We recently connected with Alicia Waller and have shared our conversation below.

Alright, Alicia thanks for taking the time to share your stories and insights with us today. Do you wish you had started sooner?

I took my creative career full-time in early 2021, after spending 5 years in marketing. This was the perfect time for me to make a change – and not just because I couldn’t stop doodling in the margins of my work notebook and painting during my lunch breaks! I essentially had the “wake up” moment that many people had during COVID – wondering what can I contribute to the world, will I be satisfied with my life in 20 years if it stays on this path? I had loved the years I spent in that job, but was at a point in my career where something needed to change. I thought a lot about what the world needed from me and decided that I wanted leave my mark by helping others spread moments of joy throughout everyday life. A thoughtful card in a friend’s mailbox, custom wedding stationery that tells a couple’s unique love story, or a cheerful dish towel that invokes a smile during dish duty – that’s what Printed Water now lives for!

I am glad that I spent those years in a corporate job, because I learned a lot about marketing and running a business. When I left I was afraid that I was wasting the skills that I had learned in that role, but I am constantly surprised to find myself using referring back to things I learned in that job. I also dedicated a few hours a week to Printed Water as a hobby before I left my corporate job, which gave me time to gain clarity on my desired career path and a little bit of confidence to take the leap when it came time!

Alicia, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m a watercolor artist based in Greenville, SC and I use my original watercolors to create quality paper goods and gifts that bring moments of joy to the everyday. My designs are inspired by nature, places I have traveled where the sun seems to shine brighter, and the moments in life that deserve to be celebrated – big and small! I would describe my painting style as whimsical, clean and bright. Printed Water has two main focuses – my products and custom stationery (mostly for weddings).

I have always loved greeting cards for the witty designs as well as the power one little card can hold to turn someone’s day around. When asked “what is your dream job?” I said “Greeting Card Designer” for many years, until one day my dad encouraged me to get a few designs printed and set up an Etsy shop. I remember him telling me the worst that can happen is that our family will have to send the same birthday cards for the rest of our lives if they don’t sell. While Printed Water started with a passion for greeting cards, it has since exploded into something even bigger. Thankfully, those cards did sell and I have expanded my product lineup to include many more whimsical and joyful gift items.

When it comes to custom invitations, I want to create something that can’t be found anywhere else. All of my watercolors are completely customized and hand painted by me. My favorite part of the whole process is the early design stage – I love taking plans for the wedding day and what i’ve learned about the couple and to create something meaningful and completely unique to them. Whether that means including a symbol that is a nod to their family heritage or tastefully incorporating a pet into a toile pattern or crest design, I love creating something unique that reflects all of the love and care they’ve put in to planning their wedding weekend!

Any insights you can share with us about how you built up your social media presence?

I really think that being true to yourself is the best business strategy for someone in my position – an artist/ small business, team of one. While people are buying my product, my own personal brand and authenticity is wrapped up in it. I know that my social media followers connect with my work and who I am as an artist, but i’ve also learned that I can’t “do it all” and still create meaningful work.

I felt a lot of pressure when I got started to have a well rounded and extensive social media strategy. I tried constantly churning out entertaining reels and other content in my first year of business, but realized it was taking away from my time to create for myself while still keeping up with client projects. While that would certainly build my client base and sales quickly, it just isn’t me. I love the followers I have and appreciate being able to connect with them one on one, but I think that trying to gain followers just for the sake of gaining followers isn’t going to make you happy. Getting your art out to those who care about your work is wonderful, and marketing yourself is vital! But my goal with social media is to be true to myself, share what I am proud of, and let the customers and followers come naturally. Those brand loyalists will find you, and spread your work when they do!

What can society do to ensure an environment that’s helpful to artists and creatives?

There are so many more ways to support artists that buying from them. While it is great to make a sale, it also means so much to me when someone stops by my booth at a craft fair or farmer’s market just to tell me they love my work. When I first started my business, a friend sharing my work on their instagram story meant so much to me. Now that I have my own studio, I love it when they stop by to see what i’ve been working on and say hi during my open studio hours. That kind of encouragement means the world to creatives, especially because this kind of work is very personal and vulnerable! Since I don’t have a large team or office to go to for support, feeling it from my community keeps me inspired and encouraged to continue creating.

Contact Info:

• Website: printedwater.com
• Instagram: https://www.instagram.com/printedwater_/
• Facebook: https://www.facebook.com/printedwater