Eve Campbell | USA

Through Growing Global Networks, textile artist Eve Campbell was supported in developing ‘Evergreen’, a new work printed in Argyll made especially for Worcester Center for Crafts, USA. ‘Evergreen captures the patterns, shapes, and colours of the Eastern White Pine (Pinus Strobus) and the Scots Pine (Pinus Sylverstris) in Argyll using Eve’s unique technique of paper stencilling and screen printing.

‘Projects like this encourage you to work in certain ways, and sometimes outside your comfort zone, as a result, you learn and grow. During GGN I learned about a new place and the printing process. I have never done a project that takes visual inspiration from anywhere outside Scotland or where I didn’t have the visual inspiration physically in front of me. This was initially a challenge, as the information I was finding that brought the two regions of Scotland and the USA together tended to be social and did not resonate with me. I usually take inspiration from nature, and while this can lead to other ideas, it was hard for me not to take nature as a starting point. After finding it a real challenge to visualise the wall hanging before printing, I decided to find a nature-related connection between the two regions. Working within my comfort zone and expertise while bringing in new information. This is when I thoroughly enjoyed researching Massachusetts's natural landscape and pine's significance in both regions.

As this hanging was a one-off, I didn’t need to have strong connections to previous hangings. I used this opportunity to experiment with my process, using different stencilling processes and colour layering, and learn new ways of working that I will take forward. 

I also learnt about the significance of documenting and social media. Often, I find this a chore, and my feelings about social media can be conflicting. However, this project has highlighted the significance of sharing the story and using international platforms to grow your market. I also took the time to record video throughout the whole process. This is something I rarely do, and while challenging, it has shown its value in connecting with people.

The project has taught me the importance of connecting with new people. I often feel I am repeatedly promoting my work with the same people in Scotland and that can slow down growth. Reaching out and connecting with an organisation elsewhere has pulled in audiences from elsewhere, and also, making a piece that actually connects with Massachusetts will make my work more relatable to them. 

I had a small relationship with Worcester Craft Center previously. They stocked small pieces in their shop; however, throughout this project, my relationship has grown, and it has shown me the importance of leveraging these small connections with people. It is only through pushing these connections you realise that you can both benefit. I benefit because I can have a physical showcase of my work, and it is in a place where it will be seen by many who are likely to appreciate it and become either customers or the beginnings of new relationships. It also appears I already have customers who have only experienced my work digitally and they are now going to be able to experience them physically.

As a result of this project, my market has grown significantly in ways I had not anticipated. I created a handful of Instagram posts to promote this project. It takes projects like this to spur new ways of working and unique pieces, and this had a reaction from my social media followers, resulting in an Instagram reel about the making process of the wallhanging to be seen by 220K people with 200 comments from people all over the world and has taken my Instagram follower count from approximately 5,000 to 10,000! The project encouraged documenting and recording; as a result, I had content to share. These posts tagged Worcester, who shared and interacted with my posts. As a result, I have sold three wallhangings to the US in the last two weeks, and orders are still coming in, which is a massive and significant increase in US sales for me. As a result of the post, I have also had a small group of new followers from Norway, Italy, Argentina, and Ireland interested in workshops. They are all willing to come to Scotland, especially for a workshop, and I have created a group with them to see if we can arrange a date. I have now had five followers from Massachusetts reach out to tell me they are going to The Craft Centre to see the hangings. 

I have shipped to the US four times now in the last couple of weeks. Each time I ship, it brings new nerves regarding customs/duty tax, packaging and reaching its final destination; however, just with the regularity of shipping these packages, I believe there is an element of confidence required for international shipping and can in a way, see how I am beginning to grow in this area. Hopefully, there will be many more, and the more I do, the more systems I have in place to do so regarding insurance, value, HS codes, commercial invoices, etc.

This project has already begun to grow my international market, and it is important that I follow through and use this opportunity for growth. Many benefits come from working internationally, such as creating stability through variety. Not relying entirely on one market. Growth of market. The project has encouraged me to seek out other potential international working opportunities. I have some more North American connections. I am looking at other opportunities to get physical pieces into public places outwith Scotland, and I will look into these connections to seek any potential opportunities for this. 

I will also make a plan for Social Media growth. Social media is a significant way to connect with those internationally; however, it is important that I do it in a way that will translate to sales. As mentioned above, I have also created a group with international followers who would like workshops, and I intend to arrange a workshop for them.’

Eve Campbell