Interview With: Lizzie Jones

Today I'm starting what I hope will be a "series" of interviews, but may be just a few posts here and there.  I thought it would be fun to learn more about some of the names we see in the papercraft world. (I know the formatting is a bit off on this post -- technical difficulties!)

And, the first in the series is an interview with Lizzie Jones.  You can find her blog here.

Lizzie just signed on as a stamp designer wtih Papertrey ink.  I met Lizzie when, sight unseen, we agreed to room together at CHA a few years ago.  She is a sweetie -- put up with me even though I am more than twice her age. Lizzie is a graphic designer and has her own business, Poshta Design.  She agreed to answer some questions.

1. Poshta Design – tell me about its beginnings, how you selected the name.

Poshta means "the mail" or "the post" in Bulgarian. My family didn't immigrate from Eastern Europe until fairly recently, so there has always been a bit of a Bulgarian influence in my life. With her thick accent, my Great Aunt Gina could never pronounce my name in an "American" way. She always called me El-za-bet and I absolutely loved it. She played a significant role in teaching me the value of making things yourself so it just felt natural to honor her when I decided to build my business.

The business itself started in my little 7' x 11' studio and has only expanded a little. The two smallest bedrooms in our house are essentially a print shop at this point. The downstairs studio even houses a 1900s letterpress machine that we rescued from a basement in West Virginia last spring. We're hoping to have it up and running by the end of February. I still do all of the meetings, creative work, and a majority of the production, but the accounting was recently taken over by my husband, Sean. Apparently opening Quickbooks more than once a year helps taxes go more smoothly. Go figure.

2.      How have you marketed your company – I know you do craft fairs and local events – how much time do you devote to your business?  What is the biggest source of income for you as a designer?

I've made concerted effort to be involved in my community and the relationships I've built have really helped me along the way. I've joined a crafters' group in Columbus. We get together at least once a month to talk about opportunities, life, current challenges, etc. and just generally help one another figure it all out. I also have products in a handful of shops in my area which really helps with brand recognition.

The 40 hour work week is a joke when you work for yourself. Some days I take it easy and only work four or five hours, but it's not unusual for me to work 16 hours a day (especially during my busy months). There aren't days off - at least not without plenty of planning beforehand. You work when you're tired. You work when you're sick. You get what my husband calls "crazy eyes." But at the end of the day, you get to go to bed knowing you're working hard at something you love and you're building something that makes you proud.

The part of my business that is probably the most lucrative is the actual graphic designing. The computer work. I do the branding for a handful of local businesses (restaurants, retail stores, etc.) and much of what they need they have produced by large print houses using my graphics. I also do custom work for individual clients (wedding/shower invitations, stationery). I have been known to do a job at a steep discount when I knew it would open the door to more work in the future, but you have to be careful of people just trying to get something for free. I've been bitten and it's not fun. 

The bulk of what I do though is produce items for sale. It's a constant balance between making things I really enjoy taking the time to create (like greeting cards) and making things that I still love, but more importantly, I know I can produce quickly and will sell (like the magnet sets). When I sit down to develop something new I have to consider whether the finished product is going to make sense financially. There are projects I've actually shelved because I know they're going to take more time than I can afford. I can only handle one or two time-expensive things at once. If I want to bring in something that is time-expensive, something else has to go. You also have to be aware of what the market will bear. Just because it took you two hours to make that card doesn't mean you can charge $25. Well, you can, if you want people to look at you like you're crazy.

3.      Your design background – how did you get so good at this?

Lots and lots of practice! Most of what I've learned, I've learned by just doing. My first design job was in a boutique helping brides put together their wedding suites. After a couple of years I talked/begged my way into the typesetter's position at the boutique. I bought all the software and spent hours figuring out how to make it work. Eventually I went back to design school, but I hated it. I dropped out after two quarters. It felt like I learned more by sitting at my computer and trying things until I got them to do what I wanted, so I left and kept going on my own. Some of my early work makes me cringe, but it helps me realize that I'm always improving. I don't necessarily suggest that everyone goes out and spends hundreds of dollars on software or drops out of school, but I do think people learn and develop differently. I don't feel that there should necessarily be a "correct way" when it comes to creative jobs.

4.      Rhythm and Soul, your first set with Papertrey Ink  – how long did this take you?  Can you describe the process.  Do you start with pen and paper first and then move to software or do you start with software?

Certain images in Rhythm & Soul went quickly. Others took much longer. The whole set was illustrated in about three days. It may have taken less time if I hadn't been on vacation. At one point my Father-in-law said "Tonight, nobody works." I'm pretty sure that was directed at me.

When I want to illustrate something that is an actual object with a specific/recognizable form (rather than an abstract flower or generic cupcake) I do some research. I gather images and draw while checking to make sure I'm staying true to the object. Some things can be stylized, but I believe maintaining some level of accuracy is important.

I do almost all of my drawing on the computer. Sometimes I start with rough sketches, but I much prefer the easy manipulation of my lines within Illustrator (the software program I use). I'm also a little funny about visual clutter, so extra pencil lines and eraser marks drive me nutty.

5.      Fonts – any thoughts on what fonts work with certain designs?

It's all about visual balance and using fonts/sentiments that complement your imagery. If you are using a lot of adornment, try a font that's simpler. If your card is simpler, punch it up with an over-the-top font. That said, I'm not fond of really fussy scripty fonts in general. I feel like they tend to look dated. Even in wedding invitations, I feel like there's always a more modern script that works better. I'm not anti-script. I'm anti-fussy. Oh, and Papyrus is the bane of my creative existence.

6.      Why Papertrey Ink?  What attracted you to work with PTI rather than other companies?

I've been an enthusiastic fan since the beginning. I love the overall aesthetic. I love the clean lines. I don't gravitate toward cartoony animals or people or primitive/country or anything really too intricate. Nichole's first designs were modern, solid images that I could use without having to color. At the time, that was a relief in an industry that seemed uninterested in engaging my demographic (5 years ago I was 22).

Last year, when I won the "collaborate on a stamp set" contest I knew it was my chance. I knew if I were ever going to get the opportunity to work with this amazing company that I had loved for so long, this was it. I tried to be as respectful as I could with my bold suggestion that I design the set myself. I knew the offer could backfire if it didn't go well, but sometimes you have to fling yourself pretty far out there for good things to happen.

7.      Other design or craft interests?

I love to embroider. I don't get to do it very often because of my constant work schedule, but I really enjoy it when I have the time. I told a friend of mine recently that if I ever get bored with my current area of work I'm going to design a line of embroidery patterns.

8.      What do you think the difference is between art, design and crafting?

This may sound a little salty, but, in my experience, many artists don't care about making a living. They care about expressing themselves; not necessarily making their work accessible to an audience. Sometimes they're successful - sometimes they're not. The point is to show their feelings visually. I've known artists that intentionally pushed the envelope just to ensure that they would never be fully accepted (therefore maintaining the tortured artist façade). I don't understand that impulse.

To me, designers are people concerned as much about the functionality of the product they're designing as they are the aesthetics. That's not a bad thing. I think it's really important that both aspects of a product get equal billing. They want the things to which they're devoting time to be useful and marketable. They're the people that introduce goods and help consumers see every use and possibility.

Crafters, to me, are "makers of things." To some crafters it's a hobby - to others it's a living. Either way, crafters are people who create.

I think that I, and many of the people featured on design teams throughout the stamping industry, fall somewhere between designers and crafters. In the stamping world, the people who design/illustrate are doing it because they want to have the opportunity to craft with something that doesn't exist yet. They come at the whole thing interested in showing their peers how the products function and how to get the most out of them because they're excited about the stamps/tools/embellishments, too.

9.      What would you do if you needed to make more money?

Actually, lately, I've had a little too much work. Not a bad problem to have, but I have had to hire someone part-time. In the past, I've followed up with my business clients to see if they've needed a project designed. Often when I meet with clients, they have a bundle of ideas and only so many resources. The projects that get put on the back burner one day may be picked up six months later when money isn't as tight or there's more time to develop the idea. Otherwise, I have put more time, effort, and energy into my Etsy store or taken fresh stock to one of the shops that stocks my goods. The more energy I put into restocking, the better sales are in general.

10.  Can you recommend any graphic design blogs, books or websites so the rest of us can learn too?

I really love reading How About Orange and Oh So Beautiful Paper. One is a graphic designer that shares design perspective/fonts/quirky crafty things from around the internet and the other appreciates good design and shares her favorite cards/prints/patterns/etc. The printing method posts on OSBP are some of my favorites. I've also been browsing Pinterest recently as a way to get a feel for color and break out of my typical ruts. Google is always a great resource when I have a technical question. I'll just type my entire question into the search bar and hope for the best. Nine times out of ten I'll get an answer that I find helpful.

A few years ago my husband gave me a book titled Typology: Type Design From The Victorian Era To The Digital Age by Steven Heller and Louise Fili. I still pull that out every so often when I want to get a little vintage inspiration. The posters are particularly fun. I'll occasionally pick up a trade specific magazine (like HOW), too. A lot of what I do is rooted in my gut though. If it feels good, I'll go for it. If it doesn't, I revise it until it works. I realize that's not helpful for anyone outside my abdomen.

11.  Anything else you want to add about personal or professional?

Just that I feel like a lucky fool most of the time. I know that I work hard and I'm sure that counts for something, but anyone that refuses to acknowledge that luck has a hand in success is fooling themselves. I feel fortunate. I have a support system that wants me to do well and I would likely fall apart at the seams on those "crazy eyes" days if my fella wasn't there to pick me up and make sure I eat a meal. Not too many people my age are already doing what they love...and I get to do it wearing sneakers and pigtails.

Comments

[Erin K]

Great interview. I am in love with Lizzie now. :)

[Karen Brandt]

What a lovely idea! It was so nice getting to know Lizzie better, thank you so much.

[Sandra K]

Cool, thanks for the insightful and interesting interview.

[SueB]

Great interview. Look forward to more of her design work for PTI. Love this idea, Joan.

[Beverley]

Great interview! It was an iterating read! Looking forward to the other interviews you have planned! LOL!!

[Melissa Ladd]

What a great interview! I've been interested to learn more about Lizzie's graphic design business. Thanks for sharing!

[Susan Raihala]

Wow, what a smart interview! I particularly like what Lizzie says about some artists just wanting to express their feelings, without regard for an audience or market (because her whole paragraph on that subject applies to writers as well). She's an incredibly savvy, smart woman to balance artistic and market considerations in her work. Thanks, Joan, for helping us get to know her better!

[Cindy O]

Thank you, Joan! I really enjoyed reading this. Thank you, Lizzie, for sharing your story and your ideas with us!

[Starla]

I loved the interview! I always find it so interesting how designers/artists look at their creativity

[Sara Mac]

Thanks for the great interview Joan! I loved reading Lizzie's story. She's such a clever and fun gal!

[Leslie Miller]

Great questions and interesting, thoughtful answers. I really enjoyed this. Thanks, Joan and Lizzie!

[Laura]

Great interview! I'm excited to see Lizzie's stamps when they come out!

[Cindy H.]

Super interview!!