York creative crushed by art teacher’s comment shortlisted for elite global design award
Posted on Thursday 8 October 2026
Helen Reynolds launched papercraft kit business Viscount Folly at last year's York Georgian Festival. She's now one of 150 creatives selected from thousands of submissions from across the world for the Etsy Design Awards - and one of just 17 UK finalists.
In total, Etsy has more than five million sellers. Its global awards programme celebrates creativity, craftsmanship and standout design from independent makers around the world. The criteria states that designs must eye-catching, with a unique bold vision and top-notch branding. Finalists have a chance to win a People’s Pick Etsy Design Award or a grand prize of $25,000.
“I’ve always admired artists, but thought the design world was closed to me as I can’t draw for toffee!” said Helen, who grew up near Scarborough. "I nearly didn’t enter, but winning a York and North Yorkshire StriveLive award and being named a One To Watch finalist in June for the University of York’s Enterprise Awards gave me the confidence to apply. Making the ‘Etsies’ final has finally healed the wounds inflicted by my former art teacher’s remarks."
After school, Helen gained a place at Cambridge University to study English. She then pursued a career in website strategy and copywriting, working in New Zealand, Gatwick Airport, the Lake District before moving back to Yorkshire, settling in York. But she never lost her love of crafting.
Each miniature house design is carefully created using everything from matchsticks to birthday cake candles. Helen then photographs them, before digitising them into flatpack kits. These are printed on demand and shipped from the customer's nearest printing fulfilment base in either the UK or USA on eco-friendly cardboard, minimising waste and carbon emissions. The range currently includes pastel-coloured and miniature Georgian houses, inspired by Helen's love of Jane Austen, as well as Halloween and Christmas designs.
People can vote for Helen for the $5,000 People’s Pick prize by favouriting her blue house kit in the Viscount Folly Etsy shop before 8 October.
The Etsy Design Awards will be judged by Etsy’s Trend Expert Dayna Isom Johnson, a former judge on the Emmy-nominated show Making It and a lifestyle contributor for The Drew Barrymore Show, and CBS Mornings in the USA. The guest judge is fashion designer Lisa Bühler, founder of the Lisa Says Gah brand as featured in Vogue. The winners will be announced in November.
Find out more about Viscount Folly on Instagram: @viscountfolly