Josie Shenoy

Here at Anthropologie, we’re all about supporting local artisan communities, emerging makers and unique designers. This month, we’re focusing in on the homegrown or nurtured talent and rising names from one of the world’s globally renowned creative hubs: Britain.

For this instalment of our Meet the Maker series we journey to the Crystal Palace home of illustrator, renowned storyteller and Anthro collaborator, Josie Shenoy. In the comfort of her south-London studio, Shenoy creates intricate illustrations for her eponymous brand which, ahem, draws on everything from iconic cityscapes to vibrant nature. Her eye-catching etchings have caught the eyes of Bloomsbury, the British Museum, the National Gallery and the Royal Gardens at Highgrove, where she was invited to meet HRH The Prince of Wales.

But where did it all begin? And how helpful is her furry assistant Larry the cat? Join us as we celebrate Josie and her inspired creations.

Can you introduce yourself…

I'm Josie, an illustrator based in Crystal Palace, London. I have a real love for storytelling, and I aim to create intricate illustrations on themes of nature and the world around me – at the moment it’s London. My work has been described as 'beautifully detailed and kaleidoscopic, with a touch of romance and sophisticated use of colour.' I’ve illustrated everything from children’s books, wallpaper, souvenir ranges, puzzles, textiles, ceramics and greeting cards, amongst many other things.

I work in my studio which overlooks my garden, with my assistant Larry the cat, who is often snoozing nearby.

Where did your journey into the world of illustration begin?

Since I was a child I have always loved drawing and painting. Some of my favourite books growing up were The Very Hungry Caterpillar, The Tiger Who Came to Tea, We’re Going on a Bear Hunt and anything by Roald Dahl.

I studied illustration at university, and I set up my illustration business when I graduated. As well as children’s book illustration, I have learnt how much I love product design. It is a thrill to see my designs take on a new life on a functional object and to me, running an illustration business is the perfect blend of entrepreneurship and creativity.

We’ve heard that illustration and artistry might just be in your blood…

We are a highly creative family. My dad is Indian and my childhood travels to South India, and all the beautifully patterned textiles around the home, definitely inspired my work. My maternal great-grandmother designed for William Morris too, so yes – maybe it’s in the blood! I’d love to find out which designs she helped to create. I like to think of my illustrations as an extension of myself and my mixed heritage.

If you could only use five words to define the style of your work, what would they be?

Intricate, romantic, decorative, nature-inspired.

The level of detail in your illustrations is astounding. Where do you start?

I like to pin up pictures and objects that inspire me on the wall behind my desk. I also have lots of books around to dip into and patterned textiles which bring me joy and which spark ideas for new designs.

My illustrations start life by hand as detailed pencil drawings which I scan and colour digitally and add colour and textures from a huge bank of watercolour and printmaking textures that I’ve created over the years. They can take anything from a few days to a few months to complete.

You’re based in South London – are there any local sources of inspiration that you find yourself revisiting?

Crystal Palace Park is just around the corner from my studio and I visit it every day. It’s full of different landscapes such as parkland, forests and lakes and bursting with animals (there are often bright green parakeets flying overhead!) and plants. It even has a maze, Victorian dinosaur sculptures and a music venue. It’s such a beautiful place to live and work.

I’m also very inspired by the wider cityscape. The city of London is changing so much but I love the varying architecture and the history – it’s full of stories to discover.

You have a very British footprint in terms of print and production of your illustrations – are you able to tell us more about that?

I’ve always had an interest in nature, and it’s important to me to reduce my environmental footprint as much as possible. I like to support UK based manufacturers, and all my products – my wall art prints, textile items, jigsaw puzzles and fabrics – are all printed and made in the UK.

Is there much of a community in the British arts scene?

When I first graduated, I worked hard to seek out a creative community, as the life of an illustration business owner can be incredibly overwhelming and lonely at times. I was offered a studio at Cockpit Arts, which is an amazing social enterprise for UK-based makers and designers. I was sharing a space with jewellers, textile designers, print makers, violin makers, ceramicists and so many more talented craftspeople. I saw first-hand just how vibrant the UK arts scene is and how important it is to socialise with creatives, and to ask for help when you need it. I also joined the Princes Trust, who supported me with business advice and a mentor.

These communities prepared me for the challenges I was yet to face as a small business owner, ultimately leading to me setting up my own studio here in London. I make it a priority to meet up face-to-face with my maker friends and share our experiences of life in the studio.

Is there anything that you would say is unique to the British arts and design scene, something that can only be found here?

My first thought is that there is an incredible variety of museums and galleries to enjoy here. My favourite museums to visit are the V&A and Natural History Museum – I’ve visited them countless times over the years but they never fail to inspire me.

I exhibited my second solo show and pop-up shop on Carnaby Street just before the pandemic, and it really showed me how much visitors love London for its rich creative and cultural heritage. It made me even more proud to be a Londoner!

You’ve spoken before about not looking around too much at what other people are doing. Is there a healthy balance?

I tend to focus my eye on classic design and craftspeople of the past such as William Morris – who I admire greatly – and Josef Frank, as well as Indian Miniature paintings and South Asian textile design. I also love vintage packaging, Iznik pottery and Japanese woodblock printing.

That is not to say there isn’t a wealth of astounding contemporary illustration talent out there, and I love visiting illustration exhibitions in my down time. When seeking out inspiration for my own work, I find it far less distracting and more energising to focus on the ‘greats’ as well as slightly different vocations, such as music, theatre and literature.

Can you tell us about some of the challenges and growth moments you experienced in setting up your own business?

There are many plates to spin when you run a creative business, and it can be easy to feel overwhelmed. However, I have made it a priority to not put too much pressure on myself – it’s important to rest so that my time in the studio is as creative as possible. In recent years I’ve made it a priority to focus less on projects that don’t excite me too. I’ve learnt that I enjoy the flexibility that comes with working for myself and the freedom to decide whether to say yes or no to opportunities.

Collaborating with Anthropologie repeatedly has felt like an achievement and I’ve worked on some really special collections from calendars to table linens and tableware since 2016, along with supplying my art prints. It’s been a dream working with a company that shares my vision for beautifully crafted products.

Any words of advice for the budding artist who would like to follow in your footsteps?

My advice to others would be to seek free business support when you first start out, from organisations such as the Prince’s Trust and the AOI (Association of Illustrators). Don’t be afraid to approach clients you want to work with. Be persistent and polite to everyone and be confident in your ability. I still put little post-it notes around my desk with confidence boosting messages to remind myself if I need a little pick-me-up. Oh, and my final piece of advice: get a studio pet – you won’t regret it!