In 2016, I started the @rachelsshoppe.co account on Instagram. It was terrifying and I blocked everyone I knew who might want to follow me.

Why?

I didn't want them to see me fail at selling my art.

I was embarrassed. I was embarrassed to be "starting late".

I was embarrassed to not be very good at what I was doing.

I was embarrassed to talk about making art.

I was embarrassed to want something so badly but not know how to get it.

I was embarrassed that I didn't know what varnish was, or how to say gesso, or what to post 3x a day so I could get seen.

At the core of all that embarrassment, I was embarrassed to be trying.

Honestly, these days I wish I could just give my self from 10 YEARS AGO (WTF?! insert eye twitch) a hug. Instagram was my chance to be seen, to make something of my art, and to be taken seriously as an emerging artist.

Now, my Instagram is a random dark meme, 3 story slides of paintings, and a post every two weeks because I'm allergic to most content trying to worm its way into my head.

So what changed? Well, four years ago I pushed myself to sell in person via art shows to prove that I still had what it took to be an artist and I could adapt to my dwindling Instagram engagement.

I was online, working harder than ever to make commissions and book coaching clients and be relevant with my well-written captions, and no one seemed to be interested in what I was saying or painting because the pandemic blew up social platforms and we all realized, the world is so much bigger than we were used to and we are so, so small in comparison.

And no, I'm not blaming the pandemic for the creative expression we all were craving and definitely needed during The Great Mental Blackout - but I am saying, that added a layer of saturation that was not previously seen in those spaces. Suddenly Instagram had 3 billion active users per month.

And here I am and I don't think I've had a post hit over 100 likes in years at this point.

I swear, this is not a pity party, this post is going to highlight all the ways I have created business OFF Instagram and in the real world. It required more upfront investment than I felt ready for, talking to people and going places, putting myself out there, and evolving my art.

It's also required more personal rejection because... well people are saying 'no' to your face.

1. Art Fairs and Markets

This was honestly my lifeline in 2023 (and still is).

Over the past few years, I've learned so much about my art, selling it, and how I want to evolve as an artist. Most of that is from the interactions I've had at art fairs! While yes, art fairs are a bigger, upfront investment, the pay off can be huge and a great way to make space for you to continue to make and sell art.

A couple quick notes:

• Go to the fairs you want to sell at: How would your work fit in/stand out? Is your price point holding it's own? How competitive is the application process?

• You'll have to invest in a display that makes sense for your art: The more competitive the show, the pickier they get about setup and the methods you use to display (this is why craft fairs / art markets can be more fun and personalized).

• Know your goals & audience: Set goals for the weekend, but manage expectations by keeping an open mind about the audience. Different regions by different things and some people just won't get your art.

  
  

When selling in person, it's important to pay attention to your audience: noticing the overlap of what I like to paint and what people are buying has allowed me to increase sales and make art that feels good. Art shows aren't for everyone but they can be the place that opens up relationships with other businesses, more original sales, and a treasure trove of inspiration that will click with your local audience.

2. Local Shops + Galleries

HELLO my beautiful stockists! Last year I had a big goal to expand my sales channels (aka stores) by 3-5 new relationships. This meant going into stores and asking about what they liked to wholesale (or consign) and sending a lot of cold emails. It also meant saying "YES" to anyone who asked if I did those things!

Partnering with local businesses is a great way to increase visibility for both you and a shop and allows you to build relationships with customers in a new area!

A couple quick notes:

• Actually go to the store/gallery you're reaching out to: You want to get a feel for the space, the owners, and the customers. If it's not a good fit, you'll get a no.

• Focus on small businesses: These shops are business owners like you! Introduce yourself, what you do, and the plus of working together.

• Wholesale vs. Consignment: For wholesale, the business will buy your work outright at a discount. Consignment is work in the store on loan, you are paid when it sells (this is often a 30-50% split)

  
  

Do your research and reach out to businesses with a clear proposal for collaborating or wholesaling! Be sure to include how your art fits their space and would help increase interest/sales.

3. Licensing

I get paid quarterly for sales of work I made years ago (or some recent pieces). For me, licensing is a low-effort background operation where I make and upload things I think will be of commercial interest.

My licensing company acts as the manufacturer and the middle man. They produce the product (under license) and then they pitch it to retailers. Retailers will make purchases of what items they think will have the most success in their stores and THEN I will get paid.

A couple quick notes:

• It requires patience: Licensing takes time - be committed to making large bodies of work and different subjects and photograph all of them!

• Determine your products: Some companies only do cards, some do wall art, some do everything under the sun! Do your research and determine what would be a good fit for you and your art before you reach out.

• Royalties: Licensing payments are done through royalties - this can be a 3%-10% cut of the sale price. Read your contract!

  
  

4. Teaching (Online or In-Person)

I absolutely love teaching in person these days. I partnered with a local community art center in 2024 and have been doing workshops there ever since! This has been a great way to connect with my collectors and show my techniques in real time to anyone interested in learning how I paint.

A couple quick notes:

• In-Person Workshops: Generate more interest by hosting the class at a local community center, shop, or art store!

• Focus classes around community interest: My best selling classes are ones around what I get complimented on (or what they'd like to try their hand at themselves!).

• Teach with others: Collaborate with other artists or venues to create joint workshops that highlight different skills or ones that work together well (floral arrangement and painting!).

  
  

5. The Studio Space

While this one might not be an option for everyone, opening a public studio space expanded my audience in a way I wasn't expecting. It has allowed me to connect with individuals in real time, share in progress works, and try new products I didn't have the confidence to try before.

I'm learning that people are fascinated by the act of creating something. Even if they see the progress, it's still a mystery (let's get real, my first few layers are always ROUGH).

A couple quick notes:

• Host events: Share when you'll be at your studio and have collection reveals for potential customers

• Talk about your work (a lot!): If you don't have an in-person space, do it online! Your work has a process and people want to see it.

• Compromise and make art for your community: What can you make that showcases your talent? Your art? Your unique way of seeing things? Cement yourself and your abilities as an artist by tackling something close to you.

These are just a few of the ways I make my work work for me. You need to explore and pick the avenues that feel right for you and this season. Or create new opportunities! It's a new year and this is a great chance to explore something that might've scared you before or felt out of reach.

Make this your year to push for something bigger.