Soft Business Values: Contemplations of an illustrator
I believe in living a life filled with meaning and joy. In soft, mindful living. In appreciating the small things in life, treading softly, stopping to smell the flowers. Cherishing the deeper, more meaningful facets of our existence: friendships, family, time for creativity, exploring our spirituality. And I have always believed that we need to redefine what success means in our society.
When I pursused my master’s degree in illustration to pursue a more authentic life, I was drawn to starting my own business. I longed for the autonomy of working on my own terms, in alignment with my values. Completing my masters laid the foundation which you see here today.
This process entailed much reflection and I still contemplate regularly on my brand and business values.
I wanted to create illustrated products that celebrate Mother Nature and give back to the earth rather than take from it. But for someone who cares about the environment, how can I grow a product-based business? Was I promoting consumerism?
I’ve never been a huge consumer myself. When I was young, my frugality was the result of being an artist. I placed the highest value on having time for creativity and less on making money, hence the forced frugality, and having a lifestyle where I was more than content to live minimally. I just wanted to have all the time to create. That was what was most important to me. When I got older, of course making money became more important but then different concerns began to emerge. My motivations for frugality were based upon environmental considerations 🌍 And, since I had never been too much of a ‘material girl’, making conscious choices was easy for me. When I do purchase something, I do so with intention.
And so, I’ve felt this conflict and a discrepancy in opening my own creative business, not wanting to fuel and promote consumerism or further add stress onto our beautiful planet. But as an artist I also needed to find ways that I can earn a living with my talents while remaining true to my values. That is why I promote slow-living, seasonal zero-waste recipes, and gardening tips alongside my products, and that the story behind my products celebrate natures seasonal abundance and slow, mindful living.
My aim is not to encourage excessive consumption for the sake of my capital gain but instead inspire behavioural change by introducing mindful activities and building a business “not motivated by profit, but by a desire for a viable and sustainable creative practice” (Essig 2022:21).
Encouraging people to eat seasonally and grow their own food benefits the climate and ecological crisis and imbues meaning and a greater sense of purpose to my work. Through my work, I aim to reawaken the connection to nature and reignite creativity in my audience, by also encouraging mindful living through promoting activities such as (zero-waste) cooking, gardening, and sewing.
Recognizing that we are within a system, acknowledging that, and finding a balance is a way to move forward with intention while finding ways to improve along the way. Which values are fluid, which are non-negotiable? It’s a process and it’s not always black and white, and this will evolve as my business grows.
How do I, and an illustrator-maker grow a product-based business while consolidating my values?
I do this in a few ways: I only work with suppliers who align with my values and much thought and research goes into my process and production.
What are my business values?
1.Environmental sustainability and regeneration
Am I using excessive or unnecessary materials? Where do I source my materials? How long will my products last and does their value contribute or extract?
2.Use what you have, where you are
Am I utilizing all the resources currently available to me?
3.Waste mitigation
Am I using all materials in the most efficient way to avoid waste as much as possible? Are the materials eco-friendly or biodegradable?
4.Functional design
Are the products I am creating functional, for daily use, not adding to clutter, to sit on a shelf and get dusty/forgotten about/discarded? Do they have a purpose or are they purely disposable novelty?
5.Joyful Play
Is there an element of curiosity, celebration and inspiration in the purpose of making this piece, and how does it’s message contribute to the world?
Yes I need to make SOME profit in order to earn a livable wage. BUT: endless growth for growth’s sake is not my jam. I honestly do not need a 7-bedroom villa (someone has to clean the thing?), a little humble cottage somewhere with a garden would do just fine for me. I don’t own a car, don’t overconsume unnecessarily, never buy fancy clothes. I do love to travel but always do so consciously, leaving no trace and respecting local cultures and ecosystems when I do.
Elitism is something that makes me really uncomfortable. I don’t really jam with the overpriced high-ticket item business models or unethical marketing or sales tactics we often see online. I want my creations to be accessible, and to bring joy into people’s lives. My instinct tells me that a lot of success stories that we see online are exaggerated and fabricated. So, you will find me here, in my happy little simple corner of the internet, creating cheerful nature-inspired goodies to bring joy into your home.
Much love, Denae
