We’re looking forward to introducing you to Heidi Horchler. Check out our conversation below.
Good morning Heidi, it’s such a great way to kick off the day – I think our readers will love hearing your stories, experiences and about how you think about life and work. Let’s jump right in? What is something outside of work that is bringing you joy lately?
Plants! I’m dangerously close to becoming a crazy plant lady. My latest addition is an Alocasia Frydek Variegated – considered “rare,” and finicky, so hopefully I can keep it alive!
Can you briefly introduce yourself and share what makes you or your brand unique?
Hi, I’m Heidi! I’m a watercolor artist currently building my surface design brand, Norden Haus: Simple + Relaxed Home Goods, hand painted designs.
NordenHaus is the hand-lettering and design side of my artistic practice. The vibe is pared down, cozy, and practical – a nod to my Midwestern roots and European family heritage.
My designs always begin with hand sketching, usually pencil on paper. From there I will either reach for my watercolors, calligraphy and ink pens, and sometimes my iPad. I’m greatly influenced by organic shapes found in the natural world, as well as geometric patterns and structure. Be assured that each design is handmade by me, and always with love.
“What is surface design?” you ask. Think of going to your favorite store, and seeing: a notebook with a cute pattern on it; a greeting card with a hand lettered message; a baby onesie with dinosaurs; wrapping paper with balloons and cake; a dress in a gorgeous floral pattern; or “statement” wallpaper that makes your space pop. All those designs and patterns on the products you use every day are an example of surface design, textile design, and repeat patterns (made by artists!).
I’ve recently transitioned from making fine art to creating surface design, and I love it! It’s so fun, it’s like taking images that you paint and making them into a puzzle. My designs are now on anything from coffee mugs, to stickers, T-shirts, tea towels, and wallpaper. You can find them in my links below.
Another reason I like surface design is that it’s a much more accessible way for people to have art in their lives. Buying an original painting on canvas can be costly, and isn’t something you can do every day. But a new coffee mug or phone case with fun mushrooms on it? Super fun! A couple of stickers for your water bottle? T-shirt with a cute bumblebee? easy! I love it when people tag me on Instagram with their latest T-shirt or phone case, it really lifts up my day!
Okay, so here’s a deep one: Who saw you clearly before you could see yourself?
I get so nervous before an interview. Always trying to make sure I have the right outfit, the right things on my resume, worried about being what people want, what they will think of me, trying to play the right part. My husband would see me fussing beforehand, trying to fit into some imaginary mold for people I’d never met, and he would laugh and tell me, “Just be yourself. All anyone has to do is meet you and they’ll love you. And if they don’t, it wasn’t meant to be.”
I still have to remember that when I’m pitching my work. If they like it, they’ll like it. If not, it wasn’t meant to be. It’s difficult because most of the time, you’re pitching your work through email, to someone you’ll most likely never meet. But I try and keep his advice in mind, and to just be myself, let my work speak for itself, and go with the flow. I feel like if people connect with my work, the rest will fall into place.
What have been the defining wounds of your life—and how have you healed them?
I’m trying to heal every day, and honestly the art is the only thing some days that gets me through.
My husband passed away last fall. It’s the most devastating thing that has happened in my life. I haven’t addressed it at all on my public accounts, but it is something that I struggle with every day. We were married for 32 years, have 2 adult sons, and were completely in love. His absence is the most difficult thing I’ve ever had to deal with. On top of that, my dad just passed as well. It’s been a tough year.
My broken heart will never mend but the only thing I can do is to just keep going, keep moving forward. I’ve been pouring my heart and soul into my work and each brushstroke helps me get through another day. If anyone out there is grieving, the best advice I can give you is to find something that brings you peace, and do a little every day.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What’s a belief or project you’re committed to, no matter how long it takes?
Before my husband passed, we were able to take a vacation to Hawaii, and the highlight of the trip was when we went ocean fishing with a friend of his. He was absolutely thrilled to go, and it was the time of our lives, even though we were seasick most of the day! We caught skipjack and wahoo (ono). He just absolutely loved the experience.
When we got back home, I started on a painting for him of Hawaiian sport fish. It was going to be his Christmas present last year. I had several stops and starts, and finally finished the main painting about a month ago. I’m building a collection around it, entitled “Wish You Were Here,” which has a double meaning – the famous postcard saying from popular vacation destinations, but also the fact that I miss him so much, and that I wish he was still here with me.
I have several pieces ready to go for the collection, but every time I work on it, it’s just so difficult. I think when I’m finally able to pull it together, it will resonate with a lot of people – both in positive, uplifting ways, and deeper more meaningful ones as well. Right now I’m choosing to work on a bird-themed calendar because it’s bringing me joy. But at some point I’ll finish that collection for him.
I think it’s important as artists that we take the time we need to process things. Sometimes it means stepping back from the canvas and taking a walk outside to clear your head. Sometimes it means setting a project away for a little while longer.
Okay, we’ve made it essentially to the end. One last question before you go. What is the story you hope people tell about you when you’re gone?
One of my bucket list items is to teach an online course. I’m also a certified art teacher, and I love watching someone realize they just made something they like!
When I’m gone, I hope people say that I helped them find their creative spark. I believe that everyone has a wellspring of creativity within them, but they can be incredibly hard on themselves when it comes to art. I want to be remembered as an encourager whose guidance led people down a path of fun and exploration, helping them discover that joy for themselves.
Beyond that, I also hope that anyone who owns a piece of my art loves seeing it in their home and that it brings them a little bit of joy every day.
Contact Info:
- Website: https://bio.site/heidhorch
- Instagram: https://www.instagram.com/heidhorch/
- Facebook: https://www.facebook.com/heidhorch
- Youtube: https://www.youtube.com/channel/UCTeHzhQviwgY4EcsxqGsJ5g
- Other: https://heidhorch.com/
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