There’s a moment many surface pattern designers reach where the work is strong, the style is clear, and the skills are there.

But the question becomes:

What do I actually want to do with this? 

Do you keep designing prints for brands behind the scenes?

Or do you start building something of your own?

And if you do move into products, how do you do it without stepping so far outside your lane that the work stops feeling like you?

That tension comes up for a lot of designers. Especially when your background is in fashion, licensing, or studio work where the focus is delivering prints for someone else’s product.

I had the opportunity to chat  with surface pattern designer Elizabeth Rachel, who has been navigating that exact transition. Her story offers a really honest look at what it can look like to move into a product-based business while keeping your signature style intact.

A Shift In Direction Doesn’t Mean Starting Over

Elizabeth began her career in womenswear print design.

Like many designers working in fashion, she spent years developing a recognizable body of work. Her florals became a signature, and she built experience working both in-house and with studios.

Then her path shifted.

She left her job at the end of 2019 with plans to freelance. Not long after, the pandemic changed the pace of work for many designers.

Instead of rushing to replace what she had been doing before, she started drawing more and sharing more of her work online.

Instagram became a place where her prints were visible in a new way.

That visibility started opening unexpected doors.

People began asking about art prints. Those prints eventually turned into tea towels. And before long, those tea towels were selling quickly.

It wasn’t a dramatic reinvention.

It was simply a new direction that grew from the same creative foundation she had already built.

Your Signature Style Can Travel With You

One of the things I love about Elizabeth’s story is how clearly it shows that your style isn’t limited to one category.

Many designers assume their work belongs in a specific market. For some, it started in womenswear. Others built their careers in quilting or stationery. And for many, the work has always been licensed to brands.

But your handwriting as a designer is bigger than the category you first worked in.

Elizabeth shared that womenswear print design made her known for florals. She designed them constantly.

When she started building her own products, something interesting happened.

She began exploring conversational prints in a way that felt more playful and natural.

The pressure changed.

Instead of designing to meet a client brief, she was designing for herself.

That shift created space to experiment with new motifs and ideas.

But her style didn’t disappear.

The voice of the work stayed the same.

It simply expanded into a different format.

A Product Business Is Still Rooted In Print, But The Work Is Different

Elizabeth now sells products through Etsy, her own website, and through third-party sellers in the UK.

She ships everything herself.

And she’s honest about what that means.

Running a product-based business involves logistics that many designers never see when they’re working behind the scenes for brands.

Inventory. Shipping. Packaging. Customer service. Fulfillment.

Those things become part of your day.

She also shared that much of what she learned came from a mix of her womenswear experience and a lot of self-teaching.

YouTube played a role. Experimentation played a role.

There wasn’t a single course or roadmap guiding every step.

And that’s an important part of the conversation.

You don’t need every piece of the plan mapped out before you start.

But you do need to be willing to learn the operational side of the business as you go.

Because even though the work is still rooted in print design, the day-to-day rhythm is different from studio work or licensing.

Creative Work Changes As Your Life Changes

Elizabeth is still freelancing while running her product shop.

She’s also raising a child. 

She shared that becoming a parent changed how she approaches work entirely.

She took a full year off when her child was born and doesn’t regret it.

Now she works with a different rhythm.

Shorter workdays. Clear boundaries. No weekends.

It’s a reminder that many designers are navigating more than just their creative practice.

Life shifts.

Priorities shift.

And the way you build your creative career shifts with it.

What matters most is finding a cadence that works for the season you’re in.

Wanting More Visibility Is A Natural Next Step

One part of our conversation that stood out was Elizabeth talking about visibility.

She has designed prints for many brands behind the scenes.

But she also shared a desire many designers feel at some point:

She would love to be more visible as an artist.

Not in a performative way.

Simply in a way where her name is attached to the work.

Where brands want to collaborate with her — not just hire her quietly.

That desire doesn’t cancel out the success she already has.

It simply reflects a new direction.

A new version of what she wants next in her creative career.

Your Style Can Grow With You

When I asked Elizabeth what advice she would give to a younger version of herself, she shared something a university tutor once told her:

Your work is never done.

At first, she hated hearing that.

It felt like pressure.

But over time, she began to hold that idea differently.

Not as guilt, but as permission.

Permission to keep evolving.

Space to keep refining.

A reminder that opening your laptop, making a little progress, and letting that be enough for the day still counts.

Whether you’re designing for studios, freelancing, building products, or still figuring out your next step, the path isn’t fixed.

You’re allowed to evolve.

You’re allowed to experiment.

And you’re allowed to carry your signature style with you into whatever you build next.

You can follow along Elizabeth’s journey here.