How Georgia Norton Lodge Turned $35 House Sketches Into a Million-Dollar Art Business

What if your next big idea was hiding in a moment of panic? That’s exactly how Georgia Norton Lodge’s creative empire began, fueled by a design job gone sideways, a neighborhood walk, and one very determined (and slightly dramatic) artist. 

In this episode of the Art + Audience podcast, Stacie chats with the wildly honest and refreshingly practical Georgia, the powerhouse behind Georgia Draws a House and Secret Artist Business. Together, they dive into the real talk that so many artists need: how to start small, pivot smart, price with intention, and build a business rooted in community, not comparison. If you’ve ever wondered what it really takes to turn creativity into sustainability, this is the conversation you didn’t know you needed.

The Accidental Start: One Tantrum, One Contract, One Neighborhood

Georgia’s journey began, believe it or not, with a bit of panic. After agreeing to design the cover for her sister’s debut book, she realized too late that it was supposed to be illustrated. Cue: meltdown. But while storming through her childhood neighborhood, inspiration struck. “What’s the easiest thing to draw?” she asked herself. The answer? Houses. She sketched the neighborhood, handed her mom a drawing, and soon enough, friends and strangers were lining up for custom house portraits.

“That’s how Georgia Draws a House was born,” she explains. “$35 drawings, 10 minutes each, and I did 40 a month for nearly a decade.”

This was before “side hustle” was even a buzzword. Georgia called it “moonlighting”, an artful way to describe the long nights spent building something new while holding down a full-time job.

From Moonlighting to Murals: Growth Through Grit and Community

Georgia’s illustrations didn’t just stay on paper. One night, she turned her mother’s house into her first mural, with spray paint and the help of some friendly graffiti artists. The result? A national newspaper feature and a tidal wave of orders that let her quit her job the very next day.

From there, Georgia went on to draw for Amazon Prime, Visit California, Brand USA, Atlassian, and more. And all of it in black and white.

But the house portraits were just the beginning. Georgia used her earnings to launch Soft Launch, a design agency helping bars and restaurants develop brand identities. Today, that “quiet” side of her business brings in hundreds of thousands in revenue, entirely through word-of-mouth.

The Pivot: Building a Program That Changes Lives

After the birth of her child, Georgia found herself burned out. Drawing 40 houses a month had lost its appeal, even at $500 per piece. “It just became a giant to-do list,” she admits.

So, she made a bold move: she gave herself one year to build an educational program to replace that income. The result was Secret Artist Business, a program that’s helped creatives across disciplines, illustrators, designers, therapists, and more, build profitable, purpose-driven businesses.

“My house drawings made people happy for a moment,” she reflects. “But this work changes people’s lives.”

And she’s got the results to prove it. Students following her signature launch system are generating $10K–$20K from their very first launches.

Real Talk on Pricing, Positivity, and the Power of Niche

Throughout the episode, Georgia and Stacie dismantle the “charge what you’re worth” myth and the pressure artists feel to get it perfect from the start.

“I started at $35. I got better. I built a brand. Then I raised my prices,” Georgia explains. “There’s nothing wrong with that. It’s a sustainable way to grow.”

They also touch on the dangers of toxic positivity online, and the importance of delivering hard truths with heart.

“I’m like a Greek mother,” Georgia jokes. “I’ll slap you with honesty, then hug you and feed you.”

Their shared message: being an artist is a privilege. But building a business is work. Whether you're growing through social media or behind-the-scenes client work, there’s no substitute for showing up consistently, and being clear on your audience.

A Community Over Competition Philosophy

One of Georgia’s most admirable traits is how she builds up others. Her community is deeply supportive, and that’s no accident.

“There’s enough houses for everyone,” she says, referring to her many students who now draw homes too. “I don’t tolerate competition over community.”

She celebrates her students, shares their work, and reminds them, and us, that there’s power in sharing your journey as it unfolds.

Final Thoughts: A Million-Dollar Year and What Comes Next

So, what does a million-dollar business look like? For Georgia, it’s not about the number, it’s about creating meaningful impact, employing a talented team, and building something that aligns with your values.

“You can try something because it feels good. And then you can change your mind. Nothing has to be forever,” she says.

This episode is packed with honest insights, hard-earned lessons, and generous advice for anyone navigating the creative path. Whether you’re sketching houses or launching your first online course, Georgia’s journey is a powerful example of what it means to build something meaningful, with courage, clarity, and a whole lot of heart.

You can follow Georgia on Instagram @georgiadrawsahouse and explore her programs, murals, and more at georgiadrawsahouse.com.

If this episode resonated, share it with your fellow artists. Don’t forget to subscribe, rate, and review the Art + Audience Podcast. Follow Stacie on Instagram @gingiber | @leverageyourart. Pre-order Stacie’s book: The Artist's Side Hustle

If you have questions about your own art journey? Call the Art + Audience hotline at (479) 966-9561 and Stacie might answer your question in a future episode!