Tell us a little about yourself and how you came to be a surface designer.
I would say I am more of an artist than a surface designer. I am an artist who discovered licensing and then also discovered surface design. I do some patterns here and there, but most of what I do is wall art, and I prefer to make traditional art over patterns. I like making patterns, but I prefer to spend my time using traditional mediums, not so much in Illustrator or Photoshop on a laptop.
Anywho, I have been some kind of creative person or another all my life. I feel like creative people and artists always have that answer, but it's true. It's just kind of in there – this desire to create.
My formal education is in illustration, but 99% of what I have learned is just from trying
(and failing) on repeat…and learning and progressively improving.
It took me about a year to create enough to work pitch and get contracts, but now I license my work and it's mostly wall art.
Who or what influences your art?
Mostly nature. I am kind of obsessed with being outside. I love the beach, I love creatures. I also love travel, and freedom, and texture, and movement, and color. I don't lack for inspiration – I see it everywhere. But I would say I am most strongly influenced by just being outside.
What mediums do you use to create your art?
I prefer to make traditional art. I use mostly watercolor, but also sometimes gouache, oil, acrylic, encaustic, oil, pastels, and just drawing. Give me an old-fashioned pencil and paper and some paint any day of the week. It's so joyful.
You've licensed your wall art with Kate & Laurel. Tell us how that collaboration came about.
I just emailed them! In fact, all my contracts have been cold pitches. I pay attention to what is selling already. I knew Kate and Laurel liked coastal art, and I know that it sells well, so I made a coastal collection. I emailed them, and a week later, they emailed me back. They have since gotten me into Target, Wayfair, Amazon, Bed Bath and Beyond, Walmart (and maybe a handful of other stores I've lost track of).
You also offer your own original artwork, prints, wallpaper, and other products on your website. Do you find that direct-to-customer sales are more profitable than licensing your artwork?
If I market my work consistently, yes - because royalties are only a small percentage, and it also takes a while for them to build (like compound interest). I find if I market what is selling in stores, though, that my royalty checks are also higher. So basically, whatever I focus on and put my energy into is what yields results for me.
When I get a licensing contract, I specifically request that I am not prohibited from selling and marketing my own art prints from my website. Because I want to be able to maximize my art and income and not have it held “hostage”, so to speak. I don't mind exclusive contracts if it doesn't affect my ability to sell my own prints. Most companies have been totally fine with this arrangement, and it works well for me.
Would you like to share any advice you have for designers who are considering working in surface pattern design or fine art licensing?
Don't get discouraged. You're not doing it wrong. It's just hard to have a business, and there are a lot of ups and downs.
I would also say that building relationships, being consistent with follow-up, and paying attention to what is already selling well (for whoever you are pitching to) makes a big difference! Nurture those relationships and pay attention to what sells because that's what the client is thinking about.
What's next for you in your artistic endeavors? Are there any other companies you would like to collaborate with?
I am continuing to explore my style and stay focused on finding out what I love and where my strengths are (instead of watching what everyone else is doing).
I'd love to get more work on products, especially tabletop.
My dream collaboration is Anthropologie. I just signed a contract with a wall art company that has Anthropologie as a client, so that's exciting. If I get work into Athro, I will shout it from the rooftops. Ha ha.
They also work with corporate spaces, like hotels and healthcare, so I'm excited to branch out into those spaces also. It's different than retail, and it's interesting!
My website is: https://creativegardenstudio.com/ or www.juliemaida.com
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