Meet Allison Costlow

We caught up with the brilliant and insightful Allison Costlow a few weeks ago and have shared our conversation below.

Allison, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.

I never thought I would have a career as a professional artist. I’ve always had a deep love and appreciation for the arts which was something instilled in me early on by both my parents and grandparents . However, I always felt like there was this mystique about artists where they were born with some magical natural talent or certain eye for creating. I never felt like I had that innate natural talent and so turned my attention towards art history.

I attended Skidmore College, majoring in Art History and when I graduated I worked at the Art Institute of Chicago for two years in development doing corporate, foundational and government giving. However, I quickly realized I wanted to work more directly with the artwork itself. Thinking I wanted to be a specialist in an auction house or a museum curator, I went back to school and earned my MA in the History of Decorative Arts and Design from the Cooper-Hewitt National Design Museum and Parsons and worked in auction houses after graduating.

I ended up taking a calligraphy class completely just for fun at the 92nd Street Y in New York. It was a basic introduction to calligraphy course but I fell completely in love with calligraphy. Unlike other art forms, calligraphy is extremely mathematical. Everything is written at a certain height, ratio, slant and shape. There are exact rules and guidelines to follow when it comes to calligraphy. It shattered the illusion I had that you needed to be born with natural talent to create beautiful things. I loved that when I studied and followed the rules of calligraphy I could create something gorgeous that quickly improved the more I practiced.

One of the benefits of Covid was that so many teachers who had only taught in person before began teaching classes online. I began taking more and more classes online not just in calligraphy, but painting, illustration, gold leaf, engraving, leather foiling and more. Suddenly, I realized that you didn’t need some grand magical natural talent to be an artist. You just needed to work hard, practice and find great teachers and books to show your the rules for making beautiful artwork. Once you know the rules for creating artwork, you can find ways to break them and make beautiful projects that are uniquely your own.

Like a lot of calligraphers, I started out largely making place cards and addressing envelopes mostly for weddings. This little side project or hobby suddenly became an actual business where I could make money, create beautiful things I was proud of while still having a lot of flexibility for my family and young kids. I then started doing live onsite calligraphy, engraving and painting largely for brand activations, corporate projects, and luxury events. Live event work is my true specialty and now make up about 90% of my business and I love nothing more than personalizing a product for someone right before their eyes. It transforms an ordinary gift or purchase into a timeless keepsake or memory and I love being a part of that.

I often compare learning to calligraphy to learning languages. Once you learn one script, or one medium, it becomes easier to learn another and then another after that. I often consider myself a live artist jack of all trades. There’s no surface or product that I won’t find a way to personalize with a name or illustration.

While my art history background may not have led me down the path of a museum curator as I initially envisioned, its influence is evident in my work as a live event artist. The ability to discern and match a client’s aesthetic combined with a strong foundation in client service has become invaluable in creating memorable experiences for clients.

As I continue to navigate the intricate world of artistry, I find solace in the belief that true artistry lies not in elusive talent but in the dedication to craft and the ability to create timeless beauty for others to cherish.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

As mentioned, my business is largely focused on live event personalization including calligraphy, engraving, painting, illustration, leather foiling and more. I love the challenge of working with different products and materials. Whether it’s a glass fragrance bottle, a leather bag, or a lacquer tray I’m going to find a way to personalize it. Live event work is more than just the actual personalization service itself. When a brand contacts me I always ask for the product, event timing, guest count and requested personalization service. You need to know how much time you will have to customize each item so you can create a design that can be done in that amount of time. I often tell clients that working live most people don’t want to wait longer than they would happily wait for a cup of coffee at Starbucks. We live in an Amazon culture, where people want things yesterday so you need to be able to create something beautiful but within the required time constraints.

I also love the challenge of working within a brand or event’s aesthetic guidelines. I work in a wide variety of lettering and painting styles and love finding the exact right one to match the event or brand’s needs. For example, in December I had events painting flowers for both Sol de Janeiro and Armani. For Armani, I had 10 to 15 minutes per fragrance bottle allowing for much more detail. I also worked in classic muted colors and a painting style to match the flowers used in their fabrics. Conversely, for Sol de Janeiro’s I usually had less than 5 minutes per product. Therefore, I used a much looser painting style and used bright colors with a tropical vibe to match their brand guidelines. Both events involved painting flowers but the timing and style of each was completely different to match the brand’s aesthetics and needs for the event for it to be successful.

I also love the challenge of working high-volume events especially when I get to work with other artists. I’ve been fortunate to build a community of fellow calligraphers and artists, and when it comes to planning a multi-artist event, extreme organization is key to keep everything running smoothly. I’ve honed my expertise in this area, ensuring that different artists work together seamlessly in a cohesive style.

I largely work in the New York City area but have recently started doing more travel. For example, last month I worked at a private event in Miami leading a team of artists painting and hand lettering products for four full days. It was extremely challenging but so rewarding too. Not only did I have to figure out how to quickly personalize and paint a tricky product outside in the Miami heat but I had to organize other artists to be able to successfully do the same in a cohesive style.

I’m most proud of the clients who repeatedly hire me for different. Their trust in me to bring their event and brand vision to life means so much. For example, this month I have three events with Diptyque at Nordstrom and Bloomingdale’s 59th street in NYC to celebrate their new Orphéon scent.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

I think that there are three main things that have made my business successful. They are developing a robust skillset, strong customer service skills, and to always be working on learning, growing and adapting.

First, to consider yourself a professional at anything you need to have a strong foundation. There’s no avoiding the hard work that comes with learning and developing your craft. People can tell the difference between good and bad calligraphy right off the bat. That being said, you also can’t wait for perfection. My work is better now than it was a year ago, and a year from now it will be even better. Your work needs to be crisp and professional but if you’re waiting for perfect you’ll never get started. For live event work in particularly, its often said that your worst work in studio will be your best work live on site. I’ve found this to be often true so you better make sure even your worst work is pretty dang good.

Secondly, emphasizing strong customer service skills has been crucial in building lasting relationships with my clients. Understanding their unique preferences, anticipating their needs, and providing a seamless experience have fostered trust and loyalty, setting a strong foundation for my business. Calligraphy is a luxury service and the experience should feel that way for your clients from start to finish.

Lastly, the commitment to continuous learning, growth, and adaptation has been pivotal. I’m always learning and trying new things. I’m continually taking classes and learn something new with each event or project I take on that I carry forward to the next one.

My best advice for people early in their journey is to always be practicing, learning, and make the most of every opportunity you have. You’re never going to know everything or feel like you are 100% ready. I never take jobs if I feel I’m wholly unqualified for them. It’s always better to pass on a job to someone else than to do something you’re not ready for. However, if I think I can do something and have a little time to practice I go ahead and say yes even if it’s slightly outside my comfort zone.

I also make the most of every project I have trying to do my absolute best both artistically and from a customer service standpoint. In my experience, one job often leads to another, and word-of-mouth referrals and repeat clients continue to be my primary sources of new opportunities. While you may not have control over external factors, you can certainly control the quality of your work and the experiences you deliver. By consistently delivering exceptional results, you increase the likelihood of being rehired and recommended to others.

What is the number one obstacle or challenge you are currently facing and what are you doing to try to resolve or overcome this challenge?

The biggest obstacle I am always facing is time management. I have so many projects I want to do and things I want to practice or learn. I also want a healthy work life balance and to make time for my husband and two elementary school age kids. While owning my own business provides me with the flexibility to manage my schedule independently, it also means that I am responsible for handling every aspect of the business. This autonomy can sometimes lead to a feeling of being constantly immersed in work, especially when catering to high-end clients who expect prompt responses.

Another challenge I encounter is the temptation to overbook myself. However, I have learned through experience that there is a limit to the number of projects or events I can successfully manage in a given week. It can be difficult to decline opportunities or forego potential income, but I have realized that prioritizing my well-being and maintaining the quality of my work is essential in preventing burnout and ensuring a healthy work-life balance.

I’ve also used pricing as a way to help with my time management. By setting a minimum project threshold and adjusting my rates to reflect my growing skills and experience, I aim to not only optimize my time management but also attract clients who appreciate the value I bring to their projects.

Contact Info:

• Website: https://www.thepoppypen.com
• Instagram: https://www.instagram.com/thepoppypen/

Image Credits

Jennifer Nichole Photography