In the latest episode of The Rulebreaker Show, Alicia Souza, an avid illustrator and artist discusses art, health, and building a business with Shaili Chopra. Alicia shares stories she hasn't revealed before, including her journey from Melbourne to India, turning her passion into a profitable career, and the struggles she faced along the way. She also discusses how she prioritizes her health in her busy lifestyle and incorporates it into her routine. From breaking rules to creating a business empire through art, Alicia shares her inspiring journey with us.

From Melbourne to India

Alicia Souza's journey began in Melbourne, where she studied and worked part-time as a freelance illustrator. Despite her formal training in design, Alicia's true passion lay in illustration. Her decision to move to India marked a pivotal moment in her career. Initially, she collaborated on a project named Chumbak, which allowed her to immerse herself in the world of illustration full-time. However, it wasn't until a year and a half later, after parting ways with Chumbak, that Alicia began to explore the possibility of establishing a career solely as an illustrator in India.

Alicia's journey is marked by bold decisions and unexpected turns. Raised in Abu Dhabi, she ventured into India, a country she had only visited during holidays. This move was daunting not only for Alicia but also for her parents, who were apprehensive about her leaving the familiar comforts of the West.

Alicia reflects, “I didn't have a choice; I had to make illustration work because I promised myself I would only draw for a living. If not, I would have ended up working in a bank.”

Early Influences and Career Choices

Growing up, Alicia was not set on becoming an illustrator. She excelled academically and even considered becoming an accountant. Her love for Garfield comic strips and product design eventually steered her toward a creative career. Alicia credits her supportive parents, especially her father, for encouraging her to pursue what she loved, even if it meant taking risks.

Alicia faced numerous challenges as she embarked on her career in India. With no established path or role models to follow, she had to rely on her instincts and creativity to carve out a niche for herself. During the early days, portfolios were both physical and digital, making it difficult to showcase her work efficiently. The lack of established networks in the industry added to the complexity. However, Alicia's determination to succeed led her to embrace social media as a platform to reach potential clients and display her talent.

One of the critical aspects of Alicia's success was her ability to develop a distinctive style. In her university days, she experimented with various styles, using different tools and techniques. However, when she began working professionally, the need for efficiency and consistency led her to adopt a style that was quick yet visually appealing. This approach not only resonated with her clients but also helped her establish a recognizable brand identity. Today, Alicia's illustrations are instantly recognizable, a testament to her creativity and hard work.

“My style evolved to be time-economical, which is still how I work today,” she shares. Despite this, she misses the freedom to experiment and evolve artistically, sometimes feeling confined by expectations.

Alicia's journey was not without personal challenges. Initially a shy individual, she had to overcome her reticence to interact with clients and negotiate the value of her work. Talking about money was particularly daunting, as it often felt intertwined with her self-worth. Over time, Alicia learned to separate her personal value from the monetary value of her work, understanding that pricing her illustrations was a business necessity rather than a reflection of her worth as an artist.

Prioritizing Health in a Busy Lifestyle

Balancing a demanding career with personal health is a challenge Alicia has successfully navigated. She emphasizes the importance of incorporating health into her daily routine, ensuring that her well-being is not compromised by her busy schedule. This holistic approach has been integral to her sustained success, allowing her to maintain the energy and creativity required to thrive in her profession.

Alicia's commitment to her art was unwavering. She recounts the early days of her career when she had to make it work not only for herself but also for her dog. “I had to earn enough to feed him, forget me,” she humorously adds. Supporting herself through university and beyond, Alicia faced the reality of making her passion profitable. This relentless drive stemmed from a promise to herself and the pressure to make her unconventional career choice succeed.

Navigating Financial Conversations

Discussing money was another challenge Alicia had to overcome. Initially, she was uncertain about how much to charge for her work, often relying on rough estimates provided by friends in advertising. “I was shooting in the dark with costs,” she admits, Face-to-face meetings about payments were awkward, but over time, Alicia developed strategies to handle these discussions more comfortably, like emailing quotes instead of discussing them in person.

Separating Self-Worth from Work

Alicia delves into the difficulty of separating self-worth from work, especially as an artist. “Work defines people,” she explains, “and for me, it's always been about living to work rather than working to live.” Alicia's deep connection to her illustrations made it challenging to detach personal value from professional success. This connection is further complicated by societal views on art and self-worth, which often intertwined.

Embracing Health and Fitness

Balancing a busy lifestyle, Alicia emphasizes the importance of health. For her, exercise and nutrition are as routine as brushing teeth. “It's not about passion but about regiment,” she explains. Incorporating weightlifting and yoga into her routine, Alicia prioritizes consistency over extreme goals. This disciplined approach has helped her maintain a healthy lifestyle despite a demanding career.

From navigating financial uncertainties to developing a unique artistic style, Alicia's story is inspiring for aspiring artists and entrepreneurs. Tune in to Rulebreaker to hear more about Alicia's extraordinary journey and the lessons she's learned along the way.