by Carolyn Edlund
Planning to sell your art into new markets? Consider whether your work fits into this lucrative niche.
A variety of handmade urns in various materials is available today. Photo: courtesy Artisurn
What happens when a hand thrown lidded ceramic vessel is sold as a cremation urn rather than as a decorative or functional container? It may triple in price.
Custom made and artist-made urns, memorial sculpture, portraiture, jewelry and other types of “personalization” are a growing trend. This trend is recognized by the funerary industry itself. Consumers are looking for ways to make services and memorials of loved ones as individual as possible. There are numerous ways that artists can serve this need and grow their own businesses. Consider whether it makes sense for you to enter this niche.
Cremation is on the rise. Urns and containers are increasingly needed, but generic manufactured offerings are a pretty sorry lot. Artists interested in working with families and individuals to create personalized memorials have a great opportunity. There is a high emotional value to the client, and tapping into this can be a rewarding experience.
Custom Urns
Irina Jordan runs Artisurn, a website catering to this niche. I asked her about her experience with this new consumer.
“Baby boomers are driving the personalization trend,” she says, “The emergence of home funerals, green burials and other alternative funeral options empower people. It allows them to be in charge of their loved ones’ final wishes and their own. This opens up unlimited possibilities for artists who want to be part of the funerary niche.”
She suggests that artists are only limited by their imagination as to how they can serve an appreciative audience.
“I have so many people write back to me expressing their gratitude for helping them on their grief journeys thanks to a one-of-a-kind urn, piece of jewelry or keepsake they found on Artisurn. A handcrafted urn is a sacred object and a piece of art. It becomes a family heirloom,” she adds.
Many customers consider their pets as “family” when making a purchase, as well. This extends the market even further for artists wanting to get involved.
“People don’t think of their pets as pets,” explains Jordan, “They think of them as their companions and family members. It’s been intriguing to witness that a lot of pet parents select urns that are not strictly pet urns (those that have paws or a cat profile etched on). They may want high end pieces they feel are worthy of holding the ashes of their beloved pets.”
Other Funerary Options
Commemorative jewelry is another product area that has proven to be a hit, especially with millennial buyers. Jordan is very enthusiastic about the potential.
“Younger people want something that starts conversations and provokes ideas and opinions,” she says, “They want a piece of jewelry that truly expresses their personality, even ‘shouts’ what they are all about. I’ve had people put some of my novelty urn jewelry on their holiday wish lists and their friends or even fans (if they have a big social media following) buy those unique pieces for them. And I have found a loyal customer base with steampunk devotees and those who look for tribal-influenced work or pieces with organic matter inclusions (e.g. bones of small animals). I believe that funeral wares deserve to be fresh and visually striking. I’m always on the lookout for out-of-the-ordinary artistic work that can be adapted for my target audiences.”
Is this market right for you? When working with these clients on commissioned projects, you will need to be highly communicative, understand that there may be multiple decision makers, and be able to cope well with the emotions of grieving families.
More commercial products that fit this niche can be sold online without as much hands-on attention, but being open to special requests will broaden your opportunities. This is an audience that has special needs, but one that won’t be going away any time soon.
Thank you for shedding light on this very fulfilling niche. Shine On Brightly also continuously adds new artists to the collection of cremation urns and memorials. Please view the site at http://www.shineonbrightly.com, and get in touch if you’re interested in being part of the collection.
Carolyn,
Thank you for this thoughtful article. I couldn’t agree more about the possibilities of making a portion of an artist’s business from this niche market. I am an artist and make commissioned fine art pet portraits that are given to grieving pet owners. I never set out to make this part of my business, but it is now approximately 20% of my business. It is thoughtful, and most people are extremely grateful to have a hand painted custom portrait of their pet that has passed on.
Mary Medrano
http://www.marymedrano.com/about/commissions/