Philadelphia, PA

ABI Phila Workshop Header

We’re bringing the best minds together for 

The Arts Business Institute Winter Workshop 2014

ABI Workshop Class

Held at the Buyers Market of American Craft

In the Philadelphia Convention Center

This is THE place for all who want to move forward and grow their art businesses.

January 18-19, 2014

We have much to share.

Have you walked into an arts and crafts gallery and wondered what it takes to get in the door and on the shelf?

Do you know what makes a gallery owner stand up and take notice and put you at the front of the shop or even in the window?

Are you ready to move your small business from part-time to full-time, struggling to sustainable?

The curriculum in this two day workshop is foundational information to guide you into a successful business model. You will have answers to all these questions and more with some of the top experts in the industry. Learn first-hand the best practices in the art industry today.

Schedule at a glance – SATURDAY January 18, 9-6 p.m.

9:00 a.m. – 9:30 a.m.  Registration

9:30 a.m.  Welcome & orientation – Carolyn Edlund 

10:00 a.m. – 12:00 p.m.  Wholesale 101 – Bruce Baker

12:00 p.m. – 1:00 p.m.  Lunch Break

1:00 p.m. – 2:00 p.m.   Marketing for Artists – Carolyn Edlund

2:15 p.m. – 3:30 p.m.    Pricing for Profit and Growth – Megan Auman

3:45 p.m. – 4:15 p.m.   Meet the Artists – Q & A session

4:30 p.m. – 6:00 p.m.   Tour of the Buyer’s Market of American Craft

6:30 p.m. – 9:00 p.m.    NICHE Awards (optional)


Schedule at a glance – SUNDAY January 19, 8:30 – 3 p.m.

9:00 a.m. – 10:00 a.m.    Your Critique Setup – details below

10:00 am. – 11:00 a.m.   Sales Strategies for Wholesale – Carolyn Edlund

11:00 a.m. – 12:00 noon   Copyright Protection for Artists – Emily Danchuk

12:00 noon – 1:00 p.m.   Lunch Break 

1:00 p.m. to 2:15 p.m.     Building Gallery Relationships – Wendy Rosen

2:30 p.m. – 3:00 p.m.   Q&A with Show Director Rebecca Mercado

3:00 p.m.     Receive Your Critique

3:15 – 7:00 p.m.   NEW!  Personalized Business Consultations. ALL CONSULTATION APPOINTMENTS ARE CURRENTLY BOOKED UP.


Kristen BangsABI gave me the toolkit and motivation to get in front of wholesale accounts and professionally represent my work. I can thank ABI for getting me started on the best possible career path. ~ Kristen Bangs, 2012 ABI grad, now selling to 50 retailers throughout the US.

DAY ONE: Individual Courses and Instructor Details

Wholesale 101 with Bruce Baker

Bruce Baker

Highly knowledgeable and entertaining, Bruce is one of the most popular members of The Arts Business Institute’s faculty, and has been writing, speaking and teaching artists for many years.

Bruce will share some of the larger pieces of the puzzle when it comes to wholesale operations using his 30 years as a production artist and gallery owner. He will target the basics: how to structure your business for production; the wholesale selling process; terms and standard practices; how retailers think; presentation of your work; sales techniques.

Is wholesale an option for your small business? You will be much closer to knowing the answer when Bruce completes his talk.

Pricing for Profit and Growth with Megan Auman

Megan Auman

Megan owns and operates a highly successful jewelry studio. She is also an international speaker addressing the artist community on a variety of business topics.

In this session, Megan will get into the very important topic of pricing. Incorrectly pricing your work can bankrupt your business. This critical session will help you get a handle on expenses and use the correct pricing formula to grow your business. She will help you understand what defines “profit”, why profit is essential, and how you can build “added value” with simple and easy to deploy techniques.

Marketing for Artists and Craftspeople with Carolyn Edlund

Carolyn Edlund

Carolyn Edlund is the Executive Director of the Arts Business Institute and brings to ABI decades of successful hands-on experience as a successful production artist. She writes extensively on business topics and works individually with artists.

She shares traditional as well as the newest marketing methods and will show specific examples of creative and unusual ways to market. Carolyn will outline how to know your customer, shape your message, create a marketing calendar, get publicity, design effective email marketing campaigns, press kits and more. 

Meet the Artists

Q&A Session with several working production artists who are exhibiting at the Buyers Market trade show. They will share how they got started, challenges and insights about wholesaling, and tips for other artists.

Tour the Buyers Market of American Craft

Trade showWorkshop attendees will visit the floor of the largest trade show for handmade luxury goods, seeing the booths, quality of work, and professional artists and craftspeople selling their collections to gallery buyers and retailers.


 NICHE Awards

"Box of Wonder" by Robert Hargrave, NICHE Award winner 2013

“Box of Wonder” by Robert Hargrave, NICHE winner 2013

All workshop participants are invited to a reception and presentation ceremony for the prestigious NICHE Awards, taking place in the PA Convention Center auditorium. These awards are given to professionals and students in different mediums who represent the best in craft and design. Attendance is optional.



DAY TWO: Individual Courses and Instructor Details

Critique Setup 

Workshop participants are invited to bring samples and/or photos of their work to our critique session and will set up their displays at this time. Gallery buyers and faculty members will review your collection, and complete written evaluation forms. Every participant will have the opportunity to be critiqued. Optional. 

Sales Strategies for Wholesale with Carolyn Edlund

ABI Executive Director Carolyn Edlund presents strategies essential to increasing your sales volume. She will discuss techniques for selling at trade shows, using sales reps, and selling wholesale directly to stores. Other topics include: How to sell to large retailers; selling one-of-a-kind work at wholesale; structuring your collection; selling concepts and packages.

Copyright Protection for Artists with Emily Danchuk

Emily Danchuk

Emily Danchuk is an intellectual property attorney and founder of Copyright Collaborative, who specializes in helping artists understand and enforce their copyrights.

Protecting your copyrights is essential for every artist. An explanation of your legal rights, how to register copyrights, and what to do if your designs have been knocked off.

Building Gallery Relationships with Wendy Rosen

Wendy headshot 2Wendy Rosen founded the Buyers Market of American Craft over 30 years ago to give professional craft artists a way to sell directly to galleries and retailers. She also founded The Arts Business Institute, and the American Made Alliance, as well as being the publisher of NICHE Magazine.

She teaches how to become good partners to your gallery and retail customers; what gallery buyers want; building important relationships that lead to repeat business and long-term wholesale accounts.

Q&A with Show Director Rebecca Mercado

Rebecca Mercado, Show Director Buyers Market of American Craft and NICHE: The ShowRebecca Mercado grew up with the Buyers Market, and now acts as the Show Director. Her expertise will help you understand how a show operates, and how it serves artists.

Learn how the Buyers Market of American Craft is produced and juried; what credentials and images artists need to apply. Ask questions on selling wholesale, how a trade show works and what to expect.

Receive Your Critique

During the day on Sunday, gallery buyers and faculty have been evaluating your collection of work, and giving written feedback. Is your line cohesive and saleable? Are your prices appropriate? What markets do they recommend for you? You will collect all items you brought for the critique, and receive at least three evaluations. For many, this is invaluable information. 


We’ve added something special this year. Are you interested in speaking with an expert about your business challenges and discussing strategies for moving forward? ABI Founder Wendy Rosen and Executive Director Carolyn Edlund will be available to meet with artists at the end of Workshop Day Two, for 20 minute sessions. The number of appointment times is extremely limited and must be pre-scheduled at time of registration. Sign up immediately if you want use this special offer to secure your appointment. Consultation fee is $30.00.

Lisa Cottone ABI provided me with invaluable tips and insights into how to develop and market my brand most effectively. It has saved me countless dollars and precious time, not to mention the emotional cost of making mistakes.  ~ Jewelry artist Lisa Cottone

Don’t miss this important business learning experience!




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