Sandra Apperloo's charming way to explain her favorite things to do is very convincing: sharing her passion about all things artsy on her blog Artistic Moods, helping artists promote their work on social media with her social media coaching program, and spending time working on ceramics are the things that she loves the most. I fell in love with Artistic Moods instantly, I enjoyed browsing the beautiful illustrations, the quirky ceramics, the lovely embroideries, and the colorful designs that she shares every day. It was such a treat to talk with Sandra about all things artsy! Here is our (lovely) conversation:
Where did you grow up?
I grew up in Zoetermeer, a town in the Netherlands. I moved to
Utrecht when I was 19 years old and I still live there today.
Although Ive spent quite some years in other countries since then, I
love living in Utrecht the most. It has a very cozy atmosphere and
lots of great memories.
How did you become interested in art?
Ive been interested in art and illustration for as long as I can
remember. But it became more serious about a year before I started
the blog, when I realized how much I loved spending my time finding
new discoveries and decided to focus my career on this. It was quite
an exciting choice back then as my studies werent related to art at
all. But it just felt like the most logical and enjoyable thing to
Are you an artist yourself?
Although Ive never really considered myself an artist, I love
drawing and illustrating in my own time. I particularly like to
create patterns and collages and, much like in the things I share on
my blog, I love to use lots of colors!. Last year, I joined a
ceramics class at an Utrecht based studio called Noot & Zo. I
completely fell in love with this and am currently spending 2 days a
week at the studio, creating lots of different ceramics and learning
as much as possible. In December I will open an online shop and
start selling my first items, which is something Im very excited
Tell us how the idea of Artistic Moods came about. What inspired
When I was younger, I used to collect postcards of illustrations. I
remember at one point I started looking for the artists of those
postcards online to discover more of their work. I started using
Pinterest to save large collections of my favorite artworks, which
was the point on which I realized I wanted to do more with this. I
remember the exact moment when the idea came to my head. And the
funny thing is that, ever since that happened, I never hesitated
about getting the blog started.
How was the blog beginning? Did you have a lot of visitors right
My main focus was to share art that I enjoy the most, and although
I did already have some social media followers back then, it took
some time to grow my audience. I had no idea what to expect at that
time, but I also didnt let that bother me too much. I love working
on the blog, which was and still is the most important thing for me.
This is what helped me pusch through and continue to share
inspiration there every day.
What are your criteria for selecting your artists?
There is really just one important criterium for me when I select
art, and thats that I have to love it :) This keeps the job fun and
helps me to maintain a specific style in my blog too.
Miki Sato http://www.artisticmoods.com/animations/
Lieke Van der Vorst http://www.artisticmoods.com/animations/
Lady Desidia http://www.artisticmoods.com/animations/
Do you have a favorite subject when you select art?
Because Im currently working with ceramics myself, Id have to say
ceramics :) But lots of other things too. I love it when artists
work with multiple materials. Paper illustration is also a favorite.
It can give art such a vibrant character.
Do you have art at home?
Yes, lots of it! Prints and originals too. One of my favorites is
an original painting by Japanese artist Naomi Okubo, which I also
connected to a special memory. She offered me the piece as a present
when I visited her studio in Tokyo in 2015. Its actually a sketch of
a larger original, but it is so rich and filled with colors.. I love
it and was super honored when she offered it!
Sandra and Naomi Okubo
Where do you work?
I work from a small and cozy office which I share with four girls
who also work in the creative industry. Its very inspiring, fun and
a much appreciated company as blogging means spending lots of time
behind a computer, which can feel a it lonely at times. On days that
I also go to the ceramics studio I work from home and around the
hours that I spend in the studio.
How was the process of opening your online shop?
As I promote lots of artist who sell their work online, I wanted to
create a spot where people can browse through a selection of their
items easily. As it is a curated shop It features a selection of my
favorite prints, originals and other artsy items which are all
linked to the spots where people can purchase them.
Do you have advise for new women bloggers out there?
My most important advice would be to make sure to blog about a
subject you are passionate about! I think its important to make sure
that you can enjoy your blogging activities as much as possible, as
this will help you push through and spread your enthusiasm to other
In five years, where do you want A.M to be?
Although there will probably be more focus on my own ceramics too,
I dont think that the main path of ArtisticMoods will change that
much. I still love sharing my artsy discoveries so much, and
hopefully this is something I will get to do for many years to come.
Name three favorite artists.
Thats a tricky one. I learned about so many amazing makers over the
years! From the top of my mind: Lieke van der Vorst (I have lots of
her prints on my wall!), Kate Pugsley (her illustrations have such a
fun quirky style) and Kristing Vestgard (A Norway-based painter
whose whimsical works I have loved for so many years now).
Lieke van der Vorst