Living Life in Colour: A Conversation With Amy Jackson
In the second of our 'New Directions' series, we sit down with Amy Jackson - an artist who made the transition from the world of fashion into art. We loved finding out about how her work in fashion has influenced her art, what inspires her, and her creative process.
Q: What inspired you to transition from fashion design into art? Was there a particular moment that sparked the shift?
I wouldn’t say there was a particular moment or spark - more that my fashion freelancing had ran its course. I’d placed a ceiling on my growth by prioritising my home-life balance, that when lockdown happened in 2020, I chose to try something new and exciting.
I began to draw and share my fashion illustrations and quotes on Instagram. All it took was a few requests to purchase, and, over night, I had made a website! I had no idea it would snowball into what Amelja Is today.
Q: Tell us about your creative process - where do you begin, what inspires your designs?
Like a true millennial, I spend a lot of time online - the usual; Pinterest, fashion sites, art pages. My most assertive ideas come to me usually when I’m driving or walking with the pram. I’ll jot them down in my notes app so I don’t forget them, and when I can get to it, I’ll work into the idea with colour pens and lots of scribbles in a sketch pad.
I love hashing out ideas with friends and family, and then I spend time in my studio to experiment before I make the large art piece - gold foil, glitter, paint and a ton of mess to get to the final goal.
Q: How would describe your USP?
Affordable and vibrant luxury art for a modern home.
Q:What's your favourite artwork.
My favourite piece has to be the “FOREVER” Canvas.
This was one of the first canvases I'd ever done, and it has sold monthly since 2023. I’m proud to know this is now an iconic and recognisable piece from Amelja and that is amazing!
Q: How have your years in fashion influenced your work?
I’m really grateful for the foundation of my fashion career as a designer and freelancer in big and smaller companies.
It has taught me how to handle the gritty stuff that comes with a business, and not to be blind to the not-so-glamorous side of things.
I’d say I approached both designing fashion and my art the same; with the inspiration I take from conventional and unconventional things. A good mood board can assist anyone!
Q: What’s been one of your most memorable or meaningful moments in this journey?
Honestly - there has been too many to list. I feel really lucky daily that I get to do this as a job, and so many people love and connect with me through my art. I have been so fortunate to be approached by, and collaborate with, insanely talented and cool people across the internet.
A true highlight has to be when Jessie J approached me to work on some pieces for her new home when she moved back to the UK. Regularly chatting to a superstar and having her compliment my art and invest in me will never ever get old.
Q: What have been your biggest challenges in starting your own business?
Funnily enough, it's knowing when to stop, and recognising when I need a break. I’m obsessed with what I do - I paint, create, make for a living, bringing the ideas in my head to life, and then other people love and invest in them. That’s so cool, and pretty addictive. The past year I noticed some patterns of burn out - and I realised I cannot make the best art if I don’t take breaks.
Q: Is there something about yourself you've come to really appreciate throughout your journey becoming a female founder?
I simultaneously became a founder and a mother in a pretty close timeline, and both taught me heaps and have shaped the whole journey hand in hand.
Having Amelja makes me a better mother; the person I am away from my children is defined, I am focused, driven and inspired by them, and satisfied by having something aside from motherhood which is truly my own.
However, becoming a mother has taught me overnight skills - handling stress, priorities and patience. Perspective is everything.
Q: Describe your ambitions for the future of your business?
I hope and dream that I can continue to create for a very long time. I don’t see Amelja as work! As long as I am enjoying what I do I’m sure it will continue to thrive. What I desire is for it to continue to grow organically, expanding on my larger scale pieces, launching new, exciting projects and continuing to scale and push the boundaries of price, scale and mediums used.
I would also love the thought of an exhibition one day, a celebration of all my art together in one space would be amazing.
I’m proud that Amelja is exclusive to amelja.co.uk but there’s one luxury retailer I would never say no to….
We always end these conversations asking our fellow female founders "Who inspires you and why?"
I’m terrible at having favourites of anything, I like a lot of everything! To my core - my kids. No-one is more bold, bright and happy than them and I hope I capture that in my work.
If we’re talking other female founders, right now I am loving Jess Hunt (Refy) Fisyao Longe (Kai collective) and Mellisa's Wardrobe. Jess for her effortless approach to beauty, Fisayo for genuine creativity in the fashion space, and Melissa for being the most unapologetically honest influencer - if she says it’s good, it really is good!
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