Artists & Illustrators — June 2017

22 Artists & Illustrators

COLUMNIST

SELLING YOUR WORK IN GREETING CARD

FORMAT IS A GREAT WAY TO INTRODUCE

PEOPLE TO YOUR ART, AS WELL AS GENERATE

EXTRA INCOME, SAYS LAURA BOSWELL

ARTIST

PEOPLE BUY THE CARD AND

FIND THEY CAN’T LIVE WITHOUT

AN ORIGINAL OR ARE SENT

ONE AND INSPIRED TO BUY

ABOVE Grebes and Iris,

linocut, 235x500cm

R

ecently, I’ve been involved in a debate about the

value of turning work into greetings cards. I have

been selling cards for years and, if done well, I think

they are great for business. The main concern raised is

that people will buy them rather than the work. People

have told me they are buying a card to frame and that’s

fine: it’s great they like my work enough to hang it. More

than balanced against this are the people who buy prints

because of the greetings cards. They live with a card and

find they can’t do without an original or are sent one and

inspired to buy. Most people like to buy a little something

from an artist and, if those who wouldn’t buy originals end

up buying cards, the money soon mounts up.

I make a card-size printout to see if the work will

reproduce favourably, and always prefer prints that have

been received well on social media – it is a good test for

sales. I make sure that I have top-class photographs of

my work and use a professional printer who is used to

producing cards in short runs. Check quantities with

the printer to get the best price for your order or maybe

coordinate with other artists for a bulk deal. I buy

envelopes and glassine bags separately and pack

everything myself. After costings, I find that I can price

slightly below the normal retail value and still make a

good profit because people buy more cards when they

are competitive priced.

Always put your contact details and a bit about yourself

on the back of the cards, and take a box of them with you

everywhere you go. I take cards along to classes and talks,

as well as fairs and shows. Approach your local museum or

gift shop, too, as they often sell cards by local artists, and

also ask any gallery that shows your work.

If you are asked for a trade price for your cards, it needs

to be about 50 per cent of the retail price if you are selling

up front and, for sale or return, you will need to agree a

percentage commission.

http://www.lauraboswell.co.uk

22 Columnist.indd 22 10/04/2017 10:31