Upcoming Workshop on Wholesaling

Interested in pursuing opportunities in the wholesale marketplace? Join us for a one-day intensive workshop for artists and makers.


Wholesale Intensive Workshop


Co-sponsored by Assets for Artists, MASS MoCA and The Arts Business Institute, this Wholesale Intensive Workshop will take place in North Adams, Massachusetts on Tuesday, October 27, 2015. Tuition for the event is $100.

This workshop will focus on presenting information and strategies for artists who are interested in wholesaling their work. Selling wholesale is a sustainable business model  where makers sell their work outright (not consign) to galleries and stores. Wholesale customers may range from small independent storefronts to large retail chains.

Methods of selling wholesale include approaching stores directly, selling at trade shows, using sales reps and selling online. Artists with existing or planned production studios who want to scale their businesses are good candidates for this workshop. This event is highly interactive, with Q&A encouraged.


Carolyn Edlund and Wendy Rosen, speakers for The Arts Business Institute


The speakers at this event will be:

Wendy Rosen, Founder of the American Made Show, The Buyer’s Market of American Craft, Publisher of NICHE Magazine for Retailers, and Founder of The Arts Business Institute and The American Made Alliance

Carolyn Graham Edlund, Executive Director of The Arts Business Institute and founder of Artsy Shark.

Program topics:

Wholesale 101 – The advantages of wholesaling; how wholesale blends with other sales streams; terms and minimums; what buyers need; moving from consignment to wholesale, negotiation strategies; niche markets.

Marketing to Wholesale Customers – Understanding your market; branding; features and benefits for wholesale customers; telling your story; pre-show marketing, line sheets and order forms; press kits for trade shows, artist websites with wholesale access; traditional and new marketing methods; gaining press.

Designing and Pricing a Wholesale Collection – Sources of inspiration, designing for niche markets; how to create a production calendar; spreading price points; your signature style; adding value; the wholesale pricing formula; new releases.

Sales Strategies – Selling concepts; how to open wholesale accounts yourself; trade shows; working with sales reps; selling to chains and large retailers; consultative selling; selling one of a kind work at wholesale; driving repeat sales; cross-selling, upselling and bundling; creating turnkey products.

Building Gallery Relationships – how to partner with wholesale accounts to increase sales; trunk shows and appearances; co-op advertising; customer relationship strategies; follow up and reorders, working with new buyers; exclusivity; gaining reorders.

To learn more and register for this upcoming workshop, please click below.


Learn more



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