Watercolorist, stationer, marketer—Alicia Waller is building on her creative brand.
Growing up, when people asked Alicia Waller about her dream job, she’d say, “Greeting card designer.” But she went on to study art history at Furman University, followed by five years in corporate marketing.
She enjoyed the work, but she longed to paint and create. In part, she was hindered by fear of the inevitable judgments that come with being an artist. “I never wanted to be graded for my art, I just wanted it to be fun,” Waller says. “I get nervous to be critiqued on art.”
But after some encouraging words from her father, she created an Etsy shop for greeting cards “as a side hustle.” Brisk sales and loads of positive feedback cemented her desire to make art her full-time career.
Soon, kitchen towels, framed prints, blankets, and notebooks were flying off the virtual shelves, all printed with her vibrant and evocative watercolors. Fear of critique began to melt away as she created products that are useful in addition to being decorative. “With products, people can just not buy the ones they don’t like,” she says. By 2020, she was able to leave marketing to focus on her company, Printed Water, full time.
She takes care to create patterns that work well for a variety of tastes, from simple florals to intricate designs featuring patriotic dogs and fireworks. The holidays bring special designs each year, and her seasonal wrapping paper, emblazoned with sleeping foxes, marching nutcrackers, and candy canes, draws crowds at the Travelers Rest holiday market and her booth at Westside Market on Augusta Road.
The blueberry design, one of her first, has special meaning. She created it for her mother, inspired by her great-grandmother and grandmother, who were known for fresh-baked blueberry pies. Babies in blueberries (blueberry blankets, that is) are always a hit on Instagram.
Waller works with a variety of partners to create the items, using Southeastern printing businesses whenever possible. Keeping the handmade character intact is a high priority. “I’m very particular,” she says. “I want people to be able to see that someone painted it, with the same transparency and depth you see” in the original.
While retail products make up about half of her business, the other half involves working directly with clients to create their dream wedding invitations.
She leaves no detail unconsidered, including the envelope liner, which she embellishes with watercolor art that suits the couple and the wedding. “It’s unique, and we can be more creative there. If you want a super classic invitation, the liner can be more fun.”
A recent wedding trend involves recreating venues on the invitations; clients have asked her to paint Hotel Domestique, downtown Greenville scenes, or tropical locales for destination weddings.
While she has achieved her dream of being a greeting card designer —she has at least 20 options on display in her office featuring ducks, bagels, and other attention-grabbing designs—she’s expanded on that goal, dreaming up new ways to bring color to holidays, special occasions, and everyday life.
Get to know Watercolorist Alicia Waller
How would you describe your style?
“Bright, whimsical, and clean.”
What are your top sellers?
“Kitchen towels are huge. They make great gifts, and these aren’t just for display—they are functional, and wash and dry well.”
What do you love about watercolor?
“I like the fluid aspect of it—you can move things around. And it’s portable; I can do it anywhere.”
Inspirational moment
A college study-away trip to paint in Italy, where she worked in oils.
Recent addition
Baby Finn, born in May.
Most popular prints
Lemons, blueberries, crabs.
Next steps
Build on wholesale, partnering with local shops to offer gift items and wrapping paper.
Where to find Printed Water
On the web: printedwater.com
On Instagram: printedwater_
Travelers Rest Holiday Market
