Hello & Welcome
to Kimberley Selwood-Whelan surface pattern designer

I'm Kimberley Selwood-Whelan, a designer at heart, with a lifelong passion for creativity

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Before Pretty Not Perfect, I spent years as an award-winning jewellery designer, learning to think in scale, repeat, and the kind of detail you only notice up close. As the industry changed, I found myself drawn toward something a little looser — storytelling and illustration, played out across a whole surface rather than a single piece.

 

Nature has always been my greatest inspiration — I find endless beauty in its resilience, renewal, and quiet imperfections. Through pattern design, I celebrate the beauty found in imperfection, embracing nature's delicate strength and the hope, growth, and colour of every new season. My work is a reminder that perfection isn't the goal; sometimes, good is enough, and that is where true beauty lies.