From Side Hustle to Studio: 10 Key Lessons from Building a Creative Business in My 20s
As I step into a new decade, I find myself reflecting on the journey that led me from a side hustle, just getting by, to a creative studio filled with purpose and meaning. From trusting the process to embracing the messy middle, my 20s were a rollercoaster of growth, hard lessons, and quiet victories. Here’s what a decade of creating and growing Watercolour Heart has taught me.
Some of my first portrait illustrations that got me excited to pursue an illustration business
Where my business began, the desk next to my bed as a student at University
Let Passion Lead, but Be Willing to Pivot
Starting Watercolour Heart didn’t require a grand business plan or unlimited resources—it began with a few portraits I painted using my late grandmother’s paint set. What began as a side hustle to fund art supplies quickly grew into something I couldn’t ignore. Yet, the journey wasn’t linear. I had to learn digital design and branding to keep things afloat and diversify my income until the demand for illustrations caught up. When it did, I had shifted everything towards wedding stationery design and then 2020 happened and I needed to pivot all over again. I then poured into learning surface pattern design. The lesson? Let your passion lead, but don’t be afraid to expand your skills to support that passion. Sometimes, the detours teach you the most.
2. Trust the Process (Even When It’s Messy)
My 20s taught me that creativity isn’t a single moment of inspiration—it’s an ongoing process. Trusting that process has been one of my hardest but most valuable lessons. Like in Elizabeth Gilbert’s words, I set realistic expectations, knowing that I wouldn’t become an overnight success. This meant taking on jobs that didn’t always look like my dream, so I could continue building my portfolio and growing Watercolour Heart organically. Trust the journey, even if it feels slow or uncertain. Every step adds to the bigger picture.
3. THE HARDEST LESSONS COME WHEN WE LEAST EXPECT THEM
One of the most pivotal lessons in my creative journey came from navigating grief. In 2019, my dad passed away five months before my wedding. During this incredibly difficult time, I was also recording my first online course, Watercolour Made Simple. Losing someone so close while creating something new was a delicate balance between grief and growth. I realised that creativity doesn’t wait for us to have everything perfectly aligned - it exists alongside our heartbreaks, our uncertainties, and our healing.
Grief taught me to find beauty in resilience, to recognise life’s fragility and to find room for heartache and joy to co-exist. I believe creativity is a powerful tool for healing and transformation. My dad's passing gave me a deeper understanding of the stories we carry within us, and that became the soul of Watercolour Heart - a place where art is a celebration of life, of memories, and of connections despite the difficulties we face.
My first little studio, the spare bedroom in our apartment
2019: Preparing to launch my first online course
Making way for my art to become a living
4. Rejection Isn’t the End—It’s a Step Forward
Early in my journey, I sent out my portfolio to over 20 potential clients. One response came back. Just one. Instead of giving up, I chose to pour my energy into that one opportunity, which became the stepping stone to so much more. Rejection is a rite of passage, a nudge to redirect your energy toward the right people and opportunities. In the creative world, rejection isn’t a measure of your worth—it’s feedback and fuel to keep going.
5. Skill Is Earned, Not Given
Talent is wonderful, but skill is what transforms talent into something useful. As an art student, I was never taught the technicalities of running a business, but I was determined to learn everything I needed—how to use Photoshop, Adobe Illustrator, and how to code a website. I realised that skills weren’t something given; they were earned through persistence, trial, and countless tutorials. Anyone can learn the ropes if they’re willing to put in the time and energy.
6. Invest in your Own Growth
Everything I earned along the way, I re-invested. I took business courses, enrolled in creative coaching, and signed up for design software that streamlined my workflow. While there are countless free resources out there, investing in structured, curated learning changed the game for me. Growth isn’t just about talent—it’s about learning the business side, gaining tools, and seeking mentorship. Don’t be afraid to put money into the skills and resources that will elevate you. Having said that, plan and use what you have where you are, I once saved for over a year to do an online course I couldn’t afford and didn’t want to buy on credit.
Wedding Stationery Design before 2020
Wedding Stationery design 2018-2020
Pattern & Artwork for Durbanville Hills 2019 Sparkling Rose launch
7. Boundaries Build Trust and Balance
In the early days, I was so eager to say “yes” to everything at whirlwind turnaround times that I often found myself overextended. But experience has taught me that setting boundaries isn’t about saying “no”—it’s about protecting the “yeses” that matter. Clear boundaries create trust between you and your clients, fostering a relationship built on respect. Today, I work with a balanced schedule that allows me to honour my creativity without sacrificing my well-being.
8. Imposter Syndrome Is a Sign You’re Growing
Launching my first online course was exhilarating but filled with self-doubt. I worried it wouldn’t be valuable enough, that I wasn’t “qualified” enough to teach. What I learned is that imposter syndrome often appears when we’re stepping into something new, and it’s a sign of growth. We don’t need all the answers to make an impact; sometimes, just sharing our journey is enough.
9. Turn Failures into Lessons, Not Labels
In my 20s, I learned that rejection is just part of the process. For every successful project, there were numerous times when things didn’t go as planned. Early in my career, I invested in creating pregnancy milestone cards for a boutique, only for them to turn down the product after delivery. It was crushing, but it taught me to move forward with stronger agreements, clearer expectations, and resilience. Every failure became an opportunity to refine my craft and set stronger boundaries. Mistakes don’t define us; they refine us. Learn, adapt, and move forward with new wisdom.
10. Fulfilment is not the Rejection of Progress
Turning 30 with a toddler, I realise I’m still learning, adapting, and evolving. I used to think I needed to have all the answers, but life has shown me that there’s beauty in not having it all figured out. Running a business means there will be seasons of waiting, questioning, and uncertainty. Rather than getting lost in the pressure to always be “on,” I’ve learned to celebrate every small victory and see each slow season as an opportunity for play and discovery. These moments are the foundation on which bigger successes are built. Remember, fulfilment with where you are doesn’t mean you’re rejecting progress; it’s an acceptance that what you’ve built is beautiful and worth celebrating.
Your 20s are a decade of unfolding, learning, and unlearning. They’re about finding your voice, trusting the process, and growing through every “no” and every “almost.” Building a creative business is a commitment to courage, resilience, and purpose. The journey might be challenging, but it’s also profoundly rewarding. Embrace every moment, every step forward, and know that each experience shapes you into the creative you’re meant to be.
If these lessons resonate with your journey or inspire you to take a step forward in your creative dreams, I’d love to hear from you. What’s one lesson your journey has taught you? Share in the comments below, or reach out—let’s continue to grow and create, together.