How Chloe Evans Designs Began: My Journey from Coastal Inspiration to Creative Business
Finding Home by the Coast
I’m originally from Hereford, a rural market town surrounded by rolling fields and farmland—not exactly known for its coastline! But my heart has always belonged to the sea. Some of my earliest and fondest memories are of childhood summers spent exploring the Gower Peninsula:
- Camping at Port Eynon, falling asleep to the sound of waves just beyond the sand dunes.
- Running along Rhossili Bay, chasing the tide and feeling like I could stay there forever.
- Eating ice cream at Verdis, trips to Mumbles Pier, and walks out to Mumbles Lighthouse.
- And, of course, the classic "treat day" tradition—a visit to the cinema and Toys R Us in Parc Tawe before heading home.
Those summers shaped me and ultimately Chloe Evans Designs. They made me fall in love with coastal colours, salty air, and the feeling of freedom that only the sea can bring. So when it came time to choose a university, there was only one place I wanted to be: Swansea. I moved here 11 years ago to study at Swansea College of Art at the University of Wales Trinity Saint David (or Swansea Metropolitan University, as it was still known when I enrolled).
Discovering My Creative Identity
University was a journey of self-discovery. The first couple of years were tough—I struggled to find my style, my place, and even who I wanted to be as an artist. But then, I found the print room and dye lab, and everything changed.
I became fascinated with fabric dyeing and screen printing, experimenting with techniques that captured the textures and tones of the coast. One of my most memorable projects was rust dyeing at Mumbles Pier.
I’d wrap lengths of fabric around the pier legs and leave them there for weeks at a time, letting the salt, rust, and sea air naturally stain and imprint the fabric. Each piece became a fabric diary, telling the story of my time spent by the water. This project became the heart of my final-year work, as I transformed these dyed textiles into a visual record of my experiences.
After graduating, I stayed at the university as Artist in Residence, spending months honing my craft in the print lab. I also worked as a lab technician, helping students develop their own creative techniques. It was during this time that I fell in love with the science of colour—the way pigments interacted with different surfaces, the unpredictable beauty of natural dyeing. I've always dreamed of revisiting this passion through a Master’s degree someday.
From Product Designer to Independent Artist
Not long after my residency, I was offered a role as Social Media Manager and Product Designer for a local Swansea business. Over the next seven years, I designed everything from textiles to homeware, working closely with manufacturers and learning the ins and outs of commercial design.
While I loved the creative side of my job, I knew deep down that I wanted to create something more personal—something that was entirely my own.
The Birth of Chloe Evans Designs
Even during university, I’d always worked in a hybrid of traditional and digital techniques—sketching with ink and bamboo pens, scanning my drawings into Photoshop, and layering them into fabric designs. My graduate collection featured large fabric panels inspired by my coastal travels, and I always imagined turning them into lampshades and home decor.
That dream stayed with me.
In 2020, I finally took the leap and opened my Chloe Evans Designs Etsy shop, launching my first collection: Coastal Journey. The idea was simple—to capture the magic of my favourite coastal places in a way that others could bring into their own homes.
A few months later, my husband bought me an iPad for my birthday. We were celebrating with a camping trip at Newgale Beach, and I spent that evening sitting by the sea, testing out Procreate for the first time. As I sketched the view in front of me, something clicked.
That moment marked the true beginning of Chloe Evans Designs as it exists today—bold, colourful illustrations that capture the essence of the Welsh coastline.
What I Create Today
There’s a Welsh word, Hiraeth, that perfectly describes the heart of my work. It’s a deep longing for a place that feels like home—for me, that’s always been the South Wales coast. My designs are inspired by the wild beauty of Gower’s beaches, Pembrokeshire’s hidden coves, and the ever-changing sea, all brought to life in my coastal wall art and home accessories.
I create bold, vibrant art prints that celebrate the places we return to again and again—whether that’s a favourite surf spot, a quiet seaside town, or a windswept clifftop walk. My work has often been compared to vintage travel posters, blending a nostalgic feel with a modern colour palette and distinctive hand-drawn style.
Chloe Evans Designs Business Ethos
Beyond creating beautiful artwork, I want my business to reflect what matters most to me:
- Sustainability – I make conscious choices about materials, ensuring that my art prints, packaging, and home accessories align with my values.
- Giving Back – I support Surfers Against Sewage and The Wildlife Trust of South & West Wales, organisations working to protect the coastlines that inspire my work.
- Slow, Thoughtful Design – I create collections with intention, focusing on quality and storytelling rather than mass production.
Join the Journey
I’d love for you to be part of this adventure! If you want to stay connected and be the first to hear about new designs, exclusive offers, and behind-the-scenes insights, you can:
- Follow me on Instagram – @chloeevansdesigns
- Browse my latest collections – www.chloeevansdesigns.co.uk
- Subscribe to the Chloe Evans Designs newsletter for updates, special offers and first access to all new products.
Thank you for being here—I can’t wait to share more with you!
Chloe x
