From entrepreneurial beginnings as a 6 year old plasticine jewellery maker, Kate Richmond’s adult self long suspected she was destined to run her own crafty gig. And after a stint by the sea, she was inspired. Two years later, this gorgeous gift card and tea towel brand is flourishing, and will be on show at Life Instyle Sydney 2012.
Tell us about the Elly Oak brand.
Premium quality papers + inks and Scandinavian inspired designs combine to produce our deliciously bright and modern range of greeting cards. The playful designs are perfect for both children and adults.
The collection offers both hand screen-printed cards (making each one a unique little piece of art) and a range of printed square cards and gift tags. Plus hand screen printed tea towels are a new addition to the range.
Elly Oak hopes to provide people with beautiful, simple designs that are fresh and unique. The brand represents a love of colour, uncluttered design and handcrafted art.
How did you end up where you are today?
I started my own greeting card business about two years ago. The idea came about when I went down to Lorne and spent a month living at our beach house down on the Great Ocean Road. I took down my paints and started stenciling some designs of flowers onto cards. A local shop loved and bought them, which gave me the confidence to try out some stockists in Melbourne.
I was so excited about how the cards looked, and played around with all sorts of colourful variations, it really was a very creative time for me. I’ll always remember the excitement I felt as I saw people’s reactions to my designs and realised I may have a little business opportunity on my hands.
Also, I think I was always destined to do this. As a child I was always making things. I once made an ‘Australiana’ necklace out of bright green plasticine, with all sorts of gumnuts and bush leaves going on. My mum fired it in the oven for me, and drove me to the local gift shop as I wanted to try and sell it. The owner was very diplomatic, and whilst she didn’t take the necklace, I walked away thinking I’d like to make and sell things for a living…I was 6!
What’s the best thing about what you do?
The flexibility to manage my own time. And the fact that I finally get to be creative all day every day, rather than just during the times when I’m working on a hobby project. Being creative makes me feel incredibly content.
The other thing I like about what I do is being able to work from home. I get up, walk to work…15 seconds across the hallway (I don’t miss driving in peak hour traffic), and turn on my computer. Then I’ll walk down to the local shops and get my morning coffee. I’m a creature of habit, and like this little morning routine of going for a walk, and chatting to everyone. Probably important too, because sometimes I can go a whole day in my studio without seeing or talking to anyone else.
I converted the spare room into my office/studio, so the space acts as both an are where I screen print, and also where I do all my admin…an interesting combination, as both jobs can get very messy at times. But I went out to Ikea and Bunnings and bought lots of shelving, white storage boxes etc, and the space (when I’m organised) looks clean, fresh and neat…there is a lot of natural light which helps.
I also painted an enormous door from the hardware store with white paint, and put it on trestle legs. This means I can leave all my ideas spread out and I don’t have to always pack things away. In fact this is how I often come up with my ideas…I will walk out of the room, and a day or so later when I walk back in, a collection of papers is lying on top of one another and I suddenly realise it’s a lovely combination of patterns and colours, and I see a greeting card in the pile of mess.
When did you start exhibiting at Life Instyle?
February 2011
Why do you exhibit at Life Instyle?
Three reasons…
1. It’s an unbelievable opportunity to have all your target buyers under the one roof at the one time. It gives me maximum exposure to my target audience.
2. It’s a perfect fit for my brand…high end, boutique, artisan-focussed, and a little bit different from everything else.
3. It’s a collection of very talented and inspiring people and companies, and it’s good to be surrounded by such positive and creative energy.
What has been your Life Instyle highlight?
Seeing Olivia Newton John wandering around at Sydney Life Instyle last February. I love a bit of celebrity star spotting. Also, the day that a very big card company took a lot of my range was definitely an exciting moment.
What can we expect from you at the next show?
I will have new designs, as always (I like to keep things fresh and new, plus I have a whole folder of designs and ideas just waiting to get out there on a greeting card). I will also launch some new stationery lines.
Right now I’m:
Eating… Vietnamese rice paper rolls. I never realised they were so easy to make.
Drinking… One good coffee each morning (two makes me go a little loopy). And banana smoothies, made with yoghurt if I’m being healthy, and made with ice cream if I’m feeling reckless.
Reading… Peter Temple’s Broken Shore, a great Australian crime novel. Picked up an old copy at a bookshop in Sydney and can’t put it down. Also anything to with the Himalayas, Mt Everest and trekking. I’m a bit obsessed after just coming back from a month-long trek in Nepal. Dark Summit and Into Thin Air are great reads. I am fascinated by people who choose to climb Everest.
Hearing… People mowing their lawn all the time. Summer is definitely in the air.
Planning… A trip. Anywhere and everywhere. Even if I never end up going, I always have a few trip ideas on the boil, I love traveling.
Buying… Any perfume from Mecca. Perfume is my weakness, and Mecca sells the best.
Enjoying… Simon Baker in The Mentalist! I am also loving the No. 1 Ladies’ Detective Agency on Sunday nights.
For more information visit: www.ellyoak.com
:: Life Instyle Sydney, 23 – 26 February 2012. Register Now. ::
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