We feature decoupage artist and decor maker, Joanna Williams of Repurpose on the blog today. She brings to the makers market a beautiful collection of decoupage decor, utilities and storage boxes. Let’s find out more about her creative venture. Read on…

Tell us a bit about yourself. 

I’m Joanna Williams, a Chennai-based artist and designer. For over 20 years, I  have worked as a graphic designer specialising in logo and publication design. With a background in fine arts, I also paint with watercolours and acrylics.

Why is your art important to you?

Repurpose takes the old, the familiar, the sentimental, and whimsical objects we all possess and breathes new and joy-filled purpose into them. Using a French art technique called ‘decoupage’, I create beautiful pieces for everyday use out of objects that might otherwise have been thrown away. The story behind Repurpose unfolded over the past couple of years. As I studied and practiced decoupage, I began to see how, with care and insight, the ordinary could become extraordinary. Carrying this mindfulness in art into life, caused me to look for ways in which I could help girls from disadvantaged backgrounds. To this end, Repurpose will train young women who have little or no formal education in the art of decoupage to enable them to live sustainable lives. I believe however badly a person has been broken down by society he or she has intrinsic value and worth. This art form is a reminder that there is value, worth and beauty in every human being.

How did you launch your brand and how has it evolved over the years?

I launched Repurpose on 8th August 2017. In barely a year, our products have became so popular that I’ve been busier than I could have anticipated. Fulfilling orders, from 600 thank you gifts for a wedding or a  set of uniquely designed coasters for a customer to gift a valued client, is always rewarding. From the outset, I intended that at least 20 percent of Repurpose’s profits would go to support underprivileged girls. In the past year, we’ve been able to train four girls in the art of decoupage, contribute towards college fees for another girl, support the work of various NGOs that work with women, and pay for a 17-year-old girl’s tailoring course and hostel fees thus empowering her to pursue a job as opposed to being married off young.

What is your personal favorite pick from Repurpose right now? And why?

It’s difficult to choose! Every piece is special, having been designed to  individual specifications. Let me divide my work into three categories: NEW, OLD and DESIGN. Under NEW, my favourite would be a Keepsake box designed to look like a vintage book. Under OLD, is a set of three metal trunks, ancient and battered but of immense sentimental value to the family who owned them. Decoupage gave the trunks a new lease of life and today they adorn the sunroom of an old colonial home in Chennai. As far the DESIGN category, I loved designing two Indian prints to adorn products made for foreign clients who’d specifically asked for “a little piece of India”.

What are you displaying at the exhibition By Hand, From The Heart.

Our decoupage home decor items will include:

Photo frames, Coasters, Fridge magnets, Clothes hangers, Galvanised – watering cans, water jugs, kettles, trays, buckets and tubs. Remote or make-up organisers Desk or dressing table organisers with drawer, Trays and drawers for a desk or dressing table, Pen stands, Cutlery holders, Passport covers, Watch organisers,  Crates to hold magazines, Tea light holders, Inspirational chalk board art, cutting board memo, Book boxes, Trays, Table top chest of drawers, Boards with hooks, Magnets, Earring holder, Vases and Electric Lamps.

Describe a typical working day.

The day starts at 10 am with a time of reflection to help our team focus on the day ahead. Most of the girls that I train are from marginalised backgrounds so soft skills training needs to go hand in hand with learning decoupage. I believe that values such as honesty and a good work ethic will take these girls far. We have had success stories and disappointments with our trainees but I have been enriched by every interaction. Like all true transformation, there is nothing instant about the Art of Decoupage. Between each layer, you need a minimum 24-hour curing period; if the product has to be used in a dishwasher the curing time is 30 days. The treatment of each product is different depending on whether the surface is glass, wood or metal.  Our working day winds up by 3 pm so the girls can get home safely and have enough time to enjoy life with their families. They are paid a regular salary.

Any design story you would like to share. 

I think every product that has been re-purposed has made the world a better place. I also thank my clients who have entrusted me with breathing life into their valued belongings.  I think all of us, especially in India, need to invest in items that are eco-friendly.

Meet the Maker @
By Hand From The Heart Makers Market 24th Edition
Friday – Saturday
24th – 25th August, 2018
10:00 a.m to 8:00 p.m
Crowne Plaza Chennai Adyar Park, (old Adyar Gate Hotel)
132, T.T.K Road, Alwarpet, Chennai – 600018, India.

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