Creative to her core. Waimate’s Emma Heppell
“When we care about something, we’re much more likely to protect it,” says Waimate-based artist, author, business owner and ice cream scooper Emma Heppell. Passing that passion to the next generation, Emma encourages children to nurture their creativity in a digital world with her community art studio, and hopes her new children’s book helps foster a lifelong love for protecting local wildlife.
Emma, you’re an author, illustrator, creative advocate, and the proud owner of The Old Tin Shed Ice Cream & Art Emporium in Waimate… describe your journey?
I spent a lot of time in marketing and corporate roles until I had my daughter, after that I wanted to prioritise being a mum. I’ve always been creative, but for a long time didn’t believe you could build a life around it – until I moved to Waimate and opened The Old Tin Shed. I was able to build the community art space I had always dreamed of. The business started in a shed in my back garden but we’re now in our new home on Waimate’s Queen Street, formerly the El Paso Dairy. It is a perfect space because ice cream has been sold there in one way or another since 1922.
I spent four years studying at The Learning Connexion in Wellington via distance learning, which has completely changed how I view creativity. I’ve been able to pursue some of the passions I’d never had a chance to fulfil like photography, illustration and writing. I can do it while running workshops for children. None of it has been a straight line, but looking back it all makes sense and I feel very privileged to be where I am now.
Tell me about The Old Tin Shed’s evolution from backyard to Queen Street… and the mission behind it all?
The Old Tin Shed began as a process-art studio where children and adults could create without worrying about being ‘good’ at it. The garden shed had a lot of personality, though it was always impractical… freezing in the winter, too hot in the summer and very dusty – a typical old tin shed!
I always knew it could grow into more if I could find the right location. I wanted it to be a community space, a gathering space, and somewhere people from any walk of life can come during any weather and feel comfortable, welcome and able to express their creativity. The new shop combines an ice cream parlour with an art studio, which sounds unusual until you experience it. They fit perfectly together.
Kids and families can play board games, cards or draw and colour at the same time as having an ice cream. As we grow, I hope to introduce more open-ended art activities. We also have an outdoor courtyard for the summer and pavement seating. The sun hits the tables and chairs out the front at the perfect ice cream time, around 3pm.
The dream has always been less about running a business and more about bringing people together.
Are you challenging the norms of what creativity can be in society?
It’s become clear to me that many adults grow up believing creativity belongs to ‘artistic people,’ when actually it belongs to everyone. Children are naturally creative until someone convinces them they’re not. I wanted to build the kind of place where there is no right or wrong way to create. Somewhere children and adults can experiment without fear of judgement. I believe in the power of creativity to help our mental health – just the act of sticking stickers or painting something with a brush can make you feel better.
Why is creativity so powerful, and why are you so passionate about fostering it in our tamariki?
Creativity isn’t just about painting pictures. It’s about fun, curiosity, confidence, experimenting, resilience, empathy and problem-solving. The jobs our children will have in 20 years probably don’t even exist yet. Creative thinking will become one of the most valuable skills they can possess. When children are encouraged to ask questions, experiment and take risks, they learn so much more than art techniques. They learn to trust themselves and discover that what matters most is whether they enjoyed making it, not what anyone else thinks.
How is the digital age influencing creativity in children these days, and how does your work combat that?
Children are surrounded by constant entertainment and instant gratification. There’s less opportunity to sit with boredom, and boredom is often where creativity begins. Many children are consuming creativity rather than making it.
At The Old Tin Shed we intentionally slow things down. We encourage open-ended materials, experimentation and imagination. We also learn about the history of art and artists so children can see where ideas come from and what’s possible.
Introduce me to this wonderful new book!
I have always loved storytelling and reading with my children, which inspired me to write something that I would love to read to them at bedtime. Something with a focus on family, love, perseverance, loyalty, belonging and home – universal themes.
The idea for Walter & Wilma the Wandering Albatrosses originated when I was on maternity leave with my son seven years ago. I remember seeing an image of an albatross on the wall in the hospital waiting room and talking to my daughter about what amazing birds they are, and the extraordinary journeys they make. It was important to me to include educational elements about albatrosses and conservation, without feeling like I was preaching or trying to teach a lesson. Donating part of each sale felt like the natural thing to do. If a book celebrates these remarkable birds, it should also help
protect them for future generations.
What does life look like right now?
Every day is wonderfully different. I work three days a week as a teacher aide in Timaru which I love. I’m working on my next book The Caravan that Sailed Away, which is based on a dream one of our friend’s daughters had.
I’m scooping ice cream on weekends, and soon this will be other days too as the weather warms up (my family will have to get used to scooping on the weekends for a while as spring and summer approach, it’s very much a family business). On Wednesday nights, we hold Sip ‘n’ Stick at the shed – a combination of junk journaling and collaging with stickers. There’s a resurgence for the love of stickers right now, it’s very nostalgic for GenX and millennials. We’re fully embracing this trend in Waimate!
I don’t have much spare time. Life is busy, but it’s busy doing things I genuinely care about.
What do you hope will be your legacy?
I’d love the children who come to the shed to grow into adults who never stopped believing they were creative. If my books encourage curiosity, if my classes build confidence, or if my little shop becomes part of someone’s happiest childhood memories, that’s enough for me. If my children grow up believing they can build a meaningful life through passion, perseverance and kindness, then I’ll be proud of what I’ve achieved. I think if I can leave that behind, I’ll have lived a pretty wonderful life.
