Mallycat's business of the month

Mallycat's monthly feature, promoting artists and designers of Wales. From fantasy art to designer organic baby clothing, beautiful handmade wedding stationery and other handmade, bespoke gifts.

Our first interview is with Amber Griffiths of Gem Artwork, our favourite fantasy artist and illustrator from Pembrokeshire. So, take a coffee break and read on...

GEM Artwork

Mallycat: These pictures say so much about your work, but how would you describe your business?

Amber: I'm a freelance artist, specialising in funky and fantasy art and illustration. I produce bespoke artwork for both individuals and businesses.

Mallycat: So tell us, how did your business idea come about?

Amber: I studied art at school to A-level, and it was always my intention to take it further. Over time, requests for me to produce professional pieces of art increased so much that I decided it was time to set up my own business.

Mallycat: Starting a new business can be daunting! What were your first steps and how did you deal with all those new challenges?

Amber: The first big step for me, was having a website designed and built, to act as a portfolio for prospective clients to view. Then I began attending business events to let people know about my service. Alongside this, I had the challenge of putting a price on my artwork, having charged 'mates-rates' for so long!  Fortunately, because I was still a new business, I had access to plenty of sound advice from professional business advisors.

Mallycat: Clearly, you have developed a very unique style. Is this due to your art studies...  or would you now consider yourself to be 'self taught'?

Amber: Yes and No, really. Although art A-level obviously went a long way to teach me a variety of techniques, I certainly developed my own unique style of drawing. Initially when I was studying I used to paint in a more classical style and worked with watercolours. Later, I began working in ink which not only altered my style, but also made my work considerably more vibrant and bold.

Mallycat: Some of your fantasy art has a tremendous amount of detail, so how long would a piece of work like this take to complete?

Amber: It can vary greatly according to how much detail is in the picture: If it is a simple logo, I can usually do it in an afternoon. But, for a more detailed full-colour A4 sized piece, it can take several days, even a week, from the initial sketch to the finished piece.  Also, it depends on whether I'm working in ink or acrylic and if I'm using Photoshop to add finishing touches to any artwork that's required in a digital format.

Mallycat: We have to ask... Is it true that artists paint whenever inspiration strikes?

Amber: In theory, my mornings are spent doing administrative tasks like paperwork, accounts, or updating my website, while my afternoons are set aside for painting. In practice though, this isn't always the case! I'm lucky to have a home based studio so, If I have an idea in my mind, I will head to my paints no-matter what time it is, day or night!

Mallycat: How do you promote your business and sell your work?

Amber: I attend networking events in my local area, as well as craft and business fairs.  My work is also sold through my website, and of course, word-of-mouth has been invaluable. Gem Artwork has also had a double-page feature in the summer edition of 'Pembrokeshire County Living' in 2008 and I often have requests to produce bespoke pieces of art for charity fund raising events. My most recent piece was created especially for Ty-Hafan (a wonderful children's hospice in Wales) and was auctioned at their 'Butterfly Ball' event at the Cafe Royal, in London.

Mallycat: We see your art as being especially attractive to younger people. Is this who you design for?

Amber: Although I do sell quite a number of my prints and originals to young people, I am finding that an increasing amount of my clients are from across the whole age range. This is particularly the case with commissioned artwork for individuals and businesses - And this is what I am most content doing! I love the challenge of designing something for a purpose, and also the diversity that comes with the bespoke market. Often I find myself painting a 'personal fairy' as a birthday gift for someone's friend one day, then designing a Christmas card for a rowing club the next.

Mallycat: For us, your art has something incredibly special about it, but what do you belive makes it so unique?

Amber: It is definately the creativity behind the pieces! My artwork is noted for being vibrant and a little kooky and is instantly recognisable as my work because of the boldness of both colours and ideas. It really stands out because my style is unusually colourful and quirky. I love attending fairs because I can study people's reactions to it... the smile that spreads across their face keeps me doing what I love.

Mallycat: You must recieve hundreds of compliments about your work, but what is the greatest one you've had?

Amber: I think that the greatest compliment I can receive is people buying it! The fact that they want it in their homes, in their business material, or as a gift for a special person in their life, really is the ultimate compliment. 

Mallycat: Tell us what you love most about your business!

Amber: I love what I do, and that's so important. I'm very fortunate to be able to do something I enjoy for a living. I'm a creative person, and painting is in my soul. I have the opportunity to flex my creative muscles every day!

Mallycat: You're clearly very passionate about your business. What advice would you give to someone starting out?

Amber: You have to really love what you do. Initially, all of your time will be taken up with your business. It's so intensive, especially in the first year, so make sure that whatever you decide to do is fun! Life is short, enjoy it!

Well, there you have it folks!  From exquisitely hand painted 'personal fairies' to mythical dragons, 'gothic chicks' and beyond... We hope we've given you just a little insight into the magical, fantasy world of Gem Artwork.