This post reflects both ‘the growing pains’ of our industry as it shows why BOTH galleries + artists should have an online shop.
I’ll start with this email I’ve received:
I’m really trying to take a little more marketing into my own hands. I’ve had gallery rep. for many years, but sales just get slower and slower. And I have another one closing this year. And now, …. Gallery says they don’t want to work with me if I sell online. I find that ironic because I am pretty sure they approached me after finding me on ….. website.
It’s hard to “Do it Right” yes. It certainly is. The reason I could separate ‘loyalty’ from ‘dumb business decisions’ was when I opened up an actual Gallery myself, in 2013. I found then and there I needed to be REAL clear about promoting it. And not be ‘secretive’ or ‘feeling guilty’ about having the inventory be shown online as well. In that moment I could shed ‘the misplaced loyalty’ and separate my business from the third-party businesses you as an artist ‘do business with’: the galleries.
About Reaching an International Market
Both galleries as artists should have an online shop created IF they want to sell (more). I sell more outside of ‘my locally based’ galleries in Holland, the difference is 80% international verses 20% national. You can imagine the necessity of an online ‘location’. It’s crucial.
1) When am I ready to Sell Online?
2) What to do when my Gallery doesn’t like this?
You are ready to sell your own Art if you love your art. Because when you love it, there will be others also interested + you can market it because you believe in your product.
You can’t be held back by anyone. Just take the losses if you decide to follow your own path.
Some galleries will stop working with you and some will keep to respect you and understand -not having a shop online- will force you into all kinds of side-jobs.
If you would have an actual store on the street you could exhibit in galleries similarly, yes? The work travels and is shown here, there.
Just Don’t show stock you Don’t have in House. And keep pricing similar overall.