ve been in.
I don’t come into the studio until I’m ready to paint; I never enter the studio before lunch. It’s always messy before a show. Everything is pushed to the side, and everything I want to shoot is on the floor. “I’m always jumping from my computer to paint,” Welsh says with a laugh.
How has travel influenced your work?
Travelling is such a massive part of feeling empowered and meeting new people. I find you just get richer and richer in your experiences; you broaden your mind so much more. I can’t imagine my life without having travel being a big part of it. Travel has given me the kind of confidence to keep challenging myself, and keep stepping out of the comfort zone. We create better things when we are challenged.
That’s what I found with the school bus project a year ago. We had a show organized in New York, and we didn’t have the work for it. We decided to create the work while we were there. We bought a bus on the west coast, travelled to east coast, and I found whatever objects. I had a lot of self-doubt like what am I doing with my life? Why are we in a bus? But, I loved every second of it. All these emotions created that body of work.
What’s next?
Welsh had told me, “My dream would be a warehouse where I can relax, invoice, do admin stuff.” Maybe her dream is about to be fulfilled. Welsh and Faraday will soon host Not Another Open Studio, an invitation to join the duo in their new studio and see their new work in progress. Visit www.welshandfaraday.com to follow what they're creating.
{Title photograph by Kristen Marano}
Kristen Marano is a writer living in Perth, Australia. Kristen interviews women in business and writes about workplace culture. She contributes to Huffington Post Canada, and produces a weekly newsletter, Creative Women Weekly, featuring stories of creative women from around the world. Follow Kristen on Twitter @kmarano and Instagram @krismarano.