Facebook Times Two

Now you have another way to learn more about what TraillWorks is doing. If you're on Facebook, check out my pages: TraillWorks and Wedding Cake Portraits.


Currently I'm holding a discussion about the renaming of my blog and featuring the progress of a current wedding cake commission. Of course I will be maintaining my blog, but the Facebook phenomena is not to be missed out on and I'm having so much fun interacting with friends and fans alike. If you're not a fan yet, become one and you'll be privy to special updates and offers. Come on, join in the Facebook fun!

Domino Effect

I can't stress enough how valuable it is to participate in shows and promote your work. Last year, I found out about a site NJ offers called JerseyArts.com. It's a great site that promotes all of the arts in NJ and offers many free promotional opportunities to artists. I applied to be included on their web site as a featured artist and was chosen. My work was on their home page for the month of April. Since then it is permanently archived on their site, always searchable.

Of course I hoped for sales or some future opportunity to come from this great exposure, and last week it did. I received a phone call from the editor in chief of NJ Savvy Living magazine, asking me if I was interested in them writing a feature on me. Well, of course! My husband said, why would they even ask you? But there are those obstinate artists out there who don't want to become successful, unless they are discovered by chance. Well, in a way I was discovered, but I set the stones in place.

So today I will be speaking with their editor, George Anderson, about my work. He's interested in focusing on my appliance paintings. the article, which he aims to be eight pages long, will be published in either the July/August or September/October issue. Hopefully he'll help get me past the emerging artist stage! I'll keep you posted; I'm looking forward to the phone interview, George seems to be a fun guy to talk to.


jennie@traillworks.com
www.traillworks.com

The Art of Promotion

A friend of mine just recently dubbed me the queen of marketing. It was quite an honor for her to acknowledge my efforts. Most people who read the paper think the writers are putting together all of their stories and news, but that's just not the case. Newspapers and other media are hungry for information and most often willing to publish what you send them, given the information is newsworthy and pertinent to their market.

I've never taken a business class or a marketing course for that matter. I've read a lot and taught myself most of what I know; which in this media - savvy culture I feel is still only very little. And I have to mention, my husband did go to business school and worked in a marketing department for a couple of years; he's helped. But he would also be the first to tell you I do most of it myself.

Promotion is a very important aspect for an artist to get beyond an emerging artist. Most of us have to do it ourselves. Since moving to my new studio location, I spent a lot of time writing and submitting press releases about my upcoming grand opening and my studio. Though I haven't made a lot of artwork in the past four weeks, I've taken on three new students, sold 5 pieces of artwork, and have had two direct serious inquiries from potential students. Many of this is due to my press releases.

A local paper published my recent release on Thursday and both of the potential students' parents evoked such excitement at seeing that I'm teaching lessons in Newton. This was great, free advertising. I think a press release often has more power than an ad, the only downfall is it runs once. And, the paper has the right to edit it and I discovered they never included my phone number. One parent was going to have her husband drive by my studio to see if there was a brochure or more information. But then she realized the photo they printed showed the lettering on my window; she was able to make out the phone number. Whew!

I can't express enough the power of self-promotion.

Check back in a couple of days for some important new self-promotion.



jennie@traillworks.com
www.traillworks.com

Open

My new studio / gallery in Newton, NJ officially opened on Saturday! My husband and I scrambled last week to get everything prepared for Saturday. I didn't think it would happen, but it did. He almost single-handedly prepared the entire space from laying a floor, painting the walls, repairing molding, and moving everything in (while I was on a weekend trip with my girlfriends). You may be thinking, what the hell was this emerging artist doing while her husband slaved away at her business?

Well, right after I signed the lease for the space I found out I'm pregnant. So, I couldn't do much more than hand tools to my husband. I'm thrilled at the news and the prospect of raising a baby in my studio / gallery. And, I'm eternally grateful to my husband Lee for his tenacity, perfectionism, and support of my business. He doesn't know how lucky I am.

I hope to see you at the gallery sometime. Here are the hours:

Monday - Friday, 10am - 6pm
Thursday, 10am - 8pm
Saturday, 10am - 5pm


jennie@traillworks.com
www.traillworks.com

Lunch Summit

from left, Jennie, Valerie Ellen Magro, Kathy Morawski, Renie Garlick (founder)

As an emerging artist, it's essential to network and get the support of other artists. Last year, three other artists and myself decided to start meeting monthly for lunch to help each other out with concerns and struggles of an artist. Coined by one of the artists, Renie Garlick, "Lunch Summit" we started meeting at local restaurants for hour-long lunches. It quickly turned into 4-hour long, three course meals, accompanied by wine at each other's homes.

Each of us has grown from the networking. Even more importantly we have become very good friends. We are all very different from each other through the media we work in, to our personalities, which is why we all get along so well. These gals have been integral in making the move to a new studio and developing my work.

Every emerging artist should have a lunch summit.

jennie@traillworks.com
http://www.traillworks.com

Inspections and More Inspections

Part of opening a retail location is inspections and every municipality has them. Before I can officially open to the public, I have to get a certificate of compliance which means I have to fill out three forms, no big deal, write checks for about $50 a piece, a bigger deal, and then have a fire, building and sign inspection.

Ok, so I'll comply; why would I make this more difficult? Hopefully all will go well. Initially I had to get a site plan waiver in order to even hold my business in a storefront on Spring Street due to the zoning laws. They accommodated me with approval in two days. Not too shabby!

I'm still waiting to find out when I will get into my space which is dependent on the current tenant getting a certificate of compliance in his new space. I've been told next Wednesday. We'll see.

In the meantime, I've chosen paint colors from Behr due to the price point of the paint and I'm looking at furniture from Ikea for storage.

Gorm System by Ikea
Inexpensive, versatile and solid wood -
a great storage unit for an artist and a great price for an emerging artist.

Rejuvenate, Winter Garden, Celery Ice, Parmesan by Behr Paint

jennie@traillworks.com
http://www.traillworks.com

What am I blogging about?

In an effort to develop something of interest to write about after sitting home all day in the dark , I thought I would ask you. Is there anything you're dying to know about my art or anything related that I've never touched upon as it relates to my blog about being an emerging artist?

If so, email me with your ideas -- tell me what you like, what you don't like and what you really want to read.

Hopefully by the end of the week I'll have more to share about a potential move.

jennie@traillworks.com
www.TraillWorks.com

Home again, Home again

I've been telling myself over the past week, "this is my journey". It's become a mantra that I've been repeating over and over again as I've been acclimating to reality after returning from my residency at Peters Valley. Having had a month to paint, I'm getting frustrated by all the small stuff.

Lee called the month away my "fantasy painting month". In a way it was, but I was able to paint clearly without interruptions . . . wait until you see the work in person.

Since returning home, most of my week has been devoted to much-needed business concerns. Additionally I am anxiously seeking a new studio space. The month away made me realize I can't continue to paint and grow my career in an 80 sq.' studio. This emerging artist needs to emerge from her space.

I am considering a space in Newton and have no news as of yet. It would be a great opportunity to expand my studio space, teach more students and have access to a space where I can build larger canvases, photograph my work, and have a small gallery open to the public. Stay tuned to see what happens.

The Question of Duplicating

Tuscan Farmland, 8" x 8", Ceramic Paint on Tile, © 2005 Jennie Traill Schaeffer, Private Collection (s)

Since becoming an artist full-time in 2005, I started painting and marketing tiles used as coasters, trivets, and framed art. They were a hit and are now 18% of my profits / year, this year selling 36 tile sets all together. This isn't something to laugh at. But, for the time it takes me to paint them and for what I'm selling them at, I'm getting paid on average $16/hour. This is hardly worth it selling this quantity.

The other concern I have is the question of duplicating designs. Initially as an emerging artist I thought, "why not"? Now, I'm starting to reconsider. Yes, it's somewhat easier to paint an older image that I've already done than concept a new one, but I'm getting bored and I think my customers might be appreciative that theirs is the ONLY one. The trouble is convincing my customers to pay more, convince them to trust me to do something custom, or find a new market.

This Christmas I painted four Tuscan Farmland tiles in an assembly-line fashion. I spent about two days working on them. They came out great, but now I think as I redesign my web site for '08 I will retire designs and urge customers to go out on a limb with me to make something great!

A Pretty Good Argument for Art

Auroches in a Cave Painting, Lascaux, France, Paleolithic

In Tuesday's NY Times, science writer, Natalie Angier, writes about new theories on the origins of art. The history and evolution of art is no doubt intrinsic to my life as an emerging artist. Prior to journeying on the path of becoming a full-time artist, I was a public school art teacher in New Jersey. I was passionate, excited, and couldn't wait to share all of the mysteries and visual stuff that man has created with my students.

Unfortunately, my principal at my first teaching job felt art was the lowest aspect of the curriculum and deemed it more appropriate for use as playtime, rather than an opportunity to create art and learn culture and history through the vehicle of art, which is a visual testament to humanity. In The Dance of Evolution, or How Art Got Its Start, Angier overviews a recent conference devoted to the "evolutionary value of art and why we humans spend so much time at it." I wish this article was written in 2001 when I was trying to shift the perspective of my principal.

One of the speakers was Ellen Dissanayake of the University of Washington who shared a quite different rationale that makes a whole lot of sense to me. She argued that while contemporary westerners view art as elitist and detached from reality art is really intrinsically connected to reality and plays a large role in creating community. I have experienced this myself in moving to a rural county, where by becoming a member of a local arts council, I have become part of a community that is not only made up of artists, but all sorts of people who love art. The only other large draw for community is religion, argues Dissanayake. I have not known such an energetic, impassioned crowd of people since I was in a college setting, doing what else but studying art.

Art making is a magical experience that I believe all people have the capacity for in some way. But, when it is not supported in our schools, by our families, by our friends, art becomes less important. Without art, humans are not humans. Become part of a lively community - make art, buy art, encourage others to make art, support arts events.

Open Studio Recap

It's been two weeks since I held my first annual open studio/open house. I blogged about this event a few weeks back, regarding my nervousness about it's success. All in all, my nervousness was for nothing.

The turnout was fabulous with about 23 people attending. Though I was hoping for 100 -- I had 23 wonderful people show up to see my work and to buy! It was my absolute best day ever for sales of all of the gallery and art shows I've ever done. There are many things I can attribute this to:

• the art hung on a home wall giving people a sense of how it would look in their home
• 20% of all proceeds went to support Kaleidoscope of Hope Foundation
• I was there; most of my sales of my art have been facilitated by me.
• I published a press release in the local paper.

One of the best parts of the day was that my mom's best friend's husband purchased my painting, Town and Country, a piece many collectors have been interested in. His wife, Barbara, passed away from ovarian cancer last year. They both always wanted to travel to Italy, but unfortunately never had the opportunity. I am so thrilled that he owns this painting because I know it is that much more meaningful to him.

This is definitely an event I would hold again in the future and need to plan further in advance to get a larger turnout. Two of my friends planned the food and catered the event for me; the food was fabulous! To get a glimpse of the work in my house see the photos below, courtesy of my mom.

Puppies and Business

It's been awhile since I've posted on my blog due to my new furry friend, Ringo and a lousy cold which many people seem to have. Ringo has been an awesome addition to our home and my studio, but he's definitely making me adjust my schedule.

He's got a great disposition, can be pretty independent, loves to run with me, and many times will happily sleep during my lessons. The problem enters when he has not exercised enough and I'm trying to get some painting in.

I'm reading Cesar's Way right now and starting Ringo in obedience classes tonight. What caught my attention was an excerpt about a photographer who brought his dog into his studio every day. While on the walk to the studio, the dog was well-behaved, once at the studio, he became unruly. Now, Ringo is not unruly in my studio, but he has begun to test limits, eating a part of my student's watercolor painting, eating paper towels out of the garbage and getting his nose covered in red paint while sniffing a wet painting. I can definitely empathize with the owner that once in "work" mode, it's difficult to properly handle the dog.

I agree with some of Cesar's points, but much of his books leaves me wondering, how? He doesn't give me the toolbox to actually correct the dog and he talks constantly of 4 hour exercise sessions which is just unrealistic with most dogs. This was the same opinion evoked by writer, Pat Miller for Bark magazine. I will continue to read Cesar's Way taking his ideas with a grain of salt, take my dog to obedience school, work on developing my role as alpha and continue to paint. Ringo will help this emerging artist, not hinder her. Look out for some artwork of Ringo in the future!

Great News!

I've been accepted to participate in a residency program at Peters Valley in Layton, NJ! On a whim I applied to their guest artist residency program to spend a month in part of an artistic community where I would have a private studio and lodging accommodations. Thursday, Rick Marshall, head of fine metals and special topics phoned to notify me of my acceptance.

This is a phenomenal artistic growth opportunity! I will be putting my lessons on hold for the month and dedicating all of my time to painting new works. Peters Valley Craft Center along with the Geraldine R. Dodge Foundation will provide me with room and board, plus a stipend. I'm required to live there for the month. Now . . . I just have to figure out what to do with my puppy, Ringo.

Home Portrait

"Enchanted Cottage", 10" x 8", Graphite on Arches © 2007 Jennie Traill Schaeffer

I don't advertise this service but have done several home portraits for clients over the past few years. I attempted initially to do some business with real estate agents by offering this service as a closing gift for their clients. However, over time I realized that this is not what I wanted to spend most of my commission time on. As an emerging artist I keep trying new things and finding out more and more what I do want to spend my time working on and ways to make money without selling out.

I don't believe this portrait, "Enchanted Cottage," is selling out. It was a good drafting / drawing exercise as well as a compositional challenge. I'm happy with the resulting work and anticipate the owners returning from their trip to see it.

More tomorrow about a new member of the studio . . .

2008 TraillWorks Calendar

Calendar Cover

I really have been super busy this week and have not gotten to blogging or painting as I should be. Instead I've been preparing for the Peters Valley Craft Fair to be held next weekend in Augusta, NJ. I've had some framing and matting to do as well as create some new promotional materials, which always takes longer than I intend. On top of all of that this emerging artist is finding time to train for a half marathon, paint our dining room, and adopt a puppy! Am I hindering my career or balancing my life? I think the latter.

And, now that we're in September it was time for me to design and publish my 2008 calendar; also entailing new promotional materials. It's been a marketing extravaganza. Everything's just about ready to go to print and I will be sending out information about the calendars next week.

Just to wet your appetite -- the calendar is a 12-month overview of paintings I've completed in 2007. When fully open it's 8.5" x 11" -- great for a small space or even a large purse. Last year was the first time I published a calendar and it was very successful.

The calendar has been upgraded from last year in these ways:

• inclusion of the high Jewish holidays
• shrink wrapped with a cardboard insert by the printer to protect from damage and easier gift-giving
• custom option for Businesses

Visit Emerging Artist next week to purchase.

On the Verge of Big Things

I always thought I would bring it up. I was so wrong. Maybe I wanted him to bring it up to avoid the decision. After all I was the one who brought up marriage. My mom keeps telling me I'm brutally honest on this blog, and I think well maybe, but I could be so much more so. I'm hesitant to even go in this direction due to the very intimate conversation that was had. But, my blog is about telling the world about my life as an emerging artist. And, this is significant.

We had the children discussion. Though we had it over a week ago over a slight buzz from some Chianti wine the timing has changed. Lee's turning 32 and I'm turning 30. We certainly are still very young, especially with many women having children at 35 +. But, I knew that was too late for me only because I don't want to be turning 60 when my kids are going to college.

I've always dreamed of being an artist and a teacher and a mom. Now that the last one is creeping closer to reality I have a lot of concerns and questions as an emerging artist. The main one is how will I have the space to paint and teach. We currently live in a tiny home which does have room for a studio or nursery. I could do both by purchasing a laptop, and somehow condensing all of my office supplies/files to a small space in the living room. Then there's the idea of renting an outside studio space which would really solve the problem. I have the opportunity to possibly share space with a local photographer. But, will I be able to cover the rent?

It's all very exciting as our lives could change significantly over the next year or so. I don't want to lose momentum in my career but being an artist does afford a lot of flexibility. I guess with every change in life you just have to dive in and have faith that everything will work out. And, like Lee says, there's never an ideal time.

Goal Setting

I always thought I was the most anal and organized person; slightly out of whack for an artist. Yes, maybe I still am, but I've definitely changed since my mom used to turn things out of place on my desk just to annoy me. I was a little OCD growing up. And now there is an entire culture devoted to organizing our messy lives. Maybe I missed my calling?

Since starting a business and growing as an emerging artist, I've learned to live with clutter a bit more. True, I always need to clean up before I start a new work or project, but it inevitably gets messy. I never could have tolerated a messy desk, things out of their place. And yesterday I did break down an purchase very attractive storage crates for our laundry room because I couldn't handle the stuff falling off the wire shelving unit. Ok. I'm still a little OCD. But, the studio and office I can handle messy when I'm in the midst of work. And, I'm glad I chose art as a profession and not professional organization.

So I've been writing about my split personality regarding mess, you might be wondering what does this have to do with goal setting? Well, I think the two are intrinsically tied together. I've been working for almost 2 1/2 years as an artist, growing, pursuing new avenues, getting more known, but somehow without much of a concrete goal except to be able to financially contribute to my marriage. I'm starting to do this, but I've taken some workshops on marketing and developing goals and I'm realizing the importance of it and occasionally organizing the stuff around me so I can remain focused.

Suddenly after working through a workbook called The Artist's Marketing and Action Plan Workbook by artist, Jonathan Talbot, and sitting down and really evaluating my goals I've got some clarity. This was further realized when I reorganized my bulletin board toaday with a list of goals and various shows I'm applying for in the upcoming months. So if you're at all curious what my plans are here are my goals for the short term and as I broach them I will keep you informed. Hopefully you will see me accomplishing these things with the help of the knowledge that you are reading about it! I don't want to let me or you down.

Jennie Traill Schaeffer's Short Term Goals - 2007

• Complete Outstanding Commissions.
• Finish two new "Sainted Appliance" paintings.
• Paint Castrocielo, Italy.
• Increase Sales.
  
• Hold an Open Studio event.
  
• Consider renting a studio.
• Promote the Release of a New Giclée.
  
• Apply for a Fellowship with Peters Valley.
• Increase Calendar Sales from Last Year.
• Start Promoting Paintings of Wedding Cakes.
• Decide how to update my web site.

CONGRATULATIONS!

From the wealth of responses that I got about my question of the significance of the gold shapes behind my wedding cake in the previous post, I had a tough decision. All of the answers were quite creative and thoughtful and nearly on. But, two were the closest and I've decided to give both respondents a 30% off certificate for their answers.

Congratulations to Rachel Jemison and Bob Kays. You will both receive a certificate via email.

Rachel answered, "my guess is that your cake is "sainted" and is a blessing on your marriage!"
Bob answered, "The gold shapes are [the throne] the king or queen to sit on. Or in this case a cake!"

You were both on the right track. Above is a sketch of a painting I saw at the Uffizi in Florence in March. The artist, like many others representing the Madonna and Child of the Renaissance, used gold halos and shapes surrounding thrones to signify the religious importance or status of the subjects. I am using the same technique to saint and enthrone my wedding cake!

Thank you to all who participated. I'm in the midst of lots of new ideas for paintings -- keep posted for more news and exciting stuff happening from now through the end of the year.

A Contest!

For my blog post today, in correlation with my email mailing on Wednesdays, I am creating a contest to give You, admirer of my art, an opportunity to win a 30% reduction of a single artwork purchased between now and December 31st, 2007. Read on art lover.

Look at the artwork below, read the question and email me the answer through the link below. You have until Thursday, August 16th at midnight to respond with the correct answer. The first correct response wins the 30% reduction certificate. To find out if you won, go to my blog (www.traillworks.blogspot.com) on Friday, August 17th.


And The Artwork Please . . .

Enthroned Wedding Cake, Oil on Panel, 12" x 16", ©2007 Jennie Traill Schaeffer

And the Question is. . .

• What is the significance of the gold shapes in the background flanking the wedding cake?

Email your answer here.

To teach or not to Teach . . .

Artwork by Laurel, Graphite on Paper

Artwork by Laurel, Pastel and Cut Paper Collage

Artwork by Andre, Graphite and Pastel on Paper

Artwork by Andre, Colored Pencil on Board

Before becoming a professional artist I was a full-time public art school teacher who after two years decided that wasn't the life I wanted for myself. Though I loved the act of teaching and working with individual students, I wasn't painting and became jealous watching the students make work while I wasn't. After two years, and talking with my then fiance, we decided together I should make a try at becoming a full-time artist.

Well, 2 1/2 years later, I consider myself a full-time artist but I'm still teaching. Yes, I'm selling my work but not yet at a rate to contribute financially to our household solely on sales of art. I started teaching privately a year and a half ago and what started as maybe teaching just a couple of students has become a part-time job, about 15% of my work week. Now I have six students, with one coming for four hours each Friday for the month of August.

I love working with these students who are all very motivated, talented people eager to learn. It's also been a nice way for me to be able to start paying Lee and myself in terms of income. Some people say that by teaching, artists aren't confident in their selves to really be a self-supported artist. Well, my professors warned me of this when I left art school. Unfortunately, few artists start out selling their work at rates to make a living. It takes time, as with any business, to become established and known. So, I believe teaching is worth it for an emerging and established artist, but on my terms.

Go to LessonWorks for more information about lessons with Jennie.