What is name and background behind
your company?
Initially
it wasn't actually meant to be my company name. It was a domain name and email
address I’d had for years, but had a creative slant (it referred to the
warnings on spray-paints about not using in an enclosed space). I always liked
the name though and realized it could easily also refer to your own living
space. Be it a flat, or house, or studio, we’re usually in an enclosed space
and for a lot of people, particularly in the city, it’s a little cramped! I
designed my logo to reflect the sardine-like situation of living in a city, and
my company’s aim became to help people cheer up their own “enclosed space’ with
art.
Where are you based?
I’m
currently based in the same area I spent the early years of my life – West
London.
How long have you been in business
for?
I
launched my website in 2010, with a year or so of experimenting with printing
before then, but it’s only been since 2011 that I've started to turn it into
what I’d call a proper business.
What do you love most about living in
London?
I
think it’s easier to ask Londoners what they don’t like about the city (we like to moan). To sound a little
clichéd, it really is a vibrant place though. No more so than during 2012 with
the Olympics and Jubilee celebrations. What I love most is how multi-cultural
it is. It feels like you can get pretty much anything from anywhere.
Who or what inspires you?
My
dad. He’s the most entrepreneurial person I know. We’re alike in that we both
have lots of interests, and I think it’s focusing on just the one which is our
dilemma (case in point – aside from screen printing, I’m hoping to branch into
jewellery shortly too).
What advice would you give designers
starting out?
Expect
to make mistakes. And when you do, call it a learning experience! Also,
research, research, research. With the internet at your fingertips, there’s
really no excuse not to make sure you know as much as you can.
What is new for your company?
Aside
from the new Inspired:London book, I’m also getting involved in a couple of We
Make London’s fairs in Spitalfields in November; focusing on expanding my
stockists; and opening a sister company selling jewellery.
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