Indigo & Verdigris Brand
Wednesday is Business Series
Post 7
As we are getting further and closer acquainted, and as this is the documenting process of an artist’s journey into exploring, discovering and then defining an art business, and taking it into every next stage - hopefully inspiring other artists to think outside the conventional and predetermined mindset when it comes to the way art is marketed and sold – I invite you to take the deeper dive into my thoughts of creating such a brand with Indigo & Verdigris. I’m sharing it to inspire you to take it from ‘intrigued’ to ‘hmm, I can see myself running a successful creative business’ – and everything in between those two stages….
One Step Back – Like in a Dance
Over 20 years ago I have been on a more traditional artist route. I joyfully created art, filled my home, our hearts, and my friends’ and family’s homes with my art – to the point when most everyone was saying ‘You should sell your art’. Internet was not yet on the radar, although I did create my first website, an artist portfolio of works - back in 2000! That was a monumental learning curve, and many people were involved, some with computer and programming knowledge and skills, but not resonating with a designer in me. That portfolio was useful to point people such as art and craft fair organisers, and gallery owners, to see my art prior to arranging the meeting in person. It was a door-opening scenario. Admittedly, with today’s technology it’s much easier to set up a website that can also be a direct selling platform. And that is pretty much straight forward, but to drive it as a business, a lot more finesse in engaging the right audience (for both appreciating and collecting the art) is needed, and a whole lot more skill in translating face to face exhibiting into developing the essential trust relationships.
Few Quick Steps Sideways (Strange Dance, but Stick With Me Here)
My first business name was Galeria Katarina, but after I ceased being a self-employed artist and entered the corporate world for several years (only to arrive at the point of full circle two years ago and return to the fine art scene, with style and in a more profound way), I opted for a name for which I instinctively knew that it had to have deep meaning for me as a creator, as well as be that unmistakable language connection with my audience.
Indigo & Verdigris – The Meaning Inside the Brand
(Bringing both feet together now and pivoting on our heals, as we dance on) I want to stop for a moment and tell you that my audience is a tribe of devoted friends and family, art enthusiasts, hobbyists, fellow artists, esteemed colleagues, other business minded and creative people, art admirers and my art collectors. Together we all form this vibrant and alive circle of people – soulfully connected through fine art and love. That takes time and dedication to build and nurture – but only that kind of connection is worth having in life, and in business – so, as a standard setter for Indigo & Verdigris, I choose the same, pure and high standard for this brand, too and it lifts my heart with so much joy to be witness of the wonderful connections unfolding each and every day. Not only between you and I, but within the group environment itself.
Indigo & Verdigris – The Meaning Behind the Name
If you are new around here, my dear friend, I would like to invite you to browse the content of this blog, you will see past stories relating with the very creation of Indigo & Verdigris, as well as all the posts in Style Saturday, Art Monday, and Wednesday is Business series. I know, that’s a lot, but take a look and pick what you are curious about to know more, and start with that.
The name Indigo & Verdigris came from two of my favourite colour pigments. Indigo – after the deepest blue colours of the waters of Adriatic sea and the Atlantic ocean; and Verdigris – after the skylines of all my favourite European cities with their copper roofs turned this pale and powdery green in the sun and deeper green in the rain. Everything about those colours is reminiscent of home, history, culture, grace, beauty and elegance. Sometimes there can be intense, deep and heavy, broody mood to them, but inside it there is great calm and peace of knowing that all is well, even in the tempestuous times, because they allow us to bring something new, better and bigger from within and open up to the world even more, as an ever more sophisticated version of ourselves.
That’s my vision for both of us, my friend, and I will forever hold on to that belief.
The Beauty in Truth
It is my humble wish to imagine that my journey and every act of pure love will find a way into your heart as an inspiration and an invitation to connect with your soul and let it guide you powerfully into creating the very you that you wish to become. That is our journey together in Indigo & Verdigris. Thank you for being here with me in the present moment, for we are the fine art, the lifestyle and the design, as well as the sophisticated soul behind this name - and inside our brand. It’s not mine – it belongs to us.
Remember – You Are Safe Here
This is the sacred place between our souls. Thank you for sharing your visions, dreams and ideas. Your courage to be vulnerably seen will always be respected, and you will be treated with nothing but kindness and compassion. ♡
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