Interview with Donia Rae

Donia is the founder of Donia Rae: Design & Calligraphy Studio and is a passionate Calligrapher and Graphic Designer with over 11 years of experience in the design industry. For the past four years, she has dedicated herself to the art of calligraphy, specialising in creating bespoke hand-lettered gifts, wedding stationery, and signage. She also crafts luxury engraved gifts that add a personal touch to life’s most special moments.

What inspired you to start your own business, and what challenges did you face in the initial stages of entrepreneurship?

When I worked for BBC Creative in London, I noticed they hired a lot of freelancers. Freelancing had never crossed my mind before, but working alongside these professionals and hearing about the opportunities they enjoyed made me consider it as a potential path for myself one day. In 2018/2019, I took a break to travel, and upon returning, the BBC offered me a freelance position. I decided to take the chance, and it was fantastic—until covid hit.

At the time, I was pregnant and preparing for maternity leave, so work naturally slowed down before I officially stepped away. When I was ready to return, I found that many of the companies I had worked with could only offer sporadic work—just a day here or there—due to tightened budgets and a lack of large-scale projects. Full-time roles were also scarce.

This posed a significant challenge for me financially and logistically, as finding childcare for my little one was nearly impossible. The waitlists for nurseries and childminders where we lived were incredibly long, and most providers couldn’t accommodate sporadic days. To navigate this, I managed to secure a few small business clients that allowed me to work flexibly around my son. It was a tough few years trying to rebuild my career, but I learned a lot along the way!

How do you maintain a work-life balance while running a successful business?

It has been incredibly challenging. Until my son started nursery in August of this year, I would wake up early to get some work done before he woke up and continue working late into the evening after he went to bed. Now that he’s in nursery, things are a bit easier—I focus on work while he’s there and try to disconnect from it when I’m with him. However, there are still nights when I find myself working after he’s gone to sleep.

Can you share a significant milestone or achievement that you are particularly proud of in your entrepreneurial journey?

This Christmas, I had the exciting opportunity to join the events team at The Modern Calligraphy Co. I worked on-site with their client, Jo Malone, in Aberdeen, Glasgow, and Edinburgh, creating hand-lettered gift boxes, cards, and engraving perfumes, candles, and diffusers for their customers. It was an incredible moment for me—especially as my calligraphy journey began with them during lockdown. Being asked to represent them on-site throughout Scotland felt like a "pinch me" moment, and it’s something I’m truly proud of.

Have you experienced any gender-related obstacles or biases since starting your own business?

Throughout my Graphic Design career, I’ve been fortunate to work alongside some amazing teams, and since starting calligraphy, I’ve discovered another wonderful and supportive community. I wish I had joined it a wee bit sooner!

However, when it comes to applying/pitching for Graphic Design jobs, being a mum has been proving difficult: over the past 3.5 years, I’ve noticed that as soon as businesses learn I have a child, they seem to lose interest, which has been incredibly disheartening. Luckily, I haven’t encountered this in my calligraphy work so far, which has been a refreshing and positive experience.

How do you empower and support other women in business? 

I have a few exciting collaborations coming up with some incredibly talented female founders. I find that meeting over a cup of tea to brainstorm ideas is always inspiring and productive. I love working with female-owned businesses whenever possible, whether by organising workshops together or supporting them in other ways—like shopping small, visiting their cafes or restaurants, attending their classes, or exploring their shops. It’s a rewarding way to build connections and advocate for their creativity.

What role has mentorship played in your career, and how has it influenced your growth as a business owner?

I would say my calligraphy tutors played a significant role in my journey. In 2021, my partner gifted me a workshop with The Modern Calligraphy Co. for my birthday, where @crossanddotlondon (Holly) was my tutor. I was in awe of Holly’s skill and how effortless she made calligraphy look. She was fantastic at explaining everything, offering advice, tips, and tricks, and guiding me every step of the way. I saw a huge improvement from the beginning to the end of the course, and I truly wouldn’t be where I am today without her guidance and that course.

How have you found marketing your business – has it been easy for you, or have you found it quite difficult? 

I find it challenging to get my business out there. After moving from London back to my home in Aberdeenshire last September, it’s taken some time to establish myself, and I still have a long way to go. However, I’m seeing steady progress as work gradually picks up month by month, which is encouraging. That said, I know I need to focus more on marketing myself in 2025 to continue growing my business.

What are your main marketing activities, and what do you find works best for you? 

I use Instagram, Facebook (although I’m not great with it), and my website to promote my business. I’m also quite old-school in my approach—being a graphic designer, I enjoy designing and printing flyers and posters to distribute in local shops and restaurants.

Can you discuss a time when you had to pivot or adapt your business strategy?

Marketing my workshops can be challenging. I struggle to get them in front of the right people, which is why I decided to return to Facebook after a 4-year break. I find that word-of-mouth is one of the most effective marketing tools. To make connections, I’ll visit local shops, restaurants, and cafes to talk to people about my workshops and business opportunities. As an introvert, it’s nerve-wracking for me, as I dread the rejection and fear coming across as pushy, but so far, everyone has been incredibly kind and supportive, and I’ve built some great connections this way.

Looking ahead, what are your future goals and aspirations for your business?

For 2025, I’m hoping to provide more on-site live engraving and calligraphy at stores, weddings, and events, as I have really enjoyed being part of these. I’m also aiming to land a few more window mural projects and expand my involvement in weddings, offering my calligraphy and engraving services. Additionally, I’m excited about collaborating with more talented female founders.

One of my dreams is for my partner to build me a small studio where I can host calligraphy workshops and run a wee shop selling my calligraphy products, such as prints, cards, personalised gifts, and calligraphy supplies. There are no shops in Aberdeen or Aberdeenshire where I can easily find these supplies, so having this space could encourage more people in the area to explore the art of calligraphy too.