Is It All About the Venue?

Lindly Haunani recently sent me a story.

Watch this video.



Did you notice the protective bubble that seems to exist around the violinist. Even the few who finally stop to listen, keep a "safe" distance away.

The violinist, Joshua Bell. A world class musician. The violin, was worth $3.5 million. He played six beautiful and complex Bach pieces over 45 minutes. Six people stopped and listened for any length of time. About twenty people gave him money, but kept walking.

Just two days earlier, he played a sold out show in Boston. The tickets cost an average of $100. You can image that the audience paid full attention to every piece played.

Same musician. Same instrument. Different setting. And an entirely different response.

It certainly made me think about the many shows I have done when people have walked absent-mindedly through a show. Chatting on the phone, or with a friend. Half looking at the work. At these very shows, there are artists showing work that is worthy of being in a museum....or who have work in a museum.

I have yet to see someone walking through a museum, chatting on their cell phone, and munching on popcorn. Why does one setting invoke respect and focus, and another half-hearted attention? I do not expect people at a craft show,...even a high caliber show....to be looking at the artists and their work with reverence. But, if you do come to see beauty, then why not see the beauty?

It also made me think about how the context in which we sell our work, creates a perception of value. If you sell your work on a bare table in a school gymnasium, don't expect people to value your creative genius. If you put mediocre pictures of your work on your website, don't expect to have anyone see what you see in the work. Sell your work at price that is too low to reflect the work that went into it, and people will look to see what is wrong with the work, to solve the apparent contradiction. Put thought and effort into the design of a piece, and neglect similar attention to the finishing, and don't be surprised that the design is not fully appreciated.

Attention. Attention to where and how is essential to success. Neglect that attention, and you will have an even harder challenge to get your audience to pay attention, appreciate...and buy...your work.

How Much Do I Need to Bring?

This was the question I desperately searched in vain to find an answer to as I began to prepare for my first show. When will I know if I have enough work? An artist I met with the other day posed that question to me.

The simple answer, bring as much work as you can. The problem with this answer is that it can lead to frantic late nights, making a few dozen more pairs of earrings, ten new pendants and a couple of bracelets for good measure.

You will always have the wrong inventory, or not enough. Someone will want something in a color that you are sold out of. Or a style that you only made a few of, and they sold better than expected. The reality is, that it is impossible to give an adequate answer to the question. It is fraught with all sorts of complications from the nature of the show, your price points, and maybe even the price of gas that week, or the weather.

Having said that, you can look at it another way. What is your goal in terms of sales for the show? How much do you hope to sell. Since it is rare to sell out every item that you have...it does happen, but not too often,...you could aim to have at least 1.5 to 2 x's the dollar amount of your goal in sales.

How do you set your goal for sales, you ask. How many hours is the show? What is the average sale that you make? What if you made one or two sales per hour? How much would that represent in dollars? Or what are your costs of doing a show, plus your time to do the show, plus a profit? Still stumped? How much can fit in or on your display and not look overly crowded, or overly sparse? Have that much and maybe another 30 to 50% to restock as a minimum.

Having more than these amounts is not problematic, but sometimes having no clue as to how much to make can hold people back from making that step. These answers are not perfect. They are just ways to think about how much work you might need. With experience, you will develop a sense of what is right. But the best way to learn is just that, through experience.

So, ...what are you waiting for?

What Does Survival Mean to You?

The current economy has put many small business people, including artrepreneurs, in a survivor frame of mind. Some businesses have shut down. Those of us who are still in business want to survive, with the hopes of thriving when times are good. The e-mail lists that keep members up to date with funding and grant opportunities have been reflecting the hard times. Less money is available to support the arts. News reports tell us that people are spending more on energy and food, and paychecks are flat. It is any surprise that people are spending less on art and craft?

So, what does survival mean to you?

Does it mean hunkering down, and not spending a dime unless your life depends upon it? Does it mean looking for ways to cut down on your expenses? Are you doing more shows in the hopes of generating more income? Taking a second, or heaven forbid, a third job?

On one discussion board there is a lot of discussion about spending money on advertising. Should I or shouldn't I types of discussions. There is also regular discussions about how bad business is right now.

I find myself going against the grain in many respects. I don't know that I have this figured out for anyone but myself.....and I am not even so sure I have it figured out for myself, but I will share with you some of my thinking, and strategy. Rather than copying exactly what I am doing, I hope that it just provides you another way to think about your own business, and what is working or not working for you. How can you make it through this time, and do even better in the future?

1. Shows. Do more shows and you will make more money. The thinking is that even if you are making less money than you used to at a show, you will make up the difference in volume.

This could be dangerous thinking. It is the same type of logic used when someone claims they covered their "booth fee" at a show. Anyone who does a show knows there are many other expenses related to doing a show beyond the booth fee. Mileage would be right near the top these days, even for a fairly local show. An hour commute each way may not make sense at $4.00 per gallon. But then you may have a few hundred dollars for three or four nights in a hotel, plus meals. Did you have to pay extra for electricity? What other expenses do you have when you do a show? Flowers for your booth? Time out of your studio? Or at the very least, the cost of the goods you sell at the show.

Does it make sense to do more shows, if the bottom line is already very thin? Are the shows you are adding going to be better than the ones you already have on your schedule, or will they just make the bottom line even more strained? In the end, more shows may just mean more wear and tear on you, your work, and your displays, without doing anything to increase the bottom line.

My own strategy this year was to eliminate retail shows. It just was not profitable enough over all for me to continue to pour more money into doing retail shows. I have not completely ruled them out, but for now, there are none on my schedule. In spite of this, my sales are up a few percent, and my bottom line is significantly better than a year ago. If you are doing retail shows, recognize this is a tough economic climate, and it will not take much for a marginally acceptable show to move into financial drain.

2. Advertising. One strategy that many small businesses have in tough times is to cut back on the extras....like advertising. Artists in particular it seems, struggle with advertising dollars. It is hard to spend money on advertising when you are not seeing the direct and immediate result of your expenditure. When you do a show, you can immediately see if the investment paid off.
Advertising is much more slippery.

First, you have an endless pool of choices as to where you will advertise. You need to figure out where the best fit for your dollar lies. If you have not thought about who your customer is, and how to best reach them, you could be throwing good money down the drain.

Secondly, advertising is expense that has to be considered an investment. I am using business school jargon here to make a point. Let's dissect it. Expenses are things that you spend money on to keep the business running. They include materials, rent, show fees, jury fees, etc. Investments are often made for a longer time horizon. It is the money we spend on capital equipment, or assets we purchase for the long term growth of the company. That camera to take better photos of your work. The spot welder to make you more efficient welding jump rings. The new kiln that is more energy efficient. Even though advertising is classified as an expense when it comes to our taxes, we really need to think of it as an investment in the long term growth of our business.

The money I have spent over the last two and a half years on advertising has not been spent without a lot of angst. But, it seems to be making a difference. The orders are trickling in. I am not swamped, but I have had a steady stream of orders since the beginning of the year. Orders from ACRE are planned for delivery right into the fall. I know I will have income to take me through the summer, and into the busier fall months.

What if I cut off the advertising to save money? I suspect I would also cut off the flow of orders. Out of sight and out of mind. And when the economy got better and I decided to spend on advertising again, I would be rebuilding. Looking at it another way, if more people are cutting back now, any advertising I do in this environment will have greater impact because there is lesser competition for the eyes of the buyers. I will be the first to tell you this is a hard spent dollar, but I have also seen the fruits of the steady investment in a targeted advertising program.

3. New Work. I have beat this drum before. If you are not continually offering a fresh take on your work, then you may find that your sales will suffer. This does not mean complete reinvention, unless you are so inspired, but rather continual innovation. In terms of the toothpaste model, what is new and improved with your work? Nothing seems to capture the imagination of buyers of art and craft as much as the new. Something they have not seen or imagined before. Keep them surprised, and you will be more likely to keep them as customers.

I have also found, nothing keeps me as excited about my work and the direction it is taking as that continual exploration of the new. If I am excited about my work, buyers will be more likely to connect with me and my work.

4. Cutting costs. Yes, cutting costs is important. Where can you spend less? Are there shows that you would be better off not doing? Is there a more efficient and cost effective way to put together a catalog? Is there a way to find multiple uses for one marketing tool? This year I have started using my postcards as the color images for my catalogs. It gives me a high quality image, a lower overall cost, and more flexibility.

Are you being as efficient as possible in your energy use? Are you running partial loads in a kiln, or curing? Is your equipment energy efficient? If not, how much would it cost to upgrade, versus how much you would save?

Are you taking advantage of bulk discounts? Sometimes when money is tight we hesitate to buy anymore of an item than we need right now? What if you bought enough for six months to a year? How much would you save in quantity discounts?

5. Are you out looking for new customers? Are you waiting for customers to come to you? Or, are you doing everything you can to try and find a few new customers?

When you are doing a show, are you making sure you are reaching out to your mailing list before the show to maximize your chance of success? Have you followed up on leads? How do you stay in touch with your current buyers if you sell wholesale or through galleries? There are many options; phone calls, postcards, newsletters, perhaps a combination of these.

If you have come up with some new work, what are you doing to publicize that work? Press releases, submitting images to magazines related to your media, entering contests. Right now if you have more time than money, it is important to get creative about how to create some "free advertising" for your work.

These are just a few things that I have been considering as I try and navigate these difficult times. I have heard a few say that the problems are because of people saying times are bad. If the media wasn't reporting so much bad news, things would not be so bad. I would call this ostrich thinking. Others are so focused on the bad news they can't think straight. Burying themselves in the reality of the bad news.

Once again, I find myself trying to carve a path somewhere up the middle; recognizing the challenges, but trying to optimize my chances for success as I make my way forward. It means holding two opposite points realities simultaneously; the economy is bad, and we can succeed. It is almost like patting your head, and rubbing your belly. Difficult, but with practice, we get better at it.

Here is wishing you success in spite of.... In honor of the Phoenix landing on Mars successfully, imagine your business as the phoenix rising from the ashes of a tattered economy. Going against the tide.

What Can You Do After A Bad Show?

Throw in the towel? Decide you were crazy to even think this could work?

Those are possibilities, but maybe not the best ones.

First, sit down with a pad of paper. Divide it into two columns. In one column, write down everything that went wrong. Everything you wished you could have a do over on. Everything that you felt 'in over your head' about. For instance, you did not cover your costs. The weather was horrible. You had work stolen. You heard people whispering about how high your prices were to their friend as they walked out of your booth. You were sick as a dog, and you had no choice but to do the show anyway. You forgot half your work, and your were hours from home. Your neighbor kept coming into your booth and complaining about everything. Your booth was in the worst spot in the world.

In the other column, write down everything that was positive about the show. The people who bought your work were in love with it. The weather was gorgeous. Your neighbor at the show was a gem. You made a connection for a possible new outlet for your work, or two other shows that might be a good fit for your work. You found out about a great display at a reasonable cost. Someone gave you a great idea for a new product to try and work on.

These are just a few of some of the good and bad things that have happened to me at shows....and a few fictional ones for kicks! No matter how bad a show has been, I have always walked away with a bit more knowledge or insight. Some of the insight came from what went wrong, and some was gained from a positive experience.

Without looking at the experience, good and bad, we are leaving the outcome of future shows to chance. The more we understand why something is working for us, or what needs to change, the more we can move towards the success we want.

If a show is bad, it is easy to blame the weather, the price of gas, or the promoter. But at every bad show I have had, other artists have done well. Actually, there was one show....I guess you could call it the exception that proves the rule, where no one did well. Many different things can contribute to bad sales at a show. A recent survey by the NAIA (National Association of Independent Artists) is a real Buyer's Beware wake up call for artists about trusting the reputation of a show before investigating further for yourself. Artists who had participated in the Coconut Grove show in Florida were surveyed and it was fascinating to see the effects of charging a gate fee, or inviting other "attractions" to a show can have on the artists' sales. The group also has a survey of the Artists' Landscape on the website, and it is a bleak one. Artists are aging and retiring. Collectors are no-shows at shows. They too are aging, and less interested in acquiring more "stuff".

Are we back to throwing in the towel? That might seem pretty attractive after reading either or both of these surveys.

I think rather than throw in the towel, it is important to look at your approach from the ground up, and start thinking about what is working, and what is not. Thus the list.

Look around at how people are buying luxury goods these days. After all, craft is a luxury good, isn't it? If the way you, your friends and associates, your neighbors, you or your spouses co-workers are indulging themselves, is at the mall, or on the internet, is it any wonder that sales are down at a craft show? If people are spending $25 in gas, $30 in admission fees, and another $15 to $20 on food at a show, is it any wonder that many in the middle class are feeling too pinched to spend another $50, or $250 to purchase a hand-crafted treasure? Is it any wonder that they might feel as if just looking is what is in their budget?

And yet, some people are selling. Some people are succeeding.

It is time for a critical eye on every aspect of what we do. Is our display the best it can be? Is our work priced right? Is this the right show for our work? Have we done anything new lately? Is there another, perhaps better, way to reach your customer? What have you done to add value to your work? This could be through building your reputation in your media, to packaging, to advertising, to adding context or story to your work.

Sitting in the corner of your booth, engrossed in a Sudoko puzzle is not the path to success. Go to a show as a customer. Walk the show and observe. Which booths draw you in? Why? Which artists make you want to buy from them? Why? Which booths do you walk right past without barely a glance? Why? Visit shops and galleries that carry handcrafted work and notice the same thing. What makes you enjoy the experience? Which work draws you in, and why? Is there any work that makes you say...if only they would do, "x", then that piece would be amazing! Now, think about your own work, your booth, your selling style. Where can you improve? What can you do differently? No matter how long you have been in business this type of exercise can be helpful to shake you out of your routine. It can help you see what else is drawing the eyeballs and dollars of your potential customers.

What if you do all that, and you still feel stuck? Then it might be time for outside help, paid consultant or artist friend. If your blindspots seem to be unmoveable, it might be worth the investment. But doing the work on your own first, will make any time spent with a consultant more effective. They will better be able to get a grasp on where you are struggling. The more efficiently you can help them get there with you, the faster they may help you find some solutions. And we all know, time is money.

The same old, same old, is not going to work.

What will you do differently at your next show? Or will you do shows anymore? Maybe your answer will be to find an entirely different route to reach your customers. We can't just wait out the bad economy. We have to work smarter. Things are changing, and what worked ten, twenty years ago, may not work for anyone anymore. It may be time to forge a new path.

Whose Job is it Anyway??

Negative reports began to surface within hours of the end of the ACRE show. There were not enough buyers. They were not placing orders. The promoter should have done more.

And yet, there are voices out there of people who did well. People who made connections and placed orders. What does one artist do that is different and works from another artist who struggles?

This eye-catching display belongs to Judy Belcher, shown here setting up and hamming it up. It could not be more simple, or more effective. Her palette is primarily black and white, with touches of color.....just like her booth. To reinforce the medium of polymer clay and the location of the show, she made some poker chips with her name and booth number for people to take with them. She was prepared with support material, and had a special offer for those who placed an order. She had strong work and a positive attitude. Her "be-back's" came back.

Another artist who did a terrific job of reinforcing a message with their work was Joyce Fritz. Joyce makes bugs that you want to touch and to own. Whimsical, beautiful, colorful bugs, with enough realism to amaze. And, she wears several of them at once, strategically placed, as a bug would land. On her shoulder, her back, here and there on her sweater or jacket. She had beetles that had beautiful landscape canework on the wings. And it was all displayed in cigar boxes on tables with green netting. In a simple way, she created a magical space in her ten by ten foot space. When someone placed an order, they got a little bug to wear on their badge. Advertising that traveled the show. More brilliance that worked.

These ladies did not spend time in the aisles griping about the lousy turnout. They were in their booth and ready to greet anyone who stopped by their booth. Their work was strong. It had fresh elements. Their displays worked to complement their work. And they knew they were their to sell, not to socialize or complain. That was for non-show hours, if at all.

There were many other artists who had positive experiences. I do not know those stories as well as these two. The economy is awful. Galleries are going out of business. Others are hanging on, but their business is down. It is effecting all of us. But, those who do more than complain, who work a bit harder and a bit smarter will come out of this period stronger and wiser. That is the side I am working to be on.

How about you? This is a year to survive. To hang on and bring your best game forward. Complaining has never gained anyone business. Complaining has never made work sell.

What do you need to be doing?

Advertise. Ads, postcards, e-newsletters, etc. Stay in the consciousness of your customers and potential customers. Over and over again, I heard people tell me about how they had seen me at other wholesale shows....which I did not attend. Why? They had seen my ads at about the same time period. Advertising can work. But it has to be sustained, and with strong images.

Innovate. Is your work stale? Is it time for some new designs?

Story/Theme. Does your work have a story or a theme? Have you shared that? Are you thinking at all about the kinds of things that are going on in the world right now, and how your work might tie into that? Environmental issues....is your work green? Price points for a soft economy....do you have work at a lower price point? Peace was a theme I saw frequently in artist's work.

Do you need help? with your booth, with your sales technique, with your marketing materials? If people are going to wait to place orders after the show, do you have materials to send them off with, or to reach out to them with after the show? If you don't know where to begin, find someone to help.

Back From Sin City

I got back last night from my trip to Las Vegas for the ACRE 2008 wholesale craft show. Once again, I find the preparation, and the show itself has left me worn out. But, with past experience in mind, I planned a bit of down time. It is unlikely that I will do no work. I just can't completely tear myself away, but a slower, gentler schedule, and a few diversions are just what I need right now.

The show was a good one. I was happy with my display, and with the sales I had, and connections I made. A show presents many opportunities beyond the sales of product, and I was able to take advantage of a few of those. I had a few new things to think about, and will share some of those in future posts.

Since a picture is worth a thousand words, I'll share a few pictures, and even a video.....

Lindly Haunani, me, Sandra McCaw, and Meisha Barbee in the National Polymer Clay booth. These woman did a fantastic job, coordinating their displays, and preparing themselves for the show. Each one did a terrific job of representing the possibilities of the medium. And it appears they are willing to "pay it forward"....helping the next group of polymer clay artists to take this step.

This is my booth. I was happy with how it worked out. It was easy to ship, and set up, and worked well. My sister-in-law, Linda Ruel Flynn, was there for a few days, and she was a tremendous help to me in the set-up and display. She has been the interim director of the Fiber Art Center in Amherst, MA, as well as the past retail gallery manager. With this experience as a buyer, and in setting up retail displays, she helped me edit down, and tweak the display so that it worked well, and looked good. She ended up helping a few other artists with their displays. The woman has a real talent for seeing the possibilities in the work, and helping people put their best foot forward.

Here you can see a little better view of one of the "tables". I used two EZ pedestals as the base for the tables, and a sheet of masonite, with a "brushed steel" contact paper adhered to the surface, for the top. The earring rack in this display was made from two rails which are used to hang posters, the clips which go inside the rails, ball chain, duct tape, two small slats of wood with some more contact paper, and polymer clay for the bases. I liked how the display worked to show off the earrings, and how the ball chains help the earrings stay in place. I will have to play with this idea a bit more.

Finally, a bit of the fountain show at the Bellagio on the strip....

Margaux Lange, Whimsy and brains

I am a big fan of Margaux Lange's work. She uses traditional metalsmithing techniques, with new materials to create fresh and vibrant jewelry with Barbie doll parts as the focal point. I found Margaux's work shortly after a neighbor's outrage over what her daughter and my daughter's had done to Barbie dolls. Let's just say, it started with haircuts. This was the perfect antidote to my neighbor's outrage at the plastic surgery that had taken place. What Margaus is doing with Barbie, is artistry. But, it also has the whimsy appropriate to the material.

Margaux has a blog that I visit from time to time, and I just caught up this morning. She has a terrific post on the New Wave artists at ACC. We had some discussion of these artists at the Synergy conference occurring upstairs, excited by the possibilities this represented for new media such as polymer clay. But I for one, was not aware of how much controversy and confusion the presense of these artists was generating on the floor, among both the new and the established artists.

I think it is instructive of the turmoil of transistion. And if you think that the craft business is not in transistion, think again. As I posted last night, things are in motion, and if you don't move along with it, you will be left behind.

Artists like Margaux are embracing, and making sites like Etsy work. She references an indie retail show that was a complete bust for her. In all of this she is not sure where she fits as a craft artist at times. But, frankly, I think many of us feel that way these days. How much of the new do we want to try out? And how much of the traditional ways of being in business work just fine?

I don't think there is any one answer. I do think we have to continual monitor, measure and experiment. Trying out the new, and checking in regularly to see of the old is still working as well as it used to. Promoters and galleries are in a similar position. If they keep doing what they did ten years ago, they will find themselves in a fight for survival.

And we need communication. Without it there is distrust and animosity. That is clear from Margaux's post. It will not be resolved quickly and easily, but a peace will be reached eventually, most likely from a cross-pollination of the old and new.

I hear people sometimes speak dismissively of Etsy as a place where there is too many artists with low price and poor workmanship. That is there. But there is also work that is beautifully crafted, and not the least bit inexpensive. It hasn't been an outlet that works for me, but I have found success with wholesalecrafts.com, a site that is has it's share of derision. Both sites require more time and money spent than just putting items up on a page to make them work to best advantage. But both offer ways to maximize the chance to succeed. Showcases and Treasuries on Etsy. Featured items and co-op ads with wholesalecrafts.com.

It is up to us to try and keep from feeling personally threatened by all the change that is going on around us. Change represents energy, and energy is what craft needs to stay alive and vital. When you feel yourself dismissing or criticizing some new faction in the world of craft, stop and ask yourself a few questions.

"Why is it bad?"

"How much do you really know about it?"

"Is there anyone involved whose work you respect?"

"What are they finding that you have not seen?"

The more conflict there is in the transistion, from either direction, the longer and more painful it will be. The more open exchange there is, the more chance there is for growth by all parties.

Things will always change. Are you open to change?

Maybe, This Stuff Works...

Just about five years ago, I started down the path of playing with polymer clay, and not long after, learning everything I could about the business of being in craft. You might think that someone with an MBA, would not need to learn much. But I have never in my life presumed expertise. And, after working in so many industries in the past, I knew I would have to learn what made the business of craft tick.

What have I learned in the last five years? LOTS! Some things the hard way, some the traditional way. But I certainly know more now than I did then. I'll try to summarize a few of those lessons here,

1. Doing matters. In the end, without action, it is nothing. Talk truly is cheap. Acting takes guts and often funds. But without taking action of some sort, nothing happens. And even when things go wrong....there is always an opportunity to learn, or to gain experience. Nothing has ever been a complete waste of my time. A few things came close. But I never came close to making those mistakes again.

2. The most successful are those who are usually just plugging away. You seldom see them complaining about much. Not because they are successful, and have nothing to complain about. No. It seems to me, that more often it is because they see little is gained from the complaint.

Complaining about ignorant or irritating customers, wholesale or retail, seldom does much except allow you to spend more time in a time drain. Complaining about artists who rip off others seldom is a well-spring for creativity. Complaining about how lousy the market is does not help you find new customers.

The successful are not Pollyannas. If anything they are hyper-realists. They realize that the only thing that is going to get them closer to their goals, whatever they might be is themselves. And no amount of complaining ever moved anyone forward. Usually it keeps them firmly planted in place as the rest of the world moves forward.

3. Perfectionism can be a crutch. It can be a way to avoid trying. It can be an excuse for item number 1. Good enough really is good enough. Don't get me wrong, craftsmanship matters. But, there is a line. Cross that line and you will never have anything leave your studio, and you will never be able re-coupe your investment in time if you try to sell your work.

4. Craftsmanship develops best in volume. Make something over and over and over again, and you will learn it and understand it in ways that are not possible in the first, the fifth, or possibly even the 100th piece.

5. Pricing never ever gets easy. You just reach a point of peace. You know you are covering your costs. You know your work will sell at a price. You are not selling it faster than you can make it. An equilibrium of sorts is reached, but it never maintains itself indefinitely.

6. Packaging matters. The best work in the world is enhanced with good marketing support materials. Some sort of packaging that tells your story or presents the work to best advantage will nearly always help sell the work a bit better than without it.

7. Understanding your customer is essential. It will help you answer so many other questions about how to bring your product to market. What shows to do? Pricing. Packaging. Colors. Designs. Where to advertise or publicize.

8. Even in a good market some will fail. Likewise in a lousy market some will succeed. Our success is more often influenced by our own actions than by those of the general climate. Those things matter, but they are not the only factor.

9. The world keeps moving, and so should you. New designs. New markets. New ways of getting your work out into the market. The internet is going to play an integral role as we move forward. If you are reading this you probably already sense this, if not know it and live it. Stay still and you will be left behind.

10. Going it alone is lonely. I love time on my own. But I can't say I would ever have learned as much, or gone as far as I have so far without the company of others.....virtually or in person. That new person at the show that you have been doing for years may know just the web guru that you need. The craftsperson who seems to be able to set up his booth with his eyes closed, because he probably can....will probably have some good advice if you are willing to listen. Sharing your dreams with others may mean that when they see the opportunity that is perfect for you, you will find out. Be a friend and make a friend. Your business will benefit, and so will you.

The title? It seems as if I should be in a lull right now. The economy is faltering. I had a large order with a catalog company cancelled. And yet, I am working like crazy. Orders are coming in. Opportunities dropping in my lap.

Why? Luck, perhaps. But maybe because I am working to stay focused on these essentials. I don't know. But I do know that the more I do that is alignment with the things I profess here, the more success comes my way. I get it wrong, like anyone. But I allow myself the error, and move forward. I hope that you can do the same with your business, and that it brings you the same satisfaction and success. I am looking forward to the lessons that the next five years will bring.

The 1000 Fan Model....modified

I found out about the idea of 1000 Fans through the Polymer Clay Notes blog. She recently pointed her readers to The Technium blog of Kevin Kelly where he outlines the 1000 Fan approach to building a business.

What he points out, and I believe can be easily missed, is that the 1000 number is a bit arbitrary. It is a number that represents a goal or target. A number that can be imagined, counted, created. It is a concrete representation of what you want to work towards to build a business that allows you to make a living.

So how many True Fans do you need to make a living?? That depends to some degree upon your business model. How do you sell your work? Retail or wholesale? Either way, what is your average sale? About what proportion of your sales come from repeat customers? Finally, what level of income do you want to acheive?

Based on looking at this information, I now have a target goal for a total number of wholesale accounts. 100. (0r more!) What I like about this is it establishes a measurable goal. Right now, I have 40+ active accounts. So, if I can get to 70 to 80 active accounts by the end of this year, I will be moving a good way towards that goal.

I like the idea of having a number of accounts as a target. I have been dissatisfied with measuring my business solely by sales, or by profitability. Those numbers matter, don't get me wrong. But, in my head, target a specific number of new, active accounts feels more viable than aiming for a growth in sales dollars. And in today's economic decline, getting those accounts lined up now, could potentially postition me well for when things turn around. And they will turn around. They always do.

This model of a number of fans can work for retail as well as wholesale. It can work if you teach to generate income. How many loyal students do you want to have? How many collectors? The bottom line is to convert your goal for making a living with your work into a target number. And then get busy, and work towards that target!

Asking

Can you ask for what you need or want? I don’t mean ask in the hypothetical sense, but really ask.
When I met my husband, it was love at first sight. We hit it off immediately. Within six weeks, he made a hypothetical proposal. Not the most romantic proposition, but he clearly wanted to know where he stood before he took the risk of asking for real. “Hypothetically” he asked, ”if I was to ask you to marry me, what do you think you would say?” Finding out what someone is likely to say before you ask the question makes it much easier to decide if you want to take the plunge for real. If the answer looks iffy, it is safer to avoid asking for real.
So what does this have to do with being an Artrepreneur? Well, let’s say you get people to your booth at a show. Or you get a gallery interested in your work. Can you close the sale? Can you ask for the order, or, do they walk away saying they have to think about it? And as they walk away, are you left saying, “What did I do wrong? Why didn’t they place the order?”
First, ask this. Did I ask for the sale?
Or, did I find out what the obstacles are to placing a sale? Did I ask, “What else do you need to know about my work to make a decision? Is there any questions I can clear up for you?”
At this moment, you are asking them to move from being on the fence, to making a choice. You are giving them a chance to voice their objections, if they have any. They may have a few issues that remain in their head. But, given the chance to verbalize these objections, they may, given a bit more space to talk, continue to talk themselves right out of their objections, and right into an order. If they had been able to leave the booth first, to think about it, the next thing they think about might be the work they are considering by another artist. You and your work are out of sight, out of mind.
The response might be, “I just want to be able to think about it a bit more. I think I have all the information I need”. At this point, you could thank them, and ask them to be sure to contact you if they have any questions.
Or, is it possible to create a sense of urgency? “This product line has been doing very well. I just introduced it, and already it is selling very well. As I receive more orders, my lead times will get longer. I know you are excited about this work, and I would hate to see you have to wait an excessive amount of time to get it for yourself.” Then wait. They may still move on. But, this new piece of information might just be the thing that helps them make a decision.
Asking for the sale is difficult. It is like asking for a date, or for another’s hand in marriage. We are risking rejection. So, we need to feel a degree of confidence to do that easily and comfortably. If we feel unsure about our work, our prices, our ability to satisfy the expectations of a potential customer, those words may not be able to comfortably fall out of our mouth. We rationalize our hesitancy by saying we don’t want to be pushy.
If you read through these scenarios, and say to yourself, “I couldn’t do that.” Maybe, you need to stop and ask why? Why not? Is there something about your work that feels uncertain? What is it? And, what can you do about it? How can you feel more confident about the work that you are putting out there so that you can comfortably have this dialogue with a potential customer? Answering this question may be what is needed to help eliminate the roadblock to asking for the order.
If you still feel like you can’t do it, ask yourself this, “Could I sell someone else’s work?” Think of another artist whose work you admire. Could you sell that work? Could you comfortably tell someone what is wonderful and unique about their work, and why they would want to own a piece for themselves, or place an order for their gallery? If you can, then your ability to sell is not where the problem lies. You need to fall in love with your own work. You need to believe that someone would want own your work, or carry it in a gallery. When you get to that point, these scenarios will naturally happen.
If you believe in your work. If you know your prices are fair and reasonable. If you know the customer loves the work. If all of these things are true, there is no reason in the world that you should not ask for the sale. You can deliver a value to the customer in return for the money they are spending. But, if you do not ask, do not assume that having good work is enough. Sometimes it is, but sometimes, people want you to ask!

Tedium Central

I am doing a task I have known I should do for a long time, but never quite got around to it. I am building a mailing list of galleries. With the ACRE show coming up, I want to do what I can to maximize my success at the show....and the return on the money spent doing the show!

When I first starting selling at retail shows, I began my mailing list with the names of friends and acquaintances. It is the classic place to begin when you are starting from scratch. Over time, I added to that list with people who would sign my mailing list book at a show, or buy work from me at a show. Over time I have built up a decent size list.

Putting together a mailing list for a wholesale show is in some ways easier, and in some ways more tedious. With the internet, there is a wealth of information at our fingertips. But it means spending time sorting through all that information to find the shops and galleries that appear to be the best fit for your work.

How do you begin?? If you have done some wholesale sales, you have a start. If you have had any one ask you if you sell wholesale, they go on the list. Over the last several years, this list has grown to just over 100 entries. I have used this list in the past for an e-mail newsletter, and for my postcard mailing before ACRE last year.

But, the economy is tougher now. Now is not the time to put off doing the things we know we need to do to grow our business. So, I have spent the last two days adding to that list, and it now approaches 300 entries. How?

1. Magazines. American Style. Crafts Report. Looking at ads and gallery profiles. Sometimes it is an ad for an artist's work that has a list of several galleries that carry their work. If the work is similar enough in style (contemporary vs. rustic, colorful, etc.) than I add those galleries or shops to my list.

2. Internet. This is a multi-webbed approach, much like the internet itself. I might start searching for a gallery with Google, to find a street address, and then see several artists whose names come up in the search, because they have their work in that gallery. If I recognize an artist as someone whose work I think would complement my own, I go to their website and see if they have a list of shops and galleries. This can be a gold mine of information.

The other approach on-line is to go to artist's websites directly and see where they list to purchase their work. Inevitably, I find myself bouncing between these approaches. I may get a list of galleries from one site, but then I need to fill in information about the mailing addresses, and it is back to Google. Before long, I am on another artist's website.

There is no guarantee that the gallery or shop is still in business, or that you can find a good address. There is no guarantee that they will be going to the ACRE show.

But.....it is a numbers game. The more people I get my work in front of, the more opportunities I will have to sell my work. If you want to think of it the other way, you have to get a certain number of rejections to get to the "yes!" This task could be building the number of "no's" to help find the "yes!"es.

Sometimes, when the economy is strong, and your work is in demand, you can coast along without doing all those things you know you should do, but never get around to. When the economy is slow, the most savvy will survive. And the savvy are working every opportunity they can to increase their chances of success.

The way I see it, I could spend this time whining about how crappy the economy is, and how so few people are buying craft......or.......I can get busy and find those people that are. This is not likely to be a stellar year for business overall. But even in the worst of times, some thrive. Sometimes it is because they are offering a product or service that is in greater demand when times are tough. Or, sometimes, it is because they put in that extra effort. They work to go against the flow, and build a strong business in spite of the economy. When the economy turns around, they already have momentum in their favor, and will likely be positioned for greater growth. That is where I want to position myself.

So I sit here at the computer. Googling. Sorting. Searching.

In the end, it will likely be time well spent.

Artist, Hobbyist, Professional, Amateur....or?

One of the best things about the Synergy conference is that it is generating discussions. Discussions that occurred at the conference, and discussions that are spilling over into the blogosphere. There is one going on right now that began with Susan Lumoto, at Polymer Clay Notes, and was picked up by Libby Mills, at her blog. I feel compelled to jump in.

I have used the words hobbyist and artist in the past to refer to people who create. But who is the hobbyist, and who is the artist? And who gets to decide? Likewise, what makes a person a professional?

Libby's post has caused me to consider when and how I use these terms. I could mean one thing, but someone else might receive it differently than I intended. What do I mean when I say artist? Who is a hobbyist? Are they mutually exclusive? Who is an amateur, and who decides who is a professional?

hob·by 1 /ˈhɒbi/
–noun, plural -bies.
1. an activity or interest pursued for pleasure or
relaxation and not as a main occupation: Her hobbies include stamp-collecting and woodcarving.

art·ist /ˈɑrtɪst/
–noun
1. a person who produces works in any of the arts that are primarily
subject to aesthetic criteria.

2. a person who practices one of the fine arts,
esp. a painter or sculptor.
3. a person whose trade or profession requires a
knowledge of design, drawing, painting, etc.: a commercial artist.
4. a person who works in one of the performing arts, as an actor, musician, or singer; a public performer: a mime artist; an artist of the dance.
5. a person whose work exhibits exceptional skill.
6. a person who is expert at trickery or deceit: He's an artist with cards.
7. Obsolete. an artisan.

according to dictionary.com

According to the dictionary definition, a hobbyist is someone who pursues something for fun or leisure. Yet, we can all think of someone whose hobby consumes their life. The job helps them make a living, but the hobby gives them a reason to get out of bed, or keeps them up late at night.

When I look at the definitions for artist, the verbs used to describe an artist is someone who is producing, practicing, working. There is a certain level of skill or knowledge implied in some of the definitions.

If I think about some of the presentations last week at the Synergy conference, being an artist is about achieving a certain level of workmanship, having a distinctive voice, and perhaps even wanting to tell a story with your work, or make some kind of a statement.

The problem I have with all of this, is I was calling myself an artist well before I reached any of those milestones. Was I wrong to call myself an artist? I certainly did not have the degree. I was not selling my work. My workmanship was not at a level I aspire to today.


Taking on the title of artist for myself, was an act of healing. An act of owning my passion and embracing it fully. It was the realization that someone does not confer the title "Artist" onto you like the Queen confers knighthood. No one taps you on the shoulder with a paintbrush. The title comes from inside. For me, owning the title was the renewal of a journey.

From the time I was a little girl, sitting on the front steps with my pad of paper and pencil drawing a picture, I have been an artist, whether I called myself that or not. Working and working to learn how to do a better job drawing a face, or a tree. I did it because I had to do it.

What about professional versus amateur? In general, whether it is in the arts, or any other area, professionals are paid, amateurs are not. Yet, look at the endorsements recieved by Olympic athletes, who are probably at the peak of their athletic performance. By the rules, they are amateurs, in spite of these endorsements and the paychecks that come along with that. No wonder we get confused by these terms.

For me, when I began to sell my work, I began to look at my work through another set of eyes. I began to ask, "Is this at a quality level that someone would pay for?" Eventually, I saw that having a voice or distinctive style, was something that benefited me in the marketplace. It created a signature to my work. In the production work, a deeper understanding of the material was gained. Time spent working with the clay led to more ideas for me, than sitting down to stare at the empty table, pondering what to make today.

I guess it is not so much about whether or not you are selling your work that makes one a professional. Maybe it is more about embracing the idea of trying to do the best work that you can. Looking with a critical eye at your own work, not to judge your adequacy or inadequacy as an artist, but instead, to see if you can do better. Perhaps it is aspiring to a level of excellence, versus accepting "good enough" as your standard.


My kids are very tall. There was no avoiding this given their genetic make-up. They are at an age where this fact gets pointed out to them regularly by their peers. It occurred to me the other day, as my younger daughter talked about people reacting to her height at a visit to a new school, that the observation is not about the how tall she is. It is about what height seems to represent. Taller equals older, more powerful, in control. Adults can be all those things when you are a kid, and adults are nearly always taller than kids.


When people point out to my daughter that she is taller, they are reacting perhaps to what that represents for them. Is this person older? Is she more powerful? No. Not by virtue of her height at least. But sometimes people have to process a subconscious reaction to her height by pointing it out. She knows she is tall. But the other person has to figure out what that means for them. This is where the need to comment comes from.

Perhaps the need to categorize someone as an artist or hobbyist is more about where we place ourself. It may be a way of saying we have crossed a line that we have established, and by categorizing others, we are trying to say where we fall on the spectrum between hobbyist and artist. Who do we consider to be our peers? But for some, artist may imply someone who takes themselves too seriously. For someone else, hobbyist maybe someone who doesn't take their art seriously enough. But, maybe they are both wrong. Maybe we are the only ones who can decide where we lie on the spectrum. And maybe, we can be both at various times.

I am not sure there is a clear cut way to use these words without potentially stepping on someone's toes. But perhaps thinking about our intent, and why we are using a word is a starting point. And on the receiving end, if it strikes you that someone has implied something with the use of these words that seems misplaced, ask them what they meant. They may not have an answer right off the bat. But at least the question might make them think about it a bit more deeply. Just like Libby made me think. BTW, Libby, I think you are an artist who just happens to not want to have a business selling your work.

Owning Up

Sometimes we screw up. Even under the very best of intentions, things go wrong. But just like we learned back in grade school, owning up, taking responsibility, really is the best way to move through the problem, and then be able to move forward.

I wrote last year about how I was going to be working with a catalog company. I was excited by the possibility, but also a bit anxious about what that might entail as far as production, and would I be able to live up to my end of the bargain.

Doing the work to make sure that I would be able to meet the demand, helped me to look at my production process differently. I started to see that if I could make a dozen cranes at one time, all with the same pattern, it would actually be easier than trying to make a dozen different cranes. Thus began the idea of exclusive designs for each year.

As I began to prepare myself to fill orders for the catalog company, I anxiously awaited the initial order from them. The contract I signed stated I would need to ship cranes to them by early January. But it was mid-December before I got the order. The first order was for 54 cranes, and I began making them right away. I wanted to be sure I fulfilled my responsibility. The ship date had been moved to a later date, so I felt comfortable that I would be able to easily manage it and the orders I had at the time.

Less than two weeks before I was supposed to ship this first order, on a Friday afternoon, after 4 p.m. I got a call from the catalog company. They wanted to cancel the purchase order. No reason was given. No sense of whether or not there would be a future order. Just a call saying the purchase order was cancelled. By this time I had made and boxed up nearly 40 cranes. All done in a design that was exclusive to them. I was so surprised by this I had little to no response, and there were no real answers to the few questions I stammered out.

Now what?

Fortunately, I have a resident contracts expert in my husband. He helped me draft a letter requesting payment for the cranes I had made for them. According to contracts law, I was due compensation for the cranes I made for them, against their purchase order. He even went so far as to tell me that I should ship them out on the date they were originally scheduled to ship. This is where I took my own counsel and decided a crane in the hand is better than no cranes, and no check.

Today I spoke with the catalog company. The woman I had been working with owned up. She told me they were going through a difficult financial period. They had readjusted the products they were carrying. They were struggling to pay their existing vendors. (My instinct about holding onto those cranes was the right one!) They were not prepared to compensate me for the cranes I had already made for them.

It was easy for me to be gracious, and ask for a compromise in return. She had been honest with me, and so I knew where I stood. I asked that we cancel the contract, and that I be released from having the design held exclusively for them. It was as close to a win-win as we were going to get in the situation. She was happy to accomodate me, and there were no angry words or accusations.

It could have been nasty, and vindictive. I read about such exchanges from time to time on the discussion forums. I could have stood up for "my rights". But all that would have happened is that I would have spewed a lot of frustration and anger. I asked them to compensate me, and meet their obligations. She was honest, and told me where they stood. I had a fall back position, and I was happy to go there. I could easily do business with them again.....not sure if I want to!......but should she end up somewhere else down the round, I have not burned a bridge, and I know she is someone I can trust. And she knows that I can behave professionally.

We sometimes focus all our energy on our reputation for the quality of work we produce. But the reputation we develop as a business person is also important. How are you to work with? Do you meet your obligations? If you can't, do you own up, or leave people hanging? It is never easy to let people down. But to do it in a responsible way is always better than to quietly slink away hoping the problem will go away. It won't. And your reputation will suffer.

It really is as simple as the lessons we learn in grade school. Be honest. Don't make promises you can't keep. And if you do, own up.

A New Focus

I have made a decision to focus on selling wholesale this year. My decision has come from several vantage points. First, I have seen terrific growth in this area of my business, and I want to be able to continue that growth. Second, retail shows have been more problematic for me.

Retail shows are a terrific way to get a first hand reaction to your work. This can be misleading and confusing though. I have had shows where the work flew out of my booth, and another show with the same work was dismal. Which information was correct? Both, most likely. Demographics, flucuations in the economy, weather, and many other factors can effect the outcome of a show. My energy level, or my display can also have an effect.

And retail shows are time consuming. Before the show I typically will do a mailing. This means updating my mailing list, printing out labels, and stamping postcards. A day to pack things up and organize. A day to travel and set up. Three days at a show, tearing down and traveling home on that last day. Crash and burn for at least a day. A week out of the studio. If the show was great, this was a week well spent. If not, it was a week away from family, and out of the studio. Then there are sales taxes to be paid, credit card sales to be entered, unloading the van, and putting everything away again. And more names to add to the mailing list.

In the past, I have felt unable to really think through, and follow through on developing a consistent and cohesive marketing plan for my work. It has been catch as catch can. Part of why I want to try focusing just on wholesale this year is because I want to be able to give enough attention to marketing that it can be more effective, and opportunities are not dropped or lost for lack of follow through.

Here is part of what I want to do;

1. Mailings. I still will do postcard mailings, but now they will be to galleries, and planned to promote some sort of special offer. A call to action, if you will. I also plan to mail out my new catalog to anyone who as ordered from me in the past or has asked for information. It will build on the past interest, and perhaps generate some sales. Too often in the past, I would send out a catalog after an inquiry, but leave it at that. I will make use of the mailing list of galleries I have built up over the last three years.

2. Newsletters. This is a step I have already begun. I sent out my first e-newsletter this week using Mail Chimp. They have a 30 day free trial, and flexible pricing plan that works for my volume and frequency. And it works! I had an order within 12 hours of my first mailing. I plan to send one out every other month, alternating with the postcard mailing. Not all galleries even use e-mail. But for those that do, it is a great way to stay in touch and let them know what is new with your work. These newsletter services would work well for retail as well. The nice thing about services such as Mail Chimp, or Constant Contact, is that they tell you how many people opened your email. How many times, and which links people clicked on. They clean up the list automatically, removing bounced e-mails. You could do this your self with a standard e-mail, but the background information is helpful to gauge the success of your newsletter.

3. Advertising. One of the tenets of effective advertising is repetition. Some people will contact you with the first advertisement. But others will have to see your ad repeated times before they take action. In the last year, I focused my advertising dollars on the Buyer's Guide put out by Wholesalecrafts.com. It is open to anyone who is on their site, and it goes out four times a year. I had planned to only do two ads last year, but ended up going with four. I also increased the size of my ad. The results were well worth the expense.

This year I plan to run ads in at least one, maybe two periodicals on an on-going basis. I am starting with Niche magazine, put out by the Rosen Group, and sent to galleries. I can run a co-op ad, again through Wholesalecrafts.com, and gain broader exposure for my work.

What I have learned in the last year of running the ads in the Buyer's Guide is that I get a different clientele contacting me as a result of these ads. I get phone calls from galleries who do not visit the Wholesalecrafts.com website, and do not want to place an order on-line. They prefer to talk to me on the phone. Perhaps have a catalog to peruse at their leisure. Some customers love the flexibility of ordering on-line, but others prefer a different approach. Being able to respond to all the various styles of your clientele is important.

4. Wholesale show(s). I will be doing the ACRE show in Las Vegas again this year. This show gave me exposure to buyers who like to come and see and touch the work in person before placing an order. Doing the show last year took me out of my comfort zone, but was well worth every minute of anxiety.

My approach to this is pretty much like it has been all along with my business. It is a trial. An experiment. I will allow myself this year of focus and see what happens. I may even do a retail show or two this year. But maybe not. I like the idea of traveling only once this year to do the wholesale show. I like the idea of taking the money I would have spent on retail shows this year, and using it to boost my advertising, and exposure.

I will let you know how this experiment works out. I am sure I will have more adjustments to make next year, but I feel like I have a map for the coming year. Each time we try something new, we learn new things. We may learn that it doesn't work for us, but we know it with certainty rather than fear.

"Time, Time, Time....is on My Mind..."

"Yeess, it is."


If there is one commodity I could use more of, it would be time. And that scarcity of time is what is driving some of my decisions and choices in the coming year. It is easy to lose track of time when I get engrossed in my work in the studio. Or to have a relatively simple task take much longer than expected for any number of reasons,....interruptions, distractions, equipment or material problems,...you name it.


In many ways, time is one of the main ingredients in our work. How we value that time depends upon the skills and experience we bring along. But ultimately, for many artists, (excluding those working with metals these days!), the cost of materials can be insignificant compared to the time put into creating their work. Yet, it can also be the most undervalued component by the new artist starting out.


Several things got me thinking about this issue of time. There was a great post I found through Alyson Stanfield's ArtBiz blog about tracking time spent in the studio. I have tracked how much time it takes me to do a particular task, but I have not tracked my overall studio time quite the way it is described by Lisa Call. She has been writing down her hours in the studio each day, in her sketchbook. I love the sketchbook idea, but I am afraid I would fall into the judgement and evaluation of the numbers if I had them. Knowing this about myself might be why I was particularly struck by her goal to not judge the hours she had spent (or not spent) in the studio. But instead, her goal was acceptance that the hours spent there were the right amount for her.

Too often we are looking externally for cues and measurement comparisons. How much time do they spend in the studio? How many hours? Days? How many shows? The probem with these comparisons is that they are always missing essential information. No one else is where we are with our work, or lives. We all bring different experience, and baggage, to the party. And we all have different styles of work. Trying to adapt yourself to another person's work style or schedule so that you can perhaps achieve what they have done will only end in frustration.

Several other discussions in on-line forums have caught my attention when they touch this issue of time. One was about how people track time to price their work. One artist had a price per minute that she factored in for labor. Another had calculated how many pieces she could produce during a week. By adding together a weekly overhead cost, her materials, and her "weekly salary", she could then calculate a wholesale price without worrying about her hourly rate, or the exact number of hours it took her to produce an individual piece of work. One person was more exacting, and another more global in their calculations. Both had figured out what worked for them.

Another discussion centered on retailers' concerns about artists undercutting them on websites or at retail shows. This has become more and more of an issue as there are more and more direct outlets available to artists to sell their work. Without getting into the pricing discussion, a comment made in the thread resonated for me. I will try to paraphrase the comments. One retailer commented that many artists she represented had stopped doing retail shows after they did the math and saw the true cost of the retail show...beyond the booth fee, ...and found that it did not pay. An artist chimed in with her experience that reinforced this observation. She had found that she made more money, and had more time at home, and in her studio when she went to two wholesale shows a year, supplemented with on-line wholesale sales.

This reflects where I am coming to as I look at my goals for the coming year. Sales at retail shows, with just a few exceptions, have been dismal for me this year. I am not ready to write off retail entirely, but I am backing away from it. I like the idea of making work to fill an order. I like the idea of more time at home, and less of my time spent selling. I want to spend my time in the way that is most efficient and enjoyable for me. Too often this year I would spend three or four days away at a show while I had wholesale orders waiting to be filled. This just added to the frustration of a disappointing show.

As I make this choice to focus even more on wholesale, I know that there are many others out there who are leery of wholesaling their work. We all need to look and find the right combination for our time, our temperament, and our work. The balance or approach that works for me might feel completely out of balance for you. But maybe, like me, analyzing the mix in the context of time might just be what you need to help make a decision that feels right.

Enough time out of the studio.....it is time for me to get back to work!

Dogs and Cats Can Work

One of the easiest ways to build a market for your work is to target pet owners. Things with a dog or cat theme have a built in potential market. I have daughter who adores animals. Anything with a dog on it is something that gets her attention. But, like all good things it can be overdone, or done poorly. And not everyone is a sucker for all things dog or cat.

Sometimes, an artist takes a twist on this concept, and comes up with something new and engaging. I have to share the work of one such artist. We had seen his work at a local gallery several times over the last few years. His name is Michael dePierro. My daughter, the animal lover, fell in love with his wall sculptures of dogs and cats. She has wanted one ever since. When we first saw these sculptures, they were of specific breeds, and our dog is a one of a kind....otherwise known as a mutt! I recently saw dePierro's work again on Wholesalecrafts.com and saw that he was doing custom pet sculptures...dogs, cats, and even horses. I decided this would be the prefect thing to get my daughter as a gift for Christmas.

The first picture is one of the pictures I sent dePierro of our dog. The next picture is of the wall sculpture he created of her. You can just imagine the smile on my daughter's face when she opened the gift!

It was wonderful to support another craftsperson by purchasing his work. But even better, is to have a place like this blog to show many more people a bit of his work. He has taken the idea of making things with dogs and cats, and made something unique and special.

Couldn't you see a variety of dogs and cat wall sculptures in a vet's office, decorating the walls?....and taking orders for them through the vet's office! What better way to have your work seen by your potential customers.

The idea of dogs and cats as a theme in craft work may seem cliche and tired. But, as dePierro has shown us, it is possible to take any idea and make it engaging. People love their pets. And dePierro has captured the spirit of those animals in his sculptures. Talk about making work that has a story....!

I hope those of you who celebrate Christmas found special and unique handcrafted items under your tree. And most of all, I hope that your day was one filled with love, laughter, good food, and good memories. And, if it was a bit more stressful than all that, I hope you found at least one moment of connection with a person, a pet, or nature that reminded you of a blessing in your life. Hold onto that memory, and take it out from time to time to enjoy. Those are the gifts we can give ourselves at any time.

Contest: Name that Crane

For the last few years, when I make a crane I start from scratch. I may make a cane that will create 3 or 6 or more cranes, but when that cane was done, so was that design. While there is some creative freedom in this approach, it can also be challenging when I have orders to get out the door. And there is anxiety as I package up an order. Will they like this one? I had a few variations that I could easily reproduce, such as a Skinner blend with a metal leaf crackle finish. But the patterned cranes were the ones that many people love.

After having to come up with a reproducible design for the catalog company I began to rethink my whole approach to making cranes. Maybe it would be easier to have several patterns that would be exclusive for one year. The next year, I would have a new set of designs. With that in mind, I have been working on several styles or designs to offer for 2008, and I have come up with a few that I like, and I know I can repeat....at least in pattern, if not in the exact colorway.

The group of cranes at right are called "I Love You" cranes. They were designed with Valentines' Day in mind. But I will only have this design for 2008. In 2009, there will be a new design with this theme.

The next picture is a group of cranes I call "Carpet Ride". When I am laying out the sheet of clay with the cane slices, I am using the idea of an oriental rug. I spent a year working part time selling rugs at an area furniture store. I loved the colors and patterns, and each night when I came to work, I would look through the rugs, to see the newest patterns and designs. Most rugs have a center field and a border. These cranes use that idea in how they are created. This pattern that will have more variety...depending on the canes I have to work with at the time.

Now, you come in. I have a few other designs that I need some help with naming. The right name can romance the work a bit. A story can be conjured up in just a few well selected words. Problem is, I have a nasty cold right now. My brain is in slow motion. Which can be great for getting tedious tasks done, but not so great for brainstorming. I need your brains and creativity. Two designs are wanting for a name.

Every idea I have come up with falls flat. The top group can be called group 1, and the lower picture, group 2. These are not the only colors that these cranes will come in, but they give you an idea of how the pattern can look in a variety of colorways. Submit your ideas in the comments, and specify which group you are naming. You are welcome to submit as many ideas as you can come up with. You have until next Friday, December 28th, at midnight(EST) to come up with an idea and post it in the comments. If your name is selected, in exchange for your permission to use the

name to promote that line, I will send you a crane in that pattern....hanging or sitting, you choose.

I hope your creative juices are flowing better than mine are right now. I look forward to seeing your ideas! And thank you for your creative energy....I need it right now. :-)

Failure to Communicate

We have so many ways to "reach out and touch someone" these days. Phones, cell phones, internet, e-mail, snail mail, fax....you name it, we can do it. But does this easy access to communication actually make it happen? No, not at all. They are just tools of communication, and they still rely on our initiative and action.


I have been surprisingly busy right through this month. Not swamped, but not idle, either. I delivered the fifth order in the last two months to a local shop. I love working with this shop owner. If she needs something or has a question, she picks up the phone, or shoots off and e-mail. And the easy flow of communication has paid off nicely with all the sales she has generated with my work. It never takes more than two contacts by either of us to make something happen.

On the other hand, I am awaiting to hear from another customer about a pending order. I know they want early January delivery, but still no order giving more details about quantities. Will I spend Christmas in my studio,....... or will I have some time to spend with my family while they are off from school and work? I want it to be the later, but the delay in getting information creates anxiety. I have called. I have left messages. I have spoken with people. Still, no order. Just the promise of an order. I am making product for them, but will it be enough?


I am not the best person at communicating, so I am willing to cut some slack to those who also struggle to make that phone call, or get the letter out. But, when I have to call again and again, and I get no response, I end up frustrated by the experience. Good communication means much more than finding the right words. It has to involve action.


I am seeing first hand how valuable clear and open communication is between our accounts and ourselves. There is a delicate balance between regular communication and harrasment....one person's regular check-in could be considered pestering by another. Understanding expectations, and working to keep open communication can make the difference between a good relationship and a disaster.


Do you find you struggle to find a balance in communication with your customers or galleries? Or have you managed to find the balance? And how do you manage the unresponsive?

If I was to pick one area to work on in the coming year, this might just be it. Do you have one thing that needs a little extra attention? Perhaps a goal for the new year. Now is a good time to start thinking about where you want to go and what you want to accomplish in the coming year. Accomplishments do not always have to be about getting a certain number of new accounts, or doing such-and-such a show. Sometimes setting goals to work on things that present an on-going challenge can do more to help our business get stronger than focusing all our energy on the externals. Something to think about in the next few weeks.....

Never Say Never

Never and Always are dangerous words. There is no wiggle room. And in life we need wiggle room. Room to learn, to adapt, to change our minds a bit if we want. But with absolutes like never and always, there is no room for change.

Back when I decided to make my passion for polymer clay into a business of some sort, I knew I had something with my polymer clay cranes. I knew they were unique, and the political environment of the war helped fuel a demand for them.

But I had this fear. I didn't want to be making cranes all the time. I would go crazy. I could "never" do that. Or so I thought.

Fast forward a few years and now the cranes are a mainstay of my business. They are a good source of cashflow at a time that the craft market is very tight. I have gotten better at folding them, but there are still more rejects and seconds than I would like. I have developed packaging and a product insert that have increased sales significantly. But there still is a certain ambivalence.

Even so, I am getting ready to make a commitment to produce cranes for a catalog. There are no guarantees of the volume this will represent. If they take off, I could be making an awful lot of cranes. And, I will be making them in a few set patterns, not each one different than the last. A few years ago, I would have been horrified at the idea of this. Now, when I look at it, the benefits outweigh any potential tedium.

First, more studio time. As much as I love being in business for myself, what I love even more is being in the studio, working with the clay. Even if it is going to be making a design repeatedly, it will help fund the continued growth of my business. And having less worries about money always does good things for the creative spirit!

Efficiency. I would rather sell a carton of 27 cranes, all in one shot, ....or three cartons, or five......than spend time, money and energy trying to sell those cranes myself at a retail show. Somebody else sells and promotes the work, and I just have to make it and ship it to them to distribute. One large sale, rather than 20, 50 or more small sales.

The window of opportunity does not stay open forever. Eventually the political tide will shift, and the demand for peace cranes will fade. Someone else will copy what I am doing. This is my chance to take advantage of a unique product at a unique time.

Once again, I am about to make a leap of faith. Into the unknown. I don't know if this will be a blip, a boon or a burden. It may be a bust. Or it may lead to me hiring someone to take on some simple tasks. Only time will tell, and I know I will learn alot! Stay tuned.......

Is It a Matter of Timing?

Here is the question I am left with after the Providence show. Why would the same product do well wholesale, and sell as slow as molasses in winter, at a retail show? The wholesale buyers were buying twice their intended amount of work when presented with a pick box, but the buyers at the retail show were collecting business cards and postcards. What is going on?


It could be any number of factors, but after a conversation last week, I am wondering more and more about timing. Perhaps the shopping patterns of the American consumer are changing enough that they no longer go to craft shows to buy. Rather they go to be inspired, and gather information. Often ascertaining whether or not the artist has a website as they collect cards.

Why? I have a theory that perhaps people are not buying in anticipation of a holiday or birthday several months away, as much as they might have in the past. Purchases are limited to an impulse purchase here and there, or the person who does have an occasion to shop for a gift.

The pace of life today is accelerated. We have gotten used to being able to go on line with our fiber optic, wireless connections, spend a few minutes and purchase whatever we might want, and have it shipped to us overnight, or in no more than a few days. We don't even have to leave the comfort of our couch. Why buy today what you can wait and purchase in a month, or two?

Perhaps, the reason that work is selling better through wholesale than retail. The customer knows they can buzz over to that great little shop, that always has something new and unusual, and pick up a gift when they need it.

Maybe, immediacy is a more important factor in the decision process for shoppers now, than it used to be. If I don't need it today, or at least this week, it can wait. Wait and get it locally. Or wait and go to the craft show that is closer in time to when you need something. It seems as if the end of year holiday buying season has gotten more and more compressed over the last few years, when retail sales are reported during those critical weeks.

The craft show is not dead. But it is not a vibrant retail outlet that, at least not in the Northeast. I remember visiting shows where you could hardly walk, the aisles were so crowded. Those same shows have no where near the same numbers of visitors, and more and more of the visitors to a show are walking around without any purchases in hand.

There are other factors to be sure. The price of heating oil has skyrocketed here in New England, and we are entering the heating season. Gas at the fuel pumps is at a very high level. Anyone holding an adjustable rate mortgage is facing large jumps in mortgage costs. And there is the uncertainty that always happens as we approach a major election. Especially when we know that there will be a change in administration, and we are at war. Uncertainty has a way of cramping impulse shopping.

This is strictly some theoretical thinking going on here. Tell me what you think? Do you see your shopping habits changing? Do you see a change in the retail craft marketplace, and if you do, how would you describe it? I am truly interested in your thoughts, so please be sure to add to the comments, and see if we can get a discussion of sorts about this.