Orlando, FL

FL Craftsmen Logo 500


ABI Logo

Invite you to attend an Art Business Workshop

taking place at

Art & History Museums-Maitland (near Orlando)

The Cottage at Lake Lily

701 Lake Lily Dr., Maitland, Florida

April 2-3, 2014


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

Lisa CottoneABI 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



Wednesday, April 2nd

9:00 a.m. – 9:30 a.m.      Registration

9:30 a.m. – 10:00 am.     Welcome and Introductions


10:00 a.m. – 11:00 a.m.  Wholesale 101

Is wholesaling an option for your small business? The elements of wholesaling; how to structure your business for production; the wholesale selling process; terms and standard practices; presentation of your work; strategies for success, and selling wholesale at trade shows – what’s it all about? Q&A session included.

11:15 a.m. – 12:30 p.m.   Building Gallery Relationships

A basic tenet of wholesaling is building strong relationships with your gallery customers. Learn what buyers need, popular price points, retail markup, turns, exclusivity, and tips on selling in a variety of markets.


12:30 p.m. – 1: 30 p.m.   Lunch Break


1:30 p.m. – 2:00 p.m.   Panel Discussion 

Always a popular part of every workshop, the panel discussion introduces local artists and experts who have built successful businesses. They will share how they got started, challenges and insights about wholesaling, and tips for other artists. Audience interaction encouraged.

2:00 p.m. – 3:00 p.m.  Pricing for Profit

Incorrectly pricing your work can bankrupt your small business. This critical session will help you get a handle on expenses, and use the correct pricing formula to grow. Understand what defines “profit”, why profit is essential, and how you can build “added value” with simple and easy to deploy techniques.

3:15 p.m. – 4:15 p.m.  Sales Strategies for Wholesale

This talk details strategies essential to increasing your sales volume. Techniques for selling at trade shows; how sales reps work; how to sell wholesale directly to stores; selling to large retailers, selling one-of-a-kind work at wholesale; structuring your collection; selling concepts and packages to retailers.


4:15 p.m. – 4:30 p.m.  Wrap Up and Dismissal


Thursday, April 3rd 

This day is devoted to individual business consultations, which can be pre-scheduled at the time of registration. These appointments tend to book quickly – request yours early to avoid disappointment.

Consultations may be booked for a fee of $30.00. Each consultation appointment is thirty minutes in length.

Artists scheduling consultations should bring samples or photos of your work, and any marketing materials you may have. You will receive feedback on your collection, price points, target audience and strategies tailored for your specific business. 


Wendy Wendy Rosen 

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

Carolyn EdlundCarolyn Edlund

Carolyn’s background includes 20 years owning a production studio. She has worked as a sales and marketing rep for art and gift lines, 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.


Ready to transform your creative business?


Kristen BangsABI gave me the toolkit and motivation to get in front of wholesale accounts and professionally represent my work. I can thank ABI for getting me started on the best possible career path. ~ Kristen Bangs, 2012 ABI grad, now selling to 50 retailers throughout the U.S.



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