Arounna Khounnoraj is a Canadian artist and maker working in Toronto where she immigrated with her family from Laos at the age of four. While her education includes a master’s degree in fine arts in sculpture and ceramics, it was through subsequent residencies that she found her current focus in fibre arts. In 2002 she started bookhou, a multi-disciplinary studio with her husband John Booth, where Arounna explores screen printing and a variety of textile techniques such as embroidery and punch needle. She creates objects such as bags, home goods and textile art. 

In recent years Arounna work has created a social media sensation. From wall art to cushions and bags, her punch needle pieces highlight her botanical and abstract designs and her sense of colour have brought a modern, new life to an old technique.

She is the author of Punch Needle: Master the Art of Punch Needling Accessories for You and Your Home, which was published in April 2019. In 2020 she released a book on Visible Mending and she is currently working on her third book based on Embroidery.

Becoming Arounna Khounnoraj

What do you consider yourself? Example: Artist, designer, illustrator, maker, business person, educator, etc.?

It’s hard to choose just one, I consider myself an artist first but being self employed I really rely on my self taught business skills and what I try to do with my writing and social media is to share with my followers the different ways I work and techniques they can apply to their own work.

Where did you grow up? Were there aspects of your childhood that have influenced what you do now?

I was born in Vientiane Laos, but came to Toronto, Canada with my family when I was four. Growing up in Toronto was a major influence. Even though I lived downtown in a very urban setting, Toronto is, nevertheless, a city of neighbourhoods that are very eclectic and diverse so I experienced a variety of cultures. It’s also a city with pockets of nature and I think that all combined, an environment like that helped me create work that is also eclectic but with an emphasis on natural things.

Of course family life was also influential. As immigrants we lived modestly and made much of what we needed and used. Food, clothing, repairing things ourselves when they are broken helped create a definite DIY mindset that has always stayed with me.

What did you dream of becoming when you were younger?

I grew up in a household with makers, not necessarily artists but definitely makers – using our hands. So, I don’t think it ever occurred to me to be anything else but a maker too.  I have always made things with my hands and it brought me the most joy so it only seemed natural to go to art school and follow a path of making art.

What sparked your interest in mending? 

When I was younger I would mend my clothes whether they needed it or not so I had some experience. But more recently, mending just kind of happened since it is really just an extension of the kind of hand work and stitch work that I was already doing. Studio work for me has always been about trying new things and new techniques, whether it was patchwork, appliqué or decorative stitching, it was already part of my studio practice. Having a family and kids especially, certainly gave me a new application for these activities. 

But also, I‘ve always been the kind of person who not only believes in an economy of means, but I hate to waste materials, both in my own studio and in life in general. So reuse, and by extension mending, is a  natural part of how I work. 

What are three words to describe your style?

Natural, simple, organic

What is your educational background and how has it shaped or changed your current career

I started with a Bachelor of Fine Arts at Ontario College of Art and then Nova Scotia College of Art and Design, then finished with a Masters from University of Waterloo. 

School has been very influential in shaping my current path. I worked in a variety of media, ceramics, multimedia sculpture and fibre arts, while at school and it is certainly there that I found the artistic interests and methodologies that continue to define my work. Jumping ahead a number of years when I started to make utilitarian work, especially products, I found that those disciplines and ways of working in a studio continued. I’ve always thought of our workplace as an art studio, a multidisciplinary space where artistic interests and vision could be applied to everyday things. Working with materials, details of design, surface decoration and use is not that far from what I was concerned with at school.

Have you ever made a big career switch? If so, what prompted that? Are there aspects of a prior career that you incorporate into what you do now? 

Not really, I’ve always been making things one way or another and finding a way to market them. The only real switch was from working in a studio art practice that entailed singular installation work in sculpture, to production work with textiles and printing.  That happened in a rather unplanned way with a residency that I accepted in a textile studio and simply being open to spending some time trying something different.  After I finished, I continued to work on smaller, more personal fabric based items concentrating on drawing and printing as forms of surface design. Although, differences aside, I think both have a lot in common in terms of artistic vision, and by the things that inform them – natural imagery, organic forms and belief in the handmade. 

What inspired you to become a textile artist?

More than anything else, working with fabric was always an activity that I enjoyed and was always around me. I always had a connection to it, starting when I was young. As I grew older it became an even more important activity. I became aware that working with fabric was more than a personal activity. The very idea of sewing, or stitchwork is so related to the concept of women’s work and domestic work. I was always inspired by the ideas, the techniques,  and the continuity of the work as tradition. Seeing the work of others who take an idea and pass it on as something wonderful and beautiful is amazing, and being a part of that is inspiring.

What is one piece of work that you are especially proud of and why?

If I have to pick one, I suppose the piece(s) I’m most proud of in recent years are a series of little stools that John and I made together. He designed the wood stool specifically to fit a punch needle seat. We had always talked about collaborating on such a piece and it was great to see it happen.

Where do you find inspiration for new creations? 

I’m not sure I look for inspiration for new pieces. The possibilities for what I’m already inspired to do seems endless. I think every maker or artist becomes aware of different possibilities they could explore in their work. So, perhaps just new applications and working at larger scales. 

How do you make social connections in the creative realm?

Working in the studio on your own work is quite often so focused, and busy, that it’s sometimes hard to connect to other makers in real time. But having spent as much time at craft shows as I have, I’ve been able to meet a wide range of artists and makers that I find time to connect with, creating a soundboard for each other.

In addition, through social media I’ve been able to connect with so many people all over the world who work in similar activities as I am, or simply enjoy what I do. Social media has allowed me to connect with teaching opportunities, collaborations with others and enjoy the work of others.

How has social media influenced your work?

I cannot tell you how important social media is. It really works in partnership with other aspects of business and studio work. Most importantly it helps tell the story of who you are and what you do. And when it comes down to it,  to make connections, the narrative is really important.

Social media and studio work are definitely connected, but it is more than just documentation. I spend a fair amount of time creating work and instructional content not just for web sales but specifically for social media. Sometimes too much time. In the end, I can’t say that my work in terms of design has changed in response to social media, but it certainly has changed the way I work, and the success of a product.

What artists and creatives do you look up to, both historical and present?

When I just started our business I was still in art school mode, and I was looking at artists like Louise Bourgeois and Kiki Smith. But I remember seeing the show of makers from Gees Bend at the Whitney around 2002, and I was blown away. There are a number of people and studios I am fond of now like Mina Perhonen.

What books, movies, shows, or music are making you excited these days?

I sometimes watch TV and movies when sewing, just something to have in the background. I’m fond of British Crime dramas and anything post apocalypse.

What is a piece of advice that you have carried with you and who is it from?

One piece of advice that I always try to remember is that if I like my work, I know that someone else will like it too. I think it’s a variation on trusting yourself regardless of how things are initially received, or how fast or slow work progresses. Trust yourself, trust your direction, just work hard at making the most of it. Not sure who sent that my way. 

What is your workspace like? Has it changed at all since the beginning of the pandemic last year? 

We were fortunate enough to buy a storefront that had a small shop in the front and a small studio in the back and our home above. Over the years we renovated and expanded to include a sewing area where my mother and I have machines; a small shipping area, and studio space – printing and cutting table. There is also a quieter, more private studio space on the second floor for when I feel like stepping away from production. 

Since the pandemic, only family members are with me, and the showroom space has turned over to more work/organization space (and plants). It’s definitely quieter, but we’ve tried to maintain a degree of normalcy. 

How do your surroundings influence your work?

There are a couple of things that influence my work. Firstly, having a diverse series of spaces that are specific to each task allows me to work efficiently, and gives me enough space to work at anything that comes to mind. Secondly, I live upstairs, so I don’t have to leave to work. Some might see this as potentially burdensome, but with young kids it was great, and it lets me be connected to work whenever I want, which I find both convenient and liberating actually, since I love to work.

Describe some habits that keep you motivated and productive. How do you climb out of a creative slump?

I have a tendency to be a little impatient, but in a good way. Not sure if that’s a habit, but it means that if something is on my mind, if I have something to do or a design that needs development, I’ll just do it. I don’t like leaving things lingering, I’d rather finish things or make decisions as soon as I can. It means that things are always moving along, and seeing work in its final form, especially when I’m excited and happy about it, is really motivating. 

I also make sure that every day I have time to sit back and draw, whether analogue or on an iPad. I find it relaxing actually. Letting your mind just go, focusing on nothing else just for a little while can be very helpful to keep you in your groove, and suggest new ideas. As long as you have work on the table, there is always something to do.

What is a typical day like for you? 

Depending on the day, after the kids are off to school, or virtual school, I usually do emails first thing. We do shipping two days out of the week so that pretty much structures our day for us. If it’s a non shipping day I’ll make lists of any orders. If anything needs to be made we’ll start that, otherwise I’ll either cut or print fabric or both for my mother who does a lot of the sewing, so we always have stock, as much as we can. Afternoons tend to be working on social media posts or photography, taking advantage of the afternoon light. Shipping days are similar except with a lot of packaging. When it’s not too busy I fit non production work in, working on new projects and finally, at the end of the day, a little drawing. 

What is one skill you wished you learned when you were younger?

My mum is a wonderful cook and I really wish I took more interest when I was younger to be as accomplished as her. The problem is that she was always happy cooking for us and I was happy letting her.

What advice would you give to someone who wants to self-teach a new hobby or skill?

My advice would be to not hold yourself back. Try everything even if it’s for one time only.  You will never know how it could add or change the way you work and it might enhance it for the better. Don’t feel you have to be an expert in one thing and only have to do that one thing forever. These days there is so much access to online help, courses and many great kits available.

Nobody likes to talk about it, but can you share any advice regarding financing your business?

Our business was financed by our part time jobs when we were starting.  Don’t worry if you have to have a job in order to finance your business, as you figure it out you will be less dependent. I would try to focus on not growing too fast, to really understand the work that you want to make and understand your audience. Knowing these two things are actually the most important business decisions you can make. If there’s equipment or material that you need that you can’t afford, think about renting it or borrowing from someone who does. If there is something that you can’t do right now, then try it a different way. The important thing is to work, try new things, but keep working.  When we started we did every craft show that we could. Some good, some not so good. But even a little income was good. Same for online. Be patient and learn to trust yourself, (and it is something we have to learn). Eventually you will find a rhythm and your income will start increasing. 

Is there anything more you would like to “become?” 

In terms of both inspiration and work, one of the defining aspects of my work has been its relationship to nature, working organically, and specifically, my love for botanical imagery. I have always been interested in plants and I think if I wasn’t making, I would like to learn more about botany.  I think somehow cataloging  them by painting/drawing or by photographing them.

What do you hope to accomplish within the next 10 years?

My 10 year goal is to try to move away from the constraints of production work and focus more on designing, perhaps working with other studios in creating my work.  For the work I do myself, I would like to do larger, more art based pieces that would allow me to slow down, focus, and really delve into a project.