AN INTERVIEW WITH CRAFTY GURU AMY BUTLER
Amy Butler has taken her Midwest Modern design approach to the world with great success and was kind enough to talk with me about where she's come from, what she has been doing and where she is going. You'll also get some insight into Amy's “Mid Mod” philosophy, which takes inspiration from the natural world.
Bryan: Can you tell us how the idea of Midwest Modern came about? Was it a label someone else applied to your work or did you spend late nights cooking up the master plan?
Amy: It really started out as a moniker for my sewing pattern business. I wanted a tag line that helped to define the spirit of what I was creating, and back-up the Amy Butler name when we registered everything legally. Glamorous right? But it really worked as an idea! I felt my brand should be confident about being Midwestern and embracing the warm, approachable, and honest character of my Ohio surroundings. Then Modern—for the stylish approach to design, as well as the real "usability" of the projects and prints.
Bryan: Some folks in the design community feel that the Midwest is a sleeping giant, poised to make a huge impact in the world of design. In your opinion, what is it about our region that is creating this new found interest from “outsiders”?
Amy: Even though my husband David and I consider ourselves solid Midwesterners, we are amazed (and fortunate!) to connect with people like ourselves from all over the world. Maybe it’s that Midwesterners value things that are also valued at the core of many other cultures: solid connections with the past…respect for a hard day’s work…and a love of things made or decorated by hand.
Many consider Midwest-style to be honest, approachable and uncomplicated. Gracious and low-key. I think that’s true. Yet with that said, living here we are surrounded by people who are savvy and absolutely wired to the larger world – and they want to make it a better place. It’s an inspiring set of attributes that we’ve seen in few other places across the US.
Bryan: What were some of the challenges you faced in the early days of getting your studio up and running and how did these shape where you are at today with Amy Butler Design?
Amy: The biggest challenge that we had to grow through each step of the way, was becoming more and more comfortable with taking risks and not being afraid to keep moving forward....we soon realized that the positive results far outweigh the risks you need to take to build a satisfying creative career.
It’s been quite a journey! Dave and I founded our Art of the Midwest studio in 1992, launching it when we wanted to move back to Ohio to be with our families. At the time I was a creative director at Hallmark and Dave was an art director at a Kansas City creative agency, and it was a risky move to leave our jobs to come back to Ohio to start the studio.
We decided to live in the country, and at first we each did a lot of different jobs to make ends meet. Dave did freelance graphic work and I picked apples and painted surface designs that I sold through an ex- Hallmark friend. We had one vehicle, and Dave needed to drive it to the city, so the only job I could get within walking distance was at the local orchard! At night I painted and sewed. Over time Dave asked me to do drawings and illustrations for his projects, and we ended up doing a lot of fine art exhibits together and my confidence in illustration grew.
Through the years we built a graphic design and product development business for various brands. Both of us had secured a national illustration representative and I began to do illustration full time. We also began buying and renovating homes and getting heavily into gardening (one of my greatest loves!). That's about the time we began doing work for Country Living magazine, first producing freelance lifestyle stories for them around 1997.
My business in craft also started through working with Country Living. I designed and manufactured two sewing patterns and sold them through the magazine for a couple of years to accompany the "how-to" stories I produced using my fabric collection. At that point I didn't realize that I would turn the patterns into a business. I thought my sewing patterns would be a side project to complement my illustration career.
So after a couple years, the magazine ended their fulfillment service and I was left with a strong demand for my patterns but no way to get them to customers. I asked several quilt shops and fabric stores where they would go to buy similar products and they suggested I exhibit at the International Quilt Market. I followed their advice – and ever since things have fallen into place!
Bryan: Upon looking at your work, it is clear that nature is a major source of inspiration. What is the appeal of organic plant forms and shapes for you?
Amy: You’re absolutely right: nature is my never-ending resource for color and design inspiration. My garden is one of my favorite places to spend time; I'm a plant collector and I love the intricate design in different flowers and foliage as well as the amazing color combinations.
Dave and I love collecting found natural objects during our travels, and we bring them home as mementos – and for the shape, pattern and texture stories they tell. When we travel I also look for colors I don’t usually see at home – I want to be surprised! There are so many fresh ideas every time I tune in to the natural world.
Bryan: When are you going to design some stuff for the guys?! Seriously, what is next for Amy Butler?
Amy: Actually, there are many men who are already some of my best customers! And with the home décor and lifestyle products we continue to introduce, I know there will be more and more of them. Many men enjoy decorating the home, which leads to making upholstery, bedding and dinnerware choices. And because Dave is so closely involved in everything, I know the male sensibility is well represented!
Regarding what’s next – I’m thrilled to report there’s quite a bit! Wrapping paper and tableware are two of my newest product lines, and they’re made in an environmentally sensitive way: from recycled materials and completely recyclable. My new paper craft collection is also more sustainable (it's printed with soy inks on 100% post-consumer waste paper). And there’s my new Vintage Botanica dinnerware collection made by Mikasa (visit www.amybutlerdesign.com or www.mikasaandcompany.com) - it's crafted of porcelain in Portugal. We also recently released my Little Stitches sewing book – it’s lavishly illustrated and has charming and contemporary projects for the nursery as well as baby wear, soft toys and much more. And there’s my beautiful new line of bedding... and more patterns, books and projects in the works.
You can stay updated if you regularly check out our website. I hope you’ll visit soon! pm
::Explore Amy's work at Amy Butler Design
::Check out photos of Amy's cool MCM home
Images copyright Amy & David Butler
Bryan Kelly is a co-founder and contributor to PrairieMod. He lives in a super cool 1970's ranch in West Suburban Chicago. You can email him at bryan@prairiemod.com
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