The mass overconsumption of unsustainably made products in today's world is a big problem, one this business is trying to counteract. Inspired by a few college classes, a passion for graphic design, and a love for thrifting, Soulflower Print Co. was created as an eco-friendly, nature-inspired business that produces sustainably made and screen printed apparel and paper goods. Giving quarterly donations to One Tree Planted from product profits, Soulflower Print Co.’s owner, Jess Emery-McGregor, is making efforts to help create a global impact. To learn more about Soulflower Print Co.’s story and products, read on.

Where are you based?
I am based in West Lafayette, Indiana.

What inspired you to start your company? How did it come to be?
I started a vague idea of what my creative business could be back in 2021. I am a graphic designer and I have worked in agencies for ten years. It was becoming creatively stifling, and I could feel something inside me itching for more. Doing client work day in and day out designing to someone else’s brand guidelines and ideas was becoming draining. I felt like there was more inside me trying to come out.

An idea had slowly begun creeping in while I was still employed. I took a few semesters of screenprinting in college and I absolutely loved it. One problem is that I have been dealing with chronic lower back pain for years trying to figure out how to manage the pain. Screenprinting exacerbated my back pain, but I loved the hands-on, tactile, messy, inky process of screenprinting. I never completely gave up on it — I just didn’t see how it was possible for me to have a career as an artist. A graphic designer, on the other hand, could work as an in-house designer or work for marketing agencies and just sit at a computer. That seemed like the more sensible thing to do at the time in my early 20’s.

I was walking through Michael’s one day in late 2021, as one does, and I caught a glimpse of a small DIY screenprinting kit on the very top shelf. I paused and something lit up in me. Would it be possible to screenprint at home? I remember the huge set up and equipment that I had worked with in college. I did a quick Google search to see if the kit was worth it. I didn’t end up buying it because if I was going to do this thing, I was going to DO this thing. On a limited budget, being very scrappy and resourceful, scouring the Facebook Marketplace for months until the right possibility came along.

I shared the idea with my husband and he was all for it. He’s always been my number one supporter (besides my mom) and pushed me to take the leap. We started considering ideas of flipping our basement into my screenprinting studio. Was there enough room? Where would the press go? How would the dark room work? What about ventilation? Could this thing really work???

Piece by piece, I gathered the tabletops, press, supplies, screen rack, and everything I needed to just test the idea — just to play. I had been working on a few designs, and I can’t even remember where the idea of printing on thrifted clothing came from honestly. I’ve been racking my brain, but my husband and I have always enjoyed thrifting, antiquing and finding treasures among trash. We love hunting for that perfect piece together, so it was just natural that thrifting became a part of my business model. I loved the idea of printing on what already exists, rather than creating more waste.

I know this is a bit of a long winded story, but I think it’s worth telling. I had just a TINY seed of an idea, and I just followed the next step that felt aligned to me. Like a bread crumb trail. I slowly gained more confidence with every step I took. I even almost quit in 2023 if I’m completely honest. My back was in pain - can I really make this a living?

That’s when the Universe gave me a big slap in the face. I was seriously considering ending the idea, and just focusing on my day job when I had five days in a row of big signs. The first day I went to a coffee shop wearing one of my own shirts and the owner of the shop absolutely loved it, and I was like “Oh! I designed it!” She asked if I had a website or business card so she could follow along. I was so flattered. I brushed it off. The next day, a long time friend of mine who knew I was trying to start my own business texted me telling me her dad had found someone selling off screenprinting supplies and wondered if I would be interested. “Oh! That’s so nice of him to think of me and remember what I’m doing.” Moving on. The next day my mother-in-law asked me about printing shirts for their business. The next day a friend with a jewelry business asked me about printing bags with her logo. At this point, I was like “OK, OK, I WILL KEEP GOING.” Trust the process.

The next month my husband started training in jiu jitsu at a local gym and ran into an old friend — a personal trainer specializing in kinesiology. They got to talking about my back pain, and he suggested a free consultation. I was hesitant — I’ve had people try to help before and end up making things worse, sometimes to the point where I couldn’t walk. He was so patient with me. He spent over two hours just trying to understand how my body was compensating, which muscles were weak, and how everything was connected. I ended up working with him for a few months, and through trial and error, he helped me build strength and retrain how my body moved. Nearly two years later, I still do the muscle releases and exercises he gave me — they’ve made a lasting difference.

I still deal with some levels of pain, but I now know how to manage it. I’m so glad I didn’t stop because I really felt like I was onto something. I am proud of what I have built and the personal growth I have experienced. What I figured out was that I didn’t feel like I was being challenged enough or growing in my previous roles in agencies. What is more challenging and growth-oriented than running your own business and being your own boss?

I officially quit my agency job August 1, 2023, and have been full time on my own since then.

What motivated you to make your company’s practices sustainable?
I see so much waste in the world. Constant overproduction and waste. I have always had an affinity for thrifting and finding treasures among what other people discard. I grew up on a farm where my mom had her own garden every year, so that circularity I was able to witness firsthand and grow up with. I’ve slowly been trying to make my own personal life more sustainable such as composting, gardening myself, reducing the number of single-use plastics in our home, and recycling. I learn more every day, but sustainability isn’t an overnight easy switch. It’s about being intentional in this world of overconsumption where we are bombarded with ads constantly on our screens, social media, commercials, you name it - telling us we need to buy more, more, more.

I love the idea of taking what someone once wrote off as useless and reviving it, giving it a second life. Trying to be as intentional and mindful is a part of who I am.

Where do you source the materials for your apparel and cards?
I source apparel from all kinds of places — mainly being thrift shops, Goodwill, Salvation Army and sometimes even estate sales.

For my handmade paper, I have been collecting my own junk mail for months stocking up with whatever comes in the mail. I bought a course on how to make paper last year and have learned how to do it with junk mail! It has been a fun experiment — one that I wasn't sure would even work!

Could you tell us about some of the sustainable practices your business uses to ensure products are made with the health of the environment in mind?
I create all of my apparel and handmade paper goods in small batches out of my home studio which helps reduce waste and allows me to be intentional with every piece I create. As I’ve said, I source materials from thrift stores giving new life to existing clothing instead of buying new. I use only water-based inks in my screenprinting process and avoid harsh chemicals in my studio to keep both the environment and my workspace as clean and safe as I can. My shipping and packaging materials are compostable or recyclable. I also plant a tree through One Tree Planted with every order and I make quarterly donations to support their reforestation efforts.

What inspires your designs?
This might sound a little cliché, but nature is a huge source of inspiration for me. I just feel better when I’m outside with my bare feet in the grass, listening to the birds — it helps me slow down and feel connected. I also use a lot of positive/uplifting phrases in my work and a lot of that is just me talking to myself. Things like - “I am resilient.” “One step at a time.” “Seek hope.” I am a very visual person, and I love being surrounded by positive reminders. With so much noise and negativity in the world, I hope my designs feel like a deep breath, a reminder to give yourself grace, and that you’re not alone in whatever you’re going through.

What does the general process for creating your products look like?
Great question! It is quite involved if I’m being honest. :) I usually begin by sketching ideas with pencil and paper, then bring my favorite sketch into Procreate on my iPad to refine the illustration and prep it for screenprinting. I separate out the layers based on color in order to get the transparencies printed for the screenprinting process. Each color in the design gets its own screen, so for a 3-color print, that means three screens, three layers of ink, and a lot of careful registration to make sure everything lines up just right.

Once the screens are prepped and ready, I choose which blank inventory I think the design would work well on and include sizes from XS-4X. I mix my inks, set up my screens and register them together to make sure each layer lines up — then I get to printing! I usually print 30 - 35 shirts at a time. After curing the ink with heat, I wash everything, sew in my custom labels, and tag each piece for sale. Oh, and because each item is one-of-a-kind, I create individual product listings for my website!

For my handmade paper, I start with ripped up junk mail, re-pulp it, and I pull new sheets with a mould & deckle I made. I can pull 19 sheets at a time. At the end, I will take two boards and 4 C-clamps to press out all the excess water and tighten it as much as I can to get the paper fibers to fuse together stronger. I carefully remove each sheet and press to my windows to dry overnight. Once dried, they can be removed and voila! A new sheet of paper with beautiful texture and flecks! I design and illustrate my greeting cards and posters and then go through the screenprinting process to print my designs onto my handmade paper.

Though being a small business comes with its own set of challenges it also comes with rewards. What is your favorite part about being a sustainable small business?
You’re absolutely right there — small business owners have to wear a lot of hats! I would have to say the flexibility. I get to set my own schedule, follow my creative instincts, and run my business in a way that aligns with my values. I’m building something that’s mine, making my dream happen instead of working to build someone else’s.

In our digital age, why is the idea of handmade greeting cards so special?
There is no doubt, we are living in a digital age, BUT I think the craving for human connection and human made things is coming back stronger. We are communal creatures that crave connection, and nothing in the digital world can replicate that connection we need to thrive as a community. I have already had so much feedback from customers about how excited they are to share it with someone special. These cards are not one you would receive and immediately throw away. They are works of art, handmade, just for you! They can be framed and cherished. There’s a story and a person behind each one. I find that more people are craving that story and connection rather than wanting something mass-produced by a machine in some giant warehouse far away and that a million people can buy. In a world where so much communication is instant and digital, a handmade greeting card feels very personal and meaningful. It shows someone took the time to choose something thoughtful, tactile, and personal.

We love that with every purchase from your shop, one tree will be planted through your partnership with the organization One Tree Planted. What inspired you to choose to partner with this organization in specific?
I wanted to partner with a reputable organization that’s actively making a real difference. One Tree Planted stood out to me because of their transparency, global impact (you can choose where you want trees planted, or have them go to the highest need at that time), and focus on reforestation. Trees are absolutely essential for clean air, wildlife habitat, and so much more. Supporting reforestation felt like a natural extension of my business values since I am already working with upcycled apparel and working to be as eco-conscious as I can. It’s close to my heart, and being able to plant a tree with every purchase allows all of us to work together toward that mission.

In your opinion, why is it so important, now more than ever, that consumers shift their habits to start supporting more sustainable businesses and start shopping with the environment in mind?
YES! Such an important question. I think we are all becoming more aware of how our dollars affect our local economy, larger corporations and the world. Fast fashion and mass production come at a high environmental cost with pollution and excessive waste. Supporting small, local makers helps shift that. It’s a way for people to invest in their communities, support ethical practices and to reduce harm to the earth. As consumers, we need to become more mindful and intentional with how we spend our money and look to a future that values people over profit.

What advice would you give someone looking to start their own sustainable small business?
You will need to be adaptable, resourceful, and scrappy as much as you can. Owning a small business is tough! And yes — get yourself a good accountant. Knowing your numbers gives you the freedom to focus on your creativity.

This will also sound cliche, but believing in yourself and your business is half the battle. I feel like 80% of starting a small business is grit, tenacity and believing in yourself.

Are there any upcoming projects or events you are working on that we should look forward to?
I have started a series of illustrations around birth month flowers, and I’m loving how it’s come along! It’s given me a focus as far as new illustrations.

I will be at the Bloomington Handmade Market on June 7 and Amanda’s Market in Carmel, IN on July 12. You can check my website for all upcoming events - too many to list here! :)

I have a fun editorial illustration project I am working on as well, but can’t share any more details.

It’s been a rough few years, and we expect at least four more. How have you been staying positive?
Totally — I think a lot of people are feeling this way. I have good and bad days, just like anyone. It ebbs and flows. I try to take care of myself and mental health as best I can. You have to take care of yourself before you can take care of anyone else. You can’t pour from an empty cup. I stay active by doing yoga and going on walks, I meditate and journal, and I also have a daily drawing practice where I follow a prompt for the day and just simply create — even if it’s small or silly. It can be really difficult sometimes, but I try to saturate myself in gratitude and bring to the forefront of my mind the blessings I do have in my life.

What is your motto in life?
I think there are different mottos for different seasons of life. Things are always changing, and sometimes can happen very quickly. In this current season of entrepreneurship, small business ownership, and creative expression, I mumble this to myself a lot — “One step at a time.” Even take it moment by moment sometimes. Find the next aligned action, and take it.

Because I think it’s worth mentioning and it’s a lesson I have to learn over and over again - “TRUST THE PROCESS.”

To learn more about Soulflower Print Co., please check out the links below:
Website: soulflowerprint.co
Instagram: @soulflowerprintco
Email: hello@soulflowerprint.co

Soulflower Print Co.'s Sustainable Second-life Screen-printing