HI, my name's Dani and I am Idanitee Designs. I am an artist, surface pattern designer, and writer from a little town in the UK. I am also a mum of three. 

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​I would love to say I have been working as an artist all my life, that this has been my dream, but alas, I haven't. I stumbled into this career, well, I say stumbled, I took a giant leap of faith a couple of years ago, and it has taken on a life of its own. I used to work in the holistic therapy field, and I loved it. But I started to get itchy feet and got ill. I am not entirely sure it was in that order. I went for an office job, which I didn't want; it came with a lot of baggage, but I still applied. Despite not wanting the job, I was still very miffed when I didn't get an interview. This was a first for me. It was that day I started my print-on-demand shop, the day I took that huge leap into something unknown. 

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I spent weeks sketching out designs and pretty pictures, and I realised I needed a tablet and software. I bought a little XP pen tablet with no screen and downloaded Krita. It was the best I could do on a budget. I was determined. I knew this was the path I was meant to be on, even if I didn't know what I was doing. I thought I could just pick up the tablet and draw the things I could draw by hand. I was very wrong, and it took me a while to get the hang of using a tablet. Upgrading to one with a screen helped, and I eventually upgraded to an iPad and Procreate. 

 

My first designs were awful. And I am not ashamed to admit I went about everything the wrong way, I launched too early, I didn't learn my craft, my SEO was non-existent,  I was out of my comfort zone with no niche and no real art style. But I grew into myself. When I stopped saying the words I can't, and started saying I can, the magic started to happen. I didn't think I had a signature style, but I did. I was growing into an artist, and I stopped just designing and throwing it on everything to see what stuck, and started building the strong foundations for an art business.

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In 2022 I was diagnosed with Fibromyalgia, and I have recently been diagnosed with Graves Disease and Thyroid Eye Disease. It has presented me with challenges, especially with the work I am doing. The conditions have been life changing, but slowly I have adapted. I can't do things as fast as I would like, and my art work takes me a lot longer. There have been many times I have just felt like giving in but something inside hasn't let me. I know I am meant to be on this path and my second giant leap was setting up this website. 

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My art work is heavily influenced by folk art, abstract and esoteric art. Although there is a distinct Hippie/Boho edge running through it. This is where I shine, and where I create things that I don't just love, but that look great on products. For me, being authentic is so important, and my art style is very authentically me. 

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In the coming weeks and months I will be adding to my shop and blog, I will also be looking at creating some tutorials and art videos. As I grow, my website will grow, and what I can offer will also grow. I am starting small with the seeds of something great and I am excited about working hard to help it grow into the success I know it can be.

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While I have a small shop on here, I also have a lovely Contrado shop where all my repeat patterns are showcased on some lovely products, with the added bonus of it being made in the UK. Just click on the button below.

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