Hi Everyone!
Recently, we put a call out on our socials for mentees and were completely inundated - over 150 applications from creatives around the world, all at different stages in their careers.
Although they came from a wide range of disciplines, many shared the same challenges, struggles and questions. I selected two brilliant mentees for the programme, but the whole process left me wanting to do more - to share what I’ve learned from running a creative business with a wider audience, the ups as well as the downs.
It’s been a lifelong mission of mine to be creative, and if I can encourage others who’ve chosen to follow their heart - and help them build something that actually works as a business - that would make me really happy as this something I feel passionate about.
So… I’ve decided to put pen to paper and over the next few months share my own experience of running a creative business - what’s worked, what hasn’t, and the common challenges that come up along the way. To start with, I thought I’d share a bit of background…
From the beginning…
I set up my business in 2003, aged 27, fresh out of the Royal College of Art in London. I didn’t have a plan. I was always too busy to make one. Besides, I’ve never been very good at sitting down and writing - I much prefer making things (still true).
At the RCA, I studied mixed media textiles and used my time there to develop something I could actually sell. I collaborated with product designer Carmel McElroy and we made a knitted carpet with 3,500 knitted fingers. (A project we both thought would make us millions!)
Alongside that, I’d been making knitted dolls between my first and second year. They were made from recycled jumpers from charity shops, with clothes and accessories knitted on my machine at home. They were quite ambiguous - big eyes, but no mouth or nose!
The dolls were picked up by a beautiful boutique on King’s Road called Couverture, owned by Emily Dyson. Each month they’d order around 20, which paid my rent throughout college. (They still stock some of my work, which feels very special.)
After the initial success, my tutor Freddie Robins asked how I could make the dolls less conventional. That’s when they started to become ‘weird’ creatures. It was an invaluable lesson- developing my own language, something that’s made my work distinctive ever since.
When I left university, it was just me- sewing, knitting, ironing, making catalogues, doing trade shows, packing orders, queueing at the post office. I remember buying a tagging gun and thinking - this is it, I have a real business.
I had no formal business training and learned everything on the job - often the hard way. At one point I was making a pom-pom-covered tea cosy. It was popular and priced in line with my other tea cosies, so I assumed all was well.
My dad (a farmer) said, “just make sure you’re selling things for more than they cost to make.” Obvious, you’d think. But when I actually worked it out- factoring in time, rent, electricity and materials- I realised I was losing £5 on every single one. A useful lesson!
Putting My Name to Things
Something that’s always been important to me - even as a child - was putting my name on things. I still have drawings from when I was about six, each signed with a slightly wonky little signature.
Before graduating, I had labels made and asked my friend Abi Mitchell to design a logo. I loved the idea that my dolls were travelling further than I was, quietly spreading my name around the world.
Things Start to Take Off
After a few years of doing everything myself, I was completely overworked- but things were taking off. Small, brilliant independent shops were ordering regularly, and by 2010 my work was stocked in John Lewis, the biggest department store chain in the UK.
I was invited to show in Japan and went with a suitcase full of creatures and knitted trees. I found a distributor there and worked with ‘Trico’ for nearly 20 years.
Around the same time, I won Elle Decoration’s Designer of the Year. It was an exciting moment for design in London, and I started appearing in places like Elle Decoration, The Independent and The Guardian.
Eventually, I began branching out from the creatures (despite saying at the RCA that I never would). I started making cushions and other products for the same audience. The relationships were already there- it made sense to build a whole world around them (which I have continued doing).
Even with the success, I always felt quite new and never took anything for granted. I was constantly looking for new stockists and opportunities, and careful not to rely too heavily on any one customer.
I started exhibiting at trade shows, helped by grants to sell overseas, which opened doors in the US, Asia and Europe - markets that really connected with the work.
Building A Team
For the first couple of years, I managed everything by myself. Then one day, after returning from Japan, a fax came through with a huge order - 50 Cyril Squirrel Foxes, 100 Mini Mushroom cushions… and so on.
I was used to saying yes and figuring it out later, but this felt too much.
At exactly the right moment, someone I’d taught got in touch looking for work. I asked her to stay for three months- Louise stayed for three years!
I’ve never looked back. I realised quite quickly that I didn’t want to do it alone. Over the years, I’ve been lucky to work with inspiring, hardworking women with all sorts of skills - both in my studio in East London and at my micro factory Knit Shop in Dundee, Scotland. It truly has meant everything to me.
Still Growing
I never imagined my knitted creatures would grow into a global brand with such a loyal and creative following. I’ve always tried to grow slowly and organically - evolving but never straying too far from the core principles: to be creative, do things in a way that doesn’t harm people or the planet, keep things lighthearted, and celebrate what makes us different. (And, if I’m honest, the idea of doing anything else is absolutely terrifying.)
I’m really looking forward to continuing this series - sharing experiences, thoughts, and ideas. Over the next couple of months, I’ll be focusing on different areas of running a business and answering some of the most common questions from the mentorship applications.
If you have any questions or thoughts on what you’d be interested reading about, I’d love to hear from you - do send them through via our Instagram DMs or send an email to press@donnawilson.com
Thank you for reading!
Donna x