Meet Simone Smith, the creative force behind Curious Pencil, a UK-based brand that brings back the art of genuine connection in a digital world. From her beginnings as a mortgage advisor to building a business rooted in gratitude and human touch, Simone’s journey is a testament to creativity, purpose, and perseverance. Her story reflects the essence of Humans of Fuzia — women who lead with empathy, vision, and a drive to make people feel seen and valued.
Q: Simone, could you tell us how your journey with Curious Pencil began?
Simone: My background was actually in mortgages! I worked as a mortgage advisor, and through that experience, I realized how impersonal business interactions had become. My sister was an illustrator, and I dabbled in poetry and editing. One day, it struck me — why not create something heartfelt to thank clients? I approached Jaguar Land Rover with the idea of sending illustrated cards to their customers. They loved it, and that’s how Curious Pencil was born. It all started with one simple gesture of appreciation.
Q: What were some of the biggest challenges you faced in building your brand?
Simone: One of the biggest challenges is that people often don’t realize they need what we offer. In today’s digital age, everyone’s inbox is overflowing, but the letterbox is empty. Sending a physical, handwritten card stands out — it’s human. Explaining that value takes time. So, our challenge has been getting in front of the right people and helping them understand that appreciation isn’t just an act; it’s a relationship builder.
Q: That’s beautiful. What milestone are you most proud of so far?
Simone: Reaching ten years in business is a big one! But beyond longevity, I’m most proud of how we’ve stayed true to our values — making people feel seen, valued, and connected. We’ve recently partnered with a charity called Befriend, which works to combat loneliness among the elderly. Now, when we create and send cards, we also give back to our community. It’s such a fulfilling way to merge creativity with purpose.
Q: What’s your take on women in leadership today?
Simone: I think it’s essential. Women bring compassion, perspective, and warmth to leadership. We think differently, and that difference adds so much to the business world. It’s inspiring to see more women leading confidently — showing younger girls that they can achieve whatever they set their minds to. Representation really matters.
Q: What advice would you give to aspiring women entrepreneurs?
Simone: Take time to define your vision. As women, we’re often so busy doing that we forget to pause and reflect. It’s not wasted time — it’s essential. Step back, look at where you want to go, and take small steps toward that goal. Dream big, but also give yourself the space to breathe and recalibrate.
Q: What does success mean to you — personally and professionally?
Simone: For me, success is about balance. I have young children, and I want to be present in their lives while still growing my business. I want my company to be stable enough that I can take a step back when needed and know things will still run smoothly. Ultimately, I want to build something lasting — a business that my children can one day carry forward. That, to me, would be the truest success.
“It’s not just about sending a card — it’s about making someone feel valued and connected. That’s what keeps me inspired every single day.” — Simone Smith
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