Spotlight on Mom Entrepreneur: Jude Drever, founder of Artful Kids
July 12, 2010
Jude Drever brought her passion for art into the new business she started just a year ago, but already Artful Kids is getting the buzz. Trained as an artist, she spent her career prior to mommyhood working in museums and galleries. As happens to many, the birth of her first and then second child put her career on hold. Yet, she continued to draw and her kids followed. Very soon they were creating their own unique pieces and that's when the idea struck her - turning kids' artwork into personalized pieces of wall art. The pieces look truly elegant and often modernistic, since kids are not bound by rules but rather armed with pure imagination. I truly cherish our wall art piece we made from my son's creation at a local kids art studio, so I can certainly appreciate how much parents would love Jude's concept. She combines running Artful Kids with her blog dedicated to children's art (Artful Adventures). This new business from Manchester, England, has a lot of potential, because there is no limit to kids' creativity or their parents' appreciation.
Do you consider yourself more of an artist or an entrepreneur?
I think I have the heart and soul of an artist, but the head of an entrepreneur - needs must at the moment, and though I would love the luxury of concentrating on being purely an artist, a luxury is exactly what it would be. At least Artful Kids allows me to do something creative which I enjoy, and earn some money at the same time.
When and how did you come up with the idea for Artful Kids?
It was a fairly gradual thing - I started messing about with my elder son's artwork as soon as he started producing it, trying to present it at its best. I think I started with the Gallery Style Posters as a bit of fun. As time has gone on, the idea has just developed naturally, and I have become increasingly passionate about recognising the value of children's artwork, and the importance of displaying it properly.
At what age do you think kids can make something that is worth turning into artwork?
Almost as soon as they can sit up and start playing with paint. It will vary of course from child to child. That first 'artwork' that a child produces, normally between the ages of 1 and 2, has a special value all of its own, regardless of any artistic quality. It's surprising what you can do with even the simplest of paintings, and sometimes it is the early 'abstract' pieces that work most effectively as contemporary art. In fact, sometimes I would defy anyone to be able to tell the difference if presented in the same way!
What was your process for getting the business off the ground?
I'm still getting it off the ground. The business is still less than a year old, and I feel there is a long way to go. The website is about to undergo a complete revamp - I'm very much learning as I go along, and I realise so many of the faults with it now. One of the most important things for me is to get online ordering available. At present the only way I can take payment online is through my shop at NotontheHighStreet, which currently sells only a limited range of what I do. I'm lucky in that my husband is a software engineer specialising in ecommerce, so I can get it all done for free, but it takes an awful lot of nagging!
What have been some negatives and positives of running your own business?
Being a stay at home mum, I have found that giving myself something else to focus on has saved my sanity. Probably one of the biggest positives is the fact that working for myself means that my hours are flexible, and I'm there to collect my kids from school and nursery when I need to be. The negatives are the fact that as a perfectionist, I am an exacting boss to myself and I have the potential to be a workaholic. Also, the lack of housework that gets done, and at the moment, the sheer frustration at not being able to spend the time that the business really needs to develop it. Unlike many jobs where you're an employee, I can't just switch off at the end of the working day, and leave it all behind, so potentially it's quite stressful.
How do you promote Artful Kids?
I started off promoting it in traditional fashion, with leaflets distributed locally, adverts in parenting magazines etc. I found this to be very expensive, and very ineffective, so I abandoned it fairly quickly. My promotion now is almost completely online. I have my blog Artful Adventures, which was originally intended as a business blog, but now seems to be developing something of a life of its own, and which I think I would continue with even without Artful Kids. I also use social networks and forums, and online advertising. I have found all this much more effective, but very time consuming - I don't seem to get a lot of time to develop my own artwork anymore which is frustrating. And it's a steep learning curve for me. Promotion is one of the things that just doesn't come naturally to me, and I find it really hard to put myself and my
products forward. It's something I've got to get over though!
What kinds of things inspire you?
Interesting textures, and beautiful light effects. Historic buildings, landscapes with dramatic views......and atmosphere - the most difficult thing of all to define and capture.
How do you think parents/teachers can encourage kids' creativity?
By allowing kids to experiment, explore and most of all have fun with art and craft. Let them take the lead. Encourage, suggest and facilitate, but never take over or be too prescriptive about what they can or can't do. There are no rules in art - or at least none that can't be broken!
Can you recommend any art sites or books for kids?
I'm always on the look out for new resources, which I like to promote on Artful Adventures. One of my favourite art websites I have come across recently is www.artisancam: this isn't just for kids, but there are resources, games and activities on there for children, which are both fun and educational. In terms of books, I recently came across Ed Emberley's Drawing Book: Make a World
What effect has your work had on your kids and on your family overall?
Well my kids can see that their artwork is valued. Also, because I'm always drawing, or doing something creative, it encourages them to get involved too. It's early days yet though - I think you'd need to ask me the question again in 5 years time!
Did you learn something from your kids that helped you in your business?
My kids are constantly inspiring me and giving me new ideas. The first prototypes or examples for new products are normally produced with my own kids artwork. I'll see something they've produced, and it will spark off a new idea for presenting it.
Who are your favorite artists?
My all time hero is Turner - who has always been my absolute favourite. The colour, the light effects, the atmosphere he achieves - it's enough to make you swoon. I also like the drawings ofPiranesi, and the work of Whistler and Raoul Dufy. I also love naive and folk art, (probably one of the reasons I appreciate children's art so much) and pre-renaissance artwork.
If I asked your kids what kind of mom you are, what would they say?
Scatty and forgetful, loving and fun (I hope!) and perhaps a bit soft at times.
You can learn more about Artful Kids at artful-kids.co.uk.
