Opportunities

Every time I compose a journal entry, I look at the previous topics and consider what would flow best. It feels as though this is the right time to talk about the variety of means through which I can promote, sell and develop my work. I hesitate because it is, as with every entry, personal to me and my business, so not meant as a to do, or not to do guide. It is also filled with hopes and dreams, some of which have been realised, and others which haven’t been right for me. This is not strictly failure versus success, but does represent things that have worked as well as those which haven’t.

The word opportunity is a broad term in the art and craft world and can be applied by anyone or any business trying to appeal to individual artists and creatives. They often present as a service, offering to attract or enhance sales, promote your brand or develop your practice. This can include small, local market stalls, paid for at a flat rate in relation to selling space, at which I am present to sell and promote my work, through pop-up shops, where I have a designated paid-for space to sell my work, to galleries and exhibitions, working on a commission basis, and mentorship schemes, which are often free but highly competitive. When you scratch the surface there are a seemingly infinite number of “opportunities”, and it is worth taking a little time to consider which are genuinely helpful, and which might not be right.

When I first started selling my work, I was full of enthusiasm, a passion for my craft, and the hope that my work would sell. I thought that customers would discern the difference between a handmade basket, made from my own homegrown willow, and crafted from field to end product by myself, from a mass-produced “basket”, which had travelled the world to end up stacked high in a shop, with a price tag that could never reflect a fair wage. I thought this because the difference was so obvious to me, that I assumed it would be to others too. I applied for a place on a local market stall, and was delighted to be accepted. I realised fairly quickly though, that most people don’t pop into town looking to buy a handmade basket. I witnessed stalls of jewellery with crowds around them, and ceramicists with endless interest from the passer-by. Basketry though is fairly niche. As an item that is often viewed as utility, fewer people showed interest, and fewer still were prepared to pay a fair price for a basket that had been locally handmade. There were those who would stop to watch me weave, and I always made enough sales to justify my pitch, but when I added the cost of the pitch to that of parking, fuel, food and drink, a day not weaving or time that would otherwise have been spent with my family, the word justify is really stretched.

Pop-up shops too have been of limited success – often relatively costly to take part in, and again being under-represented in sales when compared with fashion, jewellery and ceramics, with success massively affected by location and visitor numbers. These have resulted in me being more cautious with events that require up-front investment, and have led to a more studio and gallery-based business – I can work from my studio and someone else does the selling on my behalf. The commission is typically 40-50%, so a big slice of the profit, but at least you know exactly where you stand in terms of sales.

Similarly, mentorship or funded learning opportunities are often enormously time consuming to apply for, and are hugely competitive if they are well-founded. Sometimes applications for these processes are useful in helping take a more focused view of my practice, really digging deep into what my work is, where I am placed at the present time and what I am hoping to achieve. At other times, this process can feel futile. My personal approach is that while the chances might be slim, if the opportunity that awaits is truly worthwhile, then it is worth taking the time to be as thorough as possible. I invest the time and energy that it takes, and accept that the results will (in all probability) not end in my favour. If the process has been thorough and a true self-examination, then it is of value in and of itself. To highlight the importance of this approach, I always think back to when I was doing my A-levels. Over both of my A-level summers I was involved in experiences that were truly life expanding – sailing on the tall ships one summer, and teaching English as a foreign language in Israel the following summer. During both of these experiences my friends told me how lucky I was, and they were right – they were extraordinary opportunities for me. However, none of my friends had applied for them, so the first step to being “lucky” was to explore opportunities and engage with them.

I now see applications as a guarded opportunity. I never apply for anything that I don’t genuinely believe to be worthwhile – my time, and that of those who are on the other side of the process, is precious enough without being wasted. I consider expenditure if this is required, whether I can afford it, and if so, is it a sound investment? I also make sure that whatever I apply for will develop my practice, promote my brand or enhance knowledge of my craft and inform sales. I see so much value in education and exploration, and the importance of this process being valued by those who see and buy my work. I no longer expect anyone to simply buy my pieces, instead focusing on placing them within a trusted and well curated setting, or as part of an informed collection. I also recognise that there are a high number of hugely skilled and talented creatives across multiple disciplines, who are all looking for opportunities, exhibitions and development programmes. I am happy to invest my time in applying for those that I feel are best directed to my practice, and as such will always be disappointed if they are unsuccessful. I also believe though that everything happens when it is supposed to – maybe pragmatism is the only answer, but that sometimes a door being closed to you can be as valuable to your work and process as one which invites you in.