It started with a humble tea-towel design, but a winning formula of talent and online savvy means that Skinny laMinx now boasts fans from Hillbrow to Helsinki.

The brand’s creator, Heather Moore, tells us more:

Claim to fame

She’s an illustrator, designer and cultblogger. From ceramics and tea towels to her popular ‘Sevilla Rock’ fabric range, Heather’s Skinny laMinx products are sold all over the world, both through her online shop and in retail outlets. Her work’s been featured in numerous international publications, and her ‘I wish we had Ikea’ tea towel has even been included in a museum exhibition in Hamburg, Germany.art

How it all began

‘I have no background in art, but through a mixture of good luck and enthusiasm, I fell into illustration and design. And while Skinny laMinx is now fairly established, I’m still pretty much making it up as I go along, which is exciting and a bit alarming all at once.’

Design philosophy

‘My husband, artist Paul Edmunds, once said that while I have no formal training, I have good instincts, and that often my first idea is my best one. I took his judgement to heart, and it allowed me to grow. I stopped all the second-guessing and started trusting myself, which seems to be working so far.’

Inspiration

‘I’m attracted to all things Scandinavian from the mid-century modern period, and all things Japanese, too. I’ve yet to visit either country, and would like to – though in some ways it’s nice to have them as the mythical lands of design perfection that they are in my imagination. I’m stocking a store in Stockholm already, and the day I stock Japanese stores will be a died-and-gone-to-heaven day for me.’chair

Achievements

‘I think I’m most proud of the Kagiso Readers – a series of reading books that I co-wrote and illustrated and that have been translated into all 11 official languages. With Skinny laMinx, I’m still thrilled every time I get a re-order from Heath Ceramics in San Francisco. They’re my biggest stockist and have commissioned me to design some pieces for them.’

Labour of love

‘Being able to design and print whatever takes my fancy suits me down to the ground. I also love that my blogging and online shop put me in contact with real people all over the world. I feel fortunate to be able to run a little shop with so much reach.’

Visit www.skinnylaminx.com

About ELLE Decoration

With 25 editions worldwide, ELLE Decoration is the world’s number one style magazine for the home. Offering inspiring images of beautiful homes as well as the latest décor news and events, find us in print in supermarkets and on the newsstands every 6 weeks. For daily inspiration, visit the ELLE Decoration blog .