Newfoundland and Labrador has a long tradition of artists turning creativity into livelihoods. From jewelry makers and illustrators to comedians, musicians, and actors, many creative businesses begin with a passion project that gradually grows into something bigger. For some artists, the goal is simply to sell work on the side. For others, the goal is to build a sustainable full-time creative practice.
Starting an arts-based business is slightly different from starting other types of businesses. Income can be unpredictable, sales often depend on events and seasons, and many artists rely on a mix of sales, commissions, grants, and teaching opportunities. Understanding how to balance these different income streams can help artists build more stable and sustainable businesses.
Below are some key considerations for artists who want to start or grow a creative business in Newfoundland and Labrador.
1. Side Hustle vs Full-Time Artist
Many creative businesses begin as a side hustle, and there is nothing wrong with that. In fact, starting small can allow artists to test whether their work sells before committing to it as a full-time career.
Forecasting Income
One challenge with creative businesses is that income often fluctuates. Sales might spike during holiday markets or tourism season and slow down during other times of the year. When thinking about moving from a side hustle to a full-time business, it can help to look at your sales over the past year and estimate what consistent income might realistically look like.
Forecasting doesn’t need to be perfect. Even a rough understanding of your average monthly revenue can help you decide whether it’s time to scale up production or keep the business as a part-time venture.
Covering Living Expenses
A common mistake artists make is thinking only about production costs and not about the cost of living. Even if your business has very little overhead, you still need your art practice to support rent, groceries, transportation, and other everyday expenses if you plan to grow your arts practice or business into a full-time venture.
Understanding Overhead
Many artists believe their business has “no overhead,” but most creative businesses do have hidden costs. These can include materials, equipment, software, studio space, website fees, market table fees, and shipping costs.
2. Where to Sell
Artists in Newfoundland and Labrador often use a mix of sales channels to reach customers. Diversifying where you sell can help stabilize income and reach different audiences.
Markets and Pop-ups
Local craft markets, festivals, and pop-up events are some of the most common ways artists sell their work. These events allow artists to connect directly with customers, test new products, and build relationships with repeat buyers. Consider exploring the St. John’s Farmer’s Market.
Markets can also be a great way to see which pieces attract the most interest before investing in larger production runs.
Etsy and Online Marketplaces
Platforms like Etsy make it easier for artists to reach customers beyond Newfoundland and Labrador. These marketplaces already have built-in audiences searching for handmade products, which can reduce the need for extensive marketing.
However, competition can be high, and platform fees should be factored into pricing.
Your Own Website
Having your own website gives you more control over branding, pricing, and customer relationships. Many artists eventually transition from marketplace platforms to a dedicated online store once they have built a consistent customer base.
Even a simple website that showcases your work and links to purchasing options can help build credibility.
Local Retail Partnerships
Some artists also work with local shops, galleries, and boutiques that sell handmade or locally produced goods. These partnerships can provide consistent exposure and sales opportunities, especially in areas with strong tourism.
Retail partnerships typically involve wholesale pricing or commission agreements, so it’s important to understand how those arrangements affect your profit margins.
3. Funding for Artists
Many creative entrepreneurs assume that loans are the primary way to fund a business. However, artists often have access to different types of funding than other businesses, particularly through cultural and arts associations.
Arts Grants
Arts grants are designed to support creative work and typically do not need to be repaid. These grants may support activities such as producing a new body of work, developing a project, hosting exhibitions, or participating in cultural programming.
Because they are competitive, grant applications usually require a clear project description, budget, and timeline.
Provincial and Federal Arts Funding
Artists in Newfoundland and Labrador may be eligible for funding from provincial arts councils, federal cultural agencies, and regional programs. These organizations often provide project grants, professional development funding, or travel support for exhibitions and performances.
Learning how these programs work can open new opportunities for artists to sustain their practice.
NGO Financial Assistance
Some nonprofit organizations and community groups also provide financial support, micro-grants, or artist development programs. These initiatives may focus on supporting emerging artists, marginalized communities, or specific creative sectors.
4. Pricing Your Work Properly
Pricing is one of the most difficult challenges artists face. Many creatives undervalue their work, especially when they are just starting out. It can feel uncomfortable to charge higher prices, particularly if friends, family, or early customers are used to paying very little. However, sustainable pricing is essential if you want your creative practice to support you over the long term.
Cost of Materials
The first step in pricing is understanding the true cost of materials. This includes everything used to produce and deliver your work, such as metals, fabrics, paper, inks, paints, printing supplies, packaging materials, labels, and shipping costs.
Artists sometimes forget to include smaller recurring expenses such as packaging, protective sleeves, shipping boxes, or display materials for markets. While each item may seem small, these costs add up quickly and should be factored into your pricing.
Tracking your material costs for each product can help you better understand your margins and avoid underpricing your work.
Paying Yourself
In addition to materials, artists need to account for their time and labour. Creative work requires skill, training, and experience, and your pricing should reflect the time spent designing, producing, and preparing your work for sale.
For example, if a piece of jewelry takes several hours to create, your final price should reflect not only the materials but also the labour involved in making it. This becomes even more important as demand grows and production time increases.
A helpful way to think about pricing is to consider what hourly income would make your work sustainable. Even if your pricing evolves over time, building labour costs into your pricing model from the beginning helps ensure your business can grow sustainably.
Taxes and Platform Fees
Artists also need to factor in sales taxes, platform fees, and retailer commissions. For example, if you sell through online marketplaces such as Etsy, there may be listing fees, transaction fees, and payment processing charges. Similarly, retail shops and galleries often sell work on a commission basis, meaning a percentage of the sale goes to the store.
If these fees are not included in your pricing calculations, your final income may be much lower than expected.
Pricing for Different Sales Channels
Different sales channels often require different pricing structures. For example, work sold at a craft market might be priced differently than work sold through a gallery or retail store. Wholesale pricing for retailers may require a lower price per item but higher volume sales.
5. Marketing for Creatives
Marketing is one of the areas where many artists feel the least comfortable. Creative work often feels personal, and promoting it can sometimes feel like self-promotion. However, marketing is simply about helping the right people discover your work and understand what makes it meaningful.
For creative businesses, marketing doesn’t have to be complicated or expensive.
Pick Three Platforms
A common mistake artists make is trying to promote their work on too many platforms at once. Managing multiple social media channels, websites, and marketplaces can quickly become overwhelming.
Instead, it’s often more effective to focus on two or three platforms where your audience already spends time. For many artists, this might include Instagram, local craft markets, and an online marketplace.
Where Customers Naturally Look for your Artwork
Understanding where people naturally search for art and handmade products can help guide your marketing strategy. Some customers discover artists by attending craft markets and festivals. Others browse online marketplaces like Etsy or follow artists they admire on social media.
Different types of work may also attract customers in different places. For example, jewelry, prints, and handmade crafts often perform well at local markets, while digital illustrations or design services may attract clients online.
Market Research Basics
Even simple market research can provide valuable insights. You can learn a lot by observing which pieces sell quickly, which products generate repeat purchases, and which posts receive the most engagement online.
Customer feedback, conversations at markets, and online comments can also reveal what people appreciate about your work and what types of products they want to see more of.
Building a Recognizable Brand
As your creative business grows, it can also help to think about branding and presentation. Consistent packaging, photography, and messaging can make your work easier for customers to recognize and remember.
Branding does not need to be elaborate. Even small details, such as consistent colours or a recognizable style, can make your work stand out and build trust with customers.
Need Support?
Across all industries, one of the most valuable things an entrepreneur can do is connect with the right network early. Mentors, community organizations, and professional associations can help answer questions, introduce new opportunities, and reduce the trial-and-error that many entrepreneurs experience when starting out. Explore the QuERI, Quadrangle’s Entrepreneurship Resource Index, to learn about all the different supports at your fingertips. Consider connecting with the Entrepreneurship Training Program to discuss your business idea with our Entrepreneurship Navigator.