What I love about my work...
❝ CREATING A CONCEPT, MAKING THE IDEA WORK AS A DESIGN AND THEN GETTING TO SEE IT COME ALIVE ON THE WALL OF SOMEONE’S HOME IS A REAL PLEASURE ❞
quickly replaced by the latest technology and I fell out of love with what I was creating,’ she says. ‘A chance one-off decorating job triggered my decision to move away from the corporate world and I went on to set up a decorating company. After 18 years, I now run my decorating and lino-printing businesses alongside each other.’
Anna started her lino-printing company, Whoa Mama, after her children – Marley,
11, and Reuben, nine – were born. ‘I needed a creative outlet which was purely for me, and started developing ideas while on maternity leave,’ she says. ‘The company name was a throwaway line from my brother-in-law, but
I loved it and it became my brand. I started with no set-up costs – I had the tools already and lots of materials leftover from making our wedding stationery. Everything Whoa Mama is done in-house – that’s concept creation, printing, brand identity, selling and promotion.’ In the early days, Anna sold to small local independents. Fast forward 11 years and sales are predominantly online via her website or social media, and more recently through Caroline Turner Design, who sells at various fairs, including those run by Caroline Zoob. Bespoke commissions are also growing in popularity.
Each concept begins with a sketch, which is then reversed and transferred onto the lino itself. The soft, pliable surface is carefully cut with a sharp blade, slowly and methodically to ensure accuracy. Next comes the black marble block, where the sticky inks are gently hand-mixed to create the desired depth of colour. ‘For me, that’s a really important part of the process – it is very sensory, as is the smell of the inks and the feel of the paper,’ says Anna. The lino is then inked, a fresh piece of paper laid on top and the edition rollered, with just the right amount of pressure.
Pulling the paper back from the lino block feels like a magic reveal. ‘It’s the best bit – seeing your creations come to life never gets dull,’ she says. ‘I like to work in editions of 20-50 for prints and 100 for cards. It creates a cut-off point that makes each design precious. Pine and twig abstracts are new to this year’s Christmas collection. Every print is unique and it’s those perfectly imperfect marks that make each piece special.’ Artwork can take up to two weeks to dry and is then signed, embossed and numbered ready for sale.
‘My everyday has become my inspiration,’ says Anna. ‘I love that our children are observing that if you believe in yourself, you can be successful doing your own thing.’ Whoa Mama, whoamama.co.uk, @annawhoamama. Last date for
Christmas orders is 17 December.