First Published: April 16, 2020

While most of us are stationed at home for the time being, uncertainty lurks around many corners, and jobs and livelihoods are disappearing altogether, I believe it’s more important than ever to dust off the skills and talents we each have (or have been meaning to nurture) and figure out how to offer them to the world. If you’ve ever wanted to sell a work of art or handcrafted product that you've made or plan to make, you may find yourself considering opening a small business in your newfound time at home. If a stronger focus on small and local businesses is the way toward a stronger community and sustainable world, then there's no better time to embark on this path.

I started my own small business in the fall of 2016. I was a sophomore in college — I had just transferred to the Milwaukee Institute of Art and Design to major in illustration. Although the idea of starting a small business seemed intimidating and overwhelming, and I was already busy being a full-time student and exploring a new city, I knew I was too curious about creating an illustration business to ignore the idea. I also knew that I needed to push past the many intrusive thoughts telling me that my work wasn’t good enough, my audience was too small, or that I didn’t have the resources to start a business. So many before me had succeeded despite these circumstances so I knew there was a way to success. 

I took to researching the ways in which my favorite illustrators and artists were selling their work. What platform(s) did they use? How were they packaging their pieces? Where were they printing or producing their products? How were they pricing things? What about shipping? What language were they using for their product descriptions? And why?

Shortly after starting school at MIAD, in November 2016, I opened an Etsy store in my tiny, shared dorm bedroom. I think it goes without saying that the way I run my shop now looks pretty different from those early days. In the beginning, every decision felt exciting but risky. Sales were slow to start, but each order that came in filled me with a sense of purpose and a desire to improve. 

This past year marked my third year on Etsy. My sales have been steadily increasing as I continue to create new products and market them online and in person. I’ve also met many amazing creators thanks to the platform that Etsy provides. Both of these factors have influenced me to continuously seek out more environmentally-conscious ways of shipping and producing, as well as inspiring new ideas for what designs and products I can offer in the future.

Although what I am physically producing are reproductions of watercolor illustrations and paintings — and painting is a big source of joy for me — the most rewarding part of opening my shop has been interacting with customers, and knowing that work I have created has touched others enough that they've decided to purchase a piece for themselves or someone they care about. This alone is enough motivation to continue creating and, subsequently, selling work.

So, if you’ve also been curious about starting a small, solely operated art business, here are the top 10 action items that led me to eventually opening my shop and continued success throughout the past few years:

1. Reflect.

Sit with yourself and write out answers to the following questions:

• What do I love to create when I have free time or when no one is watching?
• What value does this add to my life?
• Could this also be considered valuable to somebody else? 
• Is there a way I can offer this in a tangible (or digital) form and on a consistent basis?

2. Take Notes.

Find others who are already selling something similar to what you want to sell. Keep a list of the language (marketing), prices, and materials used. Write down what resonates with you and your ideal shop, and what doesn’t.

3. Find a Platform.

Although I use Etsy and Shopify, there are other platforms that are well suited to selling artwork on a small scale, like Squarespace or Big Cartel. I chose to start with Etsy because I had an audience of less than 2,000 people on social media at the time and wanted the benefit of Etsy’s search engine which would allow for any customer browsing on Etsy to potentially find my shop or listings. Weigh the pros and cons of each platform — like any associated fees or if there are types of audiences that gravitate toward a specific platform — and then decide which one best suits what you’re looking for.

4. Make the Products.

Now that you have a more specific idea of what you want your shop to look like, it’s time to create! In my case, I had a backlog of paintings already created, but they each needed some editing in Adobe Photoshop before sending off for printing.

Another important thing to think about while you create your physical products is product photography. How will you display your products? How can you create a cohesive brand through photography? Taking the time to experiment with lighting, color, and backgrounds is very worthwhile. Customers feel more confident when it's clear to them what they will be receiving. 

5. Experiment with Production.

Maybe you want your shop to be full of custom-made items. In this case, you’ll need an efficient system for how long it takes you to produce each item and what materials you need to have on hand. Or maybe you’d like to only sell what you already have made. This means you’ll need a working inventory of all your items and materials (preferably organized in a cabinet or separate space in your home) on hand.

Another note on production: since I decided to start selling prints, I needed to go out and find a print shop that could print the quality of print I wanted. I tried many different papers and color settings before sticking to a specific print process. Today, I print my art prints and greeting cards on an Epson SureColor P700 so that I can have full control over the print quality. 

6. Research Shipping Methods.

I ordered prints from other small shops to see how other artists were packaging their items. I then made a list of the materials I would need for shipping and sought out the most durable and eco-friendly shipping materials I could find.

Also research different shipping carriers and shipping rates to find the best rate and method for your product(s).

7. Test Drive.

Put your shipping materials and chosen package carrier to the test by sending a few packaged items to different family members or friends first. You don’t want to risk bad reviews (that can hurt the success of your shop) just because you didn’t realize you needed an extra layer of padding to protect your product.

8. Promote.

Once you’re ready to open for business, be sure to tell those you know. Before I started selling, I was posting my illustrations on social media (Instagram and Facebook). This makes it easier to direct people you meet in person to your work, and to start cultivating an audience in which you can tell about your new shop.

Things I have done recently to help promote my shop include making business cards (which I send with each order or hand out at events), attending makers markets, and networking in local communities in order to offer my art for sale in local brick-and-mortar shops.

9. Build Relationships.

One of the most rewarding parts of opening a small business is the ability to get to know your customers and have individualized interactions. If a customer has an issue with or a question about an order, this is your chance to stand behind what you do and create lasting relationships.

10. Be Open to Growth.

Things will constantly evolve with your shop, so it’s important to stick with it and enjoy the process. Opening a small business to sell my art has taught me many lessons in entrepreneurship, humility, perseverance and gratitude.

Success rarely happens overnight, but it will come knocking on your door so long as you have the drive to keep learning, a willingness to grow from your mistakes, and the bravery to unabashedly follow your inspirations.