Professional Photographer - USA (2019-07)

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trait photography, he found that clients were

more likely to buy whatever was hanging on

the wall of his studio. At his new gallery, he

wants to sell larger, more expensive prints,

so those are the prints he plans to display

on the walls.

LIMIT AVAILABILITY, INCREASE DEMAND.

Hoffman plans to sell both open-edition prints,

available at a lower price point, and limited-

edition prints, available at a higher price

point, at his new gallery. For most of the

galleries he’s spoken with, the magic number

for limited-edition prints is 350. He’d also

like to do some single-edition prints at a sig-

ni cantly higher price point. Each limited-

edition print will have a certi cate of auth-

enticity and an identifying hologram. “There

is a hotel in Maui called the Montage, which

is like a six-star hotel, and I was lucky

enough to be the artist in residence there for

three years,” says Hoffman. “The clients there,

they would have art printed and pay $25,

for a one-of-a-kind photograph. People do

value exclusivity.” •

9 x 4.5 7.75” x 4.75”

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