the cost, the price

I'm in recovery mode from the Palo Alto Clay and Glass Festival. It's always a good show for me and this year was no exception, though Sunday was one of the worst days ever. So it was way out of balance-- Saturday was excellent, Sunday was not-excellent. It is very strange, how the energy of a show is set and how it affects everything. The energy of Sunday was downright lethargic, and by noon I was limped out in my chair, wondering if anyone would notice if I just crawled under one of my tables and slept for a little while. People were nice enough, but few were in the mood to buy anything. Though they were still in the mood to come into my booth and touch everything, which believe it or not, sucks up a lot of energy.

Early on the first day, one of my fellow exhibitors came into my booth to check out my work. He's a glassblower, older than me and very experienced with the whole making-a-living-at-making-art thing. He picked up a few pieces, and then got blunt with me. "Your prices are too low."

I was blunt right back. "I hate it when people say that to me." And I do. I take it personally. I feel like what is being said is that I don't value myself enough, and that makes me feel defensive. I think I value myself but also, maybe I don't sometimes and that makes me embarrassed. Also, I hate it when people try to tell me what to do. That's my goddamn job.

"This bowl," he said, pointing to a giant bowl, "should be at least $475. It's way too cheap." (It was $250.)

"Okay, " I said. "It is my favorite bowl." (And it is. It's fucking amazing.)

"There you go," he said, "at least leave yourself some room to negotiate. How are you going to feel when that bowl walks out of here for $250?"

I changed the price to $475.

Later, we had a more in-depth conversation about pricing. It was good for me to have the conversation even though it was pushing some of my little buttons. I realized that I have been letting my prices stagnate or even drift down, much in line with the wage stagnation of low and middle income Americans. 

For example, 8-10 years ago it was very common for me to sell vases and other vessels for $400 and up. It wasn't a stretch, I did it all the time. Most of my work was well over $100, I made very few pieces for under $75. The work I was making at that time was very labor-intensive. I was always pushing the price as high as I could, and I had no problem with it.

But I also wanted to develop less expensive pieces to broaden my market reach, so I did. Then my etsy shop took off, and over time the only things I was making were the less-expensive pieces, cause that's what was selling like crazy. I literally did not have the time or focus to make more elaborate, more expensive work. And over time I basically painted myself into a corner with the $44 item.

Oh, and bored myself to death too.

And now I've gotten more cautious about pushing my prices higher. I did do a nominal price hike on most of my smaller items last year for the first time in ages, but I've been reluctant to take a hard look at the way I've been pricing my newer items. I think it's underpriced-- I know it is-- but I also want to get it out there. I'm still developing and learning a lot and quickly moving up the learning curve so I don't want to get overstocked on work. I want it to move. But then I have to think about setting the expectation. If I underprice too much for too long, it makes it harder to get the prices up to where they belong later.

Pricing is tricky for artists, it's one of the most common struggles we have. My glassblower friend made the point that when you get into a certain market-- the high-end market-- price is not the first thing that is considered, and usually doesn't represent a barrier at all. Even in the lower-end market a price differential of 20% will not stop the people who really want the thing you are making. And pricing too low has the unintended effect of making people value the work less. Even wondering what is wrong with it.

I walked away from the conversation realizing that I cannot continue to be passive about my prices, that I have to think about what the work is really worth and price more appropriately. What about you? If you are an artist I know pricing is something you have to contend with, what are your thoughts? And if you are a buyer of art and craft, what do you think about when you are considering the price of an item? I would love to hear your thoughts.