We caught up with the brilliant and insightful Soledad Fernandez-Whitechurch a few weeks ago and have shared our conversation below.

Alright, Soledad thanks for taking the time to share your stories and insights with us today. How do you think about spending on things like coffee when times are tough?

ALWAYS INVEST IN YOUR COMPANY! This may seem like counterintuitive thinking during lean times, but it does not have to be. Healthy accounting is the backbone of any business- corporate, small, creative… you need to have a good handle on your number sheets. Good business practice means that you are ALWAYS prepared for lean times, so you have a budget ready in order to invest in yourself even when the going gets rough. If that means the occasional fancy coffee, just make sure you have a pre-set budget ready. For me, as a full-time artist, this works in two ways. One, is that I work with the best materials around- always. I want my collectors and clients to love their pieces for years to come. That also allows me to truly hone my skills because with every job I’ve secured my studio has become better and better stocked with an array of supplies that allow me to create better work.
When times are REALLY lean, I fall back on my “invest in yourself” budget and use it to grow and learn- university-level classes, marketing materials, hiring consultants. I am very strict about budgeting. You are either growing or shrinking, there is no in-between.

Soledad, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I am a full-time artist and muralist who grew up between Argentina, Paraguay and the United States.

I have always been an artist, but I spent the first years of my work life as a nonprofit fundraiser, and this mindset is what runs the heart and soul of my art business. People don’t donate to organizations because they are pressured into it, or because they feel guilty. People give to causes that speak to them, that tell the story of a world they want to live in. And this is what my art provides.

My art is not about me, I never approached my practice with the stereotypical “temperamental artist with a thin skin and late-night hours” mindset.

Art is the way I communicate, it’s the language I speak, but it is also my source of income, and most importantly, it’s an investment that my collectors make. So I approach my discipline with respect and care.

Buying art can be daunting and intimidating, but I make it easy and fun. I learn what moves my clients, what makes them tick, what colors and shapes would bring a rich, layered story to their homes and businesses that they can relate to for years to come. A good art piece to me is a piece that has a narrative that can grow and expand along with my collectors.

My art is about past, present and possibility.

How did you build your audience on social media?

Everyone feels pressured to have a huge social media following. It’s important to keep in mind that thousands of followers does not necessarily mean thousands of clients. Focus on being yourself and sharing what is true to you and your business. Be quick to respond to comments and inquiries, and use your posts to answer questions and share the behind-the-scenes details that make you stand out.

Where do you think you get most of your clients from?

Word-of-mouth. Treat every client like they are your only one. Remember that they can take their money and time elsewhere- serving them is a privilege. A happy client will share their experience with their friends and coworkers!

Contact Info:

• Website: www.artsfw.com
• Instagram: @solepaints

Image Credits
Images by Likeness Studio, Miraj Mehta