I can’t believe it’s been a year since my last post! I know time flies, and I’ve spent a lot of my time on surface designing, almost daily, but maybe it’s a sign that I need to prioritise and focus a little more. It really hit me this morning when someone asked me what I had on for today and I couldn’t give a specific answer. I just knew I was coming home to work on my designs.

On a positive note, in the last 12 months I’ve completed 3 more collections and countless one-off designs, published a new portfolio, had a professional photo shoot, started using an app to keep track of my designs and completed the Immersion and Repertoire courses too. I have had my second fabric collection accepted and my first collection will be available in stores mid next year which is very exciting. And, most importantly, I’m still in love with surface design. But, on the negative side, I haven’t managed to secure any more licensing contracts and that’s been the biggest disappointment.

My number one goal for 2024 was to sign 5 more licensing deals. The reality was that I didn’t even get one response asking for more information or delving further in to my work. And as I reflect on 2024 and look ahead to 2025 I have tried to look honestly at where I am and where I still want to go. What is working and what isn’t. It’s hard, but it’s necessary. And because I am so committed to this career I know deep down that honest self-reflection, and committing to continue to learn and develop my skills, both artistically and in business, will help me achieve my big dreams.

So after lots of self-reflection I’ve come to a conclusion. My pitching process isn’t working.

I’ve listened to countless podcasts, completed 3 Immersion courses, looked at websites, done a lot of research and viewed countless Instagram posts from successful designers and still don’t feel comfortable with marketing- especially self-marketing which is what you’ve got to do when pitching. But to me this is only natural when you don’t have results to back up your claims. Am I good at what I do? I don’t know. I like what I create. I like my designs. But other designers think the same about their work and their work doesn’t necessarily resonate with me. The only proof I have so far, apart from the licenses I have been able to secure, is thanks to my Instagram followers. They are a constant source of encouragement and enlightenment. Thank goodness for Instagram.

I know I haven’t followed everyone’s pitching advice perfectly. Firstly, don’t research each company extensively. Secondly, I don’t send out ‘follow-up’ emails very often with my reasoning being that if someone is interested in my work then they will come back to me without prompting, because honestly, I hate when people keep emailing me spruiking their services or products when I’m not interested. And thirdly, I don’t pitch regularly as I don’t find it an easy thing to do. And fourthly, I don’t know which companies are a best fit for me because I haven’t made myself aware of what companies are out there. I’m not a big consumer or shopper. Just maybe, by choosing to pitch my way instead of heeding the advice of other successful designers, is where I am going wrong….

So I have decided to become focused, go back and rewatch those videos, relisten to those podcasts with the goal of improving my pitching strategy, stick with what I come up with and then see if my results vary. And then if there is no improvement, repeat the process until I achieve my desired result. Moving from the known to the unknown has always been my mantra. (The known being that my current process is obviously defective.) And, as I’ve proven to myself before, I can be tenacious when the stakes are high.

So hopefully when I return to write another blog post it won’t be in another 12 months, and it will be with some good licensing news. If not, I always know that whatever happens, I’m committed to this dream and I will always love the process of surface designing.