My job: Stylist stays ahead of the pack

Anna Church has created a role for herself that utilises all of her skills. Photo / Glenn Jeffrey

Describe what you do.

I am a freelance stylist and artist working for a number of New Zealand magazines, homeware brands and advertising campaigns. Interior stylists create a visual arrangement of products to dress magazine pages and also create interior backdrops for advertising campaigns and catalogues. My art sells at selected galleries and I am a joint creative director for Gorgi.co.nz. I have found a niche for myself by using all these complementary skills to create a role which delivers an eye-catching experience for the customer and ultimately sells products.

Your work history?

My background is in graphic design and multimedia. After graduating, I worked for a home textiles company on the North Shore as the in-house graphic designer. This enabled me to have a more tactile approach to the job and got me away from the computer. This is where I developed my love for styling. I found I'd rather be handling product and delivering beautiful imagery before it reached the design stage; so I decided to become a freelance stylist.

How do your approaches to work differ depending on which role you are in?

With my art I have taken what I do for a living a step further and I don't have the restraints or the wishes of a client to adhere to - the idea is totally mine.

A year ago, I was invited to collaborate with Kirstin Bailey, the director and founder of Gorgi.co.nz, a home linen and interiors brand. This role utilises my entire skill set, from designing the packaging, the website, the point of sale through to styling and art directing the advertising campaigns; also collaborating with fellow artists to develop NZ designs and artwork for the Gorgi brand. It's refreshing to work with a small company with great people and a great brand, delivering high-quality NZ-made products.

How do you allocate your time?

There is never enough time. The nature of freelancing means that demand can be fluctuating.

When you are styling, what kind of brief are you given?

A client's brief can range from being incredibly detailed, to looking to me to create and develop a concept for them.

Is being creative something you can turn on and off?

Creativity comes in ebbs and flows. I have lots of ideas and am always working on a few of them. But the really great ideas that make you have a "light bulb" moment are not with me continuously. It is almost like everything needs to be aligned before those ideas can formulate.

Tell us about your art?

My work explores New Zealand culture and history through sculptural assemblage. My sculptures are then photographed and sold as limited edition prints. I use iconic objects such as vintage Crown Lynn ceramics, a Jackie Howe singlet and vintage wallpaper to form iconic images which, once assembled, emerge and create unique artworks with a Kiwiana twist.

Do you have any interesting stories?

My most inspiring job was working alongside Trelise Cooper to create advertising imagery for her interiors collection. We had an amazing photographer (Kevin Emirali) and location and I called upon florists and antique dealers with whom I have established a close working relationship, to produce sets of beauty.

Why is your work important?

Placing an importance on visual imagery can help create a brand, and connect itself to the end consumer. Great design and beautiful imagery can say a thousand words. That's important when so many brands are in competition to be noticed.

What skills do you need for your roles?

I have qualifications in graphic design and multimedia which have given me a great foundation. A background in interior decorating would be useful, but really an eye for detail and balance and photographic knowledge are key.

Most rewarding part of the job?

Every aspect is rewarding, except the accounts side. It is wonderful to be doing something I love.

Worst part?

Tight budgets! Although this can be rewarding, knowing that you have to create something from very little, you draw upon the No 8 wire mentality in these situations!

You're a mum now. How has this changed your approach to work?

Being a mum is number one priority. Our beautiful daughter Molly was born eight weeks ago so there has been a major adjustment of late. I am lucky to be able to work from home and develop ideas and design from my home computer.

Advice to someone wanting similar work?

Work with an experienced stylist or interior designer if you can. It may mean volunteering and spending some time with a photographer to create a portfolio.

Name: Anna Church.
Age: 32.
Role: Interior stylist, co-creative director / designer.
Working hours: Varied.
Employers: Self-employed, creative director, stylist for Gorgi.co.nz, other clients: interior magazines and homeware brands.
Salary: Depends on clients (editorial or advertising); daily rate approx $650.
Qualifications: Diploma in graphic design and multimedia.