Doodling through the journey of Khushboo Lalwani, an Illustrator, and Jewellery designer as she shares her experiences and her take on the industry, talking about how she turned her passion into a brand.
1. When did you decide this is what you want to do, and how did your journey start?
Growing up, I was always inclined towards art and design. Kaybeedoodledo started off as a passion project in July 2015, where I made illustrations that were representational of people close to me and everything they cherished. Suddenly in 2017, it picked up with personal gifting orders coming in. And now, we even have brands approaching us for their creative content requirements.
2. How did you build yourself as a brand? Is it about contacts in the industry, talent, savings, persistence or just pure luck? Feel free to elaborate.
I think it’s a perfect concoction of all these elements- a delicious mix that has brought it so far. What worked best for Kaybeedoodledo is sticking to what we cherish and what drives us- customisation and making it a unique experience for the recipient and just sincerely putting in your heart and soul in every piece that is created. Word of Mouth really helped spread the word and of course, we got lucky with known brands like The Dhoom Dhaam Weddings by Tanya Ghavri, approaching us for their content needs.
3. What challenges do you face sustaining as a freelancer in today’s highly competitive industry?
Since every illustration has a unique story to tell, we need to start from scratch and always aim to make it different from the previous works. It becomes challenging since it is hand-drawn before digitally editing and adding colour to it. So, there is obviously a restriction on the number of orders that can be taken at a time. Also, since the brand is still in the nascent stage and primarily running on Instagram, it faces visibility issues from time to time. It is difficult to make it past all the excessive visual information that is generated on the platform.
4. “Collaborations” seems to be the new term in the freelance industry, what according to you are the pros and cons of collaborating and how should one go about it?
Personally, I think collaborations are absolutely fantastic because we describe Kaybeedoodledo as a brand where “worlds collide”. It’s not just effective for a homegrown brand like ours, but even for brands that are well-established. There’s always a fresh, new perspective that can be discovered along with learning many other things. Collaborations are the result of networking and vice versa and it’s a great cycle to generate new content and come up with some really creative ideas. The downside is that there is a possibility of conflict in terms of aesthetics. As artists and designers, there are certain aesthetics and Do’s & Dont’s that we follow, which can be limiting when we have to fulfill the other entity’s creative requirements. The best way to go about it is to firstly, evaluate if the collaboration works well for both parties, ensuring that it’s a win-win situation. If the aesthetics and requirements don’t match, the outcome won’t be as effective. It is best to be transparent about your process and what you can deliver, in order to make it a pleasant experience.
5. Can you share with us an experience from the industry that changed your perspective of it?
We have a wonderful ongoing collaboration with a wedding blog called The Bridal Affair India, where we create comics and doodles of all things wedding for their Instagram page. It has been such a learning, whether it’s knowing what works well and what doesn’t as content or even knowing if we are good enough to cater to a page with 300k followers. What we have realized is that if you stick to what you love and work with the same heart and soul, it doesn’t matter how small you are as a brand. Opportunities and appreciation will come your way and we are grateful for being given that opportunity.
6. What advice would you like to give to the upcoming talents?
Give yourself a chance and others will follow. Work on your passions as much as you can because you never know where they take you. Stay true to yourself and what you believe in and that will help you make your brand unique. Don’t be afraid to network and reach out to people, you might just be what they’ve been looking for. And truly relish your entire journey-the good stuff and the learnings.