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Successful designers tend to focus on a theme, and Elford is no exception, having selected “American Voodoo” as his focus. According to his shop:
“Hoodoo Botanica” is inspired by a trip to the heart of American Voodoo, a place of Voodoo priestesses, graveyard shrines and ritual healing. Hoodoo Botanica is for those individuals who want rediscover some of the esoteric excitement that has been lost in a globalized world.
Like anything else, success comes from focus.