In March 2003, it was announced that Madonna and Callaway Arts & Entertainment had signed a deal with Penguin Group to publish an original series of five illustrated storybooks for children. The first release under this deal was "The English Roses". The book and its characters were named after Madonna's daughter Lourdes' school friends at Lycée Franco-Libanais Tripoli. One of the teachers there had described the girls as "The English Roses" which Madonna found "funny". She had already progressed with a few other stories but wanted to write about girls who always felt they did not have "enough". The death of Madonna's mother at an early age had always affected her, and her musical endeavors. So while developing Binah, she drew from her own experience of dealing with her mother's death. Like her, Binah kept a picture of her mother beside her bed. It was Madonna's "own personal experience and I needed to come up with things for her character where kids would stop and go, 'Wow! What would that be like?'" Binah's character was also influenced by Lourdes since Madonna felt she was often ostracized for being her daughter at school. Finally, "The English Roses" became a moral story with messages from Kabbalah, deduced from tales that Madonna had heard from her teacher. She also included messages about the perils of envy, ostracization, and assumption of other's lives. For "The English Roses", Madonna worked with illustrator Jeffrey Fulvimari, whose work on the book was described by Ginny Dougary of "The Sunday Times Magazine" as ""Madeleine" meets David Hockney style." Fulvimari described his work for the book as "expressive" and "light-hearted". He felt "free to have fun in a way that is not as acceptable in work targeted to grown-ups." He first created rough drawings and then transferred them to computer, where he could tweak them. The net result made the images appear like "spontaneous" line drawings. The artist first painted the four The English Roses with their characters "fully fleshed out". Fulvimari exchanged the rough sketches with Madonna and Callaway, who provided their opinions many times before the final selections. The English language rights for the book were acquired by Penguin Group UK. Puffin Books, Penguin's children's imprint, published the books. The joint press release announcing the deal explained that each story book would involve Madonna working with a different illustrator.