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by Randy Peyser
Sometimes the road to success is rutty and rocky, but in the case of surface pattern designer, Teliha Draheim, the road was checkered, striped, pinwheeled and polka-dotted. Seven years ago, Teliha, an art director, designer, and highly respected college art teacher with a passion for textiles, founded Image West Design Studio’s School of Pattern and Design. By offering a limited number of classes at a time, Teliha allowed her school to grow at a rate she could financially afford. Today, the School of Pattern and Design has received top industry recognition as a specialty design school. Since childhood, Teliha has possessed a fascination for pattern and design. As soon as she was able to hold a needle and thread she occupied herself for hours on end, cutting and sewing little scraps of fabric together, creating elaborate outfits for her doll collection. By highschool, Teliha broadened her interest in design by teaching herself to weave and design clothing. Upon entering a college fine arts program, she decided to experiment with other art media that might give her a greater sense of freedom and movement, as well as produce quicker results than the highly constrictive weaving process allowed. Teliha tried her hand at painting. When one of her paintings reminded her of a textile print pattern, she decided to take a class in fabric design. From that point on, she joyfully found herself immersed up to her elbows in dyes and colors, leading to her lifelong career in surface pattern design. Tucked away in a tiny school yard in Marin County, California, the School of Pattern and Design attracts industry leaders in the design field as teachers and guest presenters. Students ranging from already established professionals to fledgling artists who are first testing their creative wings, learn to design surface patterns for products ranging from paper products, such as wrapping paper and party goods, to fabrics for apparel. Students also learn how to create design collections for industries such as Home Furnishings, including rugs, wallpaper and fabrics, and Home Fashions, including bedding, dinner ware, table top, bath, and beach products. Since Teliha has nurtured many talented beginners into successful careers, she believes that it is important to allow beginners to work alongside more advanced students, and prides herself on the supportive atmosphere in which all classes are held. “I try to establish a non-competitive atmosphere in which everybody can work according to their own skill level and progress at their own rate,” she says. “Students who take classes at the School of Pattern and Design also discover that much of the information offered is transferable to other disciplines such as decorative furniture painting, ceramics, or other media where pattern plays a role. I have students who are just checking out the design field. They may choose not proceed to more advanced levels, which is okay. Because we offer so much information which is transferable, if someone decides after going through a few classes that it’s not a direction they want to pursue, they still have received a lot of valuable skills that can be applied elsewhere.” Teliha further says, “Rather than try and fit people into a certain niche, I like my students to show me what their strengths are and then I can advise them as to what direction they might want to pursue. I try to encourage people to go on a path that they’re already heading. And I always guide them towards the commercial market which is most appropriate for their artistic talents.” As an agent, Teliha, a regular guest lecturer at UC Davis, also offers her students both business and computer classes to enhance their careers. Beyond pattern design, students learn the “ins and outs” of the industry, which includes an understanding of the licensing process. “Understanding the licensing process is a priority for anyone seriously pursuing a career in design, because there is much money to be made in this field from royalties earned from the sale of reproduction rights,” says Teliha. Following the ebb and flow of industry trends, Teliha always knows which markets are the hottest ones to pursue and is eager to steer her students in those directions. And as a mentor and agent, she provides her students with not only a boost to their artistic level of skill, but tries to instill a sense of confidence and professional security in her students by providing them with a thorough understanding and knowledge of the industry. In order to establish a career in the design field, Teliha believes a student must 1) have faith in themselves, 2) must have the discipline to do the work of building their portfolio and strengthening their design skills, and 3) must not be afraid to take risks. One of her favorite quotes reads, “You can’t lead a cavalry to victory if you think you look funny on a horse.” Teliha speaks from first-hand experience. Years ago, while pursuing a graduate degree in design, she submitted a project which received harsh criticism. Fifteen years later, that piece, the design of which evolved as her knowledge and skills increased, was selected to be part of the permanent collection of the Cooper-Hewlitt Museum, the design branch of the Smithsonian, located in New York City. Teliha has weathered many challenges. During the second year of her school’s infancy, she discovered herself pregnant. Initially, baby accompanied Teliha everywhere, including her business meetings and classes, but over time, preschool programs have come to assist her in the process. Today, Teliha says that operating her business while simultaneously raising her five-year-old as a single mother is the achievement she is most proud of. Her personal recipe for accomplishing this gargantuan task: “I am able to manage being both a mom and the director of a highly successful design school only by separating each part of my life.” Not wanting to leave her child in the preschool program for too many hours, Teliha works at her studio less than eight hours a day, making every minute count by prioritizing that which absolutely needs to be done, and putting less important details on a slowly simmering back burner. She credits being able to structure her time and prioritize her tasks as being the key factors to being able to maintain a healthy balance between her professional life and her private life. Although it has been challenging to raise a child and direct a school at the same time, Teliha feels that she has achieved a sense of balance between these two priorities in her life. And she is supportive of others who find themselves facing multiple demands upon their time, lives, and finances. For example, people who are interested in the design field but don’t think they can manage the financial aspect may find themselves eligible for grants through community and state organizations. Through the example set by her students Teliha has seen that, “if you’re sincere, the details will work themselves out.” For people who do have the sincere intention to establish a career in the design field, Teliha provides the following encouragement: “You must visualize the position you want, then picture yourself succeeding at it. Next, you must take the steps necessary to achieve your goals.” Teliha has noticed time and time again that, “students who really apply themselves in a serious professional way and take the steps to pursue their goals always seem to get work.” Says Teliha, “I love what I do because I’m helping people to achieve their dreams and that makes me feel good. Also, the design business gives me the opportunity to be in touch with many types of people, unlike other creative fields where an individual tends to feel very isolated.” Teliha enjoys bridging the gap for those who are ready to enter the professional world. Says Teliha in closing, “Many students have received their first professional exposure through representation in the Image West portfolio which I share with Northern California markets. I love helping my students get their foot in the door. Although, the school does not have a formal placement service, people in the industry call me when they have openings because they know the reputation of the school. They ask for referrals if they’re looking for designers, and I turn to my students.” To receive a brochure or attend a free open house, please contact Teliha
Draheim at Image West Design Studio: (415) 492-8736.
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