Art + Audience, Ep. 41: From Coding Software to Designing Fabric – The Career Pivot That Worked for Mel Armstrong

Host: Stacie Bloomfield
Guest: Mel Armstrong (Surface Pattern Designer, Children's Book Illustrator, Community Builder)
Release Date: March 17, 2026

Episode Overview

In this episode, Stacie Bloomfield interviews Mel Armstrong, a New Zealand-based surface pattern designer, children's book illustrator, and community builder for creatives. The episode explores Mel's unconventional career path from software engineering to the creative arts, the evolution of her artistic business, her experience in children's publishing, and her dedication to fostering an online creative community. Mel also opens up about the challenges, lessons learned, and the importance of perseverance.

Key Discussion Points & Insights

Mel’s Career Pivot: From Software Engineering to Surface Design

[02:32 - 04:23]

Mel began her career as a software engineer working with major clients in Sydney.
A pivotal moment occurred during her pregnancy when she wanted to design fabric for baby clothes but couldn't find suitable options. This curiosity led her into fabric design via Spoonflower and Photoshop.
The transition was gradual, spanning four to five years, allowing her to maintain her IT income while building her creative business.
Quote:

"I slowly let go of the software stuff and just built up the other side... Over about four or five years, I'd gotten rid of all the IT stuff and was doing just purely surface pattern design and illustration." – Mel [03:30]

Balancing Creativity, Family, and Building a Business

[05:08 - 06:16]

Juggling work, kids, and building her creative career required persistence and dedication.
For several years, Mel earned little from her art but persisted with belief in future opportunities.
Quote:

"There was a number of years I didn't earn a lot of money from this, but I was persistent... just knew that if I kept going that, you know, good things would happen." – Mel [05:27]

Serendipity and Success in Children's Book Illustration

[06:47 - 08:29]

Mel’s entry into children's books was unexpected: a publisher discovered her fabric design on Spoonflower and reached out.
With support from her then-agent and a great book designer, she illustrated her first book, which won a Rubery Award for children's literature.
She’s now illustrated 16–17 books, averaging one or two per year, fitting them between other work.
Quote:

"I was lucky that the publisher had an amazing book designer that worked with me and helped me through the process. And we ended up creating this beautiful little book that went on to win a Rubery award..." – Mel [07:28]

The Realities of Making a Living as a Children’s Book Illustrator

[10:07 - 12:58]

To make a full-time living solely from children’s books would require at least six projects per year, likely more, due to variability in publisher pay and royalties.
Royalty structures matter; advances must be “earned out” before additional royalty income flows in.
In Australia and New Zealand, public library lending generates additional royalties—an important, lesser-known avenue for illustrators and authors.
Quote:

"You have public lending as well. So the books that go into the libraries, you get royalties for that... You also have the copyright agency. So if your books are turned into audiobooks, you also get royalties from that." – Mel [12:06]

Advice for Aspiring Children’s Book Illustrators

[13:47 - 14:18]

Mel would invest more time upfront in learning the craft and building a tailored portfolio.
She emphasizes continuous improvement and lifelong learning, even after 16+ books.
Quote:

"I still think I'm still learning, so, you know, I'm not kind of where I want to be... So I just keep learning and trying to get better." – Mel [14:12]

Building an Empowering Creative Community

[15:01 - 17:15]

Teaching started “by accident” via Skillshare; success and positive feedback inspired Mel to build a private online community for surface pattern designers.
Now hosting hundreds of members, it features challenges, live Q&As, and strong peer connection.
Mel attributes its success to her genuine desire to help others and foster growth.
Quote:

"It makes me feel good to help people... I feel really good about helping other people. So that's why I do it and that's why I think it's been so successful." – Mel [16:27]

Leading with Openness, Curiosity, and Compassion

[18:00 - 18:39]

Community leadership has made Mel more compassionate and understanding.
She values the diversity within her community, spanning ages and backgrounds.
Quote:

"I am more compassionate about people and their backgrounds and their stories, and it's really opened up my world." – Mel [18:05]

Mel’s Approach to Opportunity and Decision-Making

[19:03 - 19:41]

Describes herself as enthusiastic, open to trying anything; has ADHD, which means she often juggles many projects but thrives on curiosity and momentum.
Quote:

"When I discover something new and I will jump on it and I will put everything into it and get obsessed by it. So, yeah, I'm definitely not a no person. I'm a, let's give it a go." – Mel [19:28]

Hardest Lessons & "Uh-Oh" Moments

[20:54 - 21:41], [22:34 - 23:16]

Biggest challenge: Lacked business skills early on, resulting in costly mistakes (e.g., a huge tax bill).
Urges creatives to learn about taxes, contracts, and the business side to avoid common pitfalls.
Shares a story about stopping a consulting relationship when her gut told her it was the wrong fit—an important lesson in trusting intuition.
Quote:

"I was not very good at taxes or just running a business. I had no clue, and I did it without learning. I just kind of dived right in. And of course, I made a gazillion mistakes, ended up with a huge tax bill the first year..." – Mel [20:56]
"Within the first couple of meetings...this was a definite stop, that it wasn't working...I just got a really bad feeling that they were taking a whole lot of money from me and it was for the wrong purpose." – Mel [22:34]

The Importance of Support and Relationships

[25:53 - 27:05]

Mel’s family, especially her daughter, are her biggest supporters and cheerleaders.
Some friends may not fully understand what she does, but remain supportive.
Her online community has also fostered meaningful, lasting peer relationships around the world.
Quote:

"My daughter in particular loves the fact that I do this... and she writes books so that I can illustrate them. And...it's so sweet." – Mel [26:21]

Notable Quotes & Memorable Moments

On gradual pivots:

"It just was a gradual thing. It wasn't something that just happened overnight. But I was lucky. I could sort of hold on to the other stuff while, you know, the illustration was building up." – Mel [03:53]
On sticking with it:

"If you're currently in the beginning, keep just baby steps forward." – Stacie [05:53]
On community building:

"I think that's what creates...successful business people...They are always giving back to other people and that's what makes them successful." – Mel [16:10]
On evolving as a leader:

"I am more compassionate about people and their backgrounds and their stories, and it's really opened up my world." – Mel [18:05]
On family support:

"My, my daughter in particular loves the fact that I do this and she tells all her friends that I'm an artist and I make money from my art and she just loves that and she writes books so that I can illustrate them." – Mel [26:21]

Timestamps for Key Segments

[02:32] – Mel’s pivot from software engineering
[05:08] – Managing time, money & creative persistence
[06:47] – Getting discovered via Spoonflower, first children’s book
[10:07] – Financial realities of book illustration careers
[13:47] – Advice for newcomers to children’s illustration
[15:01] – Building community and teaching online
[18:00] – Personal growth as a community leader
[20:54] – Business lessons and practical advice for creatives
[22:34] – Trusting intuition: consulting gone wrong
[25:53] – Role of family and friendships in Mel's journey

Where to Find Mel Armstrong

Website & Links: melarmstrong.com
Courses/Community: Info via her website
YouTube: "Growing organically" with instructional and inspirational content
Social: Linked from main website

Episode Takeaways

Creative careers can blossom from unexpected beginnings—lean into curiosity.
Transitioning gradually allows you to manage risk and build confidence.
Success comes from persistence, continuous learning, and resilience in the face of setbacks.
Creative business requires as much attention to finances and contracts as to art.
Building and nurturing community—online or offline—magnifies your impact and personal growth.
Trust your instincts, and don’t be afraid to say no or stop something that doesn’t feel right.

End of Summary

Art + Audience, Ep. 41: From Coding Software to Designing Fabric – The Career Pivot That Worked for Mel Armstrong

Host: Stacie Bloomfield
Guest: Mel Armstrong (Surface Pattern Designer, Children's Book Illustrator, Community Builder)
Release Date: March 17, 2026

Episode Overview

Key Discussion Points & Insights

Mel’s Career Pivot: From Software Engineering to Surface Design

[02:32 - 04:23]

Mel began her career as a software engineer working with major clients in Sydney.
A pivotal moment occurred during her pregnancy when she wanted to design fabric for baby clothes but couldn't find suitable options. This curiosity led her into fabric design via Spoonflower and Photoshop.
The transition was gradual, spanning four to five years, allowing her to maintain her IT income while building her creative business.
Quote:

"I slowly let go of the software stuff and just built up the other side... Over about four or five years, I'd gotten rid of all the IT stuff and was doing just purely surface pattern design and illustration." – Mel [03:30]

Balancing Creativity, Family, and Building a Business

[05:08 - 06:16]

Juggling work, kids, and building her creative career required persistence and dedication.
For several years, Mel earned little from her art but persisted with belief in future opportunities.
Quote:

"There was a number of years I didn't earn a lot of money from this, but I was persistent... just knew that if I kept going that, you know, good things would happen." – Mel [05:27]

Serendipity and Success in Children's Book Illustration

[06:47 - 08:29]

Mel’s entry into children's books was unexpected: a publisher discovered her fabric design on Spoonflower and reached out.
With support from her then-agent and a great book designer, she illustrated her first book, which won a Rubery Award for children's literature.
She’s now illustrated 16–17 books, averaging one or two per year, fitting them between other work.
Quote:

"I was lucky that the publisher had an amazing book designer that worked with me and helped me through the process. And we ended up creating this beautiful little book that went on to win a Rubery award..." – Mel [07:28]

The Realities of Making a Living as a Children’s Book Illustrator

[10:07 - 12:58]

To make a full-time living solely from children’s books would require at least six projects per year, likely more, due to variability in publisher pay and royalties.
Royalty structures matter; advances must be “earned out” before additional royalty income flows in.
In Australia and New Zealand, public library lending generates additional royalties—an important, lesser-known avenue for illustrators and authors.
Quote:

"You have public lending as well. So the books that go into the libraries, you get royalties for that... You also have the copyright agency. So if your books are turned into audiobooks, you also get royalties from that." – Mel [12:06]

Advice for Aspiring Children’s Book Illustrators

[13:47 - 14:18]

Mel would invest more time upfront in learning the craft and building a tailored portfolio.
She emphasizes continuous improvement and lifelong learning, even after 16+ books.
Quote:

"I still think I'm still learning, so, you know, I'm not kind of where I want to be... So I just keep learning and trying to get better." – Mel [14:12]

Building an Empowering Creative Community

[15:01 - 17:15]

Teaching started “by accident” via Skillshare; success and positive feedback inspired Mel to build a private online community for surface pattern designers.
Now hosting hundreds of members, it features challenges, live Q&As, and strong peer connection.
Mel attributes its success to her genuine desire to help others and foster growth.
Quote:

"It makes me feel good to help people... I feel really good about helping other people. So that's why I do it and that's why I think it's been so successful." – Mel [16:27]

Leading with Openness, Curiosity, and Compassion

[18:00 - 18:39]

Community leadership has made Mel more compassionate and understanding.
She values the diversity within her community, spanning ages and backgrounds.
Quote:

"I am more compassionate about people and their backgrounds and their stories, and it's really opened up my world." – Mel [18:05]

Mel’s Approach to Opportunity and Decision-Making

[19:03 - 19:41]

Describes herself as enthusiastic, open to trying anything; has ADHD, which means she often juggles many projects but thrives on curiosity and momentum.
Quote:

"When I discover something new and I will jump on it and I will put everything into it and get obsessed by it. So, yeah, I'm definitely not a no person. I'm a, let's give it a go." – Mel [19:28]

Hardest Lessons & "Uh-Oh" Moments

[20:54 - 21:41], [22:34 - 23:16]

Biggest challenge: Lacked business skills early on, resulting in costly mistakes (e.g., a huge tax bill).
Urges creatives to learn about taxes, contracts, and the business side to avoid common pitfalls.
Shares a story about stopping a consulting relationship when her gut told her it was the wrong fit—an important lesson in trusting intuition.
Quote:

"I was not very good at taxes or just running a business. I had no clue, and I did it without learning. I just kind of dived right in. And of course, I made a gazillion mistakes, ended up with a huge tax bill the first year..." – Mel [20:56]
"Within the first couple of meetings...this was a definite stop, that it wasn't working...I just got a really bad feeling that they were taking a whole lot of money from me and it was for the wrong purpose." – Mel [22:34]

The Importance of Support and Relationships

[25:53 - 27:05]

Mel’s family, especially her daughter, are her biggest supporters and cheerleaders.
Some friends may not fully understand what she does, but remain supportive.
Her online community has also fostered meaningful, lasting peer relationships around the world.
Quote:

"My daughter in particular loves the fact that I do this... and she writes books so that I can illustrate them. And...it's so sweet." – Mel [26:21]

Notable Quotes & Memorable Moments

On gradual pivots:

"It just was a gradual thing. It wasn't something that just happened overnight. But I was lucky. I could sort of hold on to the other stuff while, you know, the illustration was building up." – Mel [03:53]
On sticking with it:

"If you're currently in the beginning, keep just baby steps forward." – Stacie [05:53]
On community building:

"I think that's what creates...successful business people...They are always giving back to other people and that's what makes them successful." – Mel [16:10]
On evolving as a leader:

"I am more compassionate about people and their backgrounds and their stories, and it's really opened up my world." – Mel [18:05]
On family support:

"My, my daughter in particular loves the fact that I do this and she tells all her friends that I'm an artist and I make money from my art and she just loves that and she writes books so that I can illustrate them." – Mel [26:21]

Timestamps for Key Segments

[02:32] – Mel’s pivot from software engineering
[05:08] – Managing time, money & creative persistence
[06:47] – Getting discovered via Spoonflower, first children’s book
[10:07] – Financial realities of book illustration careers
[13:47] – Advice for newcomers to children’s illustration
[15:01] – Building community and teaching online
[18:00] – Personal growth as a community leader
[20:54] – Business lessons and practical advice for creatives
[22:34] – Trusting intuition: consulting gone wrong
[25:53] – Role of family and friendships in Mel's journey

Where to Find Mel Armstrong

Website & Links: melarmstrong.com
Courses/Community: Info via her website
YouTube: "Growing organically" with instructional and inspirational content
Social: Linked from main website

Episode Takeaways

Creative careers can blossom from unexpected beginnings—lean into curiosity.
Transitioning gradually allows you to manage risk and build confidence.
Success comes from persistence, continuous learning, and resilience in the face of setbacks.
Creative business requires as much attention to finances and contracts as to art.
Building and nurturing community—online or offline—magnifies your impact and personal growth.
Trust your instincts, and don’t be afraid to say no or stop something that doesn’t feel right.

End of Summary

wavePod

Ep. 41: From Coding Software to Designing Fabric: The Career Pivot That Worked for Mel Armstrong

Summary

Art + Audience, Ep. 41: From Coding Software to Designing Fabric – The Career Pivot That Worked for Mel Armstrong

Episode Overview

Key Discussion Points & Insights

Mel’s Career Pivot: From Software Engineering to Surface Design

Balancing Creativity, Family, and Building a Business

Serendipity and Success in Children's Book Illustration

The Realities of Making a Living as a Children’s Book Illustrator

Advice for Aspiring Children’s Book Illustrators

Building an Empowering Creative Community

Leading with Openness, Curiosity, and Compassion

Mel’s Approach to Opportunity and Decision-Making

Hardest Lessons & "Uh-Oh" Moments

The Importance of Support and Relationships

Notable Quotes & Memorable Moments

Timestamps for Key Segments

Where to Find Mel Armstrong

Episode Takeaways

Summary

Art + Audience, Ep. 41: From Coding Software to Designing Fabric – The Career Pivot That Worked for Mel Armstrong

Episode Overview

Key Discussion Points & Insights

Mel’s Career Pivot: From Software Engineering to Surface Design

Balancing Creativity, Family, and Building a Business

Serendipity and Success in Children's Book Illustration

The Realities of Making a Living as a Children’s Book Illustrator

Advice for Aspiring Children’s Book Illustrators

Building an Empowering Creative Community

Leading with Openness, Curiosity, and Compassion

Mel’s Approach to Opportunity and Decision-Making

Hardest Lessons & "Uh-Oh" Moments

The Importance of Support and Relationships

Notable Quotes & Memorable Moments

Timestamps for Key Segments

Where to Find Mel Armstrong

Episode Takeaways