Her illustrations are about life’s everyday moments. But, somehow she weaves them into precious gems in a way only she can. India’s most loved illustrator, Alicia Souza, is a storyteller. Her currency? Charlie Brown, Henry Oats, Oliver and George — her dog, guinea pig, son and husband, respectively. And, with the most adorable thought bubbles, these characters leave us with a smile and remind us to pause and appreciate the best things in life — love, family and (well) coffee.
Alicia's eponymous brand has carved a unique space for itself. If you try picturing the most intricately illustrated planners, calendars, sticker books or even baby swaddles — it’s highly likely to be manufactured by her brand. With collaborations with Penguin, Google, Cadbury, Cornetto, and Tinkle, among others, Alicia is also every bit the hustling entrepreneur. She’s illustrated children’s books including Das Din, Kahani Purani and Susu Pals, and authored Dearest George—which is about her loving relationship with her husband. Expanding happiness further, Alicia’s company also launched ‘Happy Wagon’. Happy Wagon, headed by Saurabh Sharma, brings together artists like Alicia from around the world to curate unique designs for stationery, accessories and everyday home products.
In short, Alicia Souza is a Badass Boss—illustrating her way through life on her own terms. We had the pleasure to interview her and get a peek into her mind and journey. Read on!
On artistic pursuits growing up…
I recall always making things with my hands. I used to do a ton of crafty things and always just drew. I think I drew as much as any other child but just never stopped. The first recollected drawing I did was of a red scooter on wood, with chalk. I was so proud that I woke up my mom to tell her. I don't remember her being too pleased to see a chalk scribble (it definitely looked more scribble than scooter) all over her wooden cupboard.
A ton of books were not as accessible to me growing up but I remember absolutely being in awe of these really busy illustrations in this set of encyclopaedias that we had at home. I went through them so many times but I discovered children's book illustrations when I was in college and had access to a library and fell deeply in love!
On her journey of becoming a successful illustrator…
It took many years till illustration was my full time job..
A quick TL;DR till her graduation: Alicia was born and raised in the Middle East, in Abu Dhabi. She never imagined building a career as an illustrator or an artist; the infamous nine-five is what she had in mind. She was neither inherently artistic nor obsessively passionate about it. But, she recalls her Class XII teacher telling her that she would ruin her life if she did not pick up Arts. With Melbourne calling, Alicia pursued a degree in communications design. It wasn’t a specific moment for her but she soon found herself enjoying the process of illustrating a lot more than designing:
I don't think it was one specific time but many instances over time of just loving things I saw. I do remember feeling overwhelmed with the variety of illustrations in children’s books when I was in university and used to obsess over them. That made me want to be an illustrator desperately. I did my degree in communication design and realised by almost the end of my course that I illustrated nearly every single assignment and solely enjoyed that part of it. I got my first illustration gig during my portfolio review from the local newspaper, ‘The Age’ and I fell in love with the process and made a promise to myself that if I was going to be in the ‘creative’ field, I was going to illustrate. It took many years till illustration was my full time job.
Taking the plunge into an unconventional career certainly wasn’t an easy gamble. Alicia will be the first to rev up a reality check: Getting work rather frequently, being able to pay my bills and have some savings, made a big difference. In her conversation with Sanjay Manaktala on the Birdy Num Num Podcast, Alicia discusses how she would take up any opportunity that would come her way when she just started out, in order to sustain herself financially as a freelance illustrator.
In 2010, she moved to Bangalore to focus on a startup, ‘Chumbak’ that she co-founded. A couple of years into that, the co-founders decided to part ways, and Alicia began her journey of building her own brand. What began as exhibiting her illustrations on products at flea markets turned into her building her own marketplace. In 2014, she launched her first calendar and her brand just compounded ever since..
On the artistic state of mind and process when she illustrates…
OH yes! So there are multiple ways it goes about. One is if it’s a client project, all the research and ideating takes place in silence and once it’s time to render, then I listen to music or podcasts. If it’s just for fun, I still do my ideating or initial part in silence but finish off with music playing or sometimes even shows playing in the background. I love that part because it’s almost like my zen mode.
Music aside, it’s the early morning Sun that keeps Alicia company. She wakes up at 5:15 am, and works in blocks from 6 am to 3.30 pm:“[n]ever touch your bed [once you wake up]” — is her mantra, she reveals during the Birdy Num Num podcast.
But, Alicia also gets creative slumps: [t]he key here is not to dwell on the subject but to change your routine. Get out of your studio, go for a walk, meet new people, explore and without a doubt, there will suddenly be a million things to draw about” — she advises in her blog.
Her advice for freelance professionals trying to build a personal brand…
Be diligent. Realise it takes time sometimes.
While on a similar subject during the Birdy Num Num podcast, Alicia recommends freelance artists’ to push through those parts of their work they don’t like, and strive to do more of what they really do like. Her other cents: being an adult about freelancing and just doing what needs to be done (plug in accounts); working smart and thinking from a client’s perspective: ‘why would someone pay you for this?’ ; and building a style in order to get work done quickly.
She also hails social media: I post every single day. Instagram isn’t something I browse. I consider it as part of my work. When I started freelancing, I came from a time where there were actual physical portfolios. Because I didn’t feel like I had enough for a portfolio, I started on Facebook then switched to Instagram…We are at an age where we want to hear more. There’s space for anyone who is unique in their voice and what they are saying, she says during an interview with browngirlmagazine.
On the most rewarding and challenging part about being an entrepreneur in a creative field…
I think it changes as the journey goes on. At this point, my biggest challenge is time! It’s so stringent that I can’t go over and above with things I want to do. Basically the fact that I’m a mom now makes this double as hard. The most rewarding is definitely nice feedback, love notes, and emails. I cannot be more grateful as I feel like it pushes me to do better. It makes me feel like I’m on the right track.
On the most powerful impact of art on feminism..
I definitely think that the creative industry fuels the movement as it is a form of communication that holds people attention. It’s also very powerful!
We also had a few rapid fire questions up our sleeves for Alicia:
Best piece of art that you’ve bought home is…
my child (as he was like a little mush of clay haha)
An illustrator's work that changed everything for you…
Quentin Blake’s books
The best podcast you've listened to in the past year..
Quitted by Holly Whitaker and Emily McDowell
The best piece of advice you’ve received..
Make your personal life a priority
Your self-care/self-love routine is…
Have breakfast, uninterrupted shower with my favourite music and sleep on time every single day. Basic and essential.
The takeaways you wish your art would leave people with..
A smile.
A badass woman is one who is..
Strong in mind, heart and spirit.
3 badass women in your life..
My mom, sister and sister-in-law.
Her illustrations are about life’s everyday moments. But, somehow she weaves them into precious gems in a way only she can. India’s most loved illustrator, Alicia Souza, is a storyteller. Her currency? Charlie Brown, Henry Oats, Oliver and George — her dog, guinea pig, son and husband, respectively. And, with the most adorable thought bubbles, these characters leave us with a smile and remind us to pause and appreciate the best things in life — love, family and (well) coffee.
Alicia's eponymous brand has carved a unique space for itself. If you try picturing the most intricately illustrated planners, calendars, sticker books or even baby swaddles — it’s highly likely to be manufactured by her brand. With collaborations with Penguin, Google, Cadbury, Cornetto, and Tinkle, among others, Alicia is also every bit the hustling entrepreneur. She’s illustrated children’s books including Das Din, Kahani Purani and Susu Pals, and authored Dearest George—which is about her loving relationship with her husband. Expanding happiness further, Alicia’s company also launched ‘Happy Wagon’. Happy Wagon, headed by Saurabh Sharma, brings together artists like Alicia from around the world to curate unique designs for stationery, accessories and everyday home products.
In short, Alicia Souza is a Badass Boss—illustrating her way through life on her own terms. We had the pleasure to interview her and get a peek into her mind and journey. Read on!
On artistic pursuits growing up…
I recall always making things with my hands. I used to do a ton of crafty things and always just drew. I think I drew as much as any other child but just never stopped. The first recollected drawing I did was of a red scooter on wood, with chalk. I was so proud that I woke up my mom to tell her. I don't remember her being too pleased to see a chalk scribble (it definitely looked more scribble than scooter) all over her wooden cupboard.
A ton of books were not as accessible to me growing up but I remember absolutely being in awe of these really busy illustrations in this set of encyclopaedias that we had at home. I went through them so many times but I discovered children's book illustrations when I was in college and had access to a library and fell deeply in love!
On her journey of becoming a successful illustrator…
It took many years till illustration was my full time job..
A quick TL;DR till her graduation: Alicia was born and raised in the Middle East, in Abu Dhabi. She never imagined building a career as an illustrator or an artist; the infamous nine-five is what she had in mind. She was neither inherently artistic nor obsessively passionate about it. But, she recalls her Class XII teacher telling her that she would ruin her life if she did not pick up Arts. With Melbourne calling, Alicia pursued a degree in communications design. It wasn’t a specific moment for her but she soon found herself enjoying the process of illustrating a lot more than designing:
I don't think it was one specific time but many instances over time of just loving things I saw. I do remember feeling overwhelmed with the variety of illustrations in children’s books when I was in university and used to obsess over them. That made me want to be an illustrator desperately. I did my degree in communication design and realised by almost the end of my course that I illustrated nearly every single assignment and solely enjoyed that part of it. I got my first illustration gig during my portfolio review from the local newspaper, ‘The Age’ and I fell in love with the process and made a promise to myself that if I was going to be in the ‘creative’ field, I was going to illustrate. It took many years till illustration was my full time job.
Taking the plunge into an unconventional career certainly wasn’t an easy gamble. Alicia will be the first to rev up a reality check: Getting work rather frequently, being able to pay my bills and have some savings, made a big difference. In her conversation with Sanjay Manaktala on the Birdy Num Num Podcast, Alicia discusses how she would take up any opportunity that would come her way when she just started out, in order to sustain herself financially as a freelance illustrator.
In 2010, she moved to Bangalore to focus on a startup, ‘Chumbak’ that she co-founded. A couple of years into that, the co-founders decided to part ways, and Alicia began her journey of building her own brand. What began as exhibiting her illustrations on products at flea markets turned into her building her own marketplace. In 2014, she launched her first calendar and her brand just compounded ever since..
On the artistic state of mind and process when she illustrates…
OH yes! So there are multiple ways it goes about. One is if it’s a client project, all the research and ideating takes place in silence and once it’s time to render, then I listen to music or podcasts. If it’s just for fun, I still do my ideating or initial part in silence but finish off with music playing or sometimes even shows playing in the background. I love that part because it’s almost like my zen mode.
Music aside, it’s the early morning Sun that keeps Alicia company. She wakes up at 5:15 am, and works in blocks from 6 am to 3.30 pm:“[n]ever touch your bed [once you wake up]” — is her mantra, she reveals during the Birdy Num Num podcast.
But, Alicia also gets creative slumps: [t]he key here is not to dwell on the subject but to change your routine. Get out of your studio, go for a walk, meet new people, explore and without a doubt, there will suddenly be a million things to draw about” — she advises in her blog.
Her advice for freelance professionals trying to build a personal brand…
Be diligent. Realise it takes time sometimes.
While on a similar subject during the Birdy Num Num podcast, Alicia recommends freelance artists’ to push through those parts of their work they don’t like, and strive to do more of what they really do like. Her other cents: being an adult about freelancing and just doing what needs to be done (plug in accounts); working smart and thinking from a client’s perspective: ‘why would someone pay you for this?’ ; and building a style in order to get work done quickly.
She also hails social media: I post every single day. Instagram isn’t something I browse. I consider it as part of my work. When I started freelancing, I came from a time where there were actual physical portfolios. Because I didn’t feel like I had enough for a portfolio, I started on Facebook then switched to Instagram…We are at an age where we want to hear more. There’s space for anyone who is unique in their voice and what they are saying, she says during an interview with browngirlmagazine.
On the most rewarding and challenging part about being an entrepreneur in a creative field…
I think it changes as the journey goes on. At this point, my biggest challenge is time! It’s so stringent that I can’t go over and above with things I want to do. Basically the fact that I’m a mom now makes this double as hard. The most rewarding is definitely nice feedback, love notes, and emails. I cannot be more grateful as I feel like it pushes me to do better. It makes me feel like I’m on the right track.
On the most powerful impact of art on feminism..
I definitely think that the creative industry fuels the movement as it is a form of communication that holds people attention. It’s also very powerful!
We also had a few rapid fire questions up our sleeves for Alicia:
Best piece of art that you’ve bought home is…
my child (as he was like a little mush of clay haha)
An illustrator's work that changed everything for you…
Quentin Blake’s books
The best podcast you've listened to in the past year..
Quitted by Holly Whitaker and Emily McDowell
The best piece of advice you’ve received..
Make your personal life a priority
Your self-care/self-love routine is…
Have breakfast, uninterrupted shower with my favourite music and sleep on time every single day. Basic and essential.
The takeaways you wish your art would leave people with..
A smile.
A badass woman is one who is..
Strong in mind, heart and spirit.
3 badass women in your life..
My mom, sister and sister-in-law.
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