After working 22 years in the framing industry, Betsy Jesup opened up Handwright Gallery & Framing in New Canaan, CT. Thanks to her artistic expertise and strategic marketing efforts, Jesup’s gallery and frame shop has attracted a vast array of accomplished and award-winning artists. Here, Jesup shares the history of her gallery and how she’s maintained a successful small business.
What inspired you to open your own gallery? How did you get started?
After working for other frame shops and galleries for 22 years, I decided it was time to open my own. It was early in 1998, and back then, New York always hosted a large art and framing expo. I went and started ordering and buying everything that I was going to need to start up. I knew that a small space was going to be for rent in New Canaan, so I went to work on acquiring the location. Four months later, I was in the space and started to turn it into a gallery and frame shop.
What has been your greatest challenge transitioning from the framing industry to business ownership?
I realized that I couldn't just frame all day long, but had to spend time on paperwork, advertising and making money!
How do you market your business? What do you find is most effective in attracting and keeping customers?
When I opened Handwright 15 years ago, I used the traditional form of advertising: the newspaper. I still do a weekly ad, so Handwright is visually seen each week. I have recently moved to the more timely version of web media.
The most effective advertising is changing the windows with new art every couple of weeks. As soon as the paintings change, someone comes in asking what happened to the paintings that were just in the windows!
What makes your gallery stand out from other galleries in your area and across the country?
Handwright has a very good roster of award winning artists. I have tried to stay in the area that I know--traditional realism--but I'm starting to move towards more contemporary styles. In the past couple of years, I have found some accomplished artists in the contemporary field. These have been very well received.
What was the best advice in regard to managing your business that anyone ever gave you?
The best advice that was given to me as I opened was, "Do what you do best. Spend your time framing and selling, and leave the accounting and booking to someone else."
If you had to choose your proudest moment in your time as a business owner, what would it be?
My proudest moment is when I put a Handwright sticker on the back of each framed masterpiece.
What are your three keys to success?
1) The customer is always right. 2) Everything must be perfect – my name is on the back of every finished piece that goes out the door. 3) I stand behind and believe in each piece that I complete.
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