Last weekend, I participated in a small-scale art exhibition with a painter and a sculptor. It was my first time exhibiting as an artist rather than a craftswoman. And I made some interesting observations I'd like to share with you. Especially as this art exhibition was a so much more positive experience than the usual craft fair!
We promoted our exhibition through posters and flyers laid out at local shops. In addition, I promoted the event on Facebook, Instagram, my website and through my newsletter. However, the best medium to promote your event in rural Bavaria, is through a local newspaper. We were very fortunate to have two such papers taking an interest. And their articles were lovely. They even managed to take a decent picture of me!
Me and my embroideries took up residence in the sculptor's atelier. Two beautiful rooms with good natural light. I was allowed to hammer nails into the walls where ever I wanted. What luxury! My embroideries where more spaced-out than what is possible at a craft fair. I was able to group similar ones together and to add proper descriptions. Besides naming the piece, I also added materials and year of creation. There was plenty of space for people to mill around and get really close to my work. I also set up my trestles with my slate frame to show a piece of silk shading as work in progress. That proved to be a clever move, as people were very interested in this technique.
Our promotions had clearly worked. The day before I was setting up the exhibition, I was contacted by a buyer who didn't dare wait till the exhibition was officially open. She bought three of my pieces! During the two-day exhibition, I sold two more. In addition, I also sold a few pendants, a food cover and an embroidery kit. Much more than what I usually sell at a craft fair. And so far, I have never sold an embroidered item other than pendants, at a craft fair.
Until now, I have been reluctant to call myself an artist. And I get the giggles when somebody in my presence does. But I think it is perhaps time to make the transition from crafter to artist. For starters: I've been invited on the spot to two more art exhibitions as people where so impressed by my work. These exhibitions have equal low costs for me as this exhibition had. That seems to be the biggest difference between craft fairs and art exhibitions: the costs. This one was exceptionally low: part of the costs of the flyers and two cakes. But the others are very reasonable too: cost of flyers, drinks during the vernissage (if I want such a gathering!) and 5% of my sales. You see, no sales do thus not equal disaster as it does with craft fairs. Who knew?!
What I also found refreshing was the type of visitor. Yes, there were fellow stitchers and yes some made the same kind of silly remarks as they tend to do at craft fairs. But the majority were art lovers. And they are a different tribe altogether. They either like a piece or they don't like a piece. Fine by me, I can deal with that.
And my new tribe was very clear about their tastes and interests: goldwork and silk shading. With copies of local painters' work in canvas (think: my interpretation of Franz Marc's tiger). And since I sold so many pieces, I need to create some more of that in the coming months. Oh joy! But first I'd like to finish my ebook on the linen vestments from Tyrol. Because attending an art exhibition does take time. And with several commissions sitting on the shelves, the ebook is unfortunately lower on the list of priorities... Nevertheless, I hope you liked my report on my first-ever art exhibition. And maybe some of you should transition from crafter to artist too? Still giggling...
Jessica M. Grimm
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