Etsy's Handmade Blog
Shop Makeover: Gallery Go-getter (Part 3)
Story by andycooperman
Published on January 26, 2009 in How-To 		Photo by

Andy Cooperman

Please welcome Andy Cooperman to the Etsy blog. This is part 3 of 4 in the Gallery Go-getter series.

Andy Cooperman is a metalsmith, writer, and teacher who lives in Seattle, WA. His work is featured in galleries nationwide and the permanent collection of the Victoria and Albert Museum, Tacoma Art Museum, as well as many private collections. In addition to one of a kind jewelry pieces, Andy also works with clients as a custom jeweler and commission metalsmith. Please visit his website at andycooperman.com or coopermanjewelry.com.

In this series, we have made every effort to be as broad and inclusive as we can within the parameters of the Etsy blog.  It is our hope that the information provided is useful to artists of all types and will be applied to each specific situation. 

This essay explains how the artist/gallery relationship most often works, along with some questions to ask before you sign a contract with a gallery.

Consignment:

The vast majority of galleries work on a consignment basis with their artists. Consignment means “the gallery borrows work from an artist for display in the gallery, and then pays the artist only when it sells.”* The artist sets a wholesale price on each piece, which is the amount of money the artist must make. The wholesale price includes cost of material, labor, overhead, profit, etc. The gallery then takes this wholesale price and adds their commission. This is the retail price, or what the gallery will sell the item for to the public.

Consignment arrangements at galleries vary, but the most commonly encountered percentage is 50/50 or one half of the retail price. In other words, galleries will double the wholesale price. Some galleries have a different percentage split, often 60/40. The artist still owns the work until it is sold. Knowledge of the commission percentage expected by each gallery can play a role in deciding which galleries to approach in the first place or whether you decide to work with a gallery.

When you, the artist, are establishing a wholesale price for each piece, it is important to remember that the gallery will be doubling the wholesale price. This is the price that their clients and customers will pay. Pricing your work is a balancing act between what the artist needs to earn and what a gallery retail customer will reasonably expect to pay. This is very different than selling on Etsy, where the maker gets to keep all revenue (minus a small percentage paid to Etsy and PayPal).

Establishing Wholesale Accounts:

There are some galleries who will purchase artwork outright from the artist. Some will even agree to purchase a certain amount of work, say 10 pairs of earrings or 5 teacups, if the artist will agree to consign some larger pieces — 4 neck pieces or 3 large teapots, for instance. But selling outright to a gallery is not a bulletproof solution. There are many galleries who expect to have a grace period — a year for instance — during which they can trade work already purchased from an artist for newer or different work. This arrangement usually involves a percentage trade back: two old pieces for one “new” piece, for example.

Discounting:

Many galleries are now offering discounts to “collectors.” In the past, this term applied only to a client or customer who had made a commitment to collecting the work of a particular artist or work in a specific media: in other words, people who spent a lot of money with the gallery. This was a consideration made by the gallery to honor the relationship with the client and to foster future sales. Collector discounting has now become more of a standard practice and, unfortunately, a discount is given to basically anyone who asks. Some galleries even raise the wholesale price of an artist’s work, anticipating a collector discount and thereby raising the retail price of the piece to cover it.

Ask a gallery early in your discussions if the gallery offers discounts. It is important to be sure of just where the discount is coming from. Is the artist expected to share in the discount offered to the gallery’s customer, or is the gallery going to absorb the discount in their commission percentage? Find out how the gallery is planning to handle this situation. Here's a link to the Professional Guidelines document about Discounts. 

Make an informed decision about how you and your gallery will handle discounts.

Some Questions to Ask a Gallery:

  • Will the gallery be taking artists to other venues such as SOFA or other art fairs?
  • Will they be using your work in advertisements?
  • Does the gallery sponsor exhibitions?
  • Do they require an exclusive relationship? And if so, what are the parameters? Exclusivity means that the gallery will be the only retail source of your work for a specified geographical area, say for 100 miles.
  • How do they feel about sales made on your website or other websites such as Etsy?
  • How often are artists paid?
  • What is their policy for work that is returned to the gallery by customers? What happens if you have already been paid by the gallery for the work sold and then it is returned?
  • Who is responsible for damages to consigned work?
  • If the gallery purchased work from the artist do they expect to be able to trade it back for other work (usually at a discount: two pieces for one, for example)?


For more information, read the Professional Guidelines document Guide to a Model Consignment Contract here.

The Professional Development Seminar organized by Andy Cooperman, Harriete Estel Berman and Don Friedlich will be presenting four hours of lectures and discussion designed to offer students, emerging artists and established professionals information vital to establishing and maintaining a career in the arts. To read about the entire program go here.

*Berman, Harriete Estel. Model Consignment Contract, Professional Guidelines. 2002

                         Stay tuned for one more installment in the Gallery Go-getter series.

Tags Andy Cooperman, applied arts, art, consignment, Don Friedlich, fine art, galleries, gallery, Gallery Go-getters, Harriete Estel Berman, How-To, HOW-TO, jewelry, portfolios, professional development, resources, Seller Handbook, selling, Shop Makeover Series, SNAG conference, studio arts, tips
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67 comments     Login to add your own!

Jan. 26, 2009 at 12:30 p.m. lsad

Andy your work and picks are amazing and inspiring. I was a metalsmith and I 'm longing for the art aspect again. Thanks!

Jan. 26, 2009 at 12:35 p.m. lichtensteiger

Great article! I didn't realise so much went into galleries and all the details. This has been very informative, thank you so much :)

Jan. 26, 2009 at 12:36 p.m. KalliopeJewelry

Loving this series, loaded with invaluable info!
Thank you for your time and expertise Andy!

Jan. 26, 2009 at 12:45 p.m. MyissaG

Thank you Andy :)

Jan. 26, 2009 at 12:45 p.m. EpicBones

wow, amazing stuff. I love the featured item by Andy Cooperman!

Jan. 26, 2009 at 12:51 p.m. 4TheSparrowsNest

The consignment and wholesale information is VERY helpful, as many of us won't necessarily have our work in professional galleries, but will be establishing wholesale and consignment accounts with local boutiques. Thanks a ton!!

Jan. 26, 2009 at 12:57 p.m. angeew

interesting article and has useful information all on one page. This is exactly the information I'm looking for a photo exhibition that I am discussing with a bar/gallery. Thank you!

Jan. 26, 2009 at 12:59 p.m. LittleCritters00

This series is great, so much useful info. Thanks

Jan. 26, 2009 at 1:02 p.m. baconsquarefarm

Thank you andy cooperman~ love all your designs~ incredible info here alot to absorb in one read. Enjoying the gallery g0-getter series~! Thanks~!~!

Jan. 26, 2009 at 1:10 p.m. TashaHussey

Wow! such beautiful Art.

Jan. 26, 2009 at 1:45 p.m. FrucciDesign

Thank you for this series, it is so informative and helpful!!

Andy your work is great and I hope to be able to attend your class this summer at Haystack!

Jan. 26, 2009 at 1:46 p.m. Ryanplz

Again, this has become very helpful!
Thanks!

Jan. 26, 2009 at 1:52 p.m. voleurdebijoux

Gorgeous!! Wonderful picks and great article, Andy. :)

Jan. 26, 2009 at 2 p.m. simplymega

After reading this series one can see how being an artist is definitely a full time job! Amazing how many hats we need to wear.

Jan. 26, 2009 at 2:03 p.m. DeNovoStyle

I love the wall tiles! A new fav!

Jan. 26, 2009 at 2:16 p.m. AdaRosman

What a wonderful article, ANDY! You're truly a great artist and also thank you so much for all the great lessons/tips as a teacher!!! :D

Jan. 26, 2009 at 2:22 p.m. redyellowandblueink

simply intriguing items. And good article-everyone needs to know how stuff works! thanks for spreading the word.

Jan. 26, 2009 at 2:46 p.m. Studio618

Andy, great information here. When will you be back at Revere? Sorry I missed your class last year. ~Fan of your work.

Jan. 26, 2009 at 3:13 p.m. sucree

Andy, thanks for sharing this information. Certainly is helpful in deciding whether or not to show at a gallery and how to negotitiate the process. Cheers to Seattle artists!

Jan. 26, 2009 at 3:24 p.m. kristensteinfineart

Wonderful information Andy. Love your work! Great art pieces that you've selected as well!

Jan. 26, 2009 at 4:05 p.m. flyingrhymes

Another good rule of thumb is to never ever loose your consignment contract, as it is your only proof that the gallery has your work. Very concise article, thanks!

Jan. 26, 2009 at 4:24 p.m. LaireMarie

Love the wall tile collection - very cool and unique!

Jan. 26, 2009 at 5:25 p.m. fionachapman

I have admired Andy Cooperman's work for many years. It is great to see articles such as this written by such respected artists. Thank you.

Jan. 26, 2009 at 5:57 p.m. marriageofmetal

This series has been incredibly insightful thus far!

Andy, I enjoyed the heck out of your workshop at Miami University last summer! I have been passing on your knowledge to my students and they have been creating magnificent pieces! You are awesome!

-Jesse

Jan. 26, 2009 at 6:02 p.m. margauxlange

Spot on. A really great series of article all around. It was interesting to read that discounting is now considered a standard practice amongst galleries. Hmmmm

Jan. 26, 2009 at 6:40 p.m. MGMart

Lovely article Andy! My personal favorite is ArtMind Feelings!! Just love them :)
~Marianna

Jan. 26, 2009 at 8:19 p.m. cthings

Wonderful information thanks Andy for sharing!! Your work is awesome!!

Jan. 26, 2009 at 8:33 p.m. andycooperman

Thanks, everybody, for all the feedback. It's really appreciated. Harriete, Don and I feel strongly about artists' empowerment: the more information the better! How good to know that you're finding the information useful. It's also been a real pleasure spending time tooling around the Etsy site. Thanks for the opportunity.

Andy

Jan. 26, 2009 at 8:34 p.m. MellingtonCartwright

Andy! thanks a ton for the in sightful info. especially when this is the time that I am planning on doing some gallery shopping!

Jan. 26, 2009 at 9:37 p.m. Lunatiger

After seeing a lot of Gallery openings, selling is pretty tough, unless you're established. It hard when you're just starting out. You need a bit of stroke of luck to make a living out of it.

Jan. 26, 2009 at 9:49 p.m. andycooperman

Lunatiger, you are right--it is tough. One strategy is to have a number of galleries and to also, perhaps vary the type of work each has success in selling. I've found it useful to look at the whole "pie", combining different types of galleries and sales venues with, perhaps, some production, some custom and even repairs along with one of a kind pieces. Add to that a web presence--Etsy, for example--and even some craft fairs.

It can be discouraging but a little success leads, often, to more.

I'm off to the frozen Northeast for a week, so I may not be posting for a while.

Take care, everybody.

andy

Jan. 26, 2009 at 9:55 p.m. dragonhouseofyuen

thank you for a very interesting and informative article - so many things I didn't know - and wasn't even aware of - that went on!

Jan. 26, 2009 at 9:58 p.m. andycooperman

One more thing: The galleries aren't the end all and be all, of course. They simply may provide a different type of exposure, fill a different need or address a different audience.

A

Jan. 26, 2009 at 10:06 p.m. andycooperman

One, one more thing: Sorry I forgot to be clear in the last posts. In rereading them it does seem a little jewelry skewed. No matter what medium or format in which you work, I'm sure that there are different types of work that can fill different niches such as smaller, less involved paintings, sculpture and --whatever --along with the more considered --and expensive--pieces that you may make.

My apologies,

Andy

Jan. 26, 2009 at 10:42 p.m. MeghanT

Nice article! The photos are stunning!

Jan. 27, 2009 at 12:28 a.m. artbywinona

Hey Andy!!! Thanks for all of the wonderful information. Such a wonderful picture of you ;-) I won't be at Yuma this year, so sad :-( Have fun on your trip in the cold Northeast......
~W

Jan. 27, 2009 at 1:06 a.m. DvoraSchleffer

Thanks. Very interesting and useful info.

Jan. 27, 2009 at 2:10 a.m. alisamiller

yay andy!!!

Jan. 27, 2009 at 4:54 a.m. NICOLAHART

Thanks Andy,I find it pretty scary approaching and dealing with galleries but with this information I'll now feel more confident.

Jan. 27, 2009 at 8:18 a.m. StudioAMF

Very useful information. I have been enjoying the series and look forward to the final installment.

Jan. 27, 2009 at 8:29 a.m. mycreativeinstincts

You have provided a plethora of information well done and much appreciated.

Jan. 27, 2009 at 8:39 a.m. twigsandheather

I think that it is very important to be on-line. I think being on-line has changed almost every aspect of craft.

You have on-line show applications, a network of vast information and a community to reach out to.

This information is a good foundation, but it is no longer one size fits all. Nowadays Galleries and store owners find YOU!

Jan. 27, 2009 at 9:13 a.m. cynthiadelgiudice

Great article! Thanks!

Jan. 27, 2009 at 9:28 a.m. QuercusSilver

This series has been so interesting. I've really enjoyed the food for thought it's given me.

Jan. 27, 2009 at 10:47 a.m. worksofwhimsy

Very thorough and informative article. Thank you.

Jan. 27, 2009 at 11:24 a.m. Krystyna81

For the 2D artists out there...

Consider also that galleries will (usually) require work to be framed if necessary. This cost is not re-imbursed off the top - so if you spend $100 framing a piece, you will actually have to charge the client $200 (on top of the cost of the art) in order to recover that cost.

This is one reason why I love selling on Etsy. The buyer can buy just the work at a fair price, then determine the framing that is right for them.

Also, for any artist, I would also consider a relationship with a gallery where you are permitted to have the buyer's information for your own records. I have been selling at a gallery where they do not share this info, and some of my favorite pieces are now "lost" to me.

I think by being on Etsy, artists can cultivate a relationship with a buyer, beneficial to both parties - past clients can have the first look at new work, can connect with you about commissioning further work, or even pass your name directly to friends and family who may also wish to buy.

I appreciate the focus on this very important aspect of doing business as an artist. I look forward to more articles!

Jan. 27, 2009 at 11:39 a.m. zJayne

Helpful information, thank you.

Jan. 27, 2009 at 1:10 p.m. mloartwear

Interesting and worth reading. Thank you!

Jan. 27, 2009 at 1:34 p.m. TerrorDome

Thanks, good read

Jan. 27, 2009 at 1:36 p.m. ArtMind

Thanks so much for sharing this valuable information. I have been wondering recently how to get in contact with gallery's and such. I'll definately bookmark this for future reference!
I thought it was all about knowing 'the right people'. ;)
Thank you too for adding 'my feelings' to this article.

Jan. 27, 2009 at 1:44 p.m. WindAndRain

Very informative article. Thank you.

Jan. 27, 2009 at 2:04 p.m. PrivateTreasures

Hi Andy, thanks for your important advice. I'm wondering when you have an agreement with a Gallerie out of your town, who has to pay for the shipping cost? Is it you to have to ad the cost of the shipping to the wholesale price?

Thanks again for taking the time to answer me.

Patricia
Private Treasures

Jan. 27, 2009 at 2:10 p.m. beachhouseblues

Andy, your work is fabulous!

Jan. 27, 2009 at 2:44 p.m. BluCille

Some neat stuff.

Jan. 27, 2009 at 3:45 p.m. bijougirldesigns

This is a very informative article, and Andy, your pieces are really gorgeous! Wow!

Jan. 27, 2009 at 4:01 p.m. thesacredbead2

Beautiful work, great informative article, thanks so much for sharing with us all!

Jan. 27, 2009 at 4:08 p.m. threeblindmiceart

Thanks so much for the information. Even though the art market is tough right now, it is wonderful to at least have these guidelines for a reference. A place to start.

Jan. 27, 2009 at 4:48 p.m. thecyclingartist

Great artist, and just wanted to say as a fine artist that the issues and questions are pretty spot on for us too. :) A couple points I'd add (and they won't apply to everyone):

Generally the artist sets the retail price in the fine art situation once they're more established, so artist price can vary a bit. You hit a point where that's something you know and take a bit less for a more prominent gallery, take a bit more at other places.

I don't mention online selling at all. I won't avoid the question of course, but see no reason to bring it up as many galleries have a fear of artists selling online (for good reason, too many artists and craftspeople will sell for less than gallery price online). If you don't undercut your galleries though this shouldn't be a problem. Be open and honest, remember that ideally you want to build a longterm relationship with your galleries too.

thanks for the hard work writing all that Andy, and for sharing. :)

Jan. 27, 2009 at 5:09 p.m. soule

LOVELY! and a fellow Seattlite!

Jan. 27, 2009 at 7:41 p.m. esmeraldadesigns

Awesome artwork and article! I especially appreciate the list of questions in the end. It is really important to have scenarios lined out by the time you bring your pieces in, preferently in print. One of the galleries I worked with in California turned out to have a pushy sales associate, and when a customer got buyers remorse and returned a bunch of items amongst which one of my rings, the customer got a gallery credit but the return was deducted from mine and the other artists next sales check. So the gallery never took a risk with their sales. I took my pieces out right away.

Jan. 27, 2009 at 8:04 p.m. BabbidgePatch

Beautiful art featured and great article!

Jan. 29, 2009 at 7:51 a.m. jhowardstudios

Great list of questions, thanks.

Jan. 31, 2009 at 2:53 p.m. MichelleStudio

Thanks for all the great information. Love the picks as well.

Feb. 1, 2009 at 6:26 p.m. sarawestermark

Andy Cooperman is my hero!!!

Feb. 9, 2009 at 1:46 p.m. Softpencil

Very interesting info! thank you!

Feb. 9, 2009 at 2:08 p.m. michon

I love your list of questions to ask the galleries - thanks for giving me some things to think about!

Feb. 12, 2009 at 12:26 p.m. Squier

Great article!

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