From redundancy to 100,000 sales, Laura Lonsdale’s thortful journey is anything but ordinary. Back in 2019, Laura was made redundant. And after having gone through multiple rounds of IVF, she started selling on thortful whilst pregnant. Fast-forward to today: she’s celebrating a huge sales milestone, has just welcomed baby number two, and loving her hybrid work and maternity leave (again!).
We caught up with Laura to talk about resilience, creativity, and the power of cards that speak from the heart.
How did your style evolve into the bold, fun, and often cheeky voice your cards are now known for?
As a self taught artist, my style has evolved over time. It really is just a reflection of my own personality and personal taste! I design things I’d like to buy for my own friends and family, in the hope that someone else will like them too!
Can you remember the first card you ever sold and how that moment felt?
The very first card I sold on thortful was an IVF support card, and I remember feeling really emotional that someone wanted to buy one of my cards for something so personal and emotional.
Where do you usually find inspiration for your designs or phrases?
I can find inspiration from anywhere and everywhere! Something a friend says, a sign in a restaurant, or something funny my husband says! Sometimes I think I’ve run out of ideas and can feel a little creatively burnt out, but it doesn’t usually last long. Designing and creating really is my happy place!
What’s been the most surprising part of running your own creative business?
That it still doesn’t feel like work! I’ve been working for myself for 3 years now, and I really thought that it would feel like more of a chore / job by now but it honestly doesn’t. I just feel so much joy going into my office to start the day and feel so lucky that I get to do this full time!
What does a typical day look like for you, or is there no such thing?
A typical day is usually getting my daughter off to school, coming home, making a brew and heading up to my office to design some new ideas I’ve had over the weekend. I’ll then set aside time to upload new designs, and pack any orders I’ve had to my own website for both singular cards and also wholesale.
I then usually make time to get out for a walk in the afternoon and get my steps in, then it’s time to go and get my daughter from school!
I love that doing this full time allows me flexibility to be a really present parent.
How do you balance the creative side with the business/marketing/admin side?
I usually allow myself two full days of the week for designing and dedicate the rest of the week to business / admin / planning / order packing. While designing is my favourite part of the job, if I did just that my business wouldn’t grow! So I’ve learnt that I need to be quite strict with my time!
Have there been any major lessons you’ve learned from building your brand on Instagram?
Mainly to just do it for fun more than anything else. I’ve always loved being really present on my Instagram, and I think that shows. The moment it feels like a chore or work, I think that’s when it looks a bit try-hard. I genuinely just create content for my own enjoyment, and not to grow followers! I’ve always wanted my page to be a real reflection of me and my personality.
You’ve been open about going through multiple rounds of IVF, what gave you the strength to keep going?
It’s been a really difficult and long journey to get to the point we are at now having completed our family. When I look back I can’t quite believe how much we’ve had to go through to get to this point to be honest.
Being so committed to wanting to complete our family just gave us the strength to keep going. For this last round we’ve recently had, we had to just stop and save as hard as we could and focus on the end goal.
The whole experience has made my relationship with my husband stronger than ever and it’s also made us so grateful for everything we have, I don’t think that will ever fade.
Did your fertility journey influence any of your card designs?
Yes very much so, the first 5 cards I ever uploaded to thortful were all designed to support those going through IVF and infertility. For that reason, they’ll always be really important and special designs to me. They don’t sell in huge volumes, but I love knowing they’re there to buy if someone needs them to support a friend or family member going through a difficult time.
How did you manage the emotional ups and downs of IVF while also running a business?
IVF was a big factor in leaving my full time 9-5 and making my business work. To be honest, without our really tough journey I don’t think I’d even have a business!
Having something to focus on which brings me so much joy was a really wonderful escape from everything going on, so it’s been a happy distraction!
What would you say to someone in the middle of that process and feeling overwhelmed or alone?
I’d say to talk to people close to you, and don’t bottle it all up inside. Also, be kind to yourself and protect yourself from what you need to. I don’t think anyone can contemplate how difficult IVF and infertility is to live through day to day until you’ve experienced it. Those closest to you will want to help and support you so it’s important to share with them if you feel like you can.
How has becoming a mum and recently welcoming your second baby changed your approach to work and creativity?
If anything I’d say it’s made me more driven to succeed and keep going! I want to set a good example to my babies, and also be able to keep on doing this forever if I can! Now that IVF is behind us, I feel like I’m going to have even more headspace to grow my business and I’m excited to do that (when I’m a little less sleep deprived lol!)
How do you juggle life with a newborn and running a business again?
I’m currently sitting with a baby over my shoulder whilst I type with one hand haha, so at the moment, with difficulty!
I think it’s going to be something that will become clearer over the next few months. However, I did start my business on maternity leave with my daughter, so I know it’s possible and that I can do it again!
What are you most proud of in your journey so far?
I’m definitely most proud that I was able to leave my 9-5 and work full time on my business. It’s been such a huge life change for the better, and something I’m grateful for every single day. On days when sales might be lower, or I’m stressed, I try and remind myself of how far I’ve come and I am immensely proud!
Finally, what’s one card you’ve made that holds a particularly special meaning for you and why?
My original IVF support card, it was designed at a really difficult time in my life and the beginning of this whole journey. It holds a really special place in my heart, and I always feel emotional seeing it sell.
Thanks for sharing your time, Laura – you’re truly an inspiration!
Could you be the next creator in our spotlight? If you’ve reached a recent personal milestone, made your first sale or your 1000th, drop us an email at [email protected]
