Today we welcome Christine Llewellyn of Christine Joy Design, a Brooklyn-based surface pattern designer and product designer.
Here, Christine shares her experience of Surtex, how taking Modules 2 & 3 of The Art and Business of Surface Pattern Design contributed to her success, latest licensing deals and where she’s planning to take her business next.
Watch out for her gorgeous video at the end too to see Christine at work and her top 10 tips for licensing!
- What’s your story? Can you share a brief history of your artistic path to where you are now?
I’m a Brooklyn based surface pattern and product designer. I have an MBA and worked as a marketing manager for a large financial services company before leaving to pursue my dream for all things design. I wasn’t quite sure which design field I was most passionate about (I love them all!) but settled on Industrial Design and got a Masters from Pratt in that field. I officially launched Christine Joy Design at the surface pattern licensing tradeshow, Surtex, in the summer of 2014. I’m also a wife and a mom to two very sweet and rambunctious toddlers.
- How did you finally know it was time to take the leap from full time marketing manager to designer?
During my time as a marketing manager I took some continuing education courses during the evenings to satisfy my strong creative urges. Not surprisingly, I was enthralled in these courses and could spend hours on my homework assignments without even thinking. Not only did I enjoy what I was doing and learning, but many of my instructors remarked at my talent. Taking these courses definitely served as confirmation that a creative field is the field in which I would feel most happy and fulfilled.
- How would you describe your style? And how has it evolved over the years?
I grew up in Queens New York, was raised by Caribbean parents and had a Mom who traveled all over the world through her work with the United Nations. Needless to say, I have been directly and indirectly influenced by my and my family’s culturally diverse surroundings. Many of the works of art brought back by my mother’s travels are reflected in my work. Last year I traveled to India to learn all about Indian block printing and dyeing techniques. I currently live in Brooklyn NY, which in many ways feels like the artistic hub of New York City. I am definitely influenced by my surroundings here as well.
My style is globally inspired, modern, and has a fresh, hand-created quality. I love experimenting with making patterns using watercolour paint, marker and linocut.
- You have joined us for a couple of ABSPD modules, which ones did you take, when did you take them and how do you think they have contributed to your success?
I took ABSPD modules 2 & 3 and can’t speak more highly of the course. While I enjoy creating and could do it all day, at the end of the day I want to be able to make a living in my creative field. The 3rd module, which focused on monetising your designs was truly invaluable. As a result of information I gathered in the course, I learned about, and participated in Surtex in 2014. It is through Surtex that I connected with the various companies with whom I now have licensing deals. The 2nd module gave me extremely practical tools that enable me to turn a marker drawn sketchbook doodle into a colorful digitised repeat pattern.
It was extremely helpful hearing feedback from buyers and noticing words they used when describing what they liked about my style
- Rewinding a couple of years, you officially launched your business at Surtex – can you tell us a bit about that?
My Surtex experience was wonderful! I remember being so energised being surrounded by so many other talented artists. I went into the Surtex experience feeling pretty prepared as I had done tons of research in the months leading up to it. I also made it a point to walk the show the year prior to see what I could expect. I had a very positive reaction from buyers and was completely floored when buyers from companies I was interested in working with approached my booth. Up until that point I had not shared my work very much. I was a bit unsure how I would characterise my work so it was extremely helpful hearing feedback from buyers and noticing words they used when describing what they liked about my style. While it’s hard to know which connections will pan out, it’s definitely a confidence booster having well-known companies interested in my work.
- What have been your biggest challenges to date and what would you do differently if you were starting over again?
As a sole entrepreneur it is really tough to stay focused and motivated, especially in the face of perceived setbacks. It is easy to get into your own head if you are in a negative mood. This is why I feel like it is so important for entrepreneurs to have some sort of community – even if it is just belonging to an artist Facebook group. These types of groups have been such an asset in my entrepreneurial journey.
- How do you juggle being a parent, a successful designer and business woman?
It’s definitely tough! With two very energetic kids, it’s almost impossible to create when they are around and demanding all of my attention. I think that if you are able to get assistance with household chores and/or childcare, whether you hire assistance or have family willing to help nearby, you definitely should! At first I dealt with some guilt around this but have since embraced it. Having time to be creative and think about ways to promote and market my business is more than worth it. It will go nowhere if you don’t dedicate the time. Also, having time to work on my interests definitely improves my mood and just makes me happier overall. For me, creating is my form of stress relief. I also have a wonderfully supportive husband who is my biggest cheerleader. Without his support, this would all still be just a dream.
- What are you working on at the moment and what’s next?
I am currently working on adding lots of new pieces to my portfolio and will be making a real push in the coming months to collaborate with various companies – both home goods and apparel. I am also really excited to share that I have a brand new collaboration with Crate and Barrel. They have included 4 of my watercolour paintings in their Fall 2016 assortment.
- What’s your big dream?
To be able to continue working with dream companies on exciting collaborations in the home goods and apparel space.
- What advice would you give to an emerging designer looking to follow a similar path to you?
Keep creating and show your work!
Christine’s studio tour video & top licensing tips
Click the video above or here to watch this gorgeous video of Christine at work.
Visit Design Sponge to read Christine’s top 10 tips for licensing
Quick fire question round!
- Who or what inspires your work? The world and my surroundings
- Which 3 words describe you? Introspective, Kind, Creative
- What’s your preferred social media platform? Instagram!
- What are your favourite hobbies? Any and everything real estate development related
- Can you share 3 things people don’t know about you?
- I have an extreme fear of flying
- I have a sweet and very fluffy 4 legged studio assistant named Bobby
- I studied furniture design, and a chair I designed while I studied in Copenhagen was selected for exhibition at an annual Scandinavian Furniture Fair.
******
Christine Joy Design, LLC is a Brooklyn-based surface pattern and product design studio specialising in the home goods market. Founder Christine Llewellyn graduated from Wesleyan University and later obtained her MBA from the Ross School of Business at the University of Michigan. She worked as a marketing manager focused on point-of-sale design and innovation within a large financial services company before leaving to pursue her passion for design. In 2011, she obtained her Masters of Industrial Design from Pratt Institute and, in 2014, established Christine Joy Design.
Christine has always viewed her world from a global lens. Her designs are influenced by her Caribbean heritage, childhood neighborhood which boasts the most ethnic diversity in the New York area, and living in central Africa as a young girl. Christine’s designs are characterised by their playful yet elegant hand drawn, carved or painted motifs and modern, minimalist pattern composition. This clean simplicity is reflective of Christine’s love of Scandinavian design.
When she’s not designing, Christine loves spending time with her husband, two children, and perpetual puppy, Bobby.
Website | Instagram | Twitter | Video feature | 10 Tips for Licensing
Leave a Reply
You must be logged in to post a comment.