Wild Perla — Local Undercover

Tell us a little bit about who you are and what you do:

I'm a graphic designer and illustrator with a passion for stationery and paper goods. I started Wild Perla as an outlet for my painting (I use primarily gouache) and my love of Scandinavian folk art. Starting with simple greeting cards, I began printing my design on tea towels, art prints, wall paper and other paper items. Over the years, my style has evolved to include hand lettering, digital illustration, bold colors and modern folk floral art. I've loved navigating the small business world and have found the Twin Cities to be an incredible supportive creative community.

Let us know more about your business name - how did you come up with it?

Wild Perla came about as I was trying to land on a name that signified both completeness as well as a sense of freedom and spontaneity. 'Perla' means pearl in Spanish (my husband's from Costa Rica and the country was our home for many years) and symbolized that sense of entirety and completion. 'Wild' paired nicely with it and I liked how the two words sounded together!

What is your signature style / item? How did it become so?

My signature style is Scandinavian-inspired, colorful folk art. My grandparents are of Swedish descent; my grandmother painted often and created beautiful rosemaling designs and traditional folk art scenes. I've always been inspired by the Nordic folk designs I grew up with, and have used Wild Perla as a way of carrying on the tradition with a more modern flair.

What makes your business unique to the industry?

My products are unique because of the way they embrace folk art design in a colorful, bold way. The strong Scandinavian heritage in Minnesota makes my birth state the perfect place to explore this art form and share it with the community.

What's been your biggest roadblock when it comes to business and how have you been able to overcome?

Running a small business implies you will wear many hats. While I have always loved the idea of being an entrepreneur, I found it frustrating to have to learn how to not only design and print my products, but also manage finances, launch a wholesale catalog, maintain client accounts, determine product costs, and keep a healthy work/life balance despite it all. I have chosen to keep my day job as well, so juggling Wild Perla and a design career keeps me busy - learning when to outsource a task so that it can be done well and save me time has been crucial to keeping me sane.

How has your business had to adapt amidst the Covid-19 Pandemic? What are you doing to navigate the situation?

COVID-19 was an interesting turning point for me as an illustrator; the instability and fear we all felt eventually pushed me to lose some of my inhibitions and self-criticism as a designer. I started creating content that truly made me happy and inspired me. I closed my online shop for a couple of months, and that 'down time' gave me the time and space to paint, draw, and illustrate new pieces - it was very refreshing. I began creating art to share on my Instagram with the sole purpose of trying to brighten people's day during the pandemic. That was the only goal. This change in creative perspective, and the illustrations that came from it, have taken my shop in a new and exciting direction.

What is your favorite part of what you do?

Creating and illustrating is therapeutic for me. I could spend hours at my desk sketching, using gouache paints, or practicing hand lettering on my iPad. To be able to do this, create art that makes me happy, and share it with those around me is an incredibly rewarding experience.

**What is your must do local activity?**

For an incredible Scandinavian experience, check out the American Swedish Institute in Minneapolis - and definitely stop by their cafe (FIKA) for some amazing Swedish pastries and coffee.
I Like You is a local curated gift shop featuring products and art by Minnesota creatives! They have a Saint Paul and a Minneapolis location and are definitely worth checking out.
I love to support local coffee shops, breweries and restaurants - it's hard to know where to begin! Brake Bread on W. 7th does amazing baked goods and deliver all of their bread and pastries via bike. Summit Brewery and Bad Weather Brewery are my favorite go-to spots for local beer. Roots Roasting is a great coffee shop. Pajarito and Black Sheep Pizza are dinner favorites.

Where to find Wild Perla:

Website: www.wildperla.com
Etsy Shop: https://www.etsy.com/shop/WildPerla
Instagram: https://www.instagram.com/wildperla