Coffee Stories: Fall Into London

Eleni Sofroniou is an Illustrator and Designer who runs ‘Fall Into London’. She has a BA in Interior Architecture and Design, takes her coffee black and prefers Netflix to Prime (currently).

You can find her work here, or if you fancy browsing her Etsy page you can do so here.

I personally came across Eleni years ago while scrolling through illustrations on Pinterest. There was something so wonderfully compelling about her work, so I decided to get in touch. Unfortunately the project I had been working on fell through, BUT I simply couldn’t stop going back to her designs.

Any creative service requires the provider to expose a unique part of themselves - whether you are an artist exclusively focused on your own work, or a designer working commercial briefs, or perhaps a writer telling stories that may not always be your own… You are always adding a piece of you in each project and frankly that takes guts, across the board. And I’m always curious to know more about the person behind the creations, and how they got there.

So without further ado…

In three sentences or less, could you summarise what you do?

I create all sorts of illustrations which are used for branding, books, magazines, adverts, wedding stationary, products and I also illustrate live in stores and at events. 

You have mentioned regret around choosing to study Interior Architecture at University instead of Fashion Illustration – at what point (and how) did you fully acknowledge that to yourself and how long after did you start pursuing Illustration instead?

I realised it had way into the course and so I worked as a graphic designer after graduating, which also wasn’t my calling. However all these valleys led me to where I am now, so I have absolutely no regret. I was illustrating in my spare time for fun throughout, and then it became a part time job after I opened an Etsy store selling my artwork as prints.

I then began to receive commissioned projects and my little side gig became a part time job, which gradually evolved into a full time job two years later. 

From a business perspective, what has been the hardest lesson / steepest learning curve in starting up your own company, and how do you balance artistry and business?

I strangely enjoy the business side of things as it keeps things balanced. The steepest curve was learning early on to value my work and to never do it for free (however, I do allocate a set amount of time per year for charity projects and events). 

How did you find your first client and what was that feeling?

My first clients were mostly female entrepreneurs who contacted me via Etsy and once my website went live, I began receiving enquiries from brands. The feeling was total sense of joy - and it’s still the same feeling that I get now! 

How do you balance marketing your services vs creating?

I now block time in my schedule, as it means that I can dedicate a set amount to each aspect of the business. Blocking time helps me to compartmentalise and this both keeps me on track AND productive - rather than feeling totally overwhelmed! 

Accounting… The dreaded A-word and something that can seem quite intimidating when starting out – how do you handle that aspect of running a business?

I used to hire an accountant, but I soon realised that it was super easy to keep my own accounts organised. I keep all invoices and expenses in dated digital folders, so when the tax year rolls around, it just takes a couple of hours to organise and complete. 

What project(s) have stood out the most since you started?

I really love illustrating or designing branding for female entrepreneurs, and I especially enjoy watching their businesses flourish. And working with other women is lovely as I no longer have colleagues - it’s also a nice little cherry on top that a few have now become close friends.  

You have worked with some impressive clients (Aspinal, Clarins, Harrods) – is it more of a challenge (creatively) working with bigger brands that might involve more restrictions due to their existing style and heritage, or do you find the brand guidelines can help streamline the process?

Not really as they’ve already taken a look at my work, and then they provide a brief which usually combines all aspects of what they envision along with the illustrative style. 

What role does social media play for artists and illustrators in terms of self-marketing / portfolio management?

For my business it’s played a major role, as most of the enquiries I receive are from people finding my work on Instagram, either through a hashtag or someone re-sharing a post.

Last year, Dior found me through a hashtag!

I’ve heard some people say that they are embarrassed to use all 30 hashtags, but I totally disagree - I see them as 30 opportunities! 

Top piece of advice for someone hoping to set up their own creative business?

Just make a start, don’t delay as life is too short and it will go by in a flash!

Standing still is the killer of all dreams, so map out your goals and break them down into small projects that you can work on during your spare time. On another note, whilst you’re busy working hard on your dreams and to-do list, try to keep yourself in the present moment, because that’s where the magic is. 

What fuels your creative inspiration?

The joys of life and all the beauty that is around me. 

…And the non-creative one?

There are definitely days when I’m not inspired, so I don’t force it and usually take a few hours off to walk or do yoga. It’s an energy thing, so movement is key to shifting old energy. 

As a born and bred Londoner – a bit of a rarity – what defines ‘London’ to you?

The little winding roads, mews and gems that you find along the way while going for a really long walk and pubs of course! 

Top three must-sees spots?

I love Fitzrovia (The Fitzroy Tavern), Covent Garden (the backend where the tourists rarely venture) and Soho (all of it) most of all. 

And favourite café?

Jacob the Angel in Seven Dials if I’m in central London and my local coffee shop when I’m at home! 

QUICK FIRE

Pets, babies or both: Pets

Book or film that had a notable impact (good or bad)/inspired you: A New Earth by Eckhart Tolle

Politics at the dinner table… Yay or Nay: NO

Twitter or Instagram: Instagram

Podcast everyone has to hear: Oprah and Eckart Tolle, Soul Shine Astrology 

Favourite City Break: Warsaw 

Comfort Food: Chips with ketchup and mayo

Woman Crush: Reese Witherspoon

For more Eleni please do check out her Website, Instagram and Etsy shop.