Creative business- what’s your sustainability level?

How I value sustainability in my businesses

Hello my dear flower loving friends, how are you?

I had a busy run-up to Mothering Sunday helping Lilly in the flower shed with all her blooms, I did get to rest on Sunday though and spent the afternoon in the greenhouse which was bliss! I’ve got seedlings well underway now and the mr is just starting work on a new perennial flower bed. We do well for foliage in the garden and I do enjoy growing annuals, however- I do think having a good mainstay of perennial blooms (those that come up every year) is key to growing cut flowers for continuity. I’ve been looking through the diary and deciding on dates for when you can come and do flower and coffee mornings, I’m thinking to start in June and on a weekday morning.

This morning I’ve snatched a little time for a coffee and a moment to write to you. I’ve been busy in the studio lately working on a few paintings and making some wobbly teacups. Running multiple creative businesses really keeps me on my toes but I wouldn’t have it any other way, this is the way I work best, flitting like a butterfly between creative projects, it’s a way of life I’ve honed over years of seeing what fits. I’m not hit with as much ridicule these days as this way of living is now more accessible and understood. I’m still sometimes met with the odd look and comment of not having a “proper job” apparently being a designer and artist, or being in a creative industry isn’t a job, tell Tracey Emin and David Hockney that. Of course we all measure success in different ways, but ultimately money does come into it. The biggest question I get asked is- do I make any money as an artist. The simple answer is yes! A lot? No. But I believe I could if I really went for it. I think the thing you have to ask yourself with any creative business idea is how does this need to sustain me? When I was in my 20s I had a mortgage and two little girls and I was on my own so my business had to sustain me on multiple levels. It had to fit around my growing children, keep a roof over our heads and food in our bellies but it also had to give me the freedom I crave, the spontaneity that gives me my kicks and it had to be about creating beauty, oh and it had to pay- I owned a hairdressers. I opened it with £3000 in my pocket and it flew from day one, it had to, there was no fail plan. I never plan on failing on any of my ventures, it’s not something I factor in, some might say naive, I say it’s less restricting and you can see what happens, make changes and progress. Even if you have to close a business model for a while so you can learn from what’s gone before and build something better, something that aligns with you right now. I’m a big fan of Human Design (it’s worth looking up), I’m a manifesting generator, I thrive on creative freedom with multiple pursuits, it brings me energy.

So how do you need a creative business to sustain you? I’ll give you an example of mine now- My situation is different from 20 odd years ago. Because of all the hard work, perseverance and hard decisions back then, I’ve honed what I need now. Thankfully I’ve got myself in a position where I don’t need to earn lots of money to survive but I think that’s because I enjoy a simple life. So long as I can make my home pretty, go for a coffee and run my very old mini- I’m happy. To sustain me I need to have the space to be creative, I need to create work I enjoy making and that I feel is truly beautiful- be it a floral arrangement, a painting, a mug or a piece of writing. I have a need to help others and feel most energised when I’m helping someone start their creative business, I love encouraging others! I need solo space as I need to recharge my mind. I need to feel safe. It’s about experiencing joy in the simple things, when I was struggling financially back in my early 20s I could find joy in picnics, walks, the birds singing (still my favourite sound, that and my daughters laughter), the smell of coffee and roses, my garden… Growing up I lived in a caravan when I was small, I’ve talked about it before, we didn’t have much. So I guess the appreciation for tiny things was ingrained from the off and I’m so thankful for that. It’s really quite incredible how you can live and what you can accomplish with a healthy mindset, so long as you have shelter- I guess that’s why my home life and garden are so important to me now. So what do you need? I mean really need. What brings you energy? What brings joy? What’s happening when you feel most alive?

I think the idea that we have to always have it all figured out is an exhausting one. I encourage my daughters to do what inspires them, to try different things, to enjoy our education system. I’m a big fan of adult education and continuing to learn. I was 30 when I trained as an interior designer and 40 when I went back to take ceramics. What else are we here for if not to develop our minds, skills and pass on knowledge, and if we can have fun whilst we do it then happy days! Sometimes people tell me they have so many ideas that they don’t know which to choose. My advice is to note them down and see how they would fit with your values, in other words -what do you need to sustain you. My next words of wisdom is to never expect a quick fix, any business creative or not will take time to develop. Once you’ve picked an idea or two, don’t be afraid to tweak it and keep making adjustments as you go, you’re never going to deliver something perfect from the off- god how boring that would be. You’re not landing on the moon, you don’t need to stick a flag in and proclaim done! A creative business will move in creative ways, explore it and do what feels good. Most importantly believe in it- people, customers- they buy into you, show up and be you!

If you’re here for the creative business advice then I invite you to pull out your best notepad, start a list of your ideas then make a list of what you enjoy, what makes you feel really alive and what you need. Include everything from the simple to the big. If you need to earn a good living to sustain you then look at creative businesses with multiple revenue streams like teaching as well as selling a product. A florist could sell workshops, gift bouquets, flower subscriptions, have a paid for flower channel and sell botanical inspired gifts. The business could run from home/online or pop-ups - think farmers markets, or retail spaces. Work out which model fits with your values and how you work best giving you what you need to be happy in your business and make it profitable. Don’t be afraid to really explore your ideas and don’t be worried about looking flakey! Exploration is valuable!

Right, I’m off home to paint some florals and do some gardening. I’m also patching up the wall where the electrics blew the other week, never a dull moment. I started painting a vintage self that I’ve got in the kitchen, I’ve had it years, it’s been many colours and it’s just gone Farrow & Balls Dead Salmon, I love it! I only used an old tester pot so I’m waiting for the eggshell to arrive so I can go crazy and see what else I can paint.

Enjoy the rest of your day.

Emma x