Artist Spotlight: Paper Pony Co.

Paper Pony Co. is a line of illustrated goods by Talia Gavish. She describes her style as “adorably moody”… ie: cute to look at but packed with attitude, just like a real pony! She is committed to reducing our environmental hoofprint, and prints her paper goods locally on Forest Stewardship Council certified, recycled paper.  

Tell us about the birth of Paper Pony!

In 2015, I moved to Oakland, California from Brooklyn, New York, where I had been a print and textile designer in the fashion industry for over ten years. It was an impulsive decision to relocate, but I always wanted to live in California and the opportunity presented itself. It turns out that the Bay Area is really great if you are a designer in the tech world... but not so great for fashion. I didn't realize how different it would be and how much I would dislike working as a textile designer in San Francisco. I regretted leaving my career, friends, and family so hastily. I have always turned to art, nature, and horses as forms of therapy and social interaction. Paper Pony was inspired by those outlets and began as a way to reconnect to a creative lifestyle. It has slowly developed into a new career path, one I'm still carving out for myself. 

Did you always want to be an artist, even in childhood?

Yes. Maybe not an artist, but I always knew I wanted to be a designer. At first I thought I would be a set designer. Then an architect. I actually went to college for that. I couldn't make up my mind but I was very lucky to have parents who encouraged my creativity and gave me every opportunity to succeed in a creative environment.

What is your favorite medium to create with? Describe your process.

It changes all the time. I've never been able to stick to one medium because I get bored. I love the texture and feel of graphite, watercolor and gouache but most of the work I create now is made with my iPad and Apple Pencil. It's so much fun to play around with and the results are quicker, which is perfect for the type of work that I do. I need to turn a design into a product fast. Basically, my process is to sketch out an idea, refine the idea into an illustration, and play around with colors and composition until I'm satisfied. I then transfer the file to Photoshop or Illustrator to create the layout for a greeting card or another product. 

Where do you find your inspiration?

This may sound like a lazy answer, but really from everywhere. From nature walks, from travelling, from my husband, friends, Instagram. A lot of inspiration comes from current events and cultural trends. Sometimes inspiration will pop up from the most unexpected places so I tend to jot down a lot of notes or thoughts throughout the day. 

What's your solution for combating “creative block” and maintaining productivity?  

Sleep! Unfortunately, now that I'm a mom I don't get much sleep anymore but if an idea isn't working, I put it aside for a few days so I can look at it with a fresh perspective. I find that my creativity will come and go in spurts and I think it's important to let that happen and not get too down on yourself when you aren't producing. When I'm really blocked, I take a break from social media. I just turn off the world and give myself time to stop comparing myself to others which I find blocks me even more. This is how I maintain my productivity - by giving myself the space to breathe and reflect and by taking breaks when I need them. I tend to be a workaholic so learning to do this has not been easy.

What does a typical day at your studio look like? How do you manage your time?

Because I'm taking care of my 11th month old daughter, my days are not 9-5. I work while she naps and get most of my work done after she goes down at 7pm. The majority of my studio time is spent packing orders. I also have to prioritize responding to customer emails and reordering inventory and supplies. I try to spend a few hours a week coming up with new designs and products as well. I've always been a very organized person, and this really helps with my routine. 

What do you enjoy doing in your “free time?”

Sleeping, taking walks with my family, petting horses, watching Scandinavian crime dramas on Netflix. 

What are the biggest challenges you have faced to get to where you are now?

Aside from the obvious financial stress of starting a creative business, my struggle with anxiety and depression has always been a challenge for me. It's something I've dealt with my whole life and it has been incredibly debilitating at times. I prefer to be private about my personal life but with the world being so unstable right now, I'm happy to be more open about it if it helps someone else dealing with the same issue. Just because someone looks like they have their shit together, doesn't mean they actually do!! There are a lot of days where I want to quit because I think I'm doing a terrible job. I just have to tell myself to keep going, everything will be ok, and even if it isn't, I'm very lucky to have my life. Then I go hug my cat. 

How does the culture of your city contribute to the development of your independent business?

We live on the border of Berkeley and Oakland. It's a very creative, diverse and progressive environment to be in. There are a ton of small businesses and entrepreneurs here. It's not so large that I feel lost but not so small that I feel limited. I can be more hands-on by working with local printers. Neighboring San Francisco also has its benefits and the community group SF Etsy has been an incredible resource. Plus, I have to say that the friends we've made here are all extremely talented and supportive humans. They really inspire me as a small business owner, even if I don't tell them that enough! 

How has the COVID-19 pandemic affected you and your business?

I don't have a lot of time to work on new illustrations and the pandemic has limited this time even more because I no longer have employees packing up orders. I'm hesitant to hire anyone because my studio is in our home. Over the past few months of sheltering at home, I created quite a few unfinished sketches and ideas in response to the unfolding events. With no time to actually refine the sketches, I decided to just produce them as a new collection I call Rough Drafts by Paper Pony Co. The illustrations are raw and quirky and the sentiment is bittersweet. I wanted to create something different without straying too far from our brand. I hope they provide some joy and comfort. If all goes as planned, they will be launching by the beginning of June.