We were lucky to catch up with Elena Amo recently and have shared our conversation below.

Elena, appreciate you joining us today. When did you first know you wanted to pursue a creative/artistic path professionally?

Fun fact—I never dreamed about an artistic career. As a kid, I wanted to be a ballerina! My journey into surface pattern design was a long one, full of ups, downs, and pivoting moments.

After high school, I decided that interior design was an interesting path and took lots of preparation classes in design, composition, and drawing. I studied at my local University of Art, Sculpture, and Architecture in Russia, but I struggled a lot. It was obvious that I lacked experience, skill, and discipline at that age. After two very difficult years, I decided to quit. Around that time, my future husband and I moved to Canada, where I enrolled in an interior design program in Calgary. It was an amazing experience, and I truly believed it was the career I would follow forever. My favorite part was selecting materials, textiles, and wallpapers for projects. But surprisingly, that wasn’t my “light bulb” moment.

A few years later, when I had my first son, I—like many moms—started looking for creative outlets. I got lots of art supplies, experimented with different mediums, and got my iPad to learn digital drawing. I still remember my first experience at a local quilt shop when I needed just a little bit of fabric. I felt like a kid in a candy store! But at that time, it was still just an expensive hobby.

A few years later, I had gained enough skills to consider a career as a children’s book illustrator. I applied to several art agencies in the children’s book and stationery industry, got a few contracts, and even joined an agency that seemed welcoming. But that collaboration didn’t work out, and I decided to quit. That’s when things started to shift.

In 2021, I came across a post from a fellow artist about their Spoonflower shop. That was my “wow” moment! For the first time, I had a bright and clear thought—this is what I really want to do! It’s funny to think that just five years ago, I had no idea what surface pattern design was.

Elena, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m Elena Amo, a surface pattern designer and illustrator creating playful designs for the kids’ industry and quilting cotton fabrics. My journey into this field has been full of twists, turns, and plenty of learning moments, but now I can confidently say I’ve found the creative path I truly love.

I design patterns and illustrations for quilting cottons and fabrics, bringing joy and warmth to textiles used in quilting, kids’ clothing, and home decor. My collections and designs have been licensed by Blank Quilting Corp, PBS Fabrics, Hawthorne Supply Co, Natural Roots Fabrics, and Prairie Love Knits. I also run my own Spoonflower shop, where I offer a variety of fabric designs. When I first started learning about textile design, Moda Fabrics felt like a dream company to work with. Seeing my designs on fabrics that quilters and makers use for their handmade projects is incredibly rewarding, and I hope this collaboration continues for a long time. At the moment, I’m designing my sixth collection for Moda Fabrics, which is an exciting milestone in my journey.

One of the things that sets me apart is my ability to create collections that feel inviting, comforting, and full of personality. I don’t just design patterns—I tell little stories through them. Whether it’s a group of playful penguins in a winter wonderland or cute safari animals on an adventure, I love adding charm and a sense of fun to my work.

Beyond licensing my designs for fabrics and products, I also create digital resources for fellow artists and designers. I make Procreate pattern brushes and textures that help add character and finishing touches to digital artwork. I’m also working on a color guide for artists who struggle with choosing palettes, aiming to make color theory more approachable and practical.

One of my superpowers is my ability to learn. I’m always pushing myself to improve my skills and explore new ideas. A major turning point in my journey was discovering Spoonflower, which opened up a whole new world for me. Taking numerous courses—including Immersion by Bonnie Christine—helped me shape my vision and refine my approach to creating collections.

Looking back, I’m incredibly proud of how I’ve built my career step by step, even when I wasn’t sure where it would lead. Just a few years ago, I had no idea what surface pattern design even was, and now I get to see my work on real fabrics in the hands of makers. It still feels a little surreal!

For anyone following my journey, I want them to know that my work is all about solving one specific need—adding a playful and cute touch while also evoking that happy, free-spirited childhood vibe that we all lose as we grow older. Whether through thoughtfully designed fabrics, helpful creative resources, or simply sharing my process, I strive to bring a sense of charm and whimsy to every project and space.

My goal is to keep expanding my work—licensing more designs, creating tools that help other artists, and continuing to grow as a designer. Whether through a fun fabric collection, an inspiring art tool, or encouraging others to follow their creative dreams, I want my work to provide meaningful contributions to the creative community.

Let’s talk about resilience next – do you have a story you can share with us?

There’s no way to avoid mistakes, self-doubt, and uncertainty on the creative journey. I’ve definitely had plenty of those moments. There have been times when I felt like I was doing everything wrong and not achieving anything, despite all the hard work. But the thing about me is that I just can’t stop drawing, sketching, and creating new designs—even when I feel despair, I keep going.

One story that truly illustrates my resilience happened around 2022, when I first started exploring the world of pattern design. Thanks to my background, I already had a solid foundation in Photoshop, Adobe Illustrator, composition, and color theory, which helped me learn quickly. I created one of my first collections and decided to pitch it to fabric manufacturers. I had a list of companies, but there were two in particular that represented my dream collaborations. I put together a portfolio and started pitching.

Right away, I received a “no” from one of the companies. It felt personal, even though the art director was kind and polite, offering no negative feedback on my designs. Looking back, I’m grateful for their kindness, but I was also a bit naive. The collection simply wasn’t good enough—it wasn’t cohesive or tailored to the needs of the quilting industry. While some of those designs are still bestsellers in my Spoonflower shop, as a collection, it lacked balance and thoughtfulness.

That rejection hit hard. I went for a long, 3-hour walk in the woods to clear my mind. For a week, I struggled to create anything. But I didn’t give up. I kept learning, improving, and pushing myself to design more.

Meanwhile, I hadn’t heard anything from the second company, which honestly felt like a relief in a way. About a year later, I pitched an updated portfolio with new works to the first company again, and this time they were interested in discussing it. Although it didn’t work out, it already felt like a small win.

A few months later, I received a response from Moda Fabrics, wanting to license my collection. This was my second application to them, and thanks to the lessons I had learned from my earlier mistakes, I had grown as a designer. “Chirp,” my first collection with them, is still my favorite because it felt like such a huge win.

I truly believe in the power of persistence, growing as an artist, and moving forward. Way more than I believe in just talent.

For you, what’s the most rewarding aspect of being a creative?

For me, the most rewarding aspects of being an artist come from both the creative side and the personal freedom it gives me.
On the creative side, I just love creating. When I hit that flow state where everything comes together smoothly, exactly as I envisioned, it’s an incredibly satisfying and proud moment. Another thing that brings me pure joy is seeing my designs come to life—whether it’s other creatives sharing their projects with me, spotting my fabrics in stores, or just knowing that something I made is out in the world, being used and loved. The constant growth as an artist excites me too. Meeting new people, connecting with other creatives who understand the struggles and goals of this industry, and being part of a community that truly “gets it” is something I deeply appreciate.

On a more personal level, it’s all about freedom. As a mom of two, life comes with a lot of unexpected moments—school breaks, events, after-school activities, sick days, and just being present for my family when they need me. The ability to manage my own time without asking for permission is something I don’t take for granted. If I need to take a step back and rest, I can allow myself to do so. This flexibility means I can be there for my kids while still pursuing a career I love, and that balance is one of the most fulfilling things about being a creative.

Contact Info:

• Website: https://www.elenaamo.com/patterns
• Instagram: https://www.instagram.com/elena.amo
• Other: https://www.spoonflower.com/profiles/elena_amo/collections?filter=designed
  https://elenaamo.gumroad.com/