by Carolyn Edlund
Two artists share how they have built businesses specializing in portrait commissions.
Artist Lisa Cunningham in her studio.
I recently spoke with two artists who specialize in creating commissioned work for clients. I asked about marketing, their terms and the process. Taking commissions isn’t for everyone. It requires a mindset where the artist is excited about the collaborative effort involved in producing a personalized piece of art.
Lisa Cunningham
“What appeals to me the most are the connections I make with my clients,” says Lisa Cunningham. She is an artist specializing in home and business portraits. “I enjoy learning about their lives and families, and the strong connection it all has to their homes. It is important for me as an artist to involve my clients in the process, from educating them about my chosen medium, which is pastel, to having a dialogue about the painting as it unfolds. It is especially rewarding when I deliver the final painting.”
Commissioned home portrait by artist Lisa Cunningham.
Her love of architecture in the landscape led Cunningham to seek commission work. At first, she participated in juried art shows in her local community. But she soon gained business through the referrals of satisfied clients. She also connected with a local framer who began sending business her way. A close friend commissioned Cunningham to paint a portrait of his golf club, which was displayed in the lobby. This resulted in even more referrals.
Waterfront home portrait by artist Lisa Cunningham.
She explains her commission process, which is spelled out clearly for clientele. “If proximity allows, I will meet at their home or place of business. I’ll take photographs, discuss goals for the project, and timeline for completion,” she explains. “If distance is a factor, I will usually work from a photo provided by the client. I then take my clients on a step-by-step journey. This begins with the rough drawing, through different phases of the painting, and right up to completion. I send photographs of the work in progress so as to educate on my process and keep everyone up to speed on how the painting develops.”
Her approach works to keep the project on track and to suit the needs of the customer. “Ideas are shared and discussions take place throughout. My goal is for complete satisfaction with the entire process, including the end result,” she says. “Some prefer that I stay closely tied to the photograph. Others allow for some creative interpretation. It’s all very personal and part of the journey.”
Artist Patricia Mitchell at work in her studio.
Patricia Mitchell
Canadian artist Patricia Mitchell would agree about the importance of personal connections in the commissioned portraiture work that helps her earn a living. She originally began choosing commission work when a broken back made the hustle and bustle of art shows impossible. Today she loves what she does. “I’m a realist,” she says. “I like to have my subjects, mostly children or animals, in an environment they are comfortable with. I like to see them with smiles and sunshine. In other words, not a formal picture but a happy casual approach.”
“Zach’s Big Catch” commissioned portrait by Patricia Mitchell.
Much of her business comes through word of mouth, but she also maintains a website focused on portrait commissions. She’s done many types of paintings. Mitchell says, “I love the challenges and am willing to tackle almost anything. It’s a great way to learn. Teaching classes also brought me many commissions.”
Pet portrait by artist Patricia Mitchell.
She explains the commission process. “The reason I decided to build a website is to share my commission terms, and I refer people to that. It starts with an email and some photos of the subject. I like to get some ideas from my clients. After looking at photos and more discussion, a photo is picked, and a graphite sketch done and evaluated by the customer online. If we agree, I start the painting. If there is some reason we cannot agree, the graphite sketch is theirs and will be sent flat packed to USA or Canada. The non-refundable 20% fee covers this, including shipping.”
That’s a good idea to use a website to set up your commissions. I would think that would be the most convenient way for people to contact you about getting art done. I’ll have to consider looking online for a sculptor to create a portrait for me if I decide to do one.