How to build a diverse clientele with a niche illustration business - Imogen Partridge

Mindful Creative with Radim Malinic

"I think mindset is probably the biggest learning curve and the biggest part of running your business. I would put any kind of investment of time or energy there before anything else."
Imogen Partridge is a watercolor illustrator who recently transitioned from a career in interior design to full-time freelance artistry. She specializes in detailed architectural illustrations, maps, and bespoke commissions. Imogen discusses her journey into freelancing, the challenges of balancing creativity with business, and her approach to goal-setting and personal development. She also shares insights on running watercolor workshops and building a community through social media.

Key Takeaways:

• Transitioning to freelance: Imogen took a gradual approach, building her illustration business on the side for six years before going full-time.
• Diversifying income streams: She balances private commissions, business clients, and watercolor workshops to create a sustainable business model.
• Community building: Imogen emphasizes the importance of connecting with other creatives and clients through social media and in-person workshops.
• Client relationships: She values the emotional connection clients have with her work, especially for personal commissions like house portraits.
• Business development: Imogen invests time in learning about the business side of her craft through podcasts, courses, and goal-setting retreats.
• Time management: As a parent of two young children, she works three full days a week and manages her projects with longer lead times.
• Mindset and personal growth: She recognizes the importance of continuous learning and working on her mindset to overcome challenges in her business.
• Marketing strategies: Imogen uses a combination of social media, personal outreach, and referrals to attract new clients.
• Workshop facilitation: She runs intimate watercolor workshops, focusing on creating an inspiring and relaxed environment for participants.
• Financial empowerment: One of her current goals is to improve her financial literacy and confidence in managing the financial aspects of her business.

Mindful Creative: How to understand and deal with the highs and lows of creative life, career and business

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