Now that I had created my portfolio it was time to move toward my big goal of becoming a licensed surface designer. I had to pitch my work. Ugh.

I’m definitely not one of those people that enjoy marketing, or self promotion. The whole process makes me uncomfortable if I’m honest. In my ideal world, companies would just stumble upon my work and offer me a contract without me ever having to move out of my comfort zone. Thinking back on it now, that’s exactly what I hoped would happen with every Instagram post and with every print-on-demand site I listed with. Pitching felt very scary and confronting – the thought of me (an inexperienced, naïve surface designer with no formal training or credentials) approaching a big, successful company full of professionals, asking them to like my work and pay me for the privilege of using my designs. Who did I think I was? What did I have to offer? All I do is create pretty things don’t I? But when I thought about it, and I really reflected on my why, some of the awkwardness I felt about the whole pitching process disappeared. I felt more confident.

Why is surface pattern important? Why do I love creating patterns? What problem do I solve?

Good design is beneficial. The very essence of surface pattern design is that it can completely transform the look and feel of anything, which in turn can positively influence a person’s feelings, their overall mood and therefore, their everyday life. I know that when I’m using a notebook with an appealing design on the cover, or I select a fabric with a gorgeous design to include in my sewing project the better I feel about what I’m doing. I believe the majority of people have a similar experience.

So with this new validation in my mind I set about creating a list of companies I thought my work may benefit.

My main goal from the beginning of this surface design obsession has always been to be a fabric designer. After all, I’m a sewing tragic through and through. I could open a fabric store with my stash! My sewing room is groaning under the weight.

So I started to compile a list of patchwork fabric companies. I looked at the company names printed on the selvedges of the fabric in my stash to start with. I had also been following a few on Instagram for a while. The first dozen or so were easy. And then Google came in really handy to identify some new ones. During my research, I realised just how many fabric companies there are in the world. I assume a lot of companies never make it in to the stores in Australia so I’d never even knew they existed. It’s sad really.

I researched each company as best I could, hoping to identify the art director’s name, their contact details and any submission guidelines the company may have. I was able to eliminate some companies too. It became very obvious that my work wouldn’t fit everywhere. I was looking for a company that my intricate, flowing, mainly floral designs would best fit. In the end I came up with a list of about 20 companies. I ranked them in order of my preference.

Now, what to write to the companies on my list?

I found some pitching letters/emails to use as examples. They seemed very formal. I’m generally more casual, but as I have no experience I went with it. After all, I know about licensing.

I came up with a spiel to suit my work and drafted my first email to my top choice. It must have taken me over an hour as I edited, re edited, checked and rechecked everything. It had a total of 11 sentences. All I needed was 10 seconds of courage. So I took a deep breath and pressed send.

That was the hardest thing I had to do so far in this journey. My favourite fabric company first.

Then I considered other industries I wanted to work with such as wallpaper, stationery, ribbon, phone cases and home décor. Over the next couple of weeks it became easier and easier to press send. I received a few polite refusal emails. And surprisingly I was okay. Not many of the fabric companies responded but I had expected that as they receive so many submissions. It can take months to receive a response, if you receive any at all, I am told. But I persisted.

Then I remembered a small company I had come across on Instagram a few months before. One of my favourite surface designers had shown her design on their picnic rug. I researched them a little and thought their product was fantastic. I went with my heart and wrote to them. As they are based an hour away from me I somehow felt more connected to them, so my email was much more casual. I really wanted to work with them. To my surprise they replied within a few days saying they were interested in one of my designs! With a few emails back and forth the details were ironed out. That moment I will remember forever, the moment I became a real surface designer!

It was an unbelievable feeling. I am still walking around with a silly grin. There’s nothing like being rewarded for hard work. I keep reminding myself that my persistence paid off. And the realisation that my dream had taken its first step into reality. It blew my mind.

Keep an eye out on my Instagram page. I will be definitely posting their product featuring my design as soon as I receive it. And I can’t wait.

The juice was definitely worth the squeeze!