We recently connected with Stella Lightheart and have shared our conversation below.

Stella, thanks for taking the time to share your stories with us today We love asking folks what they would do differently if they were starting today – how they would speed up the process, etc. We’d love to hear how you would set everything up if you were to start from step 1 today.

If I were to start over today as an artist building my business, there are several strategies I would adopt, lessons I would apply, and mistakes I would avoid. With the advantage of hindsight, here are the key insights that I wish would have shaped my artistic journey.

1. Treating It Like a Business

For a long time, I undervalued myself and my work. I didn’t consider the time or expense it took to create a piece; I didn’t look at profit margins when selling work; I didn’t invest in marketing; I didn’t set goals for what I wanted to create in a year or have a business plan. Maintaining artistic integrity is important, but I’d suggest that having a vision of how your work will be received by the world and creating sustainably is just as important. It wasn’t until I started looking at business models, planning collections based on a fiscal calendar, and tracking expenses to create an effective pricing model that I started to feel more official and become more official. Suddenly, I wasn’t just a girl with a dream, I was a girl with a plan – and the confidence to say, ‘Yes, my work is valuable’. My work is now a fun balance between following the muse and making sound business decisions!

2. Network and Collaborate

When I began building relationships within the art community, doors opened, providing exhibition opportunities and valuable feedback. While it’s a romantic concept, being a lone-wolf artist, the power of community does lift you forward – and benefits your mental health! I would advise anyone starting to participate in local art shows, galleries, events, online communities, and forums.

3. Diversify Revenue Streams

Considering diverse revenue streams is important. Looking at who is attracted to your work and creating variations of your work to fit all budgets is important. Sure – if you’re going for the ‘exclusive fine art’ path, cater to the upper market with those stunning and lavish originals – but my approach is to make beauty accessible to all. Selling prints, licensing designs, and creating smaller original works expands your supporters.

Stella, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Hello, my name is Stella, and I’m an artist passionate about self-expression. The canvas is my stage; I communicate emotions and perspectives through it. My work is not just about creating beautiful paintings; it’s about imbuing spaces with whimsy, magic, and brightness.

My journey into the world of art was not guided by a strategic plan or carefully mapped out a career path. Instead, it was a voyage led by intuition, a deep inner calling that urged me to create.

I’ve always had a creative streak, but I truly embraced this path when I began to trust my intuition. One day, I walked past an art supplies store (shout-out to Blue Rooster in Los Feliz!) and got a hunch to pop in. As I perused the vibrant aisle of acrylics, I couldn’t help but feel mesmerised by the kaleidoscope of colours on display, momentarily forgetting my former teenage goth phase. A friend was moving to pursue her MFA in Creative Writing, and I was so excited for her. I wanted to convey that excitement in a way that transcended the conventional greeting card and hug. Staring at the wall of acrylics, I decided I’d paint the feeling on a small canvas that she could take with her. She loved it, so I began painting other gifts for my friends. I then started tinkering with turning the designs into wallpaper and bags – and took more time to develop my style.

So, this leap of faith took me from a conventional career path to the art world. I still supplement my income with a day job – I work as an Editor, and the last show I worked on was recently nominated for a ‘Best Editing’ Emmy!

What sets my artwork apart is the unique blend of whimsy, magic, and brightness. I strive to capture the extraordinary in the ordinary, transforming everyday scenes into something mystical and captivating. My style is characterised by bold colours and a sense of wonder that invites viewers to explore their imagination. In every brushstroke, you’ll find a piece of my soul, a whisper of my dreams, and a testament to the journey I’ve embarked on.

One of the achievements I am most proud of is setting up my art shop online. This step was about more than just selling paintings; it was about sharing a piece of myself with the world. Prints, originals, and products are available to purchase – along with getting a sense of who I am and what inspires me as an artist.

What’s worked well for you in terms of a source for new clients?

The Melrose Trading Post, a local market in Los Angeles, has been a goldmine for me in sourcing new clients. This bustling marketplace, renowned for its vibrant atmosphere and eclectic mix of vendors, has provided an excellent platform for showcasing my artwork to a diverse audience.

Unlike online platforms, where interactions are often impersonal, selling at the Melrose Trading Post allows for face-to-face conversations with potential clients. They can see my work up close, ask questions, and even get a glimpse into my creative process.

We’d love to hear about how you keep in touch with clients.

A newsletter is a powerful tool in any artist’s arsenal, and for me, it has been instrumental in maintaining a strong connection with my clients and fostering brand loyalty. Here’s how:

• Regular Updates
My newsletter serves as a regular touchpoint, keeping subscribers updated about my latest creations, upcoming exhibitions, and behind-the-scenes glimpses into my creative process.

• Exclusive Content
Subscribers to my newsletter receive exclusive content not available elsewhere. This includes early access to new pieces, special discounts, and insider information about my artistic journey. These exclusive perks make my clients feel valued and appreciated, fostering a sense of loyalty towards my brand.

• Personal Connection
Newsletters allow for a more personal connection with my clients. I often share stories about the inspiration behind my work or the challenges I’ve overcome, making my clients feel more connected to me as an artist. This personal connection can translate into higher engagement and loyalty.

• Two-Way Communication

Finally, my newsletter encourages two-way communication. I ask for feedback and suggestions or invite readers to share their thoughts. This interaction makes my clients feel heard and involved, strengthening their connection with my brand.

You can subscribe to the newsletter here: https://stellalightheart.com/

Contact Info:

• Website: https://stellalightheart.com/
• Instagram: https://www.instagram.com/stella_lightheart/
• Facebook: https://www.facebook.com/stellalighted/
• Twitter: https://twitter.com/stellalighted