Susannah Weiland is a hand embroidery artist and designer who has lived in Richmond for the last 18 years. She is inspired by the colours and textures of the natural world.
How would you describe your business in one sentence?
Susannah Weiland Collections is an artisanal venture, specialising in crafting unique hand-embroidered artworks inspired by the beauty of the natural world, with a focus on transforming original pieces into exquisite wallpaper, fabric and home interior products.
When did you launch and who is behind it?
I launched my business in 2016 in the One Year On section at the New Designers exhibition in London. At this event I showcased my first series of work ‘The Botanical Collection’ which drew inspiration from Kew Gardens. This exhibition featured my original hand embroidered artworks accompanied by my range of fabric and wallpaper designs.
When did your lightbulb moment happen?
I dedicated time to exploring ways to combine my two passions, hand embroidery and tonal pencil drawing. I developed my signature style of combining the two slowly over time. Through a process of thoughtful experimentation, I honed my distinctive signature style of combining the two. My monochrome tonal pencil drawings are printed onto cotton/silk fabric and I hand stitch fine detail into the wildlife, adding a captivating blend of colour and texture.
What did you do prior to starting your business?
I was a freelance graphic and textile designer working in the fashion and entertainment industries.
Before launching my business, I worked as a freelance graphic and textile designer within fashion and entertainment industries. My responsibilities included designing textile surface prints for diverse clients such as high street retailers, designers, suppliers, agents and studios. Additionally, I lend my creative expertise to the world of licensed products, contributing to designs for renowned companies like Walt Disney, Warner Bros and NBC Universal among others.
What would you say were three of the most challenging aspects of setting up the business?
The three most challenging aspects of setting up my business were:
- Securing funding for my business idea – Overcoming the financial hurdle of launching my business posed a significant challenge, particularly with the substantial costs associated with exhibiting at trade shows and events. While these platforms offer broad exposure, the investment comes with no assured returns in terms of sales and new business
- Attracting customers and clients – Navigating through a fiercely competitive market to make my art and products stand out. Finding effective channels to showcase my work and capture the attention of potential customers and clients is a challenging aspect
- Time Management – Balancing the responsibilities of running a business on my own is challenging. Juggling various aspects of the business, from creative work to administrative tasks. Finding time to work on all areas of the business while doing everything myself
The smartest career decision you made
Creating my own individual signature style of work. The most strategic career decision I made was becoming an active participant in craft and arts societies and business networks. This has not only introduced me to a diverse community of artists and crafts people, fostering valuable information exchange, but also facilitated the organization of group events. Working as artist is quite solitary so building connections within these networks has proven invaluable, providing a support system with like-minded individual who truly understand the challenges of being an artist.
The most difficult lesson you learnt
Not to spend time and money on stock until you know you have a market for your products. One of the most difficult lessons I have learned is the importance of thorough market research and planning before launching a new product. Investing time in understanding the market, studying the competition, and planning strategies to reach my target customer. This then prevents unnecessary expenditure on sampling and stock orders.
The best career advice you received
Don’t give up! The most valuable career advice I received was to identify and cultivate a niche and strive to become an expert in that specific area. The importance of perfecting one product or style before diversifying. Additionally, seeking constructive feedback on my work, recognising that as an artist, being too close to your work can make it difficult to see it objectively.
What type of support have you received since starting your business?
I am a member of several organisations including the Crafts Council, Heritage Crafts and Design Nation. I received a QEST scholarship in 2021 and a Newby Trust Award for a studio space at Cockpit Studios last year. I have attended many business courses include the London Creative Network programme at Cockpit Studios and Entrepreneurial Spark.
I have been fortunate to receive various forms of support since starting my business. I am a member of several organisations, including the Crafts Council, The Society of Designer Craftsmen and Design Nation. In 2021 I was honoured to receive a QEST Scholarship, and last year, I received a Newby Trust Award for a studio space at Cockpit Studios. I’ve actively participated in business courses such as the London Creative Network programme at Cockpit Studios and Entrepreneurial Spark. Additionally, I’ve attended numerous events organized by Enterprise Nation and Business & IP Centre events.
What type of support (if any) have you received from Richmond Council in relation to your business?
I have attended many of the Phoenix Enterprise Programme networking and online events. These have been great to meet other local small business owners and gain one to one advice.
I benefited from various forms of support from the council for my business. I actively participated in the Phoenix Enterprise Programme, attending networking and online events. These gathering where great for connecting with fellow local small business owners. I’ve received valuable advice from Helen Robert and Ray Lavery. Recently, I had the opportunity to showcase a selection of artworks and products at Patch in Twickenham, alongside other local artists, providing a platform to exhibit and promote my work.
What do you think residents can do to support their local businesses?
Shop with local businesses. Residents can actively support their local businesses by choosing to shop and do business with them. Spreading the work and recommending these businesses can make a significant impact. Online platforms provide an excellent opportunity to champion local businesses, sharing positive experiences and contributing to the growth of the community.
If you had the opportunity to do it all again, what would you do differently?
I would concentrate on one type of product to begin with. I would ask my target customers for feedback before developing more items, to check there is a market for what I am creating. I would focus on creating a website with a shop before taking part in any trade shows or exhibitions.
If I started again, I would focus on creating one small collection initially. Before expanding, I would actively seek feedback from my target customers to ensure there’s a market for what I’m creating. Additionally, I would prioritize the development of a website with a shop functionality before participating in trade shows and exhibitions. This approach would provide a solid foundation for my business and a clearer understanding of customer preferences from the beginning.
What three tips would you offer to aspiring entrepreneurs?
My three tips would be:
- Create your own business identity - Establish a distinct business identity, create a unique identity for your business that sets you apart. This includes your brand, values, and the story you want to convey to your audience
- Perfect one product and start with that - Focus on perfecting one product initially, concentrate on developing and perfecting one product or service. This allows you to establish a strong foundation before diversifying
- Seek honest feedback - Especially from people outside your immediate circle. Honest input from a variety of perspectives can provide valuable insights and help you refine your business strategy and offerings. You can also join local networking groups and groups related to your business to share information and learn from others
Finish this sentence. I like being based in Richmond because…
Of its beautiful scenery and the supportive business community. It is a beautiful inspiring area.
How can people find you?
Website: Susannah Weiland
Instagram: @susannahweiland
Facebook: @susannahweilandcollections