The Two of Us | Tash Sefton + Hayley Segedin
For sisters Tash Sefton and Hayley Segedin, their strong passion for art lead them to combine their talents to produce illustrations for their thriving new business, Sefton Segedin. Tash, Co-Creator of globally popular fashion website, TheyAllHateUs, and Hayley, a Landscape Architect and Project Manager, work in unison out of their Mosman studio, creating each illustration lovingly by hand. We caught up with the duo to find out how the journey began and why their partnership gives them such a unique perspective.
Hi Tash and Hayley - tell us a how the idea was first sparked to start working together and create your beautiful artwork? Tash: We've always drawn and painted as a hobby. When I moved into a bigger home and couldn’t afford to buy new art for the walls, I mentioned to Hayley I wanted to create my own. She came over one Sunday and we just started! I love filling my home with our art mixed with other artists' work. Friends and family would see our pieces and ask us to paint pieces for them. When people saw our work on my Instagram, we were inundated with queries - the response has been amazing.
What’s the best part about being in a creative partnership with your sister? Tash: Hayley is incredibly talented, and has been since we were children. She is a landscape architect but as she got busier at work, she became less hands on creative – I love that Sefton Segedin allows her to be creative again. We both have different strengths, and help each other with the process of each piece, two sets of eyes give each work a unique perspective and it pushes us to be more creative.
Hayley: We're both committed and love the work we create. I know Tash like the back on my hand, so it’s super easy to collaborate with her and share ideas.
How and where does inspiration mostly strike for your illustrations? Tash: We grew up living by the ocean with our family. Our parents home is very minimal – lots of white, surrounded by exotic greens in the garden with the ocean as the backdrop. Light is very important to us. Our art isn’t overdone - less is more. Our parents always had art on the walls and I also love being surrounded by art now as an adult. I've always believed a home should be filled with art and fresh flowers – it centers me.
Hayley: I’m surrounded by very talented thinkers and designers through my work and within my family, so inspirational moments are often common for me. I love working amongst Tash’s fashion space because this expands my thinking beyond the landscape and built environments.
What are you most proud about since you started working together? Tash: It's pretty amazing, our business has become very successful in a short amount of time. We are sending our pieces all over the world! It's amazing we can have a global business while still juggling our other jobs.
Hayley: I’m proud that people would love to own a piece of our artwork, and this has translated in lots of orders that go out to many places around the world. We love hearing from our customers that they have bought The Kiss for their wedding anniversary or for a friends' birthday.
Tash - what’s Hayley’s greatest strength? She has an amazing attention to detail and is patient. I'm completely the opposite.
Hayley - what do you most admire about Tash? Tash has incredible creative vision and can pulling everything together and make things happen. She has a genuine affinity with what we make and loves to share it with everyone.
Each artwork is original and illustrated to order - why is originality so important to you? Tash: I guess because a print isn’t as personal. And drawing each piece is unique – especially these days when everything is reproduced and fast!
Hayley: We love the idea of authenticity.
How do you work together to create the pieces? Tash: It always starts with an idea. As silly as over a phone call in the car driving home from work. We find inspirational images of each subject and then just do a lot (and I mean a lot) of rough drawings on big sheets of butchers paper. Then we review the drawings, and critic everything together. We come up with a theme and decide every element we love and hate. We are very brutal - sisters can be!
Hayley: Tash has ideas and I have ideas. For me, ideas come mostly at random times - for example when I’m in traffic, which is why there is a pen and paper close at hand, at all times! We start with doodling lots and lots of little sketch ups (typically on butcher’s or butter paper), pick the good ones and develop them from there.
What's next for Sefton Segedin? We are working on our Christmas gifting which will launch shortly and we're also collaborating with a couple of brands which we will announce shortly - watch this space!
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