[LAUIL602] In Conversation with Toni Thornton and Reflection

• I have admired Toni's work on Instagram for nearly a year now

• She has a clean, neutral, crisp, succinct, fresh visual identity and tone of voice with the use of monotone / or greyscale colour palettes (white, grey, black, with the use of one colour - gold, brown or blue)

• Her visual brand comes across as professional to the audience. This is someone who pitches to and works with professional clients.

• Her website states she has her own team reinstating that level of professionalism.

• She uses hi-res images with a professional camera.

• Her canvases are marketed as "bespoke" and have a sense of luxury and opulence in the way they are situated in context with surrounding furniture

Beginnings of our conversation:

• It was so interesting to find that she had studied her Foundation at LAU (back then LCA!) it can be a small world sometimes but instantly built a connection and sense of rapport between us!

• She was more than happy to answer my questions for my Professional Practice work and invited me to email them across. She answered them promptly and also wanted to gift me something, supporting the connection we have built together.

Email response:

Transcription:

Good morning, Kimberley,

I hope you're well and enjoying some of this unexpected sunshine! I wanted to reply ASAP for you to allow you enough time, but if you need any more detail, do feel free to ask and I'll send anything else across right away for you. I have copied Laura in who assists with my PR too. 

• How did you start working as a professional artist?

I studied for my Foundation Diploma in Art at Leeds Art College (now LAU) and then studied at the University of Huddersfield to complete my BA Hons in Textile Craft. I have always loved surface pattern and this degree allowed me the chance to study print and surface manipulation too. As many artists I then struggled to know how to launch my own career in Art and so naturally I applied for jobs that were related and that still gave me the chance to continue exploring my practice too. I began work as an Art technician in high school and then completed a PGCE to teach Art and Technology through the Open University. It was during my time as a teacher that I continued to explore my practice and I was lucky enough to build this to a point where I now work on my artwork fulltime as a professional artist. 

• Did you build your website yourself or did you pay a web developer to do it for you?

I work with a wonderful team based in Essex on my website, I design most of what I want it to look like and how it is all presented and they make it happen, because this technical side of things really isn't my skill set! I also feel that when the value of the artwork is of a high price point, you really need a website that is professional and easy to navigate to match this.  

• Do you sell your work exclusively through your website or through other shops?

I sell my work mainly via my website and also via my social media by taking on commissions. I have some artwork on display with interior design stores that I have worked with, then these stores pass the customers on to me too. 

• Do you sell your work in person through art fairs, galleries or shops? – if so, how did you get started with this?

I worked until 2020 as a teacher, whilst working on my artwork part-time, therefore with covid I haven't had chance yet to sell via fairs, galleries or shops just yet, but this is something I aim to explore in the future. 

• Do you have a team that helps you ship your canvases? If so, how did you develop a team?

At first I did everything myself, with the help of my lovely husband who is incredibly supportive. However since the business has grown our team now consists of the web team as mentioned, a PR team who work with me each week and also our lovely Studio Assistant Meg. As the studio became busier, we knew we needed help with packing and shipping and organising in the studio as I was working 7 days a week to try and keep up. We then made the decision to start a family and I knew I needed to find someone to keep the website and studio running while I take some time away. This isn't something we rushed into and I would suggest working for a few years doing as much as you can yourself, before taking the leap and employing anyone else as it is a big responsibility, but eventually a good team should help you to increase sales and make the business more manageable, which my lovely team have certainly helped with! 

• Do you market yourself or do you have a team that helps with marketing?

I have a lovely team who I work with on PR and marketing. I was lucky (and also I do believe it was due to a lot of hard work too) that I managed to secure some wonderful press coverage and get my name out there before I started working with Laura - but since working with the company, I have featured in more editorials and we have had more wonderful opportunities too. 

• Do you have any tips about self-advocating for yourself as a practising artist?

Always stay true to your practice and believe in your work, this authenticity is so important. 

• Do you have a digital or a physical portfolio, or both?

I see my Instagram as almost like a digital portfolio, but I have a physical portfolio of work too (well I actually probably have too many!) I think when texture is so integral to your practice, it is wonderful to have physical examples too to be able to touch and feel. 

• How do you effectively document your paintings in your portfolio?

This is a difficult one as most of my artworks are sold and my portfolio often consists more of the development. With any limited edition prints that I create, I always display the originals in our gallery space. I also have an online database and each time a customer buys a limited edition print, their details are stored so that we have a record of who owns which number print and where in the world my work ends up! It is wonderful to look through and it does make me really proud. 

• What is the main way that you attract clients?

I have found that Instagram has been a fantastic platform for me. I would say most of my business has come from there and I have managed to build a very loyal and amazing group of clients who now follow my website closely and they are so supportive. 

• What is the benefit of using social media as an artist?

I think you are able to show more behind the scenes and more of your practice and this is very engaging for potential customers. I am always cautious of keeping my working Instagram professional and whilst I often support charities and other businesses on my platform, I am cautious not to use it for much other than showcasing my artwork and studio. As well as the benefits, there are also some negatives unfortunately, as I didn't always have the correct balance and worked late into the night because I was always accessible through my phone and I never switched off! I would say whilst this is amazing and means you can work on your business from anywhere and at anytime, it is important to find the balance that works the best for you and not to feel pressured into not being able to have some time to relax. I have had struggles with other people copying my artwork on social media too, I am very happy to inspire, especially with my background in teaching, but it is hard to protect your artwork on such an open platform - I am now a member of ACID and would recommend for other artists to explore the option of having this kind of protection too, as it does make you feel more secure and in control. Overall we are very lucky to be able to share our work on social media and it is an incredible platform to connect with people all over the world! I have also made some really incredible friends through Instagram too! I need to work more on my other social media but this is something I aim to do naturally as it aids the business. 

• What type of studio space do you use – is it part of your home or do you rent a space?

I started out working from home, from a desk in our living room, then as the business grew we converted the garage into my studio space - then we quickly outgrew this and I now have a wonderful studio space based in Featherstone where I work from full time. We have an in house gallery space which we added during lockdown which helps to showcase my artwork, provides a space for visitors and is a lovely area for the team to work in. With the larger artworks I am now commissioned to work on, I am very lucky to have the space I do although again this comes with it's own pressures and I made sure we needed the space and the business allowed for this over a long enough period of time before we decided to commit to the space. I think the best place to work is always one where you feel the most creative and inspired, this doesn't have to be a huge space, so long as this helps you to get into the correct mind space and creative way of thinking.  

I hope this helps Kimberley, anything else you need do just let me know. I wish you all the very best with your graduation and with your art career too, after learning about you, I just wanted to say I really admire your determination, your courage and your work ethic and if there is ever anything I can do to help, please just reach out. I am honoured to be asked to help you on your art journey! Do you have an address I could send a little something on to? 

Take care - Toni x

Summary of Answers:

• Foundation Diploma in Art at Leeds College of Art. BA (Hons) in Textile Craft at University of Huddersfield.

• Loves surface pattern and her degree allowed her the opportunity to study print and surface manipulation

• As with many graduates, struggled with next steps and launching her career. Applied for many jobs that allowed to expand her practice at the same time. Began working as an Art Technician in a high school and completed a PGCE to teach Art and Technology through the Open University.

• Now works on her artwork full time as a professional artist.

• Has a website team, who are based in Essex, who helped with the development on her website. She knew the way she wanted it to look and they designed it to a high level. 

• Also has a PR team who works with Toni each week as well as a Studio Assistant.

• Developing a team has taken a number of years and shouldn't be something that you jump into. It depended on the success of your work. Shipping rates increased as Toni and her husband were packing and shipping everything, working 7 days a week to do so. A good team should help you to increase sales and make the business more manageable but is a responsibility in itself.

• Toni's PR and marketing team secured some press coverage and got her name out there. Featured in editorials with wonderful opportunities.

• Sells work mainly through website and also via social media by taking on commissions. Some artwork is on display with interior design stores that Toni has worked with,. These stores pass the customers on to her.

• Hasn't had the chance to sell via fairs, galleries or shops just yet, due to the pandemic, but this is something Toni aims to explore in the future.

• Always stay true to your practice and believe in your work, authenticity is so important.

• Instagram has become a digital portfolio, but Toni has several physical portfolios. When texture is integral to your practice, it is important to have physical examples to be able to touch and feel.

• Portfolio often consists of the development work.

• Has an online database and each time a customer buys a limited edition print, their details are stored so that there is a record of who owns which number print and where in the world the work ends up.

• Instagram has been a fantastic platform for Toni. Most business is generated from there and she has built a loyal and supportive group of clients who follow her website closely.

• The benefit of using social media is being able to show the "behind the scenes" of the work which is engaging for potential customers. Toni is cautious of keeping her working Instagram professional and not to use it for anything other than showcasing her artwork and studio.

• There are some negatives to social media, and Toni didn't always have the correct balance and worked late into the night. She felt she was always accessible through her phone and never switched off. "You can work on your business from anywhere and at anytime, it is important to find the balance that works the best for you and not to feel pressured into not being able to have some time to relax." 

• Toni struggles with artists copying her artwork and it is difficult to copyright your art on such an open platform. She is now a member of ACID and would recommend having this kind of protection too for security and control.

•  Focuses a lot of Instagram and need to focus on other social media and its benefits too.

Reflection:

Toni has a clear sense of professionalism and where she is at in her career by having her own company and team. She has shared a lot of invaluable knowledge with me where I can start to consider the beginnings of my practice and professionalism after I graduate, which may develop alongside my Masters degree. Things to consider:

• At which point do I start do I build my website?

• Do I require other people to help me at this stage or is this something that can be done in the future? Can I build the framework of my own website now? Through a Tumblr? Is instagram sufficient for now to build up my customer base?

• Toni mentioned showing more behind the scenes and in-development pieces in the portfolio and on social media.

• How do I recognise when I am "successful" and need to employ a team? I realise it will come much later down the road. How does one measure success?

• To consider joining ACID to protect and secure work

• I put a lot of focus on instagram too. Which other social media outlets are there that can run in congruence with Instagram to gain a following? 

Toni has shared her struggles and hangups with me, and that she hasn't even sold at art fairs yet. It is important for me not to put others in an untouchable light and they have struggled too and art still learning and growing their practice.