November 2020 saw us host our third ever Postable Pop-Up event...seeing around 300 UK based small businesses pop-up from home, to showcase their brands and products from corners of their homes, studio desks and garden offices! These events are hosted on Instagram as all brands come together via the hashtag #POSTABLEPOPUP for everyone to browse and to shop small!
With physical markets not able to go ahead due to lockdowns, our online solution has created a community driven event, that fosters real connections, encourages positive shopping small habits and provides a unique space for shoppers and makers to collide, and for small businesses to continue to show up and showcase themselves within a safe space online.
This is the first event that we decided to host The Postable Pop-Up Awards, to recognise and celebrate the efforts that our makers went to get involved from home. There were 5 awards and today we are proud to share with you our winner of the November 2020 Best Flat Lay Award. Andruta's beautiful 100% recycled cotton rope designs are a textural dream and were photographed so well during the Postable Pop-Up weekend. We especially loved the use of business cards to form the background of her autumnal necklaces as including the branding only helped to represent the great professional aesthetic of Andruta's branding and product, in such a simple and effective way.
Meet Andruta, a London based Accessory designer with a talent for creating colourful, standout statement pieces using 100% recycled cotton! Having grown up in a family who loves getting creative, it is no wonder that she picked up a passion for making and began her very own jewellery brand, Besoph. Andruta recently won our award for the Best Flat Lay for the November #postablepopup. We were blown away at the Flat Lays she produced which successfully portrayed the minimal, clean aesthetic of her brand, whilst showing off the sophisticated, textural details of the designs. We can't wait to see more!
Where did your love of your craft come from?
I grew up with it, and I have always been encouraged to express my creativity. Both of my parents have hobbies too - my father has a great skill with wood, he would spend hours and hours treating and polishing, and recently he made a very beautiful bench for my mother.
My mother has a passion for knitting, she spent six months (almost every day) working on a bed blanket for me, I must say, I treasure it! Throughout the years I came to the conclusion that craft is what defines me as an individual. I had some gaps from time to time, but I always came back to my craft in one way or another.
What has helped you stay inspired during Lockdown?
It has definitely been a tough time for everyone, on many levels. I had a few occasions where my inspiration and motivation was gone. At one point I asked myself the question “who needs a necklace in a pandemic?” and on many occasions, I created just for myself. I am very grateful for every single sale I make.
To answer the question, I am human, I am not always inspired... but I do not stress about it anymore. I used to throw myself into work for hours, and the result was just not satisfactory because I simply did not have the drive. I learnt over time that I have to allow myself time and creativity will come. I feel like the more rested I am, the more creative ideas emerge.
What was your biggest learning curve in 2020? And what are your hopes for 2021?
I have experimented with a lot of knots and combinations of textures. I have also learned a lot about online marketing and branding, as pretty much everything is online now. I have a few new designs to launch this year!
If you could choose any independent business, who would you love to collaborate with?
Ummm, this is a very good question! I love Madalina Andronic’s illustrations (@madalina_andronic). They are just simply from another world.
What advice would you give to fellow small businesses that you wish you knew when you were starting out yourself?
Just give yourself time and be patient. Experiment as much as you can, and think outside the box. I am not a patient person, so it was very difficult for me to trust the process at the beginning. Then, I limited myself a lot. I was only focusing on knots and just one type of rope. Then I started to experiment with metallic objects, various types of ropes and beads. One of my bestsellers is a design that came out of an experiment.
You have a great eye for colour and texture, what is the inspiration behind your choices?
I take my inspiration from everything - nature, art forms, and so on. I find myself thinking for hours at how can I improve a design or a knot. I studied Fashion, so I take a great amount of inspiration from it. I love Haute Couture, and that is a craft in its purest form! My favourite designers of all time are Elsa Schiaparelli, Azzedine Alaia and Christian Dior.
Where does your love for simplicity in design come from?
I am an advocate of the words “less is more”. And I always believed that simplicity will stand out more. I feel that simplicity makes people beautiful, and I create objects for people to wear.
Thank you for your time and your honesty A