This month we introduce our newest collaboration – Yogamatters x Emma Alviti Collection. Designs inspired by the joyful moments in life, Emma Alviti brings her cheerful prints to the world of yoga.
Merging modern hand painted artwork and yoga, these premium yoga props double as luxurious homewares fitting seamlessly into your home décor. The whole collection is made in the UK reducing the carbon footprint and supporting British industry.
Tell us about your journey to where you are now? How did you begin working with textiles and design?
I’ve always been obsessed with anything creative and I think I inherited my love of textiles from my Mum, who has always sewn and been creative. I followed the path from an early age right through to university and after I graduated I got my first job in industry as a wallpaper designer, designing wallcoverings and murals for hotels. I then moved onto a company where I designed domestic wallpaper for people’s homes. I learned so much at those positions, but I think I was always destined to be self-employed, as most of my family are. I’ve always been fairly risk averse, so it took me a while to take the leap! I went self-employed just before the pandemic so it was a tricky start, but I’m still persevering and I now have a main range of homewares under my own name, Emma Alviti, and a range of ‘Little Em’ prints and cards for children.
You mention your work is inspired by joyful moments in life. We love this mindful approach, tell us a bit about what mindfulness means to you in everyday life?
I’ve never been great at taking things slowly, but over the years I’ve encouraged myself to pause and take in little moments from everyday life – from a gorgeous scene on a trip away, to appreciating the plants in my home or stopping to enjoy the creative process when I’m painting or creating ceramics. I think these joyful and often simple moments are what life is all about.
Your products are all designed and made in Britain. How important is it to you that your work promotes sustainability?
Right from the start I knew I wanted all of my products to be made in the UK, it means I can have a close relationship with the manufacturers, visit the spaces and be assured that there is a good working environment. On top of this, keeping manufacturing close by limits the carbon footprint of the products and supports British manufacturing. Working sustainably is hugely important to me and I try to follow this through to all aspects of my business, from my range of ‘Waste Not’ products made from beautiful fabric offcuts, to my recyclable and compostable packaging. I’ll continue looking for ways to improve the sustainability of my business and it’s a job which will never be complete.
What does a typical day for Emma look like?
No two days ever look the same, which is probably my favourite aspect of running my own business! I normally start the day with a bit of admin and planning, but then I can be doing anything from packing orders, photographing new products, creating new website listings, marketing, organising production of new stock to designing new ranges and the list goes on! I can get a bit carried away though, so I often need to remind myself to get outside and stretch my legs!
What is your favourite design you have created to date?
That’s a tricky one, I feel like it’s always changing! I love how bold and expressive the houseplants design is and love the colourways on the natural linen union, but I always have a bit of a soft spot for the newest designs, so the Wild Garlic design has to be up there too.
What gives you the most joy from the work you do?
I love seeing my designs in people’s homes. It’s the best feeling when someone loves something you’ve created enough to place it in pride of place in their home. I especially enjoy hearing about how a customer has a personal connection or story related to a design, it always means so much!
Do you practice Yoga and Meditation and what does it mean to you to have pieces that you don’t have to hide away in the cupboard?
I’ve loved collaborating on this collection too! I think creating something functional which is also beautiful is the ultimate goal with design and is so important in creating positive environments in our homes. I’ve recently been practising pregnancy Pilates and Yoga and I’m always keen to search out something which will suit my interior schemes when I’m buying something new, so these pieces are perfect!
Tell us a bit about how each piece in the collection is different but how they still tie together?
My designs have always been really varied but they’re primarily linked through the hand painted artwork, which I create myself in my home studio. I work with fluid and expressive brushstrokes, which no matter the subject matter, give a connecting aesthetic throughout the pieces. The natural materials and specific colour palettes I use also tie them together to create lively, yet warm and luxurious pieces.
