A good idea leads women to a unique art business
‘SAY IT WITH FLOWERS’ takes on a whole new meaning at A Painted Bouquet
For artists, commerce usually is a lot more difficult than creation. So when she sold six smallformat paintings in an hour at a sale just over a year ago, Christine Marlow figured she was onto something.
The sale, showcasing more than a dozen artists in the St-Henri building where she had her studio, included only works priced at $100 and less.
Clearly, that was a price point buyers found attractive.
All the paintings Marlow sold that day also had a floral theme.
It hatched an idea she shared shortly after with longtime friend Cara Bridgeman.
“I said, ‘What do you think about becoming the alternative florist, the one who sends flowers that last forever?’ Instead of actual flowers, which last maybe a week, we’ll send painted bouquets,” Marlow said. Bridgeman loved the concept. And thus was born A Painted Bouquet, which in May will mark its first year selling, wrapping and delivering 8-by-8-inch and 12-by-6inch flower paintings created by nine local artists, Marlow among them. The acrylic paintings are almost all priced at $100.
“If the average (fresh-cut) bouquet is $70 to 80, for a few dollars more you can have a memento, something that lasts a lifetime rather than something that dies in a week,” Bridgeman said.
“And you’re supporting someone local. People may not be aware that a large percentage of the flowers being supplied here come from Colombia, where conditions for the workers are not great.”
Running a business of their own is new territory for both women, who met and became friends 25 years ago when both worked in the fashion industry, and now they know why startups generally need a few years to start generating meaningful profits.
“We thought opening a website (www.apaintedbouquet.com)
“It’s different, it’s fun, and we’re helping generate revenue for local artists.”
CHRISTINE MARLOW
would mean a sudden flow of business, but that didn’t happen. It’s not like it used to be. If you build it, they won’t necessarily come. We’ve had to work hard at getting the word out, through social media, word of mouth, visiting corporations, participating in fairs, even delivering cards door to door,” said Bridgeman, 49, who got some entrepreneurial guidance through a government program before the launch.
Marlow, 58, knows from experience how much of a struggle it can be as an artist. She’s been painting most her life after studying fine arts at Vanier College, with art classes supplementing her income from sales over the past decade.
“It’s tough to make a living from art. A lot earn less than $10,000 a year,” she said. “The materials alone are expensive. You’re always looking for ways to at least cover those costs. Nobody working for us will get rich, and some people said no because the individual amounts are small, but every little bit helps. And in addition to supporting community artists, we’re putting real art in people’s homes. Not everyone has that.”
A Painted Bouquet doesn’t buy the paintings, but posts them on its website and splits the proceeds from each sale equally with the artist. And it includes information about the creator in the delivery package. The client also receives an invitation to any of his or her upcoming shows, which could lead to more sales down the line.
“We’ve had other artists approach us, but we don’t want to slice the pie too thin for the people we’re already working with,” Bridgeman said.
If one work or style clearly is striking a chord with buyers, A Painted Bouquet will ask for more in a similar vein.
“But they’re never exactly the same,” Bridgeman said. ”They’re all originals.”
Marlow, who has delivered some of the paintings herself to recipients, loves the reaction.
“They’re thrilled, and surprised. It’s not chocolates, it’s not flowers, it’s an actual painting.”
For those hesitant about the idea of choosing an artwork for someone else, A Painted Bouquet offers the alternative of a gift card. The recipient can make his or her own selection from the website.
Framing is another option, available for an extra $40.
Because flowers appeal primarily to women, Bridgeman said the company is considering adding ’scapes (land and sea) and trees as artistic themes to reach a male audience as well.
It’s also branching into other areas, offering “bouquets and bites,” a day or night session at the studio where groups of six to 10 people can paint their own bouquets, with all materials provided, under the stewardship of a professional artist, for $45 a person.
“We’re not rolling in dough, and all the money we’ve made so far has gone back into the business,” Bridgeman said. “But we haven’t met anyone yet who didn’t think it was a great idea. It’s different, it’s fun, and we’re helping generate revenue for local artists.”