Alright – so today we’ve got the honor of introducing you to Nick Cane. We think you’ll enjoy our conversation, we’ve shared it below.

Nick, appreciate you joining us today. Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?

The biggest hurdle to overcome is convincing your everyday customer to value handmade art. They want to pick up a few small pieces, scroll past your post, but rarely buy.

Because of this, the temptation is to make a bunch of small pieces. They’ll sell, right? Of course they will, but the downsides are often unseen.

They will become monotonous, they waste much more, and in many ways, lose money. The time spent on the fit and finish of every single piece is death by a thousand cuts.

So, make some huge, great, show-stopping pieces! The problem here is obvious. Asking a customer to consider a triple-digit cost piece is both lunacy and necessity.

These pieces have envelope-pushing craft, the least waste, and best time-to-profit ratio. But you can’t reasonably ask sometime to weigh rent against a piece of art.

Finding this balance is THE biggest struggle artists deal with, because your customers want both.

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?

My name is Nick and I am the – well – everything behind Forum of Goods. I make fiber art usually in the form of banners, both custom and not.

I fell into this niche craft by the doldrums and depression of the pandemic. I found a creative outlet with my wife’s old sewing machine. When I started, I knew nothing whatsoever except that I could use this medium. From there, the important part is the boring part; I just kept making things and learning the facets of the craft.

Now, my business is largely custom-based. I spend most of my time making large-scale banners for businesses and other artists looking for statement pieces. I strive to make things that stop people in their tracks so you can start doing what you do – selling.

The thing about Forum of Goods that makes me most proud is the brand transparency. But not in the traditional sense. Transparent in as much that I am Forum of Goods and vice versa. To follow my page is to know me, and that means a lot.

Any insights you can share with us about how you built up your social media presence?

I alluded to that elsewhere but the brand of Forum of Goods (or, FOG as most people call it) is merely an extension of myself. This is what the brand is built upon; not items, or sales, or growth. Finding a place where myself and the customer overlap is the measure of success.

Specifically, I came up with FOG (the acronym, the three letters) before “Forum of Goods.” I knew I wanted a brand which people could name drop and feel in the family. I wanted people to talk about my brand like they would a band. I was never going to call my brand “Nick Cane’s Nice Crafts” or whatever. FOG came to me in bed, I woke up and wrote it down – like in the movies.

From there, I knew I loved a few things in brands: Punching up, a single company face, some light copyright infringement, undeniable quality, and a strong brand identity – graphically speaking.

Now the first three fall under the umbrella of “being a silly goose.” I give myself the Employee of the Month, every month, publicly. I rip of Nike as much as I can. My most well-known piece is basically just the words “plant slut” in old english font.

I know, you’re thinking this brand sounds intolerable.

But the latter two things are the foundation. Without making real, quality art, it’s just a meme. Without knowledge of where – and more importantly, who -it all comes from, the silliness is just bullshit. People are instantaneous to discover and retract from artificiality.

If Forum of Goods is one thing, It’s authentic and that is the entire, total basis of the brand. Being authentic to myself. I design every piece, I hand pack every order, I respond to every comment, I post every post.

What’s been the best source of new clients for you?

Word of mouth and in-person events!

Artists need to support other artists, plain and simple. I have gained so many followers (and literal friends) by reposting other artists work. Loudly and honestly praise others. You will see it come back to you. Kindness repays in full.

And this goes the other way. I have gained just as many followers from others posting my work. Too many to even name. Artists are best source for finding artists. Supporting others does not detract from you.

Besides social media, real life is a great source. But this will require some failing. You can never win them all, and you will end up places that aren’t your target audience. You have to go where your specific audience is.

For example, you would think I would sell well at craft shows. I don’t. People there are not there to buy expensive art.

Where I sell best are tattoo conventions. People there have a lot of cash, are willing to spend it on art, and appreciate alternative mediums. I would never had thought of this venue, I was turned on to it from a good friend. I have gained countless followers and customers from going where my exact customer is.

Contact Info:

• Website: https://www.forumofgoods.com/
• Instagram: https://www.instagram.com/forum_of_goods/

Image Credits
CRD Creative