We caught up with the brilliant and insightful Amanda Kelly a few weeks ago and have shared our conversation below.

Amanda, looking forward to hearing all of your stories today. Are you happy as a creative professional? Do you sometimes wonder what it would be like to work for someone else?

When I finished my undergraduate degree in Art History and Museum Professions, I struggled to find a job in the museum field that I could live on. I then got a job in the tech industry being an Executive Assistant to C-level executives. I was good at multiple-tasking, organizing schedules, and overall managing someone else’s life. However, I was miserable in the corporate 9-5 format, I was born to be an artist. After the pandemic, I decided to take a risk by pursuing my Master of Fine Arts degree, becoming an art professor, and making art my career. It was the best decision I ever made and I’ve had the opportunity to be commissioned by amazing clients.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m an artist, miniaturist, and educator. I recently graduated with my MFA in Sculpture from Radford University and hold degrees in Art History and Illustration from the Fashion Institute of Technology. I’ve been fascinated by miniatures since I was a child but didn’t start making miniatures professionally until about 8 years ago. My award-winning artwork has been exhibited in various art galleries and museums including The Museum of Museums in Seattle, WA, the Var Gallery in Milwaukee, WI, and the Olin Galleries in Salem, VA. I was an artist-in-residence at the Foundation House last month and will be an artist-in-residence at Craigardan this summer. I have also been featured in The Common Reader’s article by Jeannette Cooperman “What Miniatures Can Reveal”, Esquire’s article by Scott Huler “Inside the Weird and Wonderful World of Miniatures”, and The Book of Mini by Kate Ünver. My commercial work includes creating miniatures and social media content for clients like Coca-Cola, Netflix, and XBOX. Originally from New York, I currently live in Virginia with my wife and 3 cats.

How did you build your audience on social media?

The key to growing an audience on social media is maintaining consistency in posts and establishing a strong brand identity. In 2016, I launched my @pandaminiatures Instagram account, dedicated primarily to miniature content. To keep personal posts separate, I maintain a private personal Instagram account. I started my TikTok in 2019 and achieved vitality pretty quickly. It’s much easier to gain a significant following on TikTok as opposed to Instagram because of the advanced algorithm. In 8 years I gained 42k followers on Instagram versus the 513k followers I gained on TikTok in only 5 years.

No matter which social media you have, it’s important to align with similar accounts. Initially, I engaged with the miniatures community by following fellow miniaturists and actively interacting with them through comments, direct messages, and story replies. Over time, these interactions fostered friendships and led to collaborations. Now, I also follow brands, artists, art critics, galleries, and other accounts that are art-adjacent. In addition to sharing finished miniatures, I also provide glimpses into my works in progress. Recognizing my audience’s interest in the creation process, I tailor my content to include tutorials and DIYs, along with voiceover videos showcasing my completed works. This approach has resonated well with my followers and has contributed to the growth of my online presence.

What’s the most rewarding aspect of being a creative in your experience?

My MFA thesis work is about compulsive hoarding disorder, mental illness, and the accumulation of objects. When I share my work on social media, I’m touched by the many comments from people who relate and feel seen through my art. Miniatures offer me a unique outlet to process and convey complex emotions. It’s meaningful to create art that expresses my perspective and connects with others on a deep level of validation and understanding.

Contact Info:

• Website: https://www.pandaminiatures.com/
• Instagram: https://www.instagram.com/pandaminiatures/
• Facebook: https://www.facebook.com/pandaminiatures/
• Linkedin: https://www.linkedin.com/in/pandaminiatures/
• Other: TikTok: https://www.tiktok.com/@pandaminiatures?lang=en

Image Credits
Amanda Kelly portrait: Scott P. Yates / The Roanoke Times