Florida Workshop Series

The Arts Business Institute presents a series of four workshops in the Sunshine State this April, co-sponsored by Florida Craftsmen. Please join us for one of these intensive learning opportunities!


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March 31st – April 1st, Fort Lauderdale, FL

April 2nd – 3rd, Orlando, FL

April 7th – 8th, St. Petersburg, FL

April 10th – 11th, Tallahassee, FL


Workshop Curriculum

Wholesale 101

Is wholesaling an option for your small business? The elements of wholesaling; how to structure your business for production; the wholesale selling process; terms and standard practices; presentation of your work; strategies for success, and selling wholesale at trade shows – what’s it all about? Q&A session included.

Building Gallery Relationships

A basic tenet of wholesaling is building strong relationships with your gallery customers. Learn what buyers need, popular price points, retail markup, turns, exclusivity, and tips on selling in a variety of markets.

Pricing for Profit

Incorrectly pricing your work can bankrupt your small business. This critical session will help you get a handle on expenses, and use the correct pricing formula to grow. Understand what defines “profit”, why profit is essential, and how you can build “added value” with simple and easy to deploy techniques.

Sales Strategies for Wholesale

This talk details strategies essential to increasing your sales volume. Techniques for selling at trade shows; how sales reps work; how to sell wholesale directly to stores; selling to large retailers, selling one-of-a-kind work at wholesale; structuring your collection; selling concepts and packages to retailers.

Personalized business consultations are available on the second day of each event, and should be pre-scheduled at the time of registration.

Tuition for each workshop is $95, with an additional charge for consultation appointments.


Wendy Rosen

Wendy A nationally-known, influential leader in the crafts movement, Wendy Rosen has spent 30 years working with artists and craftspeople. Rosen is author of the bestseller “Crafting a Business” and founded the Buyers Market of American Craft. She is the founder of The American Made Alliance, The Arts Business Institute, and  NICHE Magazine for retailers. Rosen has nurtured thousands of artists from hobby to success.

Carolyn Edlund

Carolyn EdlundCarolyn’s background includes 20 years owning a production studio. She has worked as a sales and marketing rep for art and gift lines, writes articles on the business of art, and is the author of the popular ABI course “Marketing for Artists & Craftspeople.” As the Director of The Arts Business Institute, Carolyn Edlund speaks with artists every day, helping them to create strategies for growing their businesses.




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