About us

Hello from The Artful Fox HQ!

The Artful Fox is a small, family-run UK business built around one simple idea: that good quality art supplies shouldn’t cost a fortune.

It all started when I was trying to find watercolours for my own children and couldn’t quite find the balance - the affordable options lacked quality, and the high end ones were super expensive. So I set out to create the best of both worlds, and quickly went viral with our stunning 90 Watercolour Paint set!

What began with just one product has grown into a whole range designed to make creating accessible, enjoyable, and a little bit addictive (in the best way). Everything you’ll find here is curated with care - with a focus on quality, value, and a touch of colour and sparkle in everything we do.

It’s a real family business, run with a lot of heart, and I’m so glad you’re here.

Love, Emma x