Today we’d like to introduce you to Ariel Biggerstaff.
Hi Ariel, thanks for joining us today. We’d love for you to start by introducing yourself.
For as long as I can remember, I have been interested in art, design, and making things, but it wasn’t until I enrolled in a graphic design course at a community college that I considered it a career path. I studied graphic design at the University of Missouri St. Louis, where I developed my passion for typography and simple illustration. After working in several graphic design internships and graduating from college, I was hired at a small local and woman-owned multidisciplinary design agency, where I spent nearly 10 years. During my time there, I was exposed to many new opportunities and experiences – things like project management and building client relationships, all while honing in on my design style. I would also occasionally work on freelance projects, and over time, I began to realize the potential of working and creating things for myself.
The idea of Fond came about in 2020 after I started feeling burnt out with the routine of my career. This led me to start creating and sharing things on Instagram for myself. It originally started as a creative outlet to explore my love of geometric patterns and illustrations. As this idea evolved, I began to notice how well-received my designs were, and that’s when I realized the potential to create and sell prints for others to express themselves and decorate their spaces. When that idea hit me, I decided to dive in and invest in a pigment-based inkjet printer and started experimenting with paper types and how far I could push my color palettes. At the time, I was sharing my work on a personal Instagram account, but with my background in branding, I wanted to create something that had an identity of its own. The name Fond is inspired by my passion for all things design. I had a few designs in mind that I thought would be perfect to start my Etsy shop, so I jumped and created some listings. I was so happy to see such a positive response, especially for my Slow Down print, which continues to be one of my bestsellers.
Since then, this positive momentum has constantly inspired me to expand and explore new ways of sharing my designs. I now offer everything from prints and greeting cards to gift wraps and stickers. In addition to my Etsy website and Instagram, I have built great relationships with local shop owners who carry my paper goods while regularly vending at markets and pop-ups. This year, I took Fond full-time, and I’m so excited to see what the future holds – I hope to do more out-of-town events and continue to offer freelance design services, such as branding, stationary, and more.
In addition to doing Fond Printed Goods, I co-own and operate Haze Candles, a small-batch candle business, alongside my husband, Tyler. We started Haze Candles because we wanted to create candles that we’d love to burn in our home, reflecting our tastes in design and fragrances. It’s been a fun, creative outlet for both of us, and it’s been very cool to see that people love what we do. Our candles can be found in a few local shops around the city.
Let’s dig deeper into the story – has it been an easy path, and if not, what challenges have you overcome?
It has been a challenging road; it’s pretty bumpy! Navigating the business side was a massive struggle for me and still is a great learning experience. 2023 was a year of many accomplishments and a huge personal struggle. I was managing two small businesses while also working full-time. I was stretched too thin, eventually leading to a creative burnout at the end of the year. I also did more freelance and custom projects in 2023 than ever, and navigating each was a learning experience that I’m so glad I could do.
Thanks for sharing that. Please tell us more about your work.
Regarding my design work – I love bold and bright color palettes paired with funky types and illustrations. I’ve always admired mid-century modern art and architecture with its bold colors and simple shapes – so I also try to incorporate many of those elements. This can also be seen in Haze Candles, which uses bright colors to inspire each fragrance. My all-time favorite color palette is shades of red and pink together. There’s something that I love about the way the colors vibrate when paired. Many of my pieces use positive and uplifting messages inspired by everyday life. Lately, I’ve found inspiration in cooking at home – I love experimenting with different pasta recipes, which has sparked a fun idea for an upcoming pasta print collection.
I’m most proud of being able to do what I love on my terms. It was a huge risk leaving the comfort and security of my full-time job, but I’m so happy I’ve made this a reality and that my work resonates with people. What sets me apart from others is that my work is simple yet bold, eye-catching, and relatable. Whether you love plants, food, cocktails, or words of inspiration – I feel I have something to offer everyone.
What does success mean to you?
To me, “success” isn’t defined by work or your job title – I view happiness as success, whether it’s a professional accomplishment or a moment of joy in my personal life.
Contact Info:
- Website: fondprintedgoods.com
- Instagram: https://www.instagram.com/fondprintedgoods/
- Facebook: https://www.facebook.com/fondprintedgoods/
Image Credits
Ashley Frierdich Photography
