Artist and Maker Amber Joy Bailey, founder of Amber Joy Creative Studio, shares her top tips for working with designers to create unique product ranges that your customers will love.
If you saw my ‘Museum Giftshop Appreciation Society’ pins at the Cultural Enterprises Trade Show in Liverpool, you’ll know I LOVE a museum gift shop! If I have a meeting at a museum, chances are I’ll be spending money in the shop whilst I’m there…
When visiting an exhibition, I’m definitely hoping to see the collections reflected in the shop. Temporary exhibitions and events are a great tool for bringing new and returning visitors to your site, with retail product ranges helping to maximise the profits from all your hard work. I know how vital shop revenue is for museums and heritage sites, especially for those with free and discounted admission.
Case Study: Bodleian Libraries ‘Treasured’ Exhibition
Earlier this year I was asked to create a collection to accompany the Bodleian Libraries ‘Treasured’ exhibition. The basis for the collection was an artwork of pink elephants from the exhibition, and I was given free rein to turn it into acrylic jewellery. From previous experience, I immediately knew the specific acrylic that would match the colour scheme.
When it came to the samples, I couldn’t predict whether a medieval elephant drawing would translate well, my plan had been to experiment with tracing the exact drawing, reverting to a more generic elephant design if necessary. I was delighted to find the original worked; and a large-scale necklace and brooch could retain all the details. For image clarity on the earrings, the etching had to be significantly reduced.
Whilst the collection was made up of only four pieces of jewellery (a necklace, brooch and two types of earrings), it included a statement piece, and the designs were a striking colour, with a thematically strong link to the exhibition. Leaving shop customers in no doubt that these were made exclusively for the exhibition.
I often find smaller sites can be apologetic for the size of their shops and have a misplaced fear that custom products will be a huge financial commitment, consequently off limits to them.
Creating or sourcing custom products doesn’t have to break the bank. Working with small businesses and individual makers can be a great way to maintain a unique and desirable shop. If you are looking for inspiration, why not visit your local makers fair or start noting brands when you are out shopping.
Having worked with many gift shops of all shapes and sizes, here are a few of my top tips for planning exhibition-based collections!
Top Tips for Planning Custom Designs
1. It’s okay to leave it to the experts! If you are employing Artists and Makers, make use of them. They come with a wealth of experience and understand both the possibilities and limitations of their materials. Give them the freedom to play with ideas rather than working to a very strict brief, and you’ll see better results.
2. It’s all up to interpretation! If you are looking to translate your collection into gift shop items, this will often involve scaling a large design down, and details may need to be lost or adjusted for practical reasons. Literal translations won’t always bring the best out of a design.
3. Copyright and licensing. You need permission to recreate images, so if this isn’t a possibility, consider more general and related themes, or ‘in the style of’ type designs.
4. Allow as much time as possible. Confirm packaging details as early as possible, as printing can take time. Your order may be sat around waiting to be shipped out otherwise!
5. If a site hosts weddings and events, I always recommend stocking higher end custom items such as hanging decorations for the Christmas tree. Couples often revisit on anniversaries and are looking to take home a memento.
About Amber Joy Creative
Artist and Maker Amber Joy formally trained in Furniture Conservation and Restoration with a specialism in marquetry. She now runs her own studio in Sussex, creating bespoke laser cut marquetry, acrylic jewellery and homewares.
Amber Joy has collaborated with over 30 cultural and heritage sites to create bespoke collections. Discover more at amberjoycreative.com
Exclusive Offer: Cultural Enterprises members can get 10% off their first wholesale order. Email amberjoycreative@gmail.com for more details.
