Expert: DJ Murphy - 12/16/2003

Question
Hi,
I have been a floorcloth maker and artist for 15 years and have marketed them mostly through trade shows and interior designers for most of the 15. Since 2000 I have been juried into the Western Design Conference and my work has greatly changed and has become very specialized (American West themes). The conference is a gallery type show rather than "crafty" such as I had been used to. My peers (who are western artisans of wonderful furniture, lighting, and corture fashions)ecourage me to get my work into galleries and to also increase my fees (my pieces have been the least expensive on the floor for 3 years). Problem: I don't know how this(gallery representation) works exactly. I was told that I should only work with a gallery that will purchase my pieces. So far, the galleries willing to represent my work wanted to do it on a consignment basis and take 50% - 60% of the sale.
Floorcloths are hard to market right now because there are so many artists doing this now compared to when I started in 1989.
Am I on the right track trying to specialize and move out of the typical to be able to keep doing an artform that I really love? All of the how to books on floorcloth making have really hurt us pioneers in the business.
What about pricing? I did raise my prices for the last conference show and set a new standard for future work. I was told that I would eventually attract better clientele,(meaning, one able to afford my work),this way. What is your opinion on this? As far as the majority of floorcloth makers I am higher priced but they are not doing what I am doing.  
I feel stuck between a rock and a hard place and I am not sure where I belong. If you are interested you can see some of my work at www.freereinart.com
Any suggestions would be greatly appreciated.
Angie  

Answer
Hello Angie,

Wow!

Where to begin?

Fine art galleries usually do take works in on consignment and the split is 50/50 with the artist.  A very few will buy works, but then they are usually at the very high end, and have clients or will identify clients for particular works so they aren't "stuck" with them, and thus affecting their overhead.

Not being familiar with floorcloths markets, I can't advise on pricing.......other than to say.......the market for higher priced goods is more limited than the other way around.  Your prices should reflect your time, effort, talent, and of course demand.

Try working with a few galleries in different cities and see what happens.  You could research galleries on the net....go to www.galleryguide.com   and  also check out artcalendar.com      Plus there are many other galleries listed on the net.

Good luck to you......hope this is helpful.

Happy Holidays,

dj murphy