Home     About the Artist     Events and Shows     Price List    View the Gallery    Archives    Dealers and Links

Marketing is important to local artist’s success

By Jonathan Knutson  jknutson@forumcomm.com

When she took up painting as teen, Fargo artist Ellen Jean Diederich didn’t give much thought to the commercial side of art.

“I figured that if you did good work, people would buy it, she said.

Experience taught her otherwise.  Now she successfully mixes art and commerce in Givinity Press.  Her Fargo-based business – its name a blend of giving and divinity – sells calendars and cards featuring reproductions of her watercolor paintings.  It also sells giclees (pronounce zhee-clays), high quality ink-sprayed reproductions, of her work, typically for $95 to $375 each.

The company’s Web site ( www.givinity.com) also has electronic links to dealers and galleries that carry her original paintings.  One of her originals unframed, usually costs $500 to $3000.

Diederich is a dedicated painter whose work has won many awards and appeared in a number of art books.  But she realized years ago that successful artists have marketing savvy as well as artistic skill.

“It’s a mistake to think we’re somehow above (marketing), that we don’t need to concern ourselves with that part of the process,” she said.

Usually, she handles business matters in the morning and paints in the afternoon.

Continued with headline:

GIVINITY:  Art is more important  than business aspect

Diederich said she enjoys the business side of art, though it doesn’t come naturally to her.  She credits many knowledgeable friends with helping her gain insight into marketing and business.

But her own experiences taught her that artists don’t live in ivory towers.

The Staples, Minnesota native’s first commission came in high school when a neighbor paid her $40 to do an oil painting of an old combine.

The neighbor said her finished painting wasn’t completely accurate.  Because she’s been given incomplete information, she added one small feature that the real combine hadn’t had.

But the customer was pleased with the painting and asked if he could show it to his friends.  She agreed.

“When he showed it to them, he said, “I’ll give $100 to the first person who tells me what’s wrong with this painting,” she said.  “Well, I was angry and humiliated and grabbed the painting from him and said I’d fix it.”

Later, she gained more real world art experience – and paid for three years of study at Minnesota State University Moorhead – by doing portraits of area residents.

“Sometimes I’d go up to people and ask if I could do their portrait for free.  I was hoping other people would notice” and then pay her to do their portraits, she said.

Diederich said she has never stopped learning about either the artistic or business side of painting.  For instance, she listens to business-instructional tapes while doing the laundry.

But this businesswoman is first and foremost a painter.  She paints even when relaxing on a family vacation.

And she plans to keep painting as long as she able to do good work.  If age or illness ever rob her of the ability, she said, “I want them to take the brush out of my hand.”

Readers can reach the Forum reporter Jonathan Knutson at 701-241-5530

All images and content Copyright 2002 & 2003 by Ellen Diederich