Zebras in bumper cars and sunbathing shrimps: an interview with Vera Bertens

We have known Vera's work for years now, I can't remember a time without Vera's Franje Design party world to get lost in. Because that is what Vera does, with her great imagination and drawing talent she creates a place where you never want to leave. It is friendly, retro, pink -but not stuffy-, glitter, lots of glitter and humor - that is characteristic of the work of Franje Design. Vera has written several inspiring blog articles for Happlify and you can also find many nice free downloads from her hand there.

Curious? We asked Vera a few questions, because recently it turned out that her company has been around for 15 years (!), and if you don't know her yet, it's about time! Will you read along?

Fifteen years of Franje Design! Congratulations! What does this milestone mean to you personally and as an entrepreneur?

Thank you! It seems like a lot, doesn't it? Time really flies by and before you know it you've been an 'entrepreneur' for fifteen years. I put that word in quotation marks because I don't really see myself as an entrepreneur. I'm mainly a maker who just got the entrepreneurial tasks (which I like a lot less than the making itself ) on the side, haha. To be honest, I don't make much of a distinction between ' me as an entrepreneur ' and ' me personally ' . What I do is so closely linked to who I am that I can't see them separately. Fifteen years of entrepreneurship is a milestone for me because I realize how lucky I am that I get to do what I like every day and also because it's a daily confirmation that I'm apparently doing something right; otherwise my company wouldn't have existed for a long time. 

You mentioned that the bank reminded you of this milestone. How do you usually celebrate your successes, big or small?

Too modest, actually. I think it's typical of an entrepreneur, but speaking for myself, when I achieve a 'success' I'm often already working towards the next one. Of course we sometimes eat a piece of cake or toast a milestone, but I don't really stand still and look back. What I do do, is conclude large projects with a small piece of art as a souvenir. In my studio I have set up a gallery wall with all kinds of beautiful things from other makers that I admire. Every time I complete a large project I treat myself to a piece of work from another artist. That way I have a nice souvenir of every completed project.

You started Franje Design during your studies. How has your work developed since then?

My work is actually constantly developing. When I look at the work I made during my art academy days, it is so different from my illustrations now. And in a way that is a good thing; it means that you continue to grow. At the beginning of my career as an illustrator, I was still a bit cautious with the actual drawing. I was once told in high school that I did not really excel in that, so I never expected that I would become an illustrator one day. At art academy I learned that illustrating is much more than just drawing and that allowed me to let go of 'not being able to draw'. At that time I mainly worked with collage techniques; in my webshop you can still buy cards from those early days of my career.

That collage technique has always stuck in my work in a way, although I now work more with 3D objects that I combine with my own illustrations. For example, I build sets with printed characters and real objects, which I then photograph to make a flat image.

Because I have been drawing so hard for the past few years, I have been able to shake off the feeling that I cannot do that, although I still find actually putting lines on (digital) paper one of the hardest things to do. On the other hand, when I do make something that I am satisfied with, the feeling of satisfaction is extra great. 

Your work as an illustrator is very versatile. Where do you usually get your inspiration from?

If only I knew, haha! Of course I have my ways of getting into the flow when the creative process is a bit sluggish, but the real waves of inspiration (as I experience them, at least) come at the most unexpected moments. Sometimes I get ideas for illustrations while I'm out for a walk or in the shower; precisely when I'm not busy with a creative process in my head. But for me inspiration can also be found in the smallest things; a certain color I see somewhere, a line from a song lyric. It doesn't always have to be something big to trigger it, like a vacation or a visit to a museum. It's precisely the small, everyday things that can provide the spark that ignites a new project.

Looking back over the past 15 years, what are the moments you are most proud of?

Those are of course the great moments; for example, when I receive a book at home that I illustrated. That you can really hold such a book for the first time and see your name on the cover, that is and remains unreal. But I am also (and perhaps most) proud of the bigger picture: that I have been able to keep all the balls that come with entrepreneurship in the air for fifteen years. Of course, I am first and foremost a creator, but without carrying out all the additional entrepreneurial tasks (administration, marketing, acquisition, customer service and what not), a company cannot survive. Apparently, despite the fact that I do not always find all those additional tasks easy, I manage to keep things going quite well. I am proud of that. 

Also read and watch 👉 Video interview with Vera Bertens from Franje Design

What is the most unique project you have worked on?

In a way, every project I work on is unique; everything I make on commission is custom-made and requires its own approach. A project that was truly unique in its kind was the design for my own wedding six years ago. I went all-out with a total concept. Of course, I designed the invitations and 'usual' stationery, but also the napkins, the backdrop for our wedding ceremony, a goodie bag and handwritten cards with personal messages of appreciation for all our guests. I think it's super cool to create a total concept in that way; on the one hand, it was quite outside my comfort zone, but on the other hand, it also brought together all aspects of my work and creative ability; that was very special. 

What do you think are the biggest lessons you've learned as an entrepreneur in the creative sector?

That you need a big dose of perseverance and that you have to stay close to yourself. Dr. Seuss once said “ There is no one alive that is youer than you" and that is a motto I often think about. The illustration market is completely saturated and also trend-sensitive. I believe that following along with that (for example in certain trendy drawing styles) only provides short-term success; after all, nothing is as changeable and temporary as a trend. If you stay true to yourself and are steady in what you make, the quality of your work will only improve. Add a fair amount of perseverance to the mix and at some point (even though it may feel like it takes forever) the ball will start rolling. Keep believing in yourself and your work, even when things are (temporarily) not going well. 

What do you enjoy most about running your own business and what do you find most challenging?

What I like most is that I can decide a lot for myself and have complete freedom to organize my time and work as I wish. And despite the fact that I do work on commission and of course have to and want to meet the wishes of clients, I don't feel like I have to answer to anyone. The most challenging thing for me is the work-life balance. I like everything and I have trouble saying no, so I've become very good at taking on a lot. As an entrepreneur, you're always a bit 'on'; even during vacation, I don't go completely offline. Because that dream assignment can come in during that period and if I don't respond for three weeks, it might just pass me by. In addition, my company is on my mind every second that I'm awake; I'm constantly working on it. It's become an extra limb that I can't and don't want to imagine life without, but that also accompanies me on all my private outings. 

Your work for brands like HEMA and your own projects like confetti cards are very different. How do you balance commercial assignments with your own creative freedom?

I try to maintain that balance as best as possible by reserving one day a week for 'my own work'. This could be, for example, developing a new postcard collection for my webshop. In practice, this does not always work; commissioned work often gets priority (which is of course also a financial issue), which means that one day of 'free work' is temporarily compromised. That is not a problem, but I do notice that at a certain point I really start to miss that time to do something for myself. So when the big wave of busyness (it is always rushing or standing still in my company) is over, I build that 'fringe design day' back into my schedule as soon as possible.

What can we expect from Franje Design in the coming years? Do you have any dreams or goals you want to achieve?

Hopefully I can continue to make beautiful things for many years to come. An ultimate dream is to publish my own children's book, in which not only the illustrations are mine, but also the entire story. I have been working on this on a small scale for a number of years now and all sorts of things keep coming up that are urgent(er) at that moment, but I keep hoping that one day it will actually happen. I also think it would be fun to do something I have never done before, such as making illustrations for (children's) clothing, for example. Furthermore, I like to dream big, so I have all sorts of things on my bucket list that I don't dare say out loud. The future will show whether they will ever become reality. Want to see more? Go to: www.franjedesign.nl

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