It’s a good question – who would start a gallery with the economy the way it is?
I intended to write this a year ago, when our gallery-workshop was just a few months old.
Back then we felt full of optimism but still heard nagging inner voices telling us we were a bit daft for even thinking of setting up what was effectively a shop, just when so many others were going to the wall.
On top of that, it was necessary for Jenny to leave the stability (and predictable income!) of a regular job. What were we thinking?
One year on from that part-written blog post and nearly a year and a half since we got our slightly sweaty hands on the keys to unit 4 Wakefield Country Courtyard the optimism is still there, the inner voices have been quelled and our early marketing efforts have paid off.
We’re delighted to have regular customers who seem to come in just after we’ve put new stock on display.
Our classes are steadily drawing new would-be and established artists and crafters keen to develop their skills or gain new ones.
Our studio is being used to create interesting (sometimes amazing) projects by students.
And we’re finding that folks who used to visit the Courtyard have started returning, having discovered that there’s more to see, do, eat and drink than there used to be.
So of course we’re optimistic – we’re working hard to make our business a success and seeing that pay off.
Some of the things that have really worked for us include:
Having a mix of income – we sell our own stained and fused glass, we sell other artists’ work for a commission, we run a host of our own classes in fusing, stained glass, glass appliqué and more.
We also have a talented band of artists who teach their own art forms to students for us, and we make our space and facilities available for a small fee to those who want to create but lack the tools or a suitable place to work at home.
We’ve built up a really good mailing list over the years. Our regular emails get open rates and click-through rates (which is actually much more important than opens) that are significantly higher than is common in our line of business.
A testament to this is that we’ve just taught a couple of ladies who joined our mailing list after attending our third ever class about 10 years ago; they’ve been receiving our monthly emails ever since and got in touch to ask for a private class at our studio this year.
We keep up our advertising in local magazines. When we get visitors telling us they saw us in a local magazine we know our adverts are being seen. Of course this doesn’t translate in to ROI, but we’re still ‘young’ and working to build our footfall.
We’ve also taken a leading role in encouraging our neighbouring businesses to join us in co-op advertising and that’s making a noticeable difference to the footfall across the site. It’s tempting to ease off on the advertising now we’re in our second year –it costs money after all – but we plan to keep the momentum up.
Running demo days and taster days to show visitors what we’ve got going on. These have been a huge success for us, and are a blast to run too. We invite our artists to join us for our demo days, and show off their skills.
Visitors get to see artists in action and are often inspired to join a class and have a go themselves.
The outcomes of our taster days are similar – we give customers the chance to try one of our glass crafts in a short session for just a fiver. Many then book a place on a full class knowing that they’ll enjoy it, thus reducing the risk!
Listening to customers and hunting out work we think they will like. We’ve tried hard to find work that synchronises with what our customers tell us they like, or actively looking for. We’ve also had to learn that what we like may not appeal to our customers. We remind ourselves every now and again that we are not our own customers!
Of course there’s a lot more we do that’s helping bring in customers – giving talks at WIs for example.
It’s all part of doing what we can to build our gallery, grow our reputation and help our lovely customers own or give art as a present, or even make their own art.
We’d love to hear from you if you’ve seen art you like, have tried a class and enjoyed it, or if you’re an artist yourself.
If you’d like to visit and find out about art and craft classes or check out the art we’ve got on display you’ll find us here:
Vitreus Art, Unit 4 Wakefield Country Courtyard,
Off the A5, near Potterspury, Northants NN12 7QX
Tel 01327 810320
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