Brand Licensing & The Magical Mailbox Money Maker
Donald Trump does it, P Diddy did it, even midwestern textile designer – Amy Butler – is doing it and it all begins behind closed doors.
It’s called: THE LICENSING DEAL…
Why do BIG designers and FAMOUS celebrities put their names on manufacturers products created for major retailers?
In short — there is only one true answer — SMART MONEY!
When other people pshaw Vera Wang for creating Simply Vera for Kohls, Cindy Crawford Home for Rooms to Go, or Martha Stewart at Michaels (AND Macy’s)…I just watch and learn.
If you don’t like the mall, detest discount stores or believe boutiques are the ONLY place to buy all your heart desires…well, then, okay?!
Sugarluxe accessories are available in hundreds of boutiques around the world. We’ve hand-selected each store and truly admire the proprietors of these establishments -
A few of my all-time favorites that we’ve been with since they first opened their doors are:
- Soigne Boutique in Central Austin
- Patricia Junes Boutique on Melrose in Los Angeles
- Ginger & Koi Boutique in Kailua Kona, Hawaii
- So Absolutely Fabulous in Temecula, Californa
- Sassi Sam in New South Wales, Australia
And I typically offer exclusives, so that these small business owners can trust that I won’t go down the street to their competition. With that kind of business philosophy, it’s probably apparent that boutiques will never be my bread and butter. I just really love working with other women who also work very hard to run a business of their own.
So, yes – I shop at these places whenever I can. But I love Bed, Bath & Beyond and Target, too.
Those who have a lot of money but are wise about spending it, or for those whose financial cup does not yet runneth over…big brand names today are but a chain store away. And I for one – am so glad for that.
Starting a business really forced me to be more frugal than I had ever been in my life. I was raised to love a good bargain, but it wasn’t until I became a true bootstrap entrepreneur that I understood what it meant to really NEED to find a good deal.
From the outside looking in…it would be easy to say that I’m cheap (not in a hookerish way) just thrifty. But really, when you’re here on the inside, you understand that it’s all very strategic.
In the same way that I want my hard-earned dollars to go as far as possible, I have the same desires for my work. And…watching…as I do, the business people I want to emulate, it was clear to me from the outset that LICENSING would be a significant way to achieve that.
Here’s why:
My whole life, my dad instilled in me the MAGIC of MAILBOX MONEY. He would always talk to me about what investors call – PASSIVE INCOME. In other words, do the work, sell the rights and get royalties. Checks coming every month in the mail for the work you did – once.
He instilled in me a deep desire for this type of financial freedom.
That’s not typically how an artist thinks, yet an artist who aspires to make art their business, could learn a lot from my dad.
But that makes it sound so easy, huh? Want mailbox money? Do a licensing deal.
Sure, in theory, it’s very simple. But how do you get there? How do you create a name, brand, design or invention that someone else wants to pay you to license? That’s the very, very – did I say very? Tricky Part.
Now, let’s go back to my friends Vera, Cindy and Martha.
They are incredibly savvy business women and one of the ways they’ve amassed a fortune is, of course, first being at the top of their game. But to build an empire? They would all agree with me – licensing is the key!
I will always love, shop for, and even create one of a kind, unique items that you can’t find anywhere else…but those are splurges. And my suspicion has always been that other people feel that way, too.
Partnering with small shops, creating original paintings, designing custom surfboards (oh yes, wait until you see) and hand-made items will be the work I live for. But it takes more than that. Getting your work into Big Box Retail is like getting drafted into the NFL. It’s a major deal.
And – it’s not because I want to be famous, not because I have to be rich – but only because I want to live a life I enjoy, connect with people through my work, and run my own company because I don’t like anyone else to be the boss of me.
My desires have always been THAT crystal clear – how I was going to get there and what I would have to do to attain those goals is a story that unfolds every single day.
Sure – there are plenty of books, trade shows and websites that will teach you the tradional path by which to try to break into this business.
But I find it rather difficult to compete with Disney. And I am far from a traditionalist. Or remotely conventional. Or by the book. Ever.
Guess my point is…you can be independent, you can do this without high-priced lawyers and lots of money, even successfully promote yourself without an agent or a manager (*hint* TalentDatabase is the BEST place to start!)…but you can’t do it without being SMART, RELENTLESS and DETERMINED.
Two weeks ago (that’s why I’ve been MIA) we finally launched our fifth major licensing deal…and the biggest one to date for Sugarluxe!
Placing over 10,000 new Sugarluxe items in 1000+ new stores, I couldn’t be more excited. And my parents were so proud when they called me from the art section of the biggest home decor retailer in the nation. Moreso than if I would have sold one painting for $500 grand – they love seeing Sugarluxe on the shelves.
The BEST part is, I did this whole deal from the comfy convenience of my fabulous studio. Want to know how? Stay tuned and SUBSCRIBE NOW!
Z Gallerie Continues to Sell Out of Sugarluxe Art Giclees
April 11, 2008 by Chandra Michaels
Filed under Art, Business, Licensing
Ya know what? I never get tired of hearing stuff like this:
Your in store art signing was a huge success! Managers commented the event brought in new customers and that you were delightful. We had a good Sugarluxe weekend in other stores across the nation…some stores just received their stock last week and it sold out over the weekend! – D.D. - Head Buyer, Z Gallerie Stores
And this recent picture of two Sugarluxe pieces in the display window at Z Gallerie? Well, it really does bring a tear or two. Sniff. Sniff.
The flip side of this AWESOME news is that people need more information. We receive emails daily from customers who’ve discovered the Sugarluxe Brand in Z Gallerie stores and many are asking specific questions about the line.
It’s here that I hope we can provide more assistance and answer some of your most Frequently Asked Questions:
Q. What is a Giclee?
A giclee refers to both a category of collectible fine art and the process of reproduction. Utilizing the latest technology, with the guidance of meticulous printmaking standards, our artwork is reproduced to museum standards. Although many people are throwing around the word giclee these days to represent any reproduction methodology…it doesn’t mean that every reproduction print is actually a fine art, archival giclee. Numerous examples of true giclee prints can be found in museums throught the world including The Metropolitan Museum of Art in New York, the Los Angeles County Museum of Art, the San Francisco Museum of Art and the British Museum.
Q: Why doesn’t Sugarluxe currently sell original works of art?
My original paintings are kept in a secret safe place – away from my studio. Holding onto the originals and making reproduction prints available to customers is a winning combination for everyone. Sugarluxe customers get a gorgeous, signed and numbered piece and it’s affordable too. Plus, as an artist, it’s smart because keeping original artwork and selling Limited Editions can greatly increase the value of the artwork in the future.
Did you know that in 2002, a record was set for pop artist Roy Lichtenstein when his original work – Happy Tears (pictured above, left) sold for $7.1m at Christie’s in New York? The 1964 work, depicting the artist’s trademark comic-book style, was bought by an anonymous bidder. It broke the record for a Lichtenstein that had been held until 2002 by his work, Kiss II (pictured above, right) – a piece purchased for $6m in 1990. Happy Tears was part of Christie’s sale of post-war and contemporary art. BBC News
Q: Why do the Z Gallerie stores carry such a limited selection and supply of Sugarluxe Fine Art Giclees?
Great question. The truth is, I really don’t know why they maintain such a limited supply. I think they should keep more in stock and they should buy a bunch at a time! But they did purchase two main works with exclusive rights to distribute. That means I won’t sell these pieces to any other major retailer…but we can sell Artist’s Proofs direct to you (or if your Z Gallerie location is sold out and hasn’t yet received new shipments.)
Q: Why can’t I find the Sugarluxe pieces on the Z Gallerie website?
Recently, the head buyer at Z Gallerie informed me that they want and plan to post Sugarluxe artwork on their website, but they simply haven’t gotten to the site udpates yet. I wasn’t given at ETA…but will come back here to post any new info.
UPDATE: ZGallerie now sells select Sugarluxe Giclees on their website.
Q: When will the Sugarluxe site begin to offer Giclees?
Very soon! We’ve been working for about 4 months to complete a new, dedicated section on our website which features a variety of images, sizes and framing options for our customers. We want to make sure that we make it as easy as possible to buy your art online and to allow you the most versatility in choosing your special Sugarluxe piece.
UPDATE: We now sell Sugarluxe Limited Edition pieces and Artist’s Proofs online at www.sugarluxe.com. Every piece is hand signed and numbered (with a special note on the back…because that makes it even sweeter!)
Q: What if I bought a canvas from Z Gallerie, but I didn’t get to come to one of your art signings, will you still sign my piece in person?
I will always sign your piece in person, if at all possible. Also, all of the associates and executives I’ve met at Z Gallerie have been GREAT. Let them know next time you’re in your local store so that the POWERS THAT BE over at the Z Gallerie headquarters can decide when/where they might book another event.
Q: Are you really rich now that you have products in all these big stores?
Licensing as a visual artist is tough business. I’ve experienced bitter disappointments, so much so, that sometimes it seems unreal. But I guess that’s what makes the small victories so much sweeter.
The Suits (as I like to call them) stand to make the most money off of any successful creative, aka The Talent. The business is quite similar to that of the music industry. Basically, the goal for both is to put out multiple best-selling hits.
If you don’t do that consistently, no matter how great your first big chart-topper, your life in the limelight could very well go the way of Chumbawumba. And who would want that?
