Do you have too many eggs in one basket?

As I was enroute, so was jewelry bead artist Claire Kahn heading to meet up with me along the coastline. Kahn had spent her entire childhood collecting pebbles, driftwood and worn glass on the very coastline we were to converge on. At the time, Kahn was one of the Patina gallery’s most important and best-selling artists, generating a substantial percentage of the gallery’s total revenue. I say this as a cautionary tale. My premise here is a double-edged sword, that is the very thing that can bring economic success to the artist and the gallery can bring a host of serious issues. Ivy was also Kahn’s most prominent collector, always having first access to Claire’s new works of any collection. And, here I was meeting up with two of the gallery’s most important assets, one of its top three collectors and one of its top three most prominent jewelry artists showing. We were all over the moon with the notion of spending time together, strolling the beach and simply bonding as creatives.


Claire Kahn on California Coast beach gathering. © Ivan Barnett.


For either an artist or a gallery to solely focus on developing only the patronage of a few major clients or putting too much attention on one area is like putting all your eggs into one basket. Yet here as director, I had my eggs already in this basket with the artist already on board to do her next exhibition. And here was the foremost collector excited at the notion of new pieces on the way. The artist to date had already made over 1,000 one-of-a-kind works, and the gallery was placing them into the collections almost as fast as she was making them. Myself, as the gallery’s director, was ecstatic about Claire’s next exhibition, that I was sure would be a sold-out show.

One month later after this historic gathering at “the coast” the artist became ill and within weeks it was clear it was serious. Claire’s exhibition never happened as she suddenly passed away, and her studio output came to a screeching halt. The supply of her jewelry to sell dwindled, the collectors were now in the dark, and the gallery would be faced with a “now what” situation. I will state here that it’s the gallery’s responsibility to not ignore the other talent in its jewelry artist stable and to be sure not to over-saturate their rock star artist works. An example of oversaturation is when you see a talent too often, and when that happens it loses its value. It just comes out as being too common. An artist must also be mindful that because something is cruising along at high speeds, life can show up and change things in a moment’s notice.


The Wave Washed Beach. © Ivan Barnett.


Having Plan Bs are always necessary. Claire had all of her eggs in one basket as well. So did Patina Gallery, and so did I. This was a case of a perfect storm. A double-edged sword was now scrambling those beautiful eggs into a runny mess.

Here is list of dos and don’ts, a Plan B if you will, when it comes to the “double-edged sword” of “too many eggs in a basket.” I’m confident that both artists and galleries will find them useful.

1- Do not panic when faced with a crisis like this.
2- Be honest with yourself, if you are a gallery, and with your staff.
3- Realize that once you get past this hurdle, you as a seller or maker must establish back up plans, some of which would include having more diversification.
4- If you are an artist that has only one primary source, like a gallery for the sales of your work, be thinking about what could happen if for any reason that changes- Where will you “pivot?”
5- Enjoy the ride of success when the eggs in the basket are all “good,” regular communication with your gallery is important. We need to stay on top of what is happening in the world, our business world, so that we do not have all our eggs in one basket.
6- To ensure your “eggs” stay wonderful, offer new ideas to change your stories and narratives regularly about a diversity of your products to “keep your eggs fresh.”
7- If you are marketing your jewelry on your own and using a lot of social media, be sure not to “over-saturate” with your works, even if you are selling. Scarcity breeds demand. Take a break for a few weeks before sending out another email-blast or posting on your social media channels.
8- Consider partnering with a non-profit to tell your story.
9- Always offer your top 20 percent of clients access to seeing new products from your gallery or studio first.
10- Take the time each month to read business articles and blogs that talk about smart marketing. (You can sign up for free to Seth Godin’s daily blog- his words will change your business life.)

I suggest that it’s critical to give other jewelry makers their turn, so to speak, with gallery exhibitions and personal appearances. The appeal of rarity and scarcity of any artist’s works is important to recognize. Help in maintaining a consistent atmosphere for the gallery, and stress how it is the gallery’s responsibility is to have honest discussions with their “top premium” artists to expand and create new themes and creative directions on a yearly basis. We need to stay on top of what is happening in the world, our business world, so that we do not have all our eggs in one basket. In conclusion, I will say that “artists and galleries need to be mindful of what they “wish for” (Aesop) and stay true to your intentions and purpose.


© Ivan Barnett 2024, All rights reserved.
 

About the author

Ivan Barnett
I stir souls. And I know, from decades of experience, how to scale an art business from good to great. I live and work in the oldest capital city in America - “the City Different.” After 25 years, I have stepped down from being the founder and creative director of Santa Fe’s world-renowned Patina Gallery, best known for its soul-stirring works and “Beauty over Time” exhibitions. In my 25 years, I grew Patina from an unknown brand to a global storyteller, exhibiting the works of the most talented artisans in the world.

Here’s what I’d like you to know about me: - I’m a man of my word. - I deliver on my promises. - I’ve produced and directed exhibitions and events that have never been done before. - I have collaborated with some of the world’s most famous opera stars. - I love the Pareto 80/20 principle created by Italian economist, Vilfredo Pareto. - My favorite quote is “Less is more.” - I’m an INTJ. - My favorite movie is Zorba the Greek with Anthony Quinn. - My best ideas come at 3 am. - I like taking the long way around and do not believe in shortcuts. - I was taught to arrive at all meetings seven minutes early. - I make friends for life. - My forte is connecting dots and telling stories about artists.

creativemornings.com/individuals/ivanbarnett
seriousplaysf@gmail.com