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Sunday, October 7, 2018

Talented Artist - Joey from Infinite & Darling - Interview & Giveaway

Infinite & Darling
About Joey

It began in the Summer of 2016...

Jo Woolfardis, the owner of infinite&darling, opened up the doors in 2016, during a wild wave of heat that forced bookworms outside to read underneath the scorching sun to the tune of the birds.

The idea was to create beautiful yet affordable high-quality jewellery pieces that had been inspired by the greatest works of literature in an aesthetic and abstract manner. It soon develop in to the best way to encourage people to read more by showing what literature can inspire.

What we do...

Every item is handmade in my North Yorkshire studio, which is situated half-way between the wild North Sea and the vast North York Moors.

I make all the jewellery, draw all the pictures and design every single element of infinite&darling by hand, whilst simultaneously deciding which book I should read next.



1) Can you tell our readers a bit about yourself?

Hello to all readers of With Love For Books. My name is Joey, I live in an old mining village on the North Yorkshire coast very close to the wild North York Moors and I started infinite&darling in 2016. I love reading, books, exploring the untamed countryside around here, reading and chocolate.

2) What’s the inspiration behind your work?

Every single piece is inspired by books first and foremost. Usually it's a quote that has resonated with me from the last book I read, and then I try and design pieces around that. I also find inspiration in the nature around me (think Wuthering Heights vibes) and can also be inspired by the wonderful interiors that adorned the homes of the English in years past. Georgian elegance and Jane Austen styles are my current favourite.

3) Where did you learn how to design?

Incredibly embarrassing, but I had no formal design training but spent my teenage years on petsites like Neopets and Subeta, and would spend hours concocting fandom desktop wallpapers on Photoshop. Both taught me design, how to work with colours and how to code. Basically, hours and hours of messing about.

4) What does your work place look like?

A complete and utter mess. I have just tidied but I'm limited on storage space so it's a sort of tidy mess. In one corner I have piles of books because I've run out of shelves and in another I have taken over said shelves with my products.

In my head I have lovely visions of what my future work space will look like, but it always ends up with a big pile of mess on the floor.

5) You make beautiful bookish items, where does your love for books come from?

I don't remember a time when there weren't books in my life. My mother is a big reader and can get through a book a day and I've read ever since I was young. My first memories of loving books are the Biff, Chip and Kipper Magic Key books, as well as the Abhorsen and His Dark Materials trilogies. And of course I was the right age to just catch Harry Potter. I also remember reading Heidi during a rainy dinner time at school.

6) Can you tell a bit more about how you started your store?

I have a Masters Degree in Creative Writing, meaning I am over-qualified for absolutely every job going. I found it hard to progress in any area, and living in a rural area means jobs are fairly limited, and I never wanted to be a teacher: so I thought combining my love for books, my degree and my home-grown talents for design might be a good idea.

It started on Etsy, which is a great place to begin. They help to cultivate smaller businesses and offer really good support. Then it's just grown and grown with every passing year.

7) Every piece of your jewellery is inspired by a quote from the wonderful world of literature. How do you combine jewellery and stories?

I like to think of my jewellery as a slightly abstract take on books. Sometimes the link isn't quite so obvious, but once you understand what the quote is and where it came from, it opens up the jewellery.

Sometimes a quote will just scream a certain type of jewellery at me, others it will tell me to make a print. There is no rhyme or reason: sometimes it will all depend on what day of the week it is and how tired I am.

8) You use a lot of quotes, how does a quote end up on your products, do you select them while reading or do you read a story first and look for quotes later?

I have a little notebook full of my favourite quotes that I go through and will add to as I read. Sometimes a quote will have a more obvious association: for example, there's a quote from Oscar Wilde about the moon, so it was obvious to include an actual moon in the inspired pieces.

In other instances, it might be just how I'm feeling at the time. I have some Minimalist Jane Austen Pastel Prints that came from spending too much time looking at beautiful pastel photos on Pinterest, and then I went and found four lovely Austen quotes that I felt would make great prints.

9) What do you like the most about having your own shop?

Ooh. Being able to take a whole day off to spend in my PJs, eating chocolate and playing Destiny 2 on the PS4. That's my absolute favourite.

But really, I love being Jack of Trades. At any given moment I am a Photographer. I am a Copywriter. I am a Marketer. I am a Customer Service Advisor. I am a Designer. I am a Coder. I am a Infuriated Coder Who Needs To Enlist Her Boyfriend To Help Because Why Won't It Work? I am a Book Lover. I am a Already Thinking About Christmas And It Hasn't Even Been My Birthday Or Hallowe'en Yet-er. 

I do everything I can myself, but can also ask for help from the amazing community of small business owners. It's so great.

Also being my own boss. That's pretty good as well.

10) What are your plans for the future?

For the future I have many different ideas, all of which I hope will come about. I have a product line I'm thinking of introducing, an idea to expand what I already have... So many ideas and plans.

But really, all I want is to be able to live surrounded by books and doing what I love: Spreading the joy and love of books to other bookworms.


Floral Literary Quote Bookmarks set
One very lucky reader of With Love for Books will receive a Floral Literary Quote Bookmarks Set from Infinite and Darling.

The winner will be notified by email and has 3 days to respond. All of our giveaways are international.


  1. The quality and design look amazing. Unique, fun and lovely colours too.

  2. Gorgeous pieces! I love them all .

  3. Wow, what beautiful and unique pieces, love the shop!!

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  5. A lovely interview with a Yorkshire lass, an unusual way to find ideas for designs, great and interesting products too.

  6. Everything is lovely,m but I'm amazed by the jewlery!!!

  7. Such an amazing talent and a wonderful array of items to choose from. Took ages to pick one for the section I needed to "link an item in the shop" as I must have changed my mind 3/4 times and I was only choosing one for that purpose lol.

  8. Thanks for the great prize and competition. Good luck everyone!

  9. Oh my !they're so beautiful. they're definitely must haves.