It’s quite noisy out there...

Especially when it comes to advice on how to sell artwork in the commercial art market. You’re probably overwhelmed and a bit confused, doing what you think you should do, instead of what you really care about.

Wouldn’t you like to think less and create more in a way that represents your taste and style?

What if you could trust your artistic instinct, pair it with self-confidence and start to create stunning artwork you’re proud of?

Hello. I’m Victoria. I help artists and designers develop the skills and confidence to create and sell attention-grabbing artwork.

I inspire and motivate them to trust their judgement and create their best work in their own way.
With over 24 years of experience in the commercial design industry, my artwork has been featured extensively in both the US and UK markets.
But it didn’t start out that way…

My Story

I’ve always been drawn to art.

Before finishing my degree in Fashion Textiles Design, I lived in Kos, London and Copenhagen, making a living doing everything from painting portraits to window dressing to scenery painting.

Three months after graduating, I landed in New York ready to start a career as a professional designer in a womenswear design studio.

Two years after that, I opened my own New York / London design studio with three partners. We built a large team and our clients included Ralph Lauren, DKNY, Calvin Klein and Gap.

Eventually, I moved with my family to Rome. Having children, I needed flexibility and freedom and started designing under my own name.

But being on my own was a challenge in the beginning.

The process of building that first portfolio, setting up an online presence, connecting with clients and, establishing myself within my community was daunting—even though I was far from new to this world.

I set a hefty goal to build twenty collections and there were days when I felt overwhelmed—lacking confidence and direction. I had no-one to bounce ideas off or tell me whether I was doing things right or not.

One of my main doubts was whether I was versatile enough because I realised I was repeating certain colours and themes over and over again.

Then one day, having used the same mint green for the twenty-fifth design, I had an epiphany... maybe it’s okay to choose that colour repeatedly because that’s my taste and it represents me.

I already knew the art market was a huge place with room for lots of styles but I hadn't realised I didn't need to try them all. I needed to do what I wanted to do.

I started trusting my instincts, learning more about who I was and what I liked. Before long, my client list was growing and I was seeing my designs featured on beautiful products in my favourite shops.

And that’s what I teach my students - to value their taste and understand what makes them unique. I encourage them to be themselves, trust their judgement and create their best work… with confidence.

VJ Testimonials

“Victoria is excellent at presenting a ton of practical industry information in a very engaging and accessible way. I feel so much better prepared to create marketable artwork. I’m always so inspired to create many pieces in her courses and they are pieces that represent some of my best work.”

Colleen Harrington

“I have taken many of Victoria’s classes, and I always feel like a better artist after I complete one.”

Laura Friedland

“This was another fantastic course by Victoria. I have learnt so much about creating collections. It's like it's all suddenly become clear :) I've already started making new collections as Victoria's course has left me feeling very inspired.”

Kate Merrit

“You’re an inspiration and a wonderful mentor. I’ll look forward to doing more classes with you in the future.”

Ginger Deverell

“I think the organization and planning I have learned from you has resulted in the biggest change to my way of working.”

Sarah Knight

“I felt immediately attracted by her approach and was interested in her feedback as she is a professional in the industry for many years. I was not disappointed. Her course material and explanations are amazing and really have been eye-opening to me.”

Caroline Kaiser

My students get access to a supportive community of like-minded artists, a mentor offering feedback on their work (that’s me) and an adaptable framework that encourages them to try new things, in their own way.

They love taking my online design courses—many of them have taken them all, sometimes more than once—because they challenge them to push beyond their comfort zones while still being themselves.

After taking my courses, my students come out with renewed confidence and stunning designs that get them noticed.