Why Laura Holley Only Draws Melbourne—and Why It Totally Works

What happens when you pour your love for one city into everything you create? In this episode of the Art + Audience podcast, illustrator Laura Holley of Lawz Drawz shares how a simple sketch of a Melbourne pub blossomed into a thriving, multi-stream art business with a cult following. With bold colors and a city-centric style, Laura has carved out a unique niche, proving that from pubs to puzzles, murals to markets, staying rooted in Melbourne has taken her far.

Finding Her Niche — And Sticking With It

Laura’s creative journey began with a single drawing of a pub. That illustration sparked a series that would eventually become the backbone of her business. While many artists are hesitant to niche down, Laura leaned into her love for her hometown and built an entire brand around it.

“I started drawing pubs, and I’m still drawing them eight, ten years later,” she says. “If you find what you love, you just do it, and the audience will come.”

Her bright, hospitality-focused illustrations of iconic Melbourne spots have become beloved collectibles, especially her now-famous pub calendar.

Pub Club: Community Through Calendars

One of Laura’s most joyful business surprises has been the rise of the “Pub Club”, a community that was born from her illustrated calendar, Let’s Get on the Beers. Launched during Melbourne’s intense lockdowns, the calendar gave people a playful way to reconnect with the city’s beloved watering holes. What started as a simple creative project has turned into a tradition, with customers planning monthly meetups to visit each featured pub.

“I started getting messages from people saying, ‘We went to six out of the twelve pubs!’” she shares. “Now, it’s a real thing, groups of friends meet up every month. Some have done it for four years straight!”

Income Streams as Diverse as the City

Laura’s business is a masterclass in smart diversification, all while staying true to her local focus. Her income streams include:

• Wholesale (47% of revenue) — All to Melbourne-based shops.
  
  
• Client Work — Including murals, brand collaborations, and local council projects.
  
  
• Markets — From craft shows to large-scale events.
  
  
• Licensing — Her art has been wrapped on bins and used in public spaces.
  
  
• Signature Products — Like her Melbourne-themed puzzles, magnets, and, of course, calendars.
  
  

By niching locally but expanding in format, Laura has created a sustainable business that feels both personal and scalable.

Problem Solving Like a Pro

Running a creative business isn’t without challenges, but Laura’s mindset is what keeps her going. She recounted a stressful moment when a shipment of puzzles arrived with a print error. Instead of panicking or rushing into an expensive fix, she turned to her retailers with honesty.

“They said, ‘No problem, we can sell them as is.’ It was a good reminder that sometimes we’re the only ones who notice these things.”

Her calm-under-pressure attitude comes in part from her background in event planning, a field where quick thinking and flexibility are essential.

Lessons for Creative Entrepreneurs

Here are some of Laura’s top insights for artists building their own path:

• Create What You Love: Stop chasing trends and commissions you don’t enjoy. “You’re not going to enjoy it if you’re drawing something you don’t want to draw.”
  
  
• Stay Open to Opportunities: Markets, murals, puzzles, Laura keeps evolving, as long as it aligns with her values and vision.
  
  
• Ask for Help: Whether it’s outsourcing packing or getting an OBM (Online Business Manager), making “million-dollar decisions” means focusing on what you do best.
  
  
• Don’t Overthink It: Her calendar’s success came from following her instincts. “I didn’t overthink it, I just made what I wanted to make.”
  
  
• Seek Feedback: Markets aren’t just about sales; they’re invaluable for hearing directly from customers and attracting unexpected collaborations.

Final Thoughts

Laura’s story is a celebration of staying local while thinking big. By focusing on one city, one style, and one subject, she’s built a business that not only supports her financially but creates connection, joy, and community. As Stacie says in the episode, “Don’t just follow my recipe or Laura’s recipe, take what resonates and build something uniquely yours.”

To follow Laura and her work, visit lawzdrawz.com or find her on Instagram @lawzdrawz.

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!