My ten year journey as a small Irish business
This month I’m celebrating ten years in the business! I’d like to say that the time has flown by, but it has passed in kind of a blur. A blur of a busy mind, a growing business, and a never-ending desire to create. As well as running an online shop, I also create illustrations/designs for a range of clients. I do advise to diversify and draw your income from various sources when working in the creative industry. It’s indeed risky to rely on one sector only. For example, I’m an illustrator and graphic designer who works in publishing, the food industry, branding, retail, licensing, and events. Ten years ago I accepted the fact that my new career would be a bit of a juggling act, but I was ready for the challenge.
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As well as my book illustrations, the products I create for my shop have played a significant contributing factor towards my growth as an illustrator, and as a business person in general. There are so many facets to running a small creative business single-handedly. You have to wear every hat, with style of course! I’m the photographer, website designer, I look after the inventory, I package every sale and wholesale order, I get files ready for print, I source suppliers and negotiate pricing, I create invoices and chase late payments, I create the illustrations/designs, I tidy my studio, I post orders on time, I research new ideas and what is trending in stationery/greetings card designs. I keep learning and I keep doing.
My earliest product range from 2012. The Florence Welch ‘Birdsong’ portrait was in particular a very popular piece with customers. I sold postcards, Christmas and Irish-themed greeting cards, and prints.
For this particular blog post, I’ll be looking at my shop only. My freelance illustration career began at the same time, but that’s probably another blog post in itself! The establishment of my shop (and indeed my illustration career) coincided with big changes in my life. I was nearing 30, and trying to find my voice in the world. As a former archaeologist who graduated university during a crippling recession, this was my second chance to create a new and successful life. With the support of my amazing family, I was able to forge ahead with my plan, with the hope of calling it my job one day.
In 2013 I introduced my hand-lettered quotes. Here’s a selection of my most popular prints from this series, and unfortunately the most plagiarised pieces.
I took one big leap, and set up my shop ‘Rachillustrates’ on Etsy in 2012 - with no huge expectations to be honest. I was still unsure of what I had to offer the public, but I knew I wanted to try. I decided to create items that I would like to buy myself, as that was really my only reference point. Maybe by doing so, I could find similar people who would also like what I created. At this time I was unearthing who I was as an artist. I experimented with styles and subjects. I knew I wanted to incorporate my love of vintage nostalgia into my shop, and I did so with my packaging choices and product offerings - nostalgic Irish foods, old Hollywood starlets, and Downton Abbey portraits. It was a starting point. I was learning every day from other sellers on Etsy, from customers, selling my art at local markets, and from online research.
From 2013-14 I also sold a range of celebrity portrait prints, and fashion illustrations which were sold as postcard collections. I began to illustrate more detailed and personal pieces in a move to break away from the lettered quotes, and to also develop as an artist.
The following year I saw a gap in the market and decided to offer hand-lettered inspirational quotes in my shop. It’s now a ubiquitous product, but back then it was rare to find. In fact I think I was one of the first shops to offer hand-lettered quotes, distinctly photographed in situ within a gold frame. My shop ultimately became very popular, and I was featured on many blogs and websites. I was beginning to enjoy success. However with this success, came the inevitable scourge of a 21st century digital life - plagiarism. My products and photos began to be copied by other sellers, department stores, and dubious websites. It was a stressful and frustrating several years of copyright cases and DMCA requests. I began to hate what I was doing because I knew the product would soon be plagiarised when released. So, I ceased from painting quotes and reverted back to creating illustrations only. I was determined to make illustrations which were difficult to copy. I illustrated scenes with lots of details, layers, textures, and included distinctive subjects. This goal - to hold on to my original ideas - thus helped me to establish a style, and to discover new products for my shop.
In 2015, I began making my hand-cut vintage inspired greeting cards. I also introduced hand-dyed tote bags, and biscuit pocket mirrors. I was curious to trial different kinds of products for my illustrations. Never underestimate the power of experimentation and testing the market.
I always loved collecting and sending greeting cards. As a child I had many pen-pals, and I had quite the collection of stationery; ranging from rubber stamps, Forever Friends writing paper, patterned envelopes, postcards, and do you remember that scented writing paper? All of these products are part of my own personal history. As I write this, I can see how these influences have silently crept into my own shop. It’s quite humbling to realise that my career has in some ways come full circle, and is truly a reflection of me, my interests, and my experiences. With the introduction of my greeting cards and print collections, my shop began to progress even further. I studied other shops wholesale catalogues and websites, and started to prepare for my next progression - my own standalone shop website, and to seek wholesale opportunities.
In 2016 I further developed my greeting card offerings with both my quotes and illustrations featuring on them. I also explored my print range, with detailed illustrated prints of subjects from popular culture.
Due to drastic changes within Etsy, along with the consistent plagiarism issue, I needed to move away and begin my own website. With my new website designed and ready to go, I also put together a small wholesale catalogue to email to potential stockists. After many many, many emails to retailers within Ireland, I finally received my first stockist. I was over the moon - a new chapter had begun! From that initial shop, I now stock around 14 stores in Ireland. Wholesale has contributed significantly to my business, and it’s an area I wish to grow in even further. Through licensing my designs, I also have my cards stocked in the United States in Trader Joe’s stores. This in particular feels very fulfilling - to have my products available in physical stores in another country makes me really happy.
My packaging has also seen some big changes through the years, but as always has harped back to my beloved vintage aesthetics, along with an eco-friendly approach. Here’s a selection of some of the ideas I used, including my earlier logos.
What’s my advice for anyone starting out on their own creative business journey? Do it! If you have unwavering determination, passion, and support, then you can really make a go of it. It’s not easy, and you will learn from many mistakes made along the way. Or you may be very lucky and find the journey a breeze! I still have a lot to achieve in my career - both as an illustrator and shop owner. For me, it has taken time to work things out as I haven’t had the opportunity to work with a mentor or organization. I learned everything on the job, as they say! I am lucky however that I make a living from my art, and have done so for ten years now. I’m so grateful to make art everyday (well, most days) and have the freedom to create what I want to create. I do feel fortunate to be my own boss, to work from home, and to work with amazing clients, galleries, and retailers.
From a little desk in a bedroom grew my career as an illustrator and small business owner. This is my first desk photo from early 2012! Remember to take pictures of your progress. You will look back on them in years to come and realise that you did make the right choices, and you’ll be glad that you believed in yourself.
Another tip would be to research as much as possible. It’s not easy to find a gap in the market, but it’s worth trying to. While it’s encouraged to study other shops and see what they have to offer, remember to never fall into the trap of imitation. My mantra is - if it’s been done before, close that door. Move on and explore your own voice. It’s more exciting to push your comforts and boundaries. Challenge your thought process, and you’ll most likely discover that little nugget of inspiration which sets you apart from the others.
Be as green as possible. Please stay away from using plastic with your packaging! There are great corn starch alternatives which have the clarity of plastic, and are affordable also. Use local suppliers as much as you can. It’s not easy in a small country like Ireland to find suppliers, in fact, it’s a terrible shame that we don’t have more manufacturers here to support. All I can say is that this part of the process takes the most research and head-scratching. It has taken me years to find a suitable printer (after many failed attempts and money spent). Don’t expect another shop to share their supplier list with you, because it has taken a lot of effort for them to find that information. It’s gold dust! My advice is to seek this information out for yourself as it’s a huge part of the journey and is a very personal experience. Google will become your best friend!
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Let me know in the comments if you liked reading about my journey (a rather condensed history alas), or if you need any advice. What happened during 2017 to now I hear you ask? Take a look at my blog. I began writing it in 2017 as a diary of my business - a place for me to look back upon. Hopefully this step will make the next ten years a little less blurry!
Take care, Rachel x