Interview with Nick Roach of Elegant Themes

Premium WordPress themes are obviously very popular right now. One of the premium theme marketplaces that is very interesting to me is Elegant Themes. With Elegant Themes you can purchase a one year theme club membership and get access to all of their themes for less than $20 per year.

Elegant Themes currently offers more than 20 different themes, and many have multiple color schemes or styles to choose from. With the club membership you also get access to the support forum and theme upgrades.

Nick Roach of Elegant Themes
Nick Roach of Elegant Themes

I recently had the opportunity to interview Nick Roach, the man behind Elegant Themes. Nick has sponsored some giveaways here in the past, and people really love his themes. Hopefully if you’re already familiar with Nick and Elegant Themes this will give you a little insight into his life and his business, and if you’re not familiar with Elegant Themes, please take a minute to see what Nick has to offer.

Can you tell us a little bit about your background in web design and how you got started?

I first entered the world of design in 7th grade (~8 years ago) when I decided that my band needed its own website. I slapped together something as best I could at the time – just copying and pasting code from various sites. I can still remember that terrible design. Its black background, scrolling red text, tables with large beveled borders, some frames and animated gifs all hosted for free on

Suffice it to say my band didn’t top the charts and as my musical determinations faded I was left with a new found interest in design. It didn’t take long for me to become fascinated with the Internet, and soon I found myself scouring the web for tutorials on my new favorite toy: Photoshop.

At the time, and to this day, everything I know has been learned online, and as I continued to learn from various tutorials sites I decided to make my own to share my discoveries. That is when I started, which is still online today, though I haven’t touched it for quite some time. It’s amusing to look at those tutorials as some of them are pretty bad, and you can tell that they were written by a newbie 8th grader (me) so long ago! Eventually I started creating designs professionally which has lead to several different sites over the years, the most recent one being

What was your motivation for starting Elegant Themes?

ElegantThemes started as just a place for me to experiment with WordPress and expand my knowledge. A digital playground if you will, in which I now invite people to dabble. I am a full time college student majoring in Graphic Design, however, I am also intrigued by the coding aspect of web development. ElegantThemes provides me a medium to grow as a developer alongside my education in design. I also simply enjoy doing it, which is, undoubtedly, my major underlying motivation.


Do you have anyone helping you with theme development and customer service at this point?

No, it’s just me at the moment, but I don’t play on it being that way forever. I just need to find the right people to work with. I look forward to when that day comes, as I thoroughly enjoy collaboration.

Your membership system is a little different than most premium theme sellers that offer licenses of individual themes. What was your reasoning behind that decision, and how have customers responded to this business model?

I enjoy the community aspect of the blogsphere and felt that creating a membership-based system would be most effective. I also wanted to set myself apart from other paid-theme developers by providing the best deal possible. I feel that my customers have responded well to this model, and I plan on continuing with the “theme club” system into the future.


At less than $20 per year, Elegant Themes is priced very low compared to other premium theme marketplaces. Why did you decide to price it this way?

I just wanted to make the themes accessible to as many people as possible. I also felt that the WordPress theme market was not over-saturated yet and that creating an affordable business model would be possible due to the large WordPress user base.


Do you have any future plans for Elegant Themes that you’re able to share with us?

My only real plan is continue along the path that I have started. That means continued theme releases/theme updates and improved customer support. The path is inclined, which means I don’t plan to simply maintain the state ElegantThemes, but improve it. Only time will tell what will happen, but I am always open to new opportunities and I feel like this is only the beginning. Stay tuned!


Do you have plans to release any themes for specific purposes (such as for real estate agents, portfolio sites, gallery sites, job boards, etc.), or primarily general themes?

Definitely. I wouldn’t say I have any “specific” plans, but I certainly see niche themes being important in the future. As WordPress to continues to grow and the use of WordPress continues to expand beyond the blogsphere niche themes that cater to sites using WordPress as a CMS will be in high demand. I think theme designers have an opportunity to change/expand the way WordPress is used, so I am excited to see what people come up with in the future!

Stephen Snell is the owner and editor of Vandelay Design, a popular design blog.
  1. March 6, 2009

    I just wanted to make the themes accessible to as many people as possible. I also felt that the WordPress theme market was not over-saturated yet and that creating an affordable business model would be possible due to the large WordPress user base.

    If this also means low quality of themes, we have a big no no. I had to make some changes on grungemag few days ago and i was AMAZED how poor the code is written. No indent on code, no comments, NOTHING.

    Ok, if you really like any theme and you don’t need to change A THING, it’s ok. Otherwise… Thanks but no thanks.

  2. March 6, 2009

    Cool interview! Well, I have to say, I did some work on two sites for a client that has the Quadro and ColdStone themes and it was lots of fun! Commented css and all. I found these 2 themes were pretty well coded (and great looking too!) – anyway, great job Nick! 🙂

  3. March 6, 2009

    Very nice interview. Nick made some beautiful themes.

  4. March 6, 2009

    Smart strategy, Nick. Great looking themes for low prices I believe is a successful combination. Good luck!

  5. Pingback: links for 2009-03-06 | This Inspires Me

  6. March 6, 2009

    it really cool background from musician into designer, and successful too.. so you already rock in designer world actually.. 😀 talk about learn online.

  7. March 7, 2009

    Really good work.
    “My only real plan is continue along the path that I have started. That means continued theme releases/theme updates and improved customer support.” – giving quality consistently is he key to satisfy your customers.

  8. March 7, 2009

    I am glad you have shared your experience with us.

  9. March 7, 2009

    Very nice interview. Thanks.

  10. March 9, 2009

    interesting to see interview with marketer from the other side!

  11. Luis Rivera
    March 9, 2009

    Yea, I”ve joined your site and I have to say your templates are unique and very cool. Congratulations and keep up the good work..

  12. Dimis
    March 11, 2009

    How much for the ad?
    I want to buy an interview like this for my project too.

  13. March 11, 2009

    Dimis, this is not a paid advertisement. The only ads available on this site are banners.

  14. Sidd
    April 14, 2010

    Nick all your themes embody elegance.
    Thanks for great themes and this inspirational interview.

  15. July 8, 2010

    Great interview and much success to Nick. I am using Cherry Truffle right now for my site. I look forward to your future themes.

  16. August 15, 2010

    I like yours better than the one posted here

  17. October 8, 2010

    I am suing his light bright theme in my current website, too good! I just wonder what is the profit of nick at elgant themes 😉

  18. December 24, 2010

    Though Elegant Themes has now been around for some time and has grown in content and membership, sadly, I only found out about it recently. I’m on the Envato network and through all my adventures through Theme Forest, I’ve never seen the sheer amount of stunning work coming from one individual that I have from Nick Roach.

  19. mike
    March 26, 2011

    It’s laborious when we want to adapt his themes but graphics are beautiful, sometimes visually strange but quality (graphical) is there. Also, the admin console not very handy..

  20. Felix
    April 12, 2011

    Thank Nick for your good spirit to push out affordable premium WordPress themes, glad to see more of your good works.

  21. December 17, 2015

    So interesting to see how far Nick Roach has come in the last few years: from college student to Divi, and now Extra, empire builder.. Kudos.

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