An Interview with Lauren Hooker - Designer, ELLE & CO.

I am super excited to share this interview with you all today. It is with the very talented Lauren Hooker - the designer, business owner and blogger behind the amazing brand Elle & Company. I absolutely love Lauren’s simple yet powerful design aesthetic and the insightful business and creative advice she shares on her blog. We are thrilled to have her on ALO, so let’s jump right in:

How and when did you discover your love and passion for design? Tell us a bit about your story and the journey so far..

I truly don’t remember a time when I wasn't taken with art and design. My mom tells stories of me as a little girl, entertained for hours with a box of crayons and plain copy paper. I enrolled in every art class and art show that I could find throughout grade school and high school, and when it came time to choose a college and a career path, it seemed like a no-brainer that I would go to school for design. I spent 4 years at Virginia Tech in their visual communication design program, and I launched my graphic design business 2 and a half years after graduation. And now I’m here one year later, pinching myself that I get to call my life-long passion my day job!

What does your ideal work day look like? We would love a peek into it..

My ideal workday starts with a big cup of coffee and quiet time with my husband Jake. After Bible study and breakfast, I get ready for the day and sit down at my computer around 8 to get a head start on emails and share the day’s blog post on social media. The rest of the morning is spent preparing a blog post for later in the week. In my ideal world, Jake would be home each day for lunch and we would have a mid-day break together, but oftentimes my lunch break is spent snacking and answering emails. I spend a large majority of my afternoon working on design projects and meeting with clients on Skype, but my ideal workday would include an in-person coffee date. My day usually ends with a walk around the neighborhood, a home-cooked meal, weekly church activities, and our current Netflix favorite before an early bedtime.

You have a wonderful blog that complements your business. What is the secret to your productivity?

I think the secret to blogging consistently is making it a priority. The Elle & Company blog is the center of my business; it helps me reach my ideal clients, provides content that can be shared on social media, and keeps readers returning to my site on a daily basis. Because my blog is vital to my business, writing posts are high on my priority list. I also enjoy preparing the content for the blog and I see the impact it’s had on other bloggers and creative entrepreneurs, which gives me continued motivation.

Your designs are very elegant, fresh and inspiring. What fuels your creativity? Tell us about your inspirations..

Thank you! Creativity is such an interesting thing; sometimes it comes so easily and other times it’s like pulling teeth. I’ve learned that I’m most creative when I’m least stressed, so I’ve learned to guard my design time and stay organized to give myself time on projects. I’ve also learned that I’m least creative when I look at the work of other designers. So for design work, I usually start from scratch with an inspiration board of the visuals that inspire me most: professional photos, simple patterns, and bright colors. I also look to my clients for inspiration; their joy and passion for their business is often contagious!

What are some of the challenges that you face in your business and how do you handle them?

I think it’s always a challenge to juggle wearing so many different hats when you’re a small business owner. I’m primarily a designer and blogger, but I’m also a bookkeeper, marketing strategist, administrative assistant, advertiser, ideator, blog analyst, etc. While it’s been necessary in this season, I’m learning that I need to begin delegating tasks and outsourcing some aspects of my business, but handing over some of the control is a little frightening.

The ever-changing aspect is another exciting challenge in business. I remember telling Jake a few months ago that I couldn’t wait for the day when things would mellow out and we could get in a business rhythm. I was surprised when he responded by looking at me like I was crazy and saying, “Lauren, the day that your business levels out is the day that your business goes under.” And he’s right - while it’s often challenging, it’s important to continue growing, refining, and innovating.

What helps you unwind and relax after a hard day at work? Tell us about some fun things that you like to do during your free time..

I’m very much a one-on-one person, and nothing fills me up quite like a coffee date with a friend or a night out to dinner with Jake. I also love reading, sketching for fun, taking long walks around our quiet neighborhood, and curling up on the couch to watch the latest TV series Jake and I have stumbled upon. While I love adventure and traveling, my idea of relaxation is always something low-key and mellow.

You have built a career around your passion. What are the most valuable lessons you have learnt in this journey so far? Any advice for someone who wants to do the same?

When I first started Elle & Company, I thought that I could run a successful business from passion alone. And while my passion for design and people is definitely the motivation and starting point behind what I do, I didn’t excel until I added in some strategy.

I’ve also learned that you can never learn too much about your industry or about business and general; it’s always important to be a student of your field. It’s easy to get in a groove and stay focused on what you’re best at, but doing research and pouring time into learning more can only benefit you in the long run!

Thank you so much Lauren for sharing this with us. I hope you all enjoyed this interview as much as we did. If you want to see more of Lauren’s work follow her on:

Chaitra is a computer engineer based in the USA and writes for our Art and Design section. She is also a part-time freelance designer and runs her own Etsy design shop called PinkPot. In her free time, you will find her dabbling at photography or blogging, cuddled up with a giant mug of hot peppermint chocolate. Find her onTwitter & Instagram.