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Shop Small is a monthly series which highlights small business owners. Many small business owners hail from different backgrounds. This series will go beyond a product roundup and explore the inspiring stories behind some of our favorite brands. This series will give you a peek behind the scenes into how these shops were created and highlight the products they (and your shoppers!) love. We hope to shine a spotlight on the people we love. Business owners.
Jemma Morris, an artist based in Virginia, opened Lou Lou Art Studio’s Etsy shop in 2017. The passion of making art that celebrates diverse families drove the 44-year old.
Her shop is filled with gift-giving potential — it offers both original and printable art in a variety of prices (some start at $15), styles and subjects, from abstract watercolor designs and illustrated landscapes to portraits and t-shirts. Jemma can also create custom family portraits. She works directly with customers to get a precise depiction of the group including their height, skin colors, and number. “As an artist of color, representation is everything to me,” says Jemma.
Jemma’s business has grown tremendously over the years, but it was not an easy journey. While there were moments of excitement, there were also times when it was difficult. It was difficult to balance motherhood, entrepreneurship and an office job. But she persevered and has a loyal following that makes her artist dream a reality.
We chatted with Jemma about the studio’s origin story, her inspiration and more.
How did Lou Lou Art Studio become a reality?
After my daughter’s birth, I relaunched this business. While I held various jobs throughout my career, I was an artist by nature. I studied art at Wagner College in New York City. It was something I couldn’t resist. “I feel that art is something I am meant to do.
From where did the company name originate?
“My middle initial is Louise. My aunt Sharon calls me LouLou. It stuck!
Who inspires and motivates you as an artist
“Georgia O’Keeffe is my favorite artist growing-up. She was a woman-artist in a time when there weren’t many. She was my first love, and she was ahead of her time.”
What should your customers feel when they purchase your work?
“I want them feel joy and to be seen. I am biracial. Both my father and mother are African-American. My mother is from England and is white. I didn’t see artists or family members growing up. As a child, I was unable to find hair products. I am six feet tall, so they didn’t make tall pants back then.
Family portraits are a big seller today. People really value the fact that I offer a variety of skin tones.
What was your proudest moment in business?
“In 2020, Etsy Design Awards made me a global finalist, which was amazing to me. Etsy used my work in their national commercials because of this. As I lay down on my bed, my daughter was jumping up to my side, shouting: “Your artwork, your artwork!” I would have missed it if she was not there. It was a very enjoyable moment.”
What’s next for Lou Lou Art Studio
Because of my schedule, I have been just sitting back and watching things happen. But I have a plan to create new art and take the company to the next level. You can’t wait any longer, the more I talk with people. No matter where you are, just do it.
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