Ten years ago, during a mental health journey, James Hillier rediscovered an old love: drawing. Little did he know that his simple act of creative expression – a way to reconnect with joy – would eventually become a vibrant print-on-demand brand.
Today, from his Brisbane-based shop, James crafts bold political statements and pop culture designs to sell products that spark conversations and build communities.
This story proves that sometimes the best business decisions come from staying true to yourself – even if it means taking the road less traveled in an industry known for playing it safe.
Let’s start with getting to know you a bit better, James. What’s your story?
“Hi I’m James, and I’ve lived in Brisbane, Australia my whole life. I share my life with my partner Aaron and our dog Rufus, and we run a shop together on the street where we live.
It’s named after my partner’s business, ‘A Boy Named Aaron,’ and serves as a joint space to showcase our work, books, and gifts. I’m a big dog person and love music, but what really drives me is progressive politics and pop culture.
My art reflects both these passions – I celebrate pop culture while expressing my thoughts about politics. My work spans both ends of the emotional spectrum, from fun to deeply meaningful.”
What first drew you into the world of print-on-demand?
“About a decade ago, I was working as a graphic designer and went through a bit of a mental health journey. I needed to take a step back from work, and during that time, I got back into drawing.
I rediscovered the immense joy it gives me – I realized I’d been missing that part of myself for so many years. It awakened that childlike excitement and wonder for creativity.
When I started sharing my art online, I got really good feedback. That felt great, and I thought I could explore turning this into something that could sustain me commercially. I was new to the space with websites and online marketplaces.
POD was something new to me that I hadn’t considered before, but I was exploring the space, reading a lot, listening a lot, and learning as I went along.”
What was it about Printify that clicked for you?
“I discovered Printify about six or seven years ago, and it was exactly what I needed to take my business to the next level. Instead of relying on marketplaces, I could finally have my own website, complete control over my branding, and set my own prices.
The ability to build direct relationships with my customers was a game-changer, and the higher profit margins made it a smart business decision.
What’s also amazing is how Printify has grown alongside my business, especially in expanding its network of local Print Providers. Here’s a funny coincidence – the company that handles all my national apparel is just down the street in my Brisbane suburb. That’s been incredibly valuable, especially now that we have our physical store.
Recently, someone asked why I don’t keep inventory, and I had to break down the numbers for them. With around 300-400 designs, if I stocked every size, color, cut, and style, I’d need a warehouse with half a million t-shirts alone – and we haven’t even gotten to sweatshirts. That explains why Printify works so well for my business model.”
How was the transition from a steady job to running your own business?
“For the first five years, I kept my full-time job while building the business. Right from the start, I knew this was what I wanted to do, but I also knew it had to be a long game. You can’t just quit your job and dive in – you need a real plan, a pathway you can actually see working.
I was lucky with my employer. They were incredibly supportive when I opened up about where I wanted to take my career. Instead of completely losing me, they suggested, ‘Let’s make this work – start with three days, then go to two days, then one.’ That kind of gradual transition was exactly what I needed.
But I want to be honest here – it takes real commitment. Even now, running your own business means saying no to a lot of things. You might not be the social butterfly you used to be; you’ll work some late nights, and you’ve got to stay flexible as things change.”
How did you know it was financially safe to make a full transition?
“The 2022 federal election was my tipping point. I’d already cut down a day or two from my day job, and my political art just exploded – everything I was creating about Australian issues resonated with people.
I could have quit right then if I wanted to, but I decided to be more measured. My employer tried to convince me to stay on as long as possible, which helped provide that security and consistency while building the business.
I’m a bit of a spreadsheet nerd – I track absolutely everything. So when I finally made the jump, there wasn’t any doubt. The numbers told me what I needed to know.”
What drives you to create politically engaged designs?
“First and foremost, it’s something I’m deeply passionate about. I’ve always had a strong sense of social, economic, and environmental justice. A lot of this drive comes from my childhood and adolescence as a gay man – I grew up in a pretty conservative church, and that was challenging, dealing with being closeted and having to navigate that alone.
The journey of coming out and finally being myself was visually emancipating and powerful. Reclaiming my voice was so important, and I knew that moving forward, I didn’t want to live a life where I would be silencing myself. I owe it to my younger self to be unapologetically bold about the things I’m passionate about.
Even more so, I value elevating the voices of others who may not have a platform. If there’s an issue that intersects with my interests and values, I love championing those voices, promoting a cause, raising money for charity, or celebrating someone who’s standing up for what’s right in the public eye.”
How do you handle the controversy the niche brings?
“You’re going to attract controversy because these topics are controversial. People have big feelings about them, so you need to have thick skin or be willing to deal with pushback online.
I’m always a big believer in having honest conversations in good faith – I don’t have time for trolls, but if someone’s willing to talk about something they’ve misunderstood or don’t understand, I’m happy to have that conversation and unpack my perspective.
It’s a double-edged sword – it can attract vitriol, but it also attracts passionate followers who find their community and resonate with the voice you’re putting out there. Much of what I do spurs important conversations, which can be helpful for people who might not be able to have these discussions in their real-world environments.”
Can you share your marketing strategy with us?
“I haven’t done much paid advertising in the last five years. I’ve just focused on organic, viral content that I share on my social media platforms.
Instagram, Twitter, and Facebook are the three main places where I’ve developed a community. As that’s grown exponentially over time, it pays dividends on reach, so you can promote your work without necessarily doing targeted ads.
I built up my email list to send an email blast to my followers when I have a new release. Having a physical store for the past year has helped build new local followers and community. Having a physical space also helps build credibility – it supports brand building.”
How do you approach holiday seasons after years of experience?
“After going through five or six holiday seasons, one thing remains constant – it’s always better than a non-holiday season. Each year fluctuates, but November and December are pretty much guaranteed to bring in big months. I’ve learned to prepare well in advance and create specific strategies for the season.
I create Christmas-themed designs, especially with pop culture references – double entendres or plays on words with celebrities or old movies. I make them cute, kitschy, and retro, and I push Christmas ornaments too.
Even if people don’t buy the Christmas items, having seasonal content helps drive organic traffic to the site. Sometimes, they’ll come for the holiday designs but end up buying something completely different.”
What made you open a physical store, unlike most print-on-demand artists?
“Having a physical location was always part of my vision. There’s something special about being able to contextualize your work with other pieces you’ve created and complement it with carefully curated items that fit the brand’s aesthetic.
Our shop is in this beautiful mid-century 1950s precinct at the end of the road. I’ve always dreamed of having a cute, little Mid-Century Modern Palm Springs bungalow with white breeze blocks and a slanted roof, and this place had it all.
If I never get the house, I’ve got the shop – that’s my little Palm Springs paradise I can escape to every morning with a coffee.
It’s been a wonderful experience connecting with the community and people who want to see my work in person rather than through a computer screen. We get international visitors and interstate travelers, and that physical dimension adds something special to the brand experience.”
What moments made building this business worthwhile?
“The most meaningful interactions have been with parents, particularly mothers of gay or trans kids who want to be better allies. Through following my page and journey, they’ve found a safe space to explore and find items that resonate with them. It’s been incredibly powerful building that kind of community.
It’s also been amazing to partner with nonprofit charities and organizations to raise money for various causes – whether it’s relief in Gaza, survivors of childhood sexual assault, bushfire relief, or queer charities. That work is fulfilling to the soul.
And then there are the faithful customers who routinely continue to buy your stuff – that’s just so validating. Being able to wake up in the morning and not have to answer to a manager or have someone breathing down my neck is incredibly empowering. I value working from my home studio with my dog at my side, my partner here, and building my own lifestyle.”
You’ve built something really special. Where do you hope to take it from here?
“With the recent news about Printify merging with Printful, I’m excited about the possibilities, especially for strengthening the Australian market presence. I never really see myself stopping what I’m doing now – I hope to continue on this path, and, being brutally honest, I hope sales go through the roof so I can have a fabulously wealthy life that’s comfortable and take care of the people I love.
I’d love to collaborate more with artists and brands I admire, expand into the film and music industry, and continue building our local community. We’ve started hosting street parties with drinks, food, drag queen performers, and giveaways. We want to give back to the community and foster local and online connections.
The business has taken away a lot of stress and struggle while giving me huge amounts of experience I wouldn’t have gotten anywhere else. I certainly don’t see myself stopping – this is just the beginning of what’s possible.”
