Esther Keenan has some sage advice for anyone embarking on big life and career choices: your passion now might not be your passion in the future, be open to opportunity.

“It really needs to be emphasised, especially to kids, that if you find a passion now it doesn't mean you have to still be doing that in 20 years’ time,” says the Kiama businesswoman who set out on a nursing career pathway and is now printing with purpose.

“Taking the chance and doing something you love is so fulfilling, and you just never know where that’s going to end up.”

Esther is the owner of Kiama’s Known Design and Print, a bespoke business that started locally and has grown to provide printing and design services across the nation.

She says starting a small business was a happy “accident” from an opportunity after a family trip overseas.

Esther and her husband had taken their four children, whom she home-schools, to the US to represent Australia in the World LEGO robotics competition.

While in the States, Esther came across clothing with “inspirational, thought-provoking prints” such as Love Fearlessly. The messaging resonated with her and, once back home, she regretted not bringing home some shirts.

“I thought about getting some posted over but the cost was really prohibitive,” she said. “So I bought an entry-level vinyl cutter instead to make my own prints, just for fun.”

Esther gave the printed shirts to friends and family and, through word-of-mouth, her clothing was soon in hot demand.

Limited by single colour vinyl printing, Esther decided to take the plunge and invest in a commercial printer.

“It was a very scary experience,” Esther said. “Luckily I have a very supportive husband who said let’s do it.”

Initially, Esther says she was “terrified and overwhelmed” not only because of the large financial investment but also because she had to figure out how to use a commercial-sized machine to make prints for her clothing range.

In a stroke of luck, Esther realised she could also create product labels and decals with her newly purchased printer. Another happy accident that helped her business grow.

“As soon as I started to tell people locally that I could offer product labels and decals as well as clothing prints, the business went boom,” she added.

What started as “a very local Kiama-based business” five years ago has now grown to include customers from across Australia, with coffee distributors and candlemakers among big-name clients.

Esther now has three commercial printers to meet demand and has branched out into packaging and branding prints while still creating a “local” experience with small in-store signage, such as car decals, for clients.

“Known Designs is more than a business - it's a demonstration of our love for creative expression and the satisfaction of delivering exactly what our customers envision,” said Esther, who continues to home-school her children (and can add teacher to her impressive skill set) while balancing her business and life in general.

“Home-schooling hasn’t been a COVID thing for us, it’s been a life thing, so if you want to talk about careers that’s a full-time one,” she added with a laugh.

Her advice for those considering a career path or pivot: “Back yourself and find people who will back you”.

“It’s so important to surround yourself with the right people. And there are no shortage of them here in Kiama.”

Esther’s point of difference to bigger print organisations is that she does small print runs for suppliers starting out their own business - capturing a South Coast market filled with creative types and entrepreneurs.

“I don’t charge more for small runs,” says Esther. “So, if you're a candlemaker launching a small run as you start out, I will print 10 labels, instead of the minimum order of hundreds at a time. 

“A lot of my customers have been on the same journey that I have, launching a small business is terrifying so if I can help them to make it easier, then that’s my niche.”