We caught up with the brilliant and insightful Ishmam Ahmed a few weeks ago and have shared our conversation below.
Alright, Ishmam thanks for taking the time to share your stories and insights with us today. So, folks often look at a successful business and think it became a success overnight – but that often obscures all the nitty, gritty details of everything that went into the growth phase of your business. We’d love to hear about your scaling story and how you scaled up?
It’s been a journey! With a few art fairs tucked in my cap now, over 10 years’ worth of commissioned projects, and 7,500-ish followers across social media and ishmam.com, I’m no big wig, but I do have a thing or two I can say about what has and hasn’t worked on my path to scaling up as an artist. I hope for anyone that’s curious about my story or who’s writing the next chapter of their own, that you’ll find some treasure in these thoughts.
I got my start as the kid who would always be getting in trouble for doodling in the middle of class. Scribbles, sketches, fan art, comic strips for friends—that all took up more real estate in my school notebooks than I should admit. Gradually, the drawings in my notebooks evolved into .jpegs as I began adopting digital tools for my art. Early experiments with a drawing tablet led me to upload artwork online, where a small portfolio and community began to bud.
Putting my work on the web where it could be seen and shared was the start of a positive feedback loop. Looking back, it was an obvious step to take, but now, I realize just how important it was for my growth, creatively, to put my work where people could see it. Doing so not only helped inspire more work based on the feedback I got over time, but also helped me cultivate my audience. As my body of work grew, I got more and more requests. Nowadays, people know me best for my illustrated children’s books, landscapes, abstracts, and fan art.
In the early days, art was just a hobby for me—a beloved one, to be sure, but not something I imagined growing to have the reach that my work does today. I enjoyed making artwork and seeing the reaction it got from my friends. That was it. Piece by piece, enjoyment from the creative process has remained the engine that keeps my operations running. Supportive feedback from my peers, teachers, and community helped grow my portfolio too, which led to my first big projects, commissions, and paid opportunities—adding the element of hustle to my hobby.
In the process of working on commissions, I’ve been able to try on multiple different hats—some flattering, some not—and I’m always learning what fits. For starters, creating art for commission helped me figure out my prices and dial in on the value of my work, which is an ongoing balance. Secondly, I learned how to navigate the artist-client relationship, which involves setting expectations, establishing timelines, and workshopping as needed until I have a happy customer. Thirdly, I learned the distinction between what I like working on, what feels comfortable, what feels like a welcome challenge, and what isn’t worth the time or effort. With each commission, I’ve been able to build on my skills and broaden my perspective.
My first breakaway commission struck during the pandemic. Seeing my work online, a local author reached out to me for help illustrating their first children’s book—what would become my own first children’s book. Half delighted, half dumbstruck, I jumped at the chance. Initial meetings were soon underway and an artist agreement drawn up, followed by several months of steady work. I still remember the process and what it demanded—drafts, revisions, finalizing, coloring, designing and putting the book together, long hours—but when I was holding that first hard copy in my hands, my eyes were sparkling knowing it had all been worth it.
That opportunity would not have come my way if not for seeds of possibility I had been sowing. Through the ritual of regularly making art and putting it where people could see it, my brand and portfolio had reached a point where it could now speak for itself. Receiving that call for the illustration gig was incredibly affirming.
From that point on, I turned my sights toward higher peaks, away from the plateau I was on. Art-A-Whirl was coming up, and I knew my work had a decent chance of finding a home among the hundreds of art-admirers that would be attending Minnesota’s largest open-studio art fair. Having attended dozens of fairs leading up to that point, I felt the idea of setting up a shop of my own stir in the back of my mind. I was nowhere near ready, but I decided that I’d soon start taking the steps in order to be. All the while, I continued formulating new art.
Sales hadn’t exactly been flooding in on the online shops I had set up on platforms including Redbubble, InPrnt, and Gumroad. They weren’t bone-dry either. I figured that putting my work out there, in-person, would be well worth it, and for several reasons. I could get my name out, for one, meet fellow artists, maybe make a few sales, and above all, relish in the joy that is sharing my work with people. No matter what, even if I ended up losing the money I planned to invest, I figured I would at least go home feeling accomplished and settled in the fact that I tried.
Getting ready for my first art fair was a huge undertaking—from making fresh, brand-new art to getting prints and business cards made, to getting a tent and actual shop stuff, sales equipment, and practicing setup–it was a step-by-step lift that took me a few months. The support of friends and family meant everything during this period. They knew I was working on my dream.
Fast forward to the day of Art-A-Whirl. I get set up that afternoon, meet my tent neighbors, and things are looking ship-shape: my prints are stacked and on display, tent flaps are secure, and I’m perched on lookout. The first attendees start finding their way in. A few groups stop by, flip through my prints, and I see their reactions—live! Smiles. Amazement. Curiosity. Admiration. My heart is soaring. No sales off the bat. But my heart is soaring. Until! One customer stops in. Lingers. Spends their time, flips, goes back, flips some more. Comes up and asks a few questions. We start chatting, and before my consciousness can catch up, I’ve made my first sale.
The rest of the day is quiet, especially as a light drizzle starts in the evening. I pull all my prints into the central square footage of my tent to protect it from getting wet, and I start to wonder if this is all a wash. I pack up for the day proud of my first few sales, ego a little bruised, but eager for the rest of the weekend. And let me tell you, the next couple days are sunny and roaring. Saturday and Sunday are a steady stream. Between greetings, answering questions, handing out business cards, processing sales, and packaging, I could barely keep up. It was the thrill of a lifetime. I was thankful to have pals by my side for backup. It was a lot of excitement to contain. By the end of the weekend, as I laid, exhausted, my heart hummed, full. The hard work paid off.
A couple major lessons from Art-A-Whirl #1: I had made a series of art prints that depicted a QR code that would take you to a Spotify playlist I made, accompanied by a corresponding, digitally hand-painted illustration. I thought it was a cool idea for a series. None of those sold. Zero. I learned—and learned quickly—what sold and what didn’t. I also learned that I would need to get more weight to hold down my tent legs next time, because coming back to a disheveled tent on Sunday morning was a bit of a scare. We recovered, and it was fine, but man, lesson learned.
And that, more or less, brings me to today. I’ve worked another art fair since, have done a few political cartoons that I’m proud of, am working on a graphic novel project, and am currently gearing up for my second Art-A-Whirl.
If there’s anything to be gleaned from my journey so far, reader, let it be this: 1) whatever you do, do it from the heart, 2) put yourself out there, try on hats, and put your name in hats, because you never know who might be out there to pluck you for the opportunity of a lifetime. Start seeing your work as the start of a conversation, as a seed with the potential to blossom into partnerships and projects. What you might think is a silly doodle today might be part of the tapestry, the sail that whisks you toward success tomorrow.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I am a freelance creative specializing in digital art and illustration, but who is also versed in design, photography, videography, and animation. Nothing brings me more joy than sharing my creative process, and its results, with the people who will stop to look.
I am most proud of the two children’s books I have illustrated (‘A Giant in High Heels’ by Mary Watts and ‘Grow Through It,’ by Jay Dee), along with my extensive portfolio of landscapes and abstract art.
I have been uploading art since 2008. And I think what distinguishes me is my use of color and bold line, which is inspired by Japanese art, surrealism, music, and my travels.
How’d you build such a strong reputation within your market?
A number of things come to mind when I think about that. I think first, and foremost, what has helped is making myself known. Declaring who I am through stories, blog posts, and the subject matter of my art, by far, has been instrumental to establishing my reputation in the market. Making art and putting it out there has been a surefire way to build my presence. Secondly, I would add: my follow-through. Trust has to be earned. And by completing commissioned projects, being there for the client when things did not go as expected on the first try, and taking the time to ensure satisfactory results have all been practices that have taken me far–not only in building trust, but in setting myself up for referrals too. Common courtesy goes a long way. Thirdly, I would add: being an advocate for fellow artists. If I’m not the right person for the job, chances are I’ll know someone who is. Artists owe it to themselves to be supportive of one another. As Keith Haring said, “Art is for everybody.” And one person can’t make all the art.
What’s the most rewarding aspect of being a creative in your experience?
For me, the most rewarding aspect of being a creative is the same as what it has been since I was a kid just getting my start: seeing and hearing the reactions to it from those around me. My creative practice has taken on many different forms, purposes, and meanings for me throughout life. Sometimes, it’s a way to express awe and homage to the world around me. Other times, it’s a way of showcasing a message, like one of gratitude or peace within. It has been a way to process, imagine, and spread joy. No matter what, going through the steps of creation and to have that creation be validated and uniquely understood by viewers has always been the most rewarding part of being an artist. As both an enjoyer and creator of art, I love work that provokes conversation.
Contact Info:
- Website: https://ishmam.com/
- Instagram: https://www.instagram.com/ishmamillustrates/
- Facebook: https://www.facebook.com/ishmamillustrates/
- Linkedin: https://www.linkedin.com/in/ishmamahmed/
- Twitter: https://x.com/ishmamahmed
- Youtube: https://www.youtube.com/user/ishmamahmed1
- Other: https://linktr.ee/ishmamahmed
Image Credits
Ishmam Ahmed