Hazelmade | Illustrated Paper and Home Goods

beautiful hand drawn flower illustration

What is your name? Susan Hazel Rich

Where are you from?

What is the name of your business? Hazelmade 

What do you make or sell? Illustrated Home, Gift, and Paper Goods. My tea towels are available at The Humble Crate.

Would you describe your products? Ingredients, types of fabrics, etc. Hazelmade is a collection of illustrated paper and home goods by Susan Hazel Rich. Each design is thoughtfully hand-drawn and carefully paired with the highest quality environmentally friendly papers, durable cotton fabrics, and minimal earth-friendly packaging. I am proud to say my entire line is Midwest / USA Made. I use USA-sourced materials whenever possible. My products are functional pieces of art with bold colors, fresh florals, and a modern twist on vintage themes; they are a beautiful addition to any home.

Do you do this full-time or as a side hustle? Full Time, since 2014

How did you come up with your business name? Hazel is my middle name and a family name

What got you started doing this? As a former logo and brand designer, I have over 15 years of experience in marketing and design. In 2014, I turned these skills toward creating Hazelmade. My motivation for starting this company was simple: to find a place to grow creatively while crafting products that connect us to the ones we love. 

What is your creative process like?

strawberry jam tea towel

Each product I create starts simply with pen, paper, and a hand-drawn sketch for my illustrated paper and goods. I never start my drawing process with a product in mind; I let myself work freely and look beyond the final piece for my inspiration.

I pull my inspiration most often from storytelling, nature, and travel. I spend time drawing from my garden right outside my rear door and in the winter from a cherished collection of vintage botanical books. I love walking tree-lined trails and exploring new cities. I love markets, cooking, and trying new foods. I cherish storytelling through objects passed from generation to generation, shared family recipes, and letter writing. I see all of these pieces swirled together in the artwork and designs I sketch.

thank you hand illustrated paper cards

Working by hand, I revise my sketches and play with composition using layers of tracing paper. This technique allows me to naturally move shapes and features around to form my designs. After sometimes close to 50 hand-drawn sketches I will eventually move to the computer to finalize the design and prepare it for printing. 

Once the design is complete, I research papers, fabrics, and materials, which whenever possible, are sourced within the USA. I test my products with attention to craftsmanship, quality, and durability before they are added to my line. I finish each product with environmentally friendly or minimal packaging. This matches the sustainable papers, fabrics and other materials I use in my process.

cucumber and flower tea towel

Whether experimenting with design, or testing new material, I am constantly making sure my products are beautiful, thoughtful, and meant to last. As you enjoy them for yourself or share them with a loved one, I want to thank you for supporting Hazelmade.

Do you have a website? https://shophazelmade.com

How about Instagram and Facebook? @hazelmade @shopHazelmade

illustrated paper card for mom