Yolanda Mitchell
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Yolanda is the Founder and Artist behind Aubin Studio, a creative business selling fine art prints.
She is inspired by the wonders of plants and our natural world, as well as island scenes in Jersey. Her art is printed on sustainable fine art paper (made from hemp & cotton), and a portion of profits go to Cool Earth.
She is also a freelance copywriter, with extensive experience writing for clients such as Google, Method, British Airways and Strike from her previous role.
Yolanda enjoys the challenge of using as few, carefully selected words as possible to leave a memorable message with the reader.
“Start small - if you have a big idea but find it intimidating because there are so many unknowns, think of a much lower effort way to validate the idea and build your confidence."
Tell us about your path to setting up your business and what motivated you?
I've always known I wanted to own my own business - I just wasn't sure of the specifics for a while!
When I moved to London two years ago I did a business start-up course with Escape The City. At the same time I was working as a Strategist in digital innovation.
The course equipped me with the tools I needed to get going (as well as an amazing network of aspiring entrepreneurs). Being a Strategist taught me a lot about iterating & testing ideas for new businesses, as well as creating brands. All of this gave me the confidence to launch Aubin Studio at the end of 2020.
My love of copywriting has been a very useful asset throughout my career - I even taught it as a course in my last job. Being able to work with companies to show them the power of words is a real privilege and hugely energising.
My motivation to take the leap into running a business myself centres around creative freedom. I'm at my best when crafting illustrations and words!
How do you work and what is a typical day like for you?
My days are quite varied depending on what needs doing.
Mornings are my sacred 'copy time' when my brain is fresh and ready to construct with words.
Something that remains consistent in the day is the meditative activity of neatly packing up orders - a skill I learnt from my Saturday job selling chocolates at Leonidas in the market as a teenager.
A walk in nature, madly snapping photos of flowers & leaves is a non-negotiable - something that might seem slightly obsessive to any spectators.
In the afternoons I try to keep aside a bit of time to experiment with new illustration ideas or to work on commissions. I'm currently working on an exciting project with Samarès Manor.
Lastly, I schedule a few calls a week with people who are active in the industries I work in, to substitute for the fact that I'm no longer part of a wider team.
What are the best parts about your business?
For Aubin Studio, it's seeing pictures of people proudly displaying my art in their homes - it really does make me so happy!
I also love the fact that studying nature is a necessary part of my day - it constantly leaves me in awe.
On the copywriting side, honing a message with brands to the point that it provides clarity not just to customers but also to employees is incredibly satisfying. Words used to their potential are so powerful at igniting people's imaginations and feelings of pride.
What has been your greatest struggle as a business owner so far?
The lack of a team to bounce ideas off - it's taken me a while to find hacks that can supplement that flow state you get on a project with colleagues
What has been your biggest a-ha moment so far?
Launching the Aubin Studio website! Putting something you've created out into the world is always scary, but words of appreciation and orders from people you've never met makes the hard work very motivating. Selling a print to someone in Gloucestershire who found me via Instagram in my first week gave me a glowy feeling that lasted days.
Do you have any advice for other small business owners?
Start small - if you have a big idea but find it intimidating because there are so many unknowns, think of a much lower effort way to validate the idea and build your confidence.
What currently inspires you?
My Mum's garden, the copywriters at Reformation, the interiors account @aconsideredspace and the books BLOOMS (Phaidon) and Cultivated (Christin Geall).
On a last note
Most things take a lot longer than you would like them to - go with it and try not to set yourself unrealistic goals. Instead, focus on working hard with a clear purpose - good things will come!
You can contact and find me here
