Today we are delighted to share with you an interview with Lesley Rudman Stevens of Decorque, a small design business in Oxfordshire designing and creating placemats, coasters, art prints, greetings cards, lampshades and cushions.
- Do you remember the first piece of work you ever sold? What was it and who did you sell it to? How did you feel?
Yes, the first piece of work I ever sold was when I left University; it was a textile design sold to Liberty of London. I felt excited, as it was my first commercial sale.
- Can you describe the evolution of your business?
After many years of selling textile designs to the fashion industry, I was looking for a channel to sell my own range in the home and gift sectors.
This started with an idea to digitally print my designs on cork placemats and coasters and the collection evolved into a wider selection of home accessories including wall-art, cushions, lampshades and greetings cards. This became my first online business – www.decorque.com
The cards were so well received that I created a dedicated brand and webshop – www.decorquecards.com – devoted exclusively to cards.
- What has been the most important lesson you have learnt along the way?
In this challenging sector of home accessories and cards, it is essential to realize that just having an online business is not enough. One needs a multi-channel approach that includes meeting and selling direct to customers at shows and fairs.
- We’d love to hear a bit about your process. Where do your designs begin, and how to you develop them through to the finished product? (i.e. how much is done by hand, how much on the computer etc?)
The hand-painted element plays a large part in all my designs. Using either existing fashion designs from my collection as backdrops, or illustrating and painting my own individual birds, animals and flowers create my unique signature.
Additionally, by combining the computer generated (such as precise elements drawn in Illustrator) with the hand-drawn, all brought together in Photoshop is what lifts the designs and brings the imaginary world I have created to life.
The two links below give specific examples of how my designs are developed from my initial sketchbook ideas through to a design for a finished product.
https://www.decorque.com/blog/page/6/
https://www.decorque.com/blog/page/7/
- At each major growth point of your business how do you make yourself take the big leap? (Please share a little about your decision making process, how you deal with fear etc)
I never leap into things really. I prefer to sound out my colleagues and family with my ideas first, as sometimes you do not see all the complications and challenges from an all-round perspective.
- Please share a little about how your brand look and feel has developed over time
I have been running the business for four years now; over time Decorque has evolved from selling a small range of uniquely-designed products into a more commercial brand. I try to maintain my originality by still keeping that hand-made look and feel to all my products.
- What kind of team do you have around you to support you and your business?
Luckily, my family members are extremely talented! They are very willing to offer their expertise in graphic design, marketing, web design, online support and participation at shows and events. Practically everything is managed in-house, apart from the commercial printing.
- How has the industry changed since you started?
It is no longer just enough to have a company website to make sales; the industry has changed significantly in that you need to have a presence and sell on selected marketplaces. Also, you need to work very hard on promoting the brand through social media channels.
- What makes you excited about your business now?
Designing for greetings cards is an absolute joy; one is producing something that people can send with a message to brighten up someone’s day. It is also an avenue of design that I have always wanted to pursue.
- What is your creative space like?
My creative space is an eclectic mix of inspirational books, objects, products and ephemera! I have my large new, 27” Mac computer alongside my ‘architect design table’ that I have used for many years.
- Which of your products is your favourite?
My ‘Charm of Hummingbirds’ cork square placemats – one of my first designed products for Decorque. The hummingbird design has been taken with me through the range of products and has developed into a popular theme, which is a best-seller!
- What advice would you give to an emerging designer looking to follow a similar path to you?
Maintain your originality, whilst being commercial, listen and meet customers to understand what they want, be prepared to adapt, work hard and be realistic. As a designer, I know that it’s difficult, but don’t criticism too personally!
- What is the big dream for you as a designer and your business?
As a designer, I want to keep creating new and exciting products, and this year getting greater visibility of my greetings cards into smaller retail outlets around the country. This might help the business develop through extending the range into more ambitious stationery products.
I am Lesley Rudman Stevens and, with the help of family members I run a small design business called Decorque in Oxfordshire. I design everything from my home studio; including placemats, coasters, art prints, greetings cards, lampshades and cushions – a few of which I actually make myself.
As a textile designer, I started my creative path in the fashion industry, but in the past couple of years I have turned my design focus to pattern design for home accessories and gifts, selling directly to you the customer.
I like to think that I have brought a fresh look to an eco-friendly material – cork. Having my designs printed digitally, with such intricate detail and range of colour, is quite a new concept.
Find out more about Decorque at the following links:
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