Shop Small is a bi-weekly series highlighting small business owners from diverse backgrounds. This series aims to go deeper than your typical product roundup, diving into the inspirational stories behind some of our favorite brands. By taking a behind-the-scenes look at how their shops came to be and highlighting the products they (and their shoppers!) love, we hope to put a deserving spotlight on these marginalized business owners.
Emma Hall has always been a creator, her first memory being the time she won an art competition at five years old. It was her grandma, an artist herself, who gifted Hall her first camera, a set of clay and copy of Photoshop.
On weekends, her childhood home would smell of paper-maché and clay that she used to make picture frames and other decorations. “My creating as a child was prompted by an impatience to fill my space with beautiful things,” says Hall, now a popular seller on Etsy. “Later, it also became about the satisfaction I felt when the items actually came out beautiful.”
Emma Make Studio offers a collection of abstract prints, as well as fabrics — like aprons, milkmaid scarves and bags — that showcase her unique designs. Drawing inspiration from nature, travel and her African culture, Hall creates eclectic pieces that straddle the line between contemporary and traditional. “Although I like to honor life with beauty, I like walking the line between ugly and beautiful,” Hall says of her work. “I hope my art reaches anyone who likes unconventionally beautiful things.”
How It All Started
Formally a digital designer, Hall began selling prints in 2019 — first as digital downloads to keep expenses low. After selling a print to Buzzfeed’s Freddie Ramson and having her work shared by Brit Marling, writer of The OA, Hall started receiving more requests. “The attention meant I had to learn fast, but luckily it all went well,” she says.
With the help of a printing company, Hall began selling physical and fabric prints shortly after. “As a digital designer, I was prepared to deliver the files in the correct format and knew how to make my patterns repeatable,” Hall says. “One hiccup, though, has been the reality of color and scale translation when printing textile goods.”
Fast forward and Emma Make Studio offers both digital and physical prints (some with frames), as well as wrapping paper, scrunchies, aprons, blankets, bags and more.
“Flower Market” Print
Gingham Apron
“Bauhaus Quilt” Print
“Love You Heart” Screen Print
Silk Milkmaid Headscarf
“Strength and Power” Print
Where She Finds Inspiration
Her African roots. Her childhood home sparked her love and understanding of color. “Growing up, the house was filled with African baskets, vases, wooden sculptures and capulanas — African textiles in Mozambique,” she says.
Nature. “I believe nature has the secret to abstraction,” Hall says. “You can invent forms from your mind, but if you follow the contours of a hill or the crevices of a flower, you can find shapes you’d never have imagined yourself.”
Her city. With a booming art scene, Portugal has become a big source of inspiration. “There is so much local talent in Lisbon,” says Hall, who loves visiting local art shops, exhibitions and markets.
Inspiring artists. Not only does Hall admire the work of impressionist artists from the 1800s and early 1900s, she follows contemporary interpretations by artists like Yinka Ilori and Cassi Namoda.
“Abstract Desert Landscape Giclée Print” combines Hall’s love of abstract design and pastel colors.
Her Advice for Upcoming Artists
- Invest in new ideas, but don’t invest in all of them at once. Make sure your expenses are not constantly overtaking your earnings.
- Lean into what you think looks good, rather than what you think others may like.
- Invest in a quality camera and laptop.
What’s Next for Emma Make Studio?
“More screen printed fabrics and textiles,” Hall responds. Her screen prints are made by pushing ink through a screen — typically one color at a time. “Some artists overlay colors, I tend to use cut-outs so colors don’t mix,” Hall says of her process. Although she has ambition to self-print in the future, Hall currently has her prints professionally made by an atelier in Lisbon, Oficina Loba.
Associate Lifestyle Editor
Alyssa Gautieri (she/her) is the associate lifestyle editor for Good Housekeeping, where she covers all things home and interior design. Prior to joining GH in 2022, she wrote for publications including ELLE Decor, Chairish, BobVila.com, Unique Homes Magazine and LODGING Magazine, in addition to crafting product copy for home brands like BrylaneHome and VIGO Industries.
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