Who is Indi Arden, Really?

Since starting my brand, I have constantly circles around the same questions: Who is Indi Arden? What is Indi Arden? Why is Indi Arden? Now that I am finally locking in and taking this seriously, these are the questions that I can't keep brushing off.

But before I dive into the brand, let me first introduce myself. My name is India Stilling, though you might know me as Indi Arden - Arden being my middle name. I'm 25 years old, based in the lovely city of Brighton in England. I've always been a creative person, from a young age I have been drawing, experimenting with art and getting my hands messy with paint and pens. Growing up I was certain that I would go into textiles. I took Textiles at GCSE, and then again at A-Levels but the deeper I went I realised that fashion design wasn't for me. It's a very intense industry and I wasn't sure I could handle the pressure, plus it is a very saturated space.

That led me to explore other creative paths. I also studied Photography at A-Level and fell in love with it. That passion led me to an Art Foundation course and eventually to studying Fashion Communication at Brighton University. I adored photography, but I couldn't quite picture (no pun intended) how I'd make a living from it. Meanwhile during my degree, I found myself going back to pen and paper just creating little drawings that I shared on Instagram for fun.

It was during my second year of uni whilst I was working at a little cafe job that everything changed. Some of the amazing and lovely people that I worked with encouraged me to sell my work. Their belief in me gave me the courage to take the leap, so in September 2022 I launched Indi Arden. And I haven't looked back since.

As I focused my final degree project on illustration, I truly rediscovered my love for the simple pen and paper. Fashion was officially off the table. I realised that illustration was my true calling, and since graduating a year ago I have poured all of my energy into growing my small business. I now manage that little cafe where the idea for my business blossomed, because Brighton isn't exactly cheap. But I am dreaming of the day when Indi Arden is thriving enough for me to do it full time!

What is Indi Arden?

Sure, I sell fun, prints and pins - but I want this business to be more than just cute products. I want Indi Arden to be a place that inspired creativity and reminds you to take some time for yourself. I hoping to expand into notebooks and journals, which will be the perfect home for your stickers and sketches. I want to encourage creativity and show people how powerful it is to carve out a little time in your daily or weekly routine to just create! Not for social media or anyone else, just for you.

I feel most at peace when I am creating whether that's being lost in my sketchbook or working on my travel sketchbook. It's where I find my calm, my centre, and I know that I am not alone in that. There's something special about being playful with your creativity, letting your mind wander without pressure or expectation.

So, who is Indi Arden for?

We're for the people who may live chaotic lives but want to carve out time to just have fun and create. For the stationary lovers, the junk journalers, the ones who see magic in washi tape and colour swatches. We're for anyone who wants to live their best colourful self without all the rules, pressure or perfection.

I'm so excited to share this journey with you, this is just the beginning!