Creative Spirit: Meet Jess Van De Vlierd from Salt Of Earth

The Surf Coast is known for its breathtaking coastline and creative energy, and Jess Van De Vlierd embodies both in her work. As the artist behind Salt of Earth Studio, Jess’s art features earthy tones, soft yet striking feminine details, and subtle nods to the longboarding lifestyle she loves. Her work feels like a love letter to the salty, sunlit life—effortlessly modern yet timelessly soulful.

Jess’s journey into the art world is as inspiring as her prints, blending creativity and business with passion and purpose. From humble beginnings to a growing print store and collaborations with lifestyle brands, she’s built something truly special. We caught up with Jess to learn more about how she got started, what it’s like running a creative business, and what’s next for Salt of Earth Studio.

What inspired you to start Salt of Earth Studio, and how did your art journey begin?

After 12 years as a Senior Art Director in Melbourne, crafting campaigns for some of Australia’s most beloved lifestyle brands, I felt the pull to reconnect with my roots. In 2021, I picked up ProCreate as a creative escape and rediscovered my love for illustration. Moving to the Surf Coast in 2023 deeply inspired me, reshaping my creative vision and allowing me to discover my true creative essence and style. I finally put my work out into the world - and Salt of Earth Studio was born. What started as an art print store has very quickly evolved into a branding and design studio, helping businesses worldwide. I'm super grateful!


Your work often features feminine forms and nods to longboarding life. What role do the ocean and Surf Coast culture play in your creative process?

The ocean and Surf Coast culture are the heart of my creative process. Growing up in NZ as a mountain kid, I loved adventure sports, but it wasn’t until I moved to Jan Juc and started learning to surf that my true creative style emerged. Longboarding, with its effortless style, grace, and freedom, has a significant influence on the lines in my work. I also draw inspiration from boho retro fashion, which is woven into every piece I create. This deep connection to the coastal lifestyle shapes not only my personal art but also the work I do with clients, bringing a laid-back, coastal vibe to everything I create.

Building a creative business is a unique journey. What’s been the most challenging—and rewarding—part of running Salt of Earth Studio?

One of the biggest challenges was overcoming imposter syndrome! Feeling like I wasn’t 'good enough' to put my art out there. But once I started sharing my work, the positive response was overwhelming. Running a creative business has been a multi-faceted journey. I’ve had to wear a lot of hats, from artist to marketer to creative director. Balancing all of that has helped me grow immensely.

One of my proudest milestones has been expanding into offering creative direction services. I’m thrilled that Salt of Earth Studio isn’t just about creating art prints but also providing branding and creative direction. It's a really sweet feeling to see my creative vision come to life for clients across different industries.

How do you share and sell your work, and what has worked best for connecting with your audience?

We’d love to know more about your print store, collaborations, or any exciting partnerships.
My print store is evolving, and I’m so excited to launch a new website at the end of February, where you’ll not only find my art prints but also the full range of services I offer to brands. For now the best place to connect with me is via Instagram, @saltofearth_studio. Say hi! Currently, I’m collaborating with a label in Florida amongst other things, and I’m excited to be diving into a new print collection inspired by my recent travels to the Middle East

What are your goals for Salt of Earth Studio in the next five years?
Whether it's new collections, collaborations, or something else entirely, what’s on the horizon for you?
Five years, wow, that’s a lot of waves to catch! I envision Salt of Earth Studio continuing to grow as a creative business. Not only will I continue to create art, but I also want to offer even more in terms of creative direction. My goal is to collaborate with fashion brands, surf companies, and lifestyle labels, bringing a unique blend of creativity, style, and earthiness to their branding. I’m passionate about art directing fashion shoots, films, and storytelling projects that align with my earthy, coastal aesthetic, and helping brands communicate their messages in fresh, impactful ways. The studio’s reach will expand beyond prints to offer full-service creative direction, ensuring every project has a distinct, nature-inspired ‘Salt of Earth’ edge. A girl can dream!