“I am a graphic designer and illustrator who has started designing my own patterns. If you have a skull full of ideas, you sometimes need to refuel it to make more room for new creations. I pick up my plants and flowers from my memory bank from my childhood summers… and if you lift a stone, there is also a small file that wants to be included. I want to make patterns that make people happy! ”
How long have you been a designer and illustrator?
I have worked in the advertising industry as a designer / art director for over 30 years, but then mainly with graphic production. Has worked my way up in a traditional way, started as a student for an art director and took step by step and joined forces with courses and education along the way. I have been drawing and painting for as long as I can remember. So I finally got a chance to work with what I dreamed of. To have my own company and be able to develop myself as a pattern maker and illustrator.
How did you feel when you discovered Elobina?
I had a strong feeling for what I wanted to do and surfed around to find a company that matched my wishes, where it was easy to order and that you could immediately see the results.
What are the ones that make you stick to Elobina?
Elobina suited me perfectly. Had certain criteria, that it would be a Swedish company, that it would be easy to order, that you could test yourself. So a first impression is very important and for me it clicked right away with Elobina
Tell us about the process, from imagination to pattern on fabric?
I always walk around with pads and pen in my bag. Draws and scribbles down ideas at every opportunity. It can be a shape or color that triggers my brain and then it just has to be tested immediately, does not like to walk around and think, wants to try immediately! In addition, I fill my mobile with pictures, if I see something exciting, can be a fruit, flower or whatever, I take photos and save in my image bank.
The next step will be to make a pencil sketch that I file on. When it’s done, I transfer the illustration to a new piece of paper by whitewashing it on the light table with a black pencil, make an outline. Then just color, use felt-tip pens, watercolor or gouache. When I am satisfied, I scan in and expose. So I start building patterns and reporting.
Then the fun will be to “create” patterns on Elobina’s page, to see how the pattern looks.
What do you do with the fabric when you get it home? Is a lot for your own use? are you sewing? are you reselling?
It is always just as exciting to get the fabric home. Unpacks instantly, always amazed at how nice it will be, perfectly reproduced colors. I usually print a meter of my new patterns and try on some products. I mostly sew myself, but for larger productions I get help.
I sell my products via Social Media, no website yet. I also have some events where I show off my products and have a popup store. The companies that have contacted me have seen what I have done via Social Media and thought that my manner suited their business.
What do you do with the fabric when you get it home? Is a lot for your own use? are you sewing? are you reselling?
It is always just as exciting to get the fabric home. Unpacks instantly, always amazed at how nice it will be, perfectly reproduced colors. I usually print a meter of my new patterns and try on some products. I mostly sew myself, but for larger productions I get help.
I sell my products via Social Media, no website yet. I also have some events where I show off my products and have a popup store. The companies that have contacted me have seen what I have done via Social Media and thought that my manner suited their business.
Can Elobina meet your visions?
Elobina is a perfect partner, they have the knowledge and are always at hand when you need advice or have questions.
I have worked out a business model together with a business coach and a group that consisted of friends who know my business idea. So after a solid and thorough work, I and the group have come up with a model that suits my company.
Elobina meets my requirements and my thinking. My vision is to develop unique and personal products in such a good and environmentally friendly way, not to compromise on quality and sustainability, nor to produce junk products for cheap money. Strikes a blow for Swedish, unique and quality.
Want to offer my customers what I want!
What are you up to right now?
Right now I’m trying to catch all the balls I have in the air. Love throwing out a ball and seeing if it comes back and now they are starting to bounce back.
Part of my job process is to find new exciting customer segments, this is as fun as creating new patterns. I see something that attracts me, such as a restaurant, this does not have to be expensive or boring but there is something there that makes my brain spin, slowly I start “building”. What fun could you come up with for this place, who visit the place, you can create something extra that the customer wants, maybe a useful memory. Imagine being able to buy some of your own beautiful linen napkins at home, just like the ones they set the table with during the wonderful dinner. Or be able to send, or pack with you on a trip and give as a gift, unique and Swedish. Something that is useful.
I think all the time in quarters, graze on the different seasons of the year and adapt my patterns accordingly, but of course it creeps in other things as well, there have been fills. Then I have a major art exhibition in June next year that requires a lot of planning but one thing is for sure there will be patterns, shapes, colors and fabrics.
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