In our latest Meet the Team blog, Amy Voloshin discusses her daily routine, where she finds inspiration, and what she's looking forward to most in 2020. Read on to get to know our Founder & Creative Director a little better.
What inspired you to begin Printfresh stationery?
I felt like I could never find a notebook or journal that spoke to me. I love to write things down, take notes, and journal, and I dreamed of having a notebook that felt like it really suited me. I had always collected fabric-covered journals whenever I could find them (which wasn’t often) and I wanted to use some of my favorite fabrics—plush velvet, cotton gauze, and beautiful Indian cottons—to make patterned, feminine journals. Over the last couple months, we also launched pajamas and candles, which are fun additions to my journaling practice. I love fun pajamas as a way to take off the clothes from the day and get into my home routine (and still look cute!).
What is a typical day for you as Creative Director?
My day starts with a little bit of a ritual. I love to make my coffee before my family gets up, and then read, journal, and do a little bit of exercise to lift my mood. I like to do emails at home before coming into the office so I can try to stay out of email during the workday and focus more on projects that I need to work on with others. Every day is a little bit different in the studio, and doesn’t always come out as I planned. I try to set my priorities and work on things like selecting photos from photoshoots, meet with my team, review artwork, trend research, responding to emails—it varies. A lot of my time is spent meeting with team members to make sure we are on the same page, planning for product launches, and marketing and logistics planning.
What inspires your creative process for products and designs?
I love traditional Indian textiles and art. I’ve been studying Indian miniature paintings and it’s one of my favorite private art things to do. I love the little details, so this style of painting really speaks to me. I have the tiniest brushes that are really incredible to use to put in the littlest details. We like to blend this love of Indian miniature paintings with our sense of whimsy and fun. For print design, our inspirations vary. It really could be anything that gives us ideas and I take photos all the time of anything I find exciting—a trip to the zoo with my kids, clothing I see someone wearing while walking down the street, museum visits, etc.
What is your favorite task to work on within your large role at Printfresh?
I love working on color. Our print designer and I work really collaboratively, passing designs back and forth. We love quirky color combinations and a whimsical bohemian feel to our designs, and it takes a lot of experimentation to figure out the right combinations. The revision process and art direction is where the collection really comes to life. I don’t spend a ton of time concepting as you never know how things are going to come out. I see the actual design process as the time to really bring ideas to life and hone the look.
What’s your most memorable product you've released and which do you use most?
I love the Blush Bagheera Robe and use it every day. I also love using our Gratitude Journal—it really helps shift my thinking to all the good that happened in a day rather than getting caught up in the bad or the frustrations.
What is your life like outside of work, and how do you maintain that work/life balance?
Everyone has different capacities for work or enjoy it more, so there’s no one size fits all approach to it. I'm trying to spend more time outdoors to "not work." I read a great book recently in one of the bookclubs I’m in called How to Not Always Be Working: A Toolkit for Creativity and Radical Self-Care, and it was really helpful at looking at what’s work and what’s not. I’m trying to do more of the activities that are impossible to work during (like a long shower, yoga, hiking with my kids)—this gives me a much-needed break and a chance to recharge. Being a working mother, I do feel really stretched for time to relax (does anyone else feel like their kids are awake 24 hours a day?). I’ve been trying to have a transition from when they go to bed to my time to relax. Drinking a cup of tea and taking some time to paint has been really fulfilling. Recently, I’ve also been really into Kundalini yoga, which is a great form of yoga for me—it pairs meditation, movement, and self-reflection together in a way that has been really helpful for clearing my head and gaining a stronger sense of satisfaction in my life.
What are you most excited for in 2020?
We have some really amazing pajamas coming up soon that I love! Also, on our last trip we had the chance to spend a lot of time in our printing facilities and made some videos of our printing process and I’m excited to share more about the craft in hand printing and share the story of the amazing artisans that we work with. Preserving hand printing techniques is very important to me and highlighting the skill and tradition is crucial to keeping this beautiful handicraft alive. I can’t wait to share the footage with you all!
Any advice for other women looking to start their own businesses?
Jump in, there’s no specific "good time" to start, so don't wait. I think if you really want to do something, you should take the plunge as early as you can, as things take far more time than I ever thought to get up and running. I had a few events in my life before I became an entrepreneur that made me realize that life is very fleeting and I wish to live a life of no regrets, which means going for what you really want out of life and work. As soon as my kids started sleeping through the night, I signed us up for the National Stationery Show and made a plan to design our first stationery collection. I had no idea that we would start designing pajamas and that I would love the process so much, but that’s why I encourage you to get started as soon as you can.