By Page H. Gifford
Correspondent
The Fluvanna Art Association members visited Sweet Art Emporium to paint ceramics on Oct. 15. But before the creative fun began, Erika Mitchell talked about her business and the harsh realities of being a retailer in the art world. Nowadays, it doesn’t matter if you own a top gallery in New York or a small retail establishment here in Fluvanna County, making a profit on selling art is rough.
“I love what I do but don’t make a living at it,” said Mitchell. Even though Mitchell has received recognition from the county for what she does, she shows little profit for the yearly arts festivals she arranges.
“Selling art is not easy,” she said illustrating her point with two area artists; one who made six figures by selling his work from a kiosk in a busy mall and the other made much less showing in galleries and retail spaces. “I had to increase the commission fee to 40 percent and lost artists because of it but that is the industry standard.”
Area residents had been asking for a place to paint ceramics and there isn’t anywhere in the area except for Richmond. Mitchell boldly moved ahead with the idea and during the summer created a space for people to have fun and create. It is also a place where other artists come to teach other mediums, including painting and Mitchell herself teaches jewelry making.
Consignment and commissions for selling artwork changed after the pandemic when people were stuck at home not getting out to retailers. That’s when artists and customers discovered art online for direct selling.
Trends in art and culture have changed the way people view and buy art. Large-scale paintings are more difficult to sell and often cost far more than a midsize painting and prints are outselling original paintings. Tastes evolve and artwork is often selected based on personal taste rather than what the industry dictates.
The future may look like Crossroads Art Center in Richmond, which in the last 12 years has built up a warehouse full of artists, creating everything from jewelry to ceramics and paintings; with over 300 area artists from Richmond’s vibrant and thriving art community. Crossroads Art Center is a cooperative featuring a wide range of artists, art mediums, classes, and artists in residence.
Mitchell recognized the potential of offering something more than just selling something and it gave her the momentum and passion to do what she says she loves. The Fluvanna Art Association members also found a place to come and have fun, create, and socialize.
