никальность. Чем уникальнее ваш продукт, тем больше шансов, что на него обратят
Svetlana Azernikova is an art manager at Caravel Art Center, a gallery and craft store operating in Funchal, Madeira, since 2015. As a passionate craft enthusiast herself, Svetlana previously founded the Flower Power from Madeira brand and worked as a crafter for many years, with her handmade pieces being cherished by numerous gallery visitors.
Today, Svetlana focuses on the managerial side of the business—curating new crafters for the gallery store, handling social media, and overseeing promotions. In this interview, she shares valuable insights on how crafters can start working with galleries and craft stores, as well as how to establish strong, long-term partnerships in the industry.
мание. Это не шансы того, что его купят, но шансы того, что обратят внимание и
What are the key factors that make a craft product successful in offline sales?
Uniqueness. The more unique your product is, the higher the chances that people will notice it. This doesn’t necessarily mean they will buy it right away, but they will take note of it and evaluate it, 100%.
So, uniqueness is keyт к сведению, и будут оценивать это 100%. Так что уникальность.
What elements (packaging, certifications, brand story) are the most important for successful sales?
The brand story, your personal signature, your hallmark—everything that the store manager allows you to place next to your products significantly enhances the image of your work and creates a more favorable impression.
My recommendations: don’t forget to sign your pieces, don’t forget about stamps if we’re talking about ceramics, or personal marks—people love to feel the artist’s signature.
And once again, if the store agrees to display your name, your biography, or links to any publications about you, do not neglect this opportunity. Accept it with gratitude because, believe me, it will increase the attractiveness of your product and even allow you to raise the price.
How should a craft artist approach a store or a gallery?
First and foremost, prepare a strong portfolio. And a very important note—if you are sending your portfolio via email (which is the recommended approach), make sure it is not a huge file. Ensure that no one has to download it separately, that it is easily readable, and that the recipient can open and review it quickly.
Everything should be compact, visually engaging, and clear.
Of course, people will be interested in your professional background—what exhibitions you have participated in, what kind of education you have. Also, briefly mention your creative vision—what message you want to convey through your craft, and how your work aligns with trending topics such as sustainability. How does your craft contribute to these themes?
Personal details are important, but keep it concise—no more than one page. Remember that gallery and craft store managers interact with a huge number of artists and receive countless emails every day.
In the offline space, within galleries and craft stores, there are far more artists and crafters than opportunities to sell their work.
So in most cases, it is the galleries and stores that will be choosing you, not the other way around.
That being said, a personal presentation of your craft is also important. However, be absolutely sure that the gallery owner or store manager actually has time for you. Many crafters often show up unannounced, completely disregarding the fact that we may be occupied with something else. Maybe we will find a moment to take a quick look at your work, but trust me, you will have already lost several key points.
Always make sure you are expected and that they are waiting for you specifically.
What are the key conditions for successful collaboration with a gallery?
One of the most important factors is understanding partnership.
Every gallery operates under its own conditions, and it is essential to recognize that the prices of your craft in a gallery will always be higher than when selling independently. This is because galleries take a commission, which varies depending on the level of the business. However, this percentage is not just a fee—it is the payment for the gallery’s work, which includes:
Maintaining the space (rent, repairs, utilities).
Paying staff salaries.
Marketing and promotion of your work.
Organizing events and attracting customers.
Building the gallery’s reputation, which ultimately benefits your sales as well.
The Key Element – Partnership
Successful collaboration is based on mutual respect—respect for the gallery staff’s time, their efforts, and adherence to agreed-upon delivery schedules and commitments.
Following these principles will not only help you sell successfully but also allow you to build long-term relationships with the gallery. Only through conscious and respectful partnership can you truly enjoy the process of collaboration and achieve the best results.
If a gallery or store offers you the opportunity to host an open masterclass, should you accept?
My advice—definitely say yes! This is truly a unique opportunity. Not every gallery has the capacity to host such events, and it provides a chance to:
Showcase your craft more effectively.
Increase brand recognition.
Justify and even raise the value of your work.
When customers visit a gallery and see your process firsthand, they gain a deeper understanding of the effort, materials, and skill that go into each piece. This helps them comprehend the final price of your work.
Many customers, as we know, often express concerns about pricing, saying that handmade items seem expensive.
As gallery owners, we always engage with such clients, explaining the cost structure—how artisans need to be fairly compensated, how materials factor into the price, and so on. However, we generally try to avoid these discussions because, in reality, most of our gallery's clientele already appreciate craftsmanship. If they find something too expensive for their budget, they simply choose a different item rather than complain.
Each artist has their own pricing, and every craft piece requires different levels of investment—both in time and financial resources. In our gallery, we offer a range of products—from more affordable handcrafted pieces to high-end craft that is closer to sculpture and fine art. We provide customers with choices.
So any form of activity that involves direct engagement with customers always has a positive impact—on both gallery sales and your personal sales. Say yes, say yes, and say yes again!
Use these events in your online strategy, share them on social media—it's amazing content. And above all, it gives you the priceless opportunity to witness the spark in your customers' eyes, those who will take home a piece of your soul through this beautiful experience.
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