Home // Hidden Art Revealed: Dieneke Talks Financing For New Designers

Hidden Art Revealed: Dieneke Talks Financing For New Designers

I’m not the first person to seek out Dieneke Ferguson for an interview. After all, when you think of people who help put fledgling designers and creators on the map, who are savvy and know the business, can combine profit and practicality with benevolence and a spirit of cooperation and support, she’s the godmother. Plus 60% of the membership of her association Hidden Art are women. We had lunch a few months ago in London and she filled me in on the rest.

Questions for Dieneke Ferguson

Start from the beginning.

My mother was a knitwear designer and my father a photographer. I have a BA in Spanish language (she is Dutch) and MAs in Cultural Studies and Economics.

Why or what were the series of events that brought you to create Hidden Art?

I was working in import/export with developing countries, mostly Latin American, for the Greater London Council and became interested in local (Hackney, East London) resources. East London wasn’t always desirable (laughs) like it is now but there was and is so much talent.

How did you go about funding?

Ours is a company “limited by guarantee”, a UK legal structure. We have charitable aims but are not a charity. A percentage of our capital comes from income that is reinvested and a percentage comes from grants that specifically support micro-businesses. Initially I opened as a sole trader and then a funding agent told me, become a Limited Liability company so you can get European funding.

I love to organize. I love to do budgets and make projections. And I’m good at raising money.

Were there a series of events that pushed you toward Hidden Art at the time? What was going on then in design?

If you sell globally, you have to look into all the details of the skills the artists might need which may differ in different areas. I wanted to focus on locally, on what we have here.

How do you think design and craftsmanship has changed since you started?

This is the toughest time I’ve seen since I started. I notice people don’t like the title ‘designer-maker.’ Many designers want the name recognition. They think (in terms of business). It takes a lot of commitment. In terms of technology, new machinery, flexible plastics. You can do things you could never have done in the past.

The trends?

Every year, the design trends change. Whatever is fashionable in design emerges at Salone del Mobile and the world follows. Right now I see a lot of bright colors. A Mondrian type of design aesthetic. Ecological design of course. Clever materials. Baroque is also back.

What are some of the biggest lessons you’ve learned / advice you want to give?

Don’t rush it. You can say I’m setting up today and tomorrow you’ll be successful but the truth is it takes TIME and EFFORT.
Collaborate with others if you can.
Have something on the side, another job that you do that sustains you – and don’t be ashamed of it because everyone does it.
Networking is important.
Learn from others. See how others have done it.