I have no fear with experimenting with colour, texture and materials, I think that's why I love mixed media so much.
I’ve been making things for as long as I can remember. At school I used to make paper purses out of my school books, my friends loved them, my teachers, not quite so much! Most of my family had some kind of creative hobby and so I got to have a go at everything from drawing and painting to papercraft, cross stitch, beading and more. I was always encouraged to make things and use my imagination, not to colour in the lines - that worked out pretty well in the end! In 2010 I launched my own brand and business starting with 2 craft products, I now have over 1500 products in gift, craft, homeware, apparel, toys and publishing. It’s grown really fast and I now have two offices in the UK and one in the USA and a fantastic team (Team Hurley) I also speak all over the world on how to start and grow a brand and business successfully, based on my experience, and work with some of the leading creative brands to help them develop new products.
What made you want to start crafting?
I’ve made things for as long as I can remember but professionally for the last 6 years. I come from a very creative family so I just joined in really! I’m quite a hyperactive person and I find it calming and relaxing, the perfect way to wind down!
How did you learn?
So many of my family members had creative hobbies i was able to try so many things, card making, scrapbooking, jewellery making, even egg decorating! I was lucky to have in-house teachers around me all the time from a young age so I learned fast! Later, working on product development gave me a different insight into art and craft products, it’s been eye opening!
What advice would you give to those starting out in craft?
Try everything! I hear from so many people that are scared to use products or leave pretty things in boxes in case they ruin them. You pick up so much from experimenting and if all else fails, cover it in gesso and start again!
What are the crafting essentials that you couldn’t bear to live without?
My Silhouette and any kind of colour, pens, paints, inks and of course glitter! I love to add lots of colour and sparkle to everything.
How would you describe your crafting styles and tastes?
Bright, Fun, Modern, Sparkly and Pretty. I do like some white space and lots of colour and sparkle.
What does your craft room look like? (Any tips for tidy storage?)
Very well organised! My team laugh at me as I’m always ordering plastic crates and white boxes. I keep big things in clear crates labelled by type and small bits in plain white boxes, also neatly labelled. My one tip is to sort often, I try to have a clear out at least twice a year and give things to friends and charity, it stops clutter and means you can find things easily.
Where do you find your crafting inspiration?
Everywhere! I'm very lucky to live in a very pretty place surrounded by lots of natural beauty. Tidying often also helps, sorting through supplies often triggers an idea or some inspiration.
If you could go to dinner with a crafter or artist, who would it be and why?
Leonid Afremov, his use of colour is so inspirational it blows my mind.
What would you say your best craft skills are? What would you like to improve on?
I have no fear with experimenting with colour, texture and materials, I think that's why I love mixed media so much. I’d love to learn to crochet, it’s on my list!
What do you consider your greatest craft-related achievement?
starting my business - never in my wildest dreams did I imagine what that would turn into.
My favourite subject at school was: (subject and reason)
I should probably say art but I think it was actually business studies, it was all so new to me, I found it fascinating.
When I was 10, I wanted to grow up to be a: (childhood dream career)
A lawyer, I changed my mind once I’d finished my law training!
I am most proud of the moment that I:
Opened my office in America last year
The best advice I’ve ever received was:
Say yes! It’s better to regret the things you’ve done than the things you missed out on.
I am at my happiest when:
I’m at home in my PJ’s with my fiance and my dog all bundled up watching Netflix, it’s so rare we get that time that I really treasure it.
If I won the lottery, the first thing I’d buy is:
A big house near the beach in LA that I could fill with rescue dogs.
If the Queen came for dinner, I would cook: (what meal?)
Oh dear, cooking is really not my thing! I think I’d try a lasagne followed by the one thing I’m really good at - carrot cake and a nice cup of earl grey tea.
If I was stuck in a lift, I’d like to be with: (any person, family, friend or celeb)
My fiance, he’s probably the only person that could keep me calm, I’m terrible in lifts!
The one food I could not live without is:
If I had a time machine, I’d visit: (era)
I’d love to go back far enough to see a dinosaur in real life but a more safe option would be the 1950’s - mostly for the fashion!
The chore I always try to avoid is:
I’m really naughty, all of them!! my fiance does them all. I do keep my office and craft room tidy though.
The last thing I do before bed is:
Make a list of what I need to do the following day - I like to wake up organised!