Many embroidery artists on Instagram are drawing inspiration from nature, but none of them do it quite like Jo Saunders. There’s something truly special about her textured embroidery creations that embody the natural world.
Saunders wanted to establish her own creative brand ever since getting a degree in fashion design back in 2010, but she eventually found herself in a different walk of life. After doing several fast-paced jobs in London, she found her inner peace after turning to embroidery and eventually decided to start her company, Sew & Saunders.
This wasn’t Saunders’s first encounter with embroidery. Both her mother and grandmother were incredibly talented seamstresses, and she started embroidering when she was only 12.
A single glance at her work makes it pretty clear where Saunders looks for inspiration. She’s a huge fan of florals and plant designs and enjoys creating embroidery with a clean, uncluttered look that still manages to look intricate.
“I’m personally inspired by minimalist, ‘Scandi’ interiors, and I want create pieces which work well in, and reflect, those sorts of spaces… The designs come from a love of botanical shapes and colors, rather than a conscious decision to follow a particular trend,” Saunders told 91 Magazine.
