Designer insights with Michelle Kreussel

Michelle Kreussel is the founder of The Fox In The Attic, an online retailer of hand sewn soft toys, based in London, UK. Michelle began sewing on a whim and after making her first soft animal toy, never looked back. She then established her website, which opened up a number of exciting possibilities including a range expansion of cats, dogs, foxes, owls, napkins and pin cushions, to name a few. So we are proud to bring you the Designer Insights of Michelle Kreussel.

Designer Insights - Michelle Kreussel


1) In your own words describe your unique style and creative aesthetic?

My style is very much homemade, with an emphasis on producing something that could not be done on a factory-style, assembly production line. The creative aesthetic encompasses (but is not limited to) colourful, detailed embroidery and accentuates attention to detail in each item.

2) When starting a new project, what is your creative process?

I will focus on a particular 'season' that may be coming up, like Easter/Spring or Halloween, Christmas or Valentine’s, and have a brainstorming session where I will doodle out ideas. I have lots of little sketch books that fill up with new creatures and designs.

3) Out of the creative people you have worked with, who is it that you respect and admire the most?

There are too many, but I get inspired by my fellow designers who have started their own businesses from scratch and are working really hard to make it a success. Their determination, creativity and positivity inspires me everyday. They are not only an inspiration, but in some cases I am even lucky enough to call them my friends.

4) When looking for inspiration is there a particular thing you do to get inspired?

I draw inspiration from the Arts & Crafts movement and creators such as William Morris. Other artists that never fail to stimulate me to create include Frida Kahlo, Vincent Van Gogh and Beatrix Potter. I love travelling and discovering new cities, visiting museums and galleries.

5) What has brought you to this point in your career? And what is your advice for people looking to follow in your footsteps?

Hard work, perseverance and the love of being creative. My father always told me and my brother to do what we love. That has always stuck with me and motivates me to work hard and make my business a success. I love what I do and I want to keep doing it. Be prepared to take some knocks. If you have doubts in yourself or your products, don't let it linger too long, try something new or reinvent something old and remember that if you love what you do you are already one of the lucky few.