West Orange, New Jersey


Saturday, March 15, 2014

9:00 a.m. – 3:30 p.m.

Luna Stage Theater 

555 Valley Road, West Orange, New Jersey

One-Day Intensive Art Business Workshop

Our program is designed to help you launch and/or grow your business into a sustainable career, selling to galleries, shops, museum stores and more. This is the workshop to get you started and teach you how!

Individual critique/consultations available by pre-scheduled appointment at this workshop. Bring samples or photos of your work and receive feedback on your collection, price points, target audience and strategies for improving and building your business. Extremely limited time slots available – please book early.


Lisa Cottone ABI provided me with invaluable tips and insights into how to develop and market my brand most effectively. It has saved me countless dollars and precious time, not to mention the emotional cost of making mistakes.  ~ Jewelry artist Lisa Cottone



9:00  Registration

9:30 ~ What Sells? A Formula for Success     

What can an artist really make?  How to design a sustainable growing business model. What’s the right mix of art fairs, commission work and wholesaling to shops and galleries? Is wholesaling an option for your art or craft business? How to structure your business for growth.  Terms and standard practices; How retailers think and why they buy; Presentation of your work; Building those essential gallery relationships.

10:45 ~ Creative Marketing for Artists     

Learn how to create an effective marketing message that adds value to your work. Tell your story the right way. Understand and reach your target audience. New marketing techniques. Website content and design for artists. Social media rules of the road. Press and publicity. Professional presentation of your work.

Noon ~ Lunch Break

1:00p~ Product Development     

How to build a wholesale collection from the ground up; Understanding themes and trends; Expressing your own signature style; Creating efficient production systems; Working with suppliers; Designing for your target audience; Building value into your line.

2:15p– 3:15 ~ Selling Strategies for Wholesale      

How many ways can you sell? New Niche Markets for Artists. Trade shows, which ones are for you. Working with Sales Reps. Wholesaling online. Consultative selling. Moving from consignment to Net 30 wholesale. Selling one-of-a-kind work to galleries. Prospecting, follow up and closing the sale. Out-of-the-box sales strategies for artists and craftspeople.

3:15 – 3:30 p.m. ~ Closing thoughts and feedback

3:30p – 6:00 ~  Individual critiques/consultations    

Available as pre-scheduled appointments only, with very limited time slots available. Please book early to avoid disappointment. Each appointment will run 15 minutes. Bring your list of priorities and questions about your work, your market and your challenges.


ABI student


Limited Space!

Don’t Miss This Opportunity!


Workshop Tuition $95.00

Critique  $30.00


This event is completed. Thanks to all the artists who joined us for this successful workshop!


Wendy 2Wendy Rosen

A nationally-known, influential leader in the crafts movement, Wendy Rosen has spent 30 years working with artists and craftspeople to grow their businesses. Rosen is author of the bestseller “Crafting a Business” and founder the Buyers Market of American Craft, the largest trade show for handmade. As the founder of The American Made Alliance and The Arts Business Institute, publisher of NICHE Magazine Rosen has nurtured thousands of artists from hobby to success.


Carolyn Edlund

Carolyn Edlund

Carolyn’s background includes the launch and growth of a successful production studio for twenty years. She has worked as a sales and marketing rep for art and gift lines. She writes articles on the business of art, and is the author of the popular ABI course “Marketing for Artists & Craftspeople.” As the Director of The Arts Business Institute, Carolyn Edlund speaks with artists every day, helping them to create strategies for growing their businesses.



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