Abby Seymour’s Design Studio

Abby Seymour's Design studio. (Photography by Antonio M)

Abby Seymour is a professional bookbinder, printmaker and illustrator from Melbourne, Australia. Beautifully spoken and articulate, you can see everything about her exudes patience, attention to detail and a creative flair. Her meticulous work includes jewellery, home wares, prints and stationery, created from various media, such as water colours, cotton rag papers, soy based inks, Australian porcelain, and more recently, silver. She uses the artisan techniques of paper cutting, lino printing, letter-press and hand engraving to signify that her artworks and products are truly bespoke. She creates products that have the ethos of sustainability and longevity, using high quality materials, which are reflected in the finished product.

I spent time with Abby at her North Melbourne studio, asking her questions about her inspiration, her business and how you can have it all.

1. Tell us a little about Abby Seymour & your transition from RMIT student to owning and operating your own business.

It was a privilege to have the opportunity to learn the bespoke craft of book binding by hand at Irwin and McLaren, whilst studying my Masters at RMIT. It really honed my detail-oriented working style. It was at this time that I formed a partnership with my long-time friend and fellow student, Katherine Wheeler. Through this collaboration we encouraged each other's creativity and learned to trust each other's advice and judgement implicitly. Our first exhibition was well received in both Melbourne and Sydney & 90% of the work was sold and we received great feedback. This was an excellent result, especially where art on canvas or paper is involved. By combining our skill sets and creating things that people could wear or use in their homes, we achieved great success. The pieces, although still an art form, were no longer restricted to art dealers or collectors. We were both pleasantly surprised that the work was selling and there was interest from the industry. This was the tipping point when we realised we could actually make a living out of our craft, doing something that we love.

From the start we stuck to our convictions and would not sell out for the sake of the dollar, and thus Golden Ink era was born. By continuing to have a few exhibitions a year showcasing what people actually loved about our work, we also gained stockists and lots of exposure and publicity. This was a great time to be in the industry, the thriving Finders Keepers market bought many customers our way.
This was so very different to today's climate, where you have to work hard to get your product publicised. After a few years our successful partnership came to an end and I went out on my own. My desire to keep doing what I love and having the potential to push it further and have a successful business, propelled the launch of my solo venture, Abby Seymour. What began as a part-time venture, as of this year (2013) has gone full time. All my products are made with care and a great deal of thought goes into making unique bespoke products. I prefer to have people fall in love with my product, who are happy to invest in a bespoke creation rather than a mass-produced product.

Porcelain and brass beads. (Photography by Antonio M)

2. What do you say to anyone wanting to follow their dreams and launch their own business?

I don't recommend going into business unless you believe 100% in what you want to do and the direction you want to go in. There is so much hard work involved with running your own business, though it can be hugely rewarding as well. Your heart must be in it and then you will figure out how to build the financial side of the business.

Abby Seymour at work. (Photography by Antonio M)

3. Can you share any insights on how you juggle the creative side and the financial side of the business?

I find the ebbs and flows of business challenging & nothing is constant or regular. Some months I have to stock up on raw materials, which can be costly, especially when you source only the best products from all over Victoria. I have found that by looking into the future and planning for costs I can better manage the books. As in most businesses, the time it takes suppliers to pay seriously affects cash flow. When things are tight this is when cuts need to be made, though in the end it usually all works itself out. Have patience and stick to what you believe in.

Porcelain vessels by Abby Seymour. (Photography by Antonio M)

4. How important have you found social media to be in your business?

I use all forms of social media and I believe it is hugely important in my business. Because my work is very visual and lengthy in-process, Instagram has worked well and it has the added benefit of being instantaneous. The progress shots I provide are valuable to my customers; they can see in real time how their product is being made. I’m currently looking at getting some PR assistance to really use the social media aspect to its full advantage.

Printed porcelain drop earrings by Abby Seymour (Photography by Antonio M)

Porcelain vessels many different designs to choose from made by Abby Seymour. (Photography by Antonio M)

5. How are you actively promoting your product to get your beautiful designs out to the people who are just as passionate as you are about your handcrafted objects?

The challenge has been to find the time to both create and promote the products. I participate in trade shows and markets to get my name out there and to offer potential customers the chance to see and touch the very visual and tactile designs. I will continue to hold exhibitions and I have also created a following by teaching privately and through institutions like RMIT, relaying information and inspiring people, I have found can create a buzz about your practice because you are engaging a community.

Feathered collar brass plaque necklace by Abby Seymour. (Photography by Antonio M)

6. Do you find your online shop to be effective and where are your clients from?

The online shop has been inconsistent, but it is still early days. I will happily admit to holding off publishing the website in the search for perfection. In hindsight I have learnt that it's better to get it out there and then focus on creating perfection as you go. Funnily enough trade shows often help get traffic to the online shop.

Brass and leather pendants by Abby Seymour. (Photography by Antonio M)

7. How did your collaboration come about with Lend Lease and the Forte Apartments?

Sharing a space with Lara and Tegan from Ink and Spindle and having desks that are closely aligned helps. Which is why when the creators of Ink and Spindle were asked to put together a design concept for The Forte Apartments in Docklands and they needed some help with the art component, they knew exactly who to turn to. I was fortunate enough to exhibit some of my prints and ceramics, which helped to contribute to the serenity and ambience of the apartments. All the pieces used came from a collection of artists whom we knew; there were no mass produced pieces whatsoever.

8. Who is your target market?

I don't create for one specific type of person even though I know who my demographic is. I create work that is current in the moment and that I feel inspired to make. I understand which age groups suit each of my products and this helps tremendously when designing items and making decisions about pricing. Although being aware of who purchases each of the products does not mean that I create specifically with them in mind.

The ideas journal. (Photography by Antonio M)

9. What keeps you going if things aren't going your way?

Having a supportive partner and sharing a studio space with Ink and Spindle creates a supportive environment. The building their studio is housed in also has many other creatives, so we can share past experiences and learnings. I have found that prioritising my health is another important factor and I make sure I work it into the business. If I am not healthy, neither is my business. Mental fitness is as important as psychical fitness; they go hand in hand. Looking at patterns that have occurred previously also helps put things into perspective.

Letterpress print by Abby Seymour. (Photography by Antonio M)

10. Who is your mentor when it comes to the creative side and the business side?

Nancybird accessories is run by a Melbourne-based artist who studied print making at RMIT; she is an inspiration to many artists. She has a fantastic label with an emphasis on sustainability and beautiful quality accessories, including high quality handbags. She creates inspiring artisan products, which are rewarding both financially and in terms of the design aesthetic. This shows you don't have to sell out to make money and love what you're doing.

Surrounding herself with creative people means that sometimes the business side is a little lacking. This is something Abby may need to work on in the future. What does stand out for me is that here is an artist who thinks things through, does not take unnecessary risks and stands by her convictions. I wish Abby every success & creatively and financially.

Written by Penny Votzourakis and photography by Antonio M

Relevant link

To find out more about Abby Seymour’s works visit http://abbyseymour.com