Penelope Parker, The Boutique Making Waves With A Fusion Of Math And Art
Boutique and creative design house, Penelope and Parker are making waves with their fusion of digital art, design and fashion. Offering an exclusive range of products and services to the world, using fashion as a vehicle for their art.
Can you tell our readers about your background?
I’m a Londoner born and bred. I trained in graphic design at Cheltenham College of Art and Design, England, before working on a variety of household names such as Nescafe, Johnnie Walker and Cadbury’s in SOHO, London.
What inspired you to start your business?
It began with my love for nature and science. By researching naturally occurring fractals in nature, such as shells, tree branches and snowflakes, I became fascinated with the science behind beauty, and realised that humans are seemingly programmed to enjoy the geometric occurrence of fractals in nature, we can’t help but be drawn to them. It’s a scientific fact!
Where is your business based?
I live and work on the beautiful sandy shores of Palm Jumeirah, Dubai, where I have been based for over a decade, but the majority of our products are still crafted in our Abbey Road studios in London.
How did you start your business? What were the first steps you took?
As a lover of science and nature, I wanted to somehow incorporate both within my art. I studied the work of mathematician Benoit Mandlebrot and fractal patterns in snowflakes and plants. I taught myself to programme infinite equations to create 3D renders based on them, which I could turn into sculptures and intricately detailed pieces of art and fashion. Not wanting to compromise on quality or fuel fast fashion, I took time to seek out the best leather artisans and craftspeople.
What has been the most effective way of raising awareness for your business?
It started off with groups of mathematicians and programmers. As soon as I started to post my designs on Instagram they started to gain popularity. As I said before, we’re pretty much programmed to like fractals and the golden ratio.
What have been your biggest challenges and how did you overcome them?
Finding simple ways of explaining what the designs are, how they are made and exactly what it is we do. We did not want to confine ourselves, yet we needed a clear message. We thought about simplifying to just one or two products, but felt it would kill what we do, and why not offer a complete wealth of bespoke services? We’ve kept our vision as a design house that can keep producing collections of work and expanding.
How do you stay focused?
Consistency. Lots of people complain of writer's block, or not being in the muse. But I believe you just have to keep going, run through that wall and you’ll end up with something good. Many of my best pieces are the result of an experiment that didn’t quite go to plan. There are no rules in art, sometimes you have to force yourself to break them, even if that’s by accident.
How do you differentiate your business from the competition?
I don’t know of any other fractal artists doing exactly what I do. I wanted to push the delicate designs I had and make my art more tactile - wearable pieces of art. So began Penelope & Parker, slowly evolving from a fashion brand to an entire design house.We make no exception in the types of clients we can work with. Designs are created for bespoke use in private homes, hotels, restaurants and more, and can range from digital ornaments, bespoke animated tapestries, sculpture and fabric design.
What has been your most effective marketing strategy to grow your business?
Instagram was how we started to gain interest, but pinterest has been the biggest surprise to us for getting consistent results. We haven't really pinpointed why it’s been so effective, but it certainly works for us! I think it’s just because the designs are so different and a welcomed distraction, they can be hypnotic.
What's your best piece of advice for aspiring and new entrepreneurs?
Probably consistency, which I mentioned earlier. Imagine you’ve hired yourself. You can’t get away with sitting and doing nothing all day, contemplating or wasting time. So even if you don’t know what to do that day, do something. Pick up a business book, a podcast, research, and create. Anything, just keep the momentum going, and do not give up!
What's your favorite app, blog, and book? Why?
Anything by Seth Godin. He truly understands the creative process, the muse and the struggles. I’ve probably just regurgitated a lot of what he says within my answers, as I’ve been so encouraged by his work.
What's your favorite business tool or resource? Why?
Google analytics. It’s easy to become obsessed with Instagram likes, followers and approval of others. But that’s not a great measurement of your success. Google analytics covers all platforms and gives you a much better understanding of who your audience really is, and how to better engage with them.
How do you balance work and life?
Not beating myself up about performing at a high level every single day, to just keep going, and you think it’s an unsuccessful day, know a better day is coming. If I know that it’s not going well, I take time out to go and do something I enjoy, the beach, socialising, nature and so on. I find I usually just need to come at a problem from a different angle, and taking positive inspiration from elsewhere almost always helps prevent getting stuck in a rut.
What’s your favorite way to decompress?
Anything to do with nature. Despite being born in London, I’ve always longed for the beach. I know it’s cliche, but there’s just something about it. Probably science and my fascination with it, there’s always something to learn about it.
What do you have planned for the next six months?
More, more, more - We can’t stop! We have so many ideas for products, designs and serviced, we just can’t cram enough in. We want to work with so many more clients and collaborations, we’re always on the go.
How can our readers connect with you?
http://www.penelopeandparker.com