the story

HELLO… Nice to meet you.


I’m Sam Palmer, a designer, illustrator and lettering artist. I am also a Londoner through and through, have a weakness for amazing stationery and turned my design passion project into my business when I became a mum. My daughter is my inspiration to get a great work / life balance and follow my heart with this business.


I’ve used all the knowledge I’ve picked up from my design experience - from studying Graphic Design at Central St. Martins to my successful career across corporate, retail, stationery and beauty industries - to now specialise in what I love: designing and illustrating paper goods like cards, gifts and personalised prints that are unique and people will want to keep forever.


From my design studio in North London I handcraft everything you see here. My inspiration comes from all around me; ideas are always popping into my head, from a nice walk, great exhibition or day out with my daughter. 


This year, I was very excited to start my brush lettering workshops and they are very close to my heart; when my baby was 6 months old, I booked a workshop to get out of the house for a couple of hours and do something for myself. I loved how it made me feel and the great people I met, so I wanted to give other people that space for themselves - a place to learn a new skill, zone out and have a chat! 


2020 has been an exciting year for me. First, I launched The Brush Lettering Club, (it even has its own Instagram!) a hub for all things brush lettering, from the classes to tips, advice and - coming soon - an exciting monthly subscription box! I also had a little rebrand and unveiled a new name that means so much to me: Lubelu. Find out why I changed my brand name here.


If you’d like to join me at a workshop, find all my latest dates here and for news, exclusive looks at my new products and things I love, follow me over on Instagram.


If you have any questions or would like to chat about a bespoke design, just drop me an email!


Sam x