How to Approach a Museum Shop: 5 Surprising Dos and Don’ts for Artists
Easy Step-by-Step Instructions
by Thea Fiore-Bloom, PhD
Can you imagine the wonder you would feel if you could see your artwork glinting away inside a case of a swanky museum store?
I can.
But what would you need to send to a museum store manager to make that dream a reality?
Do you even have a chance of getting your art in there?
Well, you have a darn good chance—if you’re willing to do some homework.
What Do Museum Store Managers Want?
“When an artist does their homework — it makes all the difference in the world,” said Stacey Stachow, manager of the museum shop at the Wadsworth Atheneum Museum of Art in Hartford, CT.
Like other museum managers, Stachow wears two hats at work.
She is both the shop manager and the rights and reproductions coordinator at the Wadsworth.
So she appreciates a well-prepared submission from an artist.
Because it saves her time.
But what differentiates a decent submission from one that goes straight into the circular file?
Stachow was kind enough to give me the skinny on the four components of a winning submission package.
She’ll also share the three things to avoid doing if you want a relationship with a museum store.
Ready?
4 Things To Include to Make Your Museum Store Submission Stand Out
1. The “I’m A Good Fit” Intro Letter
Want to create a winning submission?
Do what most artists never do:
Find and read the museum’s mission statement.
Most museums have a “mission” tab on their website that will take you right to it.
(Read why this is vital in my first museum store post in this series.)
Tell the museum store manager the connection between your work and their mission.
It would also be a great idea to inform the manager about the connection between your work and something the museum currently has on display or will feature in an upcoming exhibition.
Here’s a good example.
What a Letter To a Museum Shop Should Sound Like
Let’s say shell artist Melissa Witherspoon is sending a submission package to Virginia’s Maritime Museum.
She could convey to the museum manager why her work is a good fit for that museum shop in the following way:
Witherspoon may begin her letter with a sentence on the museum’s antique sailors’ valentines collection.
She then might mention that Witherspoon’s love of the Caribbean history surrounding sailors’ valentines inspired her to make intricate miniature versions of that same shell-based art.
Witherspoon could then suggest that visitors to the Maritime Museum might love to take home a tangible piece of their visit that day by purchasing one of her intricate, handmade sailor’s valentine necklaces.
Necklaces, by the way, that will include a hangtag outlining the history of sailors’ valentines, which Witherspoon will be happy to prepare specifically for this museum shop’s visitors.
Get it?
(To discover how to craft your own hangtags, check out Beech Design’s free, DIY Hangtag series.)
It only takes a few minutes to include specific information about the connection between your work and the museum’s collections.
But your effort demonstrates you comprehend the needs of the museum.
It shows the shop manager you’ve done your homework.
So what else goes in your packet?
2. Include a Technique/Bio Sheet
“I like it when an artist can educate me on their techniques,” said Stachow. “It helps me to then be able to educate my shop associates and visitors about the artist’s work as well.”
Don’t forget to mention what inspired you to make this specific line of art that you want the museum to carry.
Pop a brief artist’s bio onto the end of this sheet.
This will let the manager know about what school you went to or what you studied outside of any school that is relevant to the work you are presenting.
3. Should You Include a Product Sample?
Stachow suggests that you gauge the museum store’s interest by first sending a query email to a manager before mailing a physical packet.
Type up an email to the museum store manager with photos of your art, along with a brief explanation of why you think your specific line of work is a good fit for the store.
If the manager shows some interest, go ahead and send a more detailed package with some kind of sample in it if appropriate.
“It’s nice to be sent something I can see and touch for quality,” said Stachow.
Consider making a miniature sample version of a ceramic or metal piece to give to the shop manager.
Or why not send a hand-painted postcard in your packet if you are looking for a shop to carry prints of your paintings or watercolors?
Let’s round out your submission by bringing in the big guns.
If you include this next item, you will astronomically boost your chance of success.
What is it?
4. Include a Wholesale Price List or Line Sheet
If your art is a good fit for a museum shop, including a line sheet in your packet could make your submission effortlessly rise like cream to the very top of the submission barrel.
Why?
Because about 75% of artists don’t include wholesale prices, never mind line sheets, in their submissions.
“Most artists will only tell me the retail price, but I really need to know the wholesale price so I can adjust the retail to what I think our customers will spend on the item,” said Stachow.
“I also have to keep in mind that I need to mark items up enough to cover all the member and volunteer discounts. Ideally, I would love to get a line sheet from every artist approaching the shop.”
You may also want to check out this cool YouTube video by Carolyn Keating on how to make a beautiful free line sheet yourself in Canva.
I also have seen what looks to be great line sheet templates you can download for around five bucks on Etsy.
For extra credit in museum store land, consider taking a good online course to familiarize yourself with the beauty and profitability of wholesaling for creatives.
Okay, we’re done talking about how to get your foot in the door. Now let’s look at three ways to make sure you don’t have that same door slammed in your face.
3 Things Not To Do When Wooing a Museum Store
1. Don’t Spray and Pray
Don’t “spray and pray.”
By that, I mean don’t give one museum shop the same submission package you give other museum shops.
Show the manager of your dream store that you have done some research and have chosen their specific shop because your work belongs there.
2. Don’t Go Around to Get Through
Avoid going to another department to get your foot in the door. “It does not help if you go to the marketing or development departments to sell your items,” said Stachow.
“Those departments typically don’t decide what is sold in the museum store.”
3. Don’t Gate Crash Museum Stores
Want to plummet your chances of getting your art into a museum store?
Come in without an appointment and ask to see the shop buyer.
“It’s common sense not to come in without calling ahead and setting up a time, but you’d be surprised at how often it happens,” said Stachow.
Okay, let’s conclude with some bonus tips.
5 Bonus Tips for Getting Art Into a Museum Store
1. How to Take Your First Step
Watch for Special Museum Exhibitions
Begin your museum store quest by just signing up to email lists of museums you love, or would one day love to visit.
Keep your eyes peeled for special exhibitions that have a tie-in with your work.
The museum will usually announce special exhibits six months ahead of time.
If you see an upcoming exhibit that has your name on it, send something — pronto. You want to give the museum store manager enough time to put you in for that show.
2. Get the Timing Right For Your Museum Store
“I am constantly gathering information on artists when I think their work may fit into my merchandise plan for a particular show.
This could be years out.
I like to have everything in hand for special exhibitions about a month to a month and a half before the exhibition opens.”
Stachow usually buys seasonal products by the end of February for the upcoming year. That includes Holiday cards, ornaments, and calendars.
So send holiday-related work up to a year in advance.
3. If You’re Serious About Museum Stores, Join the Club
Accessing the names, never mind the email addresses, of managers at larger museum stores is nearly impossible.
If you want to create a major income stream by selling to multiple museum stores, consider paying the fee to join the world’s biggest trade association for museum shop professionals – the M.S.A.
“I recommend artists join the Museum Store Association,” said Stachow. “You will have access to a helpful network of Museum Store buyers all over the world.”
4. Patience Pays Off in Museum Store Land
The museum shop world is about relationships and not always about sales.
“A museum store buyer may love your work, but it just doesn’t fit in at this time, or we are thinking of it for a particular special exhibition.
With this in mind, buyers are always on the lookout for new items, and sooner or later, we will be placing orders with you when it fits into the grand scheme of things.”
That’s why Stachow advises you to be patient.
If you have an established connection with a shop, occasionally send postcards of your latest work if it fits that particular store.
Something good may come of it a little way down the road.
5. Fly Your Brainy Freak Flag With Pride
Museum stores are physical extensions of the wonderful world of museums. And because of this, they offer artists something even more fun than money.
They can validate and honor our deep dives into the eccentric gardens in our brain where our art is born.
I think museum stores can validate artists in a specific way that much of the rest of the world can’t.
Let me give you an example of what I mean.
Let’s say it’s Thanksgiving.
You’re at the family table, and you begin passionately talking about how you are making these amazing, historically accurate, miniature replicas of the film sets for movies like “Gone With the Wind.”
That’s nice, but your conservative Uncle Fernando across the table is thinking you should be institutionalized.
But if you have the guts to say the very same thing in writing about your “Gone With the Wind” miniature room boxes to that brainy buyer at the Museum for Cinema Miniatures in Lyon, France, she’ll probably think you’re a genius.
So I urge you to devote one delicious tea-filled morning to researching museums.
And I urge you to devote one coffee-fueled afternoon to making your first line sheet and intro letter.
Because getting your art into a museum store could help you believe in the beauty of your brain and the beauty of your dreams.
And that would be sweet because, as Eleanor Roosevelt said:
“The future belongs to those who believe in the beauty of their dreams.”
– Eleanor Roosevelt
Does this help?
Got a question?
Don’t forget to check out my first post on selling to museum stores for more info:
How To Sell Your Art in Museum Stores
I also do one-on-one museum store coaching packages.
I’ve helped many happy artists land gigs in major museum stores across the US.
Reach out to me here for a complimentary intro coaching session.
You may also like these Charmed Studio Posts:
How Visiting Famous Artists’ Home Museums Unleashes Wild Magic For Creatives
Ultimate Guide to Press Releases for Artists
Artists and Priorities: A Magical Method for Organizing Your Time
Remedios Varo: An Inspiration for Artists and Writers
Meditations For Artists: Reduce Your Fear and Ignite Your Creativity
This post may contain Amazon affiliate links. This means if you buy books or stuff via my blog I may receive a tiny commission and do a happy dance. There is no extra fee for you. I only link to items I personally use and love; products that I think help heart-centered artists.
Helpful insights for artists looking to connect with museum stores. Understanding the process makes a huge difference. Thanks for sharing.
Thanks for your feedback. It is cool for artists to know there are doors open for them in museum shops if they do the prep necessary and then knock. Take care.
Thats fantastic, thanks so much Thea!
You are very welcome Barbe. One of the most delightful gifts I received from launching this blog is getting to help nice fellow artists like you-who are almost there- but just need a hand up and over a wall. It energizes me when WE ALL WIN. I am here if you have any more questions. Keep being brave and going for your museum store dreams.
Because I am a costume jewelry artist, not a fine jeweler I felt a bit intimidated to approach museums. However, I know that my work would fit into a number of modern/abstract/pop art museum shops quite well. I just need the motivation and some guidelines on how to reach out to them. This is exactly the information I have been looking for, Thank You so much!!!!
Hey Barbe,
What a great comment to receive, thanks for making my day. So happy to help. Yes, your work would be a great fit for modern/abstract/pop art museum shops! Museums that have an Alexander Calder, or a Matisse or Peter Max or Lichtenstein in an upcoming pop art or modern show, or in their permanent collection, might be a perfect fit…. The problem is museums with those kind of works in their collections are are often HUGE, and breaking into those big contemporary museum stores would be like trying to break into the US MINT. So I would suggest you start by doing a nationwide search of smaller museums with a modern focus. I know of a few that might work. If you are interested in hearing which ones they are just contact me via my contact form here on the website and I promise I will hook you up with some specific shops that might be a great match for your fun designs. Remember, you got this! It really is doable!
Be well,
Thea
thanks so much Thea!
Don’t be a stranger. I encourage you and any other artist with a question on this to leave me a comment or multiple comments.
As Charles Proteus Steinmetz says: “There are no foolish questions and no man becomes a fool until he has stopped asking questions.”
Thanks so much for writing this article! A fantastic resource in case I want to wholesale to a museum gift shop. I’ve read that the retail pricing strategy at for-profit museum gift shops is typically 2.2 times the wholesale price. Would the gift shops at public museums, public arboretums and the Smithsonian also use this general formula or would they be more like 40% markup (so $12.85 wholesale would be $17.99 retail)?
Thanks so much for your kind comment, Laura. Great question. I will ask my colleague Carolyn Edlund for you and get back to you. (Carolyn sold art for years to heavy-hitter museum shops like the Smithsonian.) For now, I would say you would do best to start out by forming a genuine connection with the manager of a SMALLER museum store you want your product in. Then work your way up if things take off. As I mentioned in the prequel article to this article, larger shops like the Smithsonian are next to impossible to get into.
Read more about why here.
How Do I Sell My Art To a Museum Store? The 7 Secrets You Need To Know To Easily Make Your Dream a Reality
Okay, Carolyn Edlund says: “ANY retailer, for-profit or non-profit, would mark up 100 % plus. I used to sell to the Smithsonian and they marked up this much or more.The artist should be profitable at their wholesale price, regardless of markup. When I wholesaled I never asked the retailers for their price, and frankly the higher the better, because if the merch sold well they had a great margin and reorders were practically guaranteed.”
You can read more about wholesaling for artists over on Carolyn’s excellent website: http://www.artsyshark.com.
Hope that helps.
This is very helpful, thank you. Where do I find the contact information for the head of sales it it’s not listed?
Hi Pauline,
Thanks for taking the time to comment. It means a lot to me. As far as your question goes, the answer is…it depends. It depends on the size of the museum store. If it is a SMALLSMALL store you want to get in touch with the museum store manager-there won’t be someone who is called the “head of sales.” And to get their contact info, you can usually just call the store and kindly ask who that person is and how they prefer to be contacted. For a medium size institution’s museum store like say The Craft Contemporary in LA visit the website and search out the details. In the case of the Craft Contemporary, they have instructions for online product submissions that are quite detailed. https://www.craftcontemporaryshop.org/pages/product-submissions.
I found this on the menu at the bottom of the “about the museum shop” page for that museum.
Direct contact with the museum manager at anything other than a small small museum usually won’t happen until AFTER a properly formatted submission package is submitted, instuctions for that are outlined in this article.
If you can’t find anything on line, call the shop and ask where you can find submission guidelines for artists.
Go for it!! 🙂
Hope that helps.
Thank You so very much for this article, Thea! It’s like a fresh breath and i really needed it as sometimes the fear and doubts about your value can really stop you from trying to evolve and pursuing your dreams. Thank You so much!
Hi Sabrina,
I’m so glad this article could re-light that candle in your mental window so you’ll remember your value. I just popped over to your website to look at your metalwork and it is seriously stunning and original. Have you approached The Museum of Jurrasic Technology in Culver City, Ca? (One of my favorite museums in the world, and the beauty, intelligence, and whimsy of your work might make it a great fit there. I think some pieces would work well in any museum featuring Matisse’s work, especially his cutouts.I could see it easily in the shop at the Getty Villa in Malibu, just so hard to contact buyers at the Getty. Or museums dedicated to fairy tale?
You have many options, you will do great! When you place your work in a shop please let me know.
Make sure you check out the second article in this series for more help on the package to send to museum stores.How to Approach a Museum Store: 5 Surprising Dos and Don’ts for Artists
After Stewing over this the past month or so, since you have wrote it, it’s certainly given me a new breath of wind under my wings to go out and attempt to get into more museums!!…. I’d be so flattered if lightning struck twice and I was able to get into a maritime museum as well!!
Great writing and ideas, Thea.
Thank you!,
Melissa Witherspoon
TheGreenBeeStudio.com
Thanks, Melissa. So glad I saw your work right as I was writing up this post. Fortuitous timing. I would bet lightning will strike twice for you I think if you send out your work to a few more Maritime museums. Say…10. I wouldn’t limit your attempts to the States. Have you considered museums on the sea coast of British Columbia or Scotland, England, Ireland or Whales? All of us as artists need to value our art more and send it out with greater confidence on the waves like a message in a bottle. 🙂
I actually haven’t considered oversees yet. I think I’d need to gain a lot more confidence here first. 😊
-Melissa
What wonderful information as always. I’m not an artist but I can find a very clever way of using this for my pursuits. You really need to be teaching a marketing class because you really do a great job of helping artists.
Thanks so much Denise! Now that you mention it I can see how customizing your pitch ( by asking what’s in it for the other guy or gal) would apply to other things, yes. The first one that pops in my head is sending good query letters to the right magazine editor, and making sure you let them know how your story is a perfect fit for their specific readership. The second thing that pops into my head is customizing your pitch to co-workers…. I was listening to a podcast about a manager who has all his employees attend an enneagram seminar and get their enneagram numbers done and post those numbers on their office door so all the people at the company have a better idea what specific emotional type a person is and what that person needs in order to have a successful meeting. Food for thought.
Thank you!
Great article! There is a lot of new ideas about the submission process here. With reference to “#3 Don’t Gate Crash” you read different concepts about this. I have read books and articles stating that you should actually come without appointment and present your portfolio. I’m not sure if that is the right way of the initial contact. But I believe you should learn as much as you can about the organization and perhaps calling or stop by and finding out the proper way of presenting you and your art to them.
Thanks so much Kevin for taking the time to let me know you liked the piece. 🙂
RE: Gate crashing: I would err on the side of caution and send an email first for an appointment. Why not gift yourself a better chance to start things off on the right foot by honoring the busyness level of most museum store managers? I hope you give it a go. Can you share what museum store are you thinking of submitting to?