I’m Jenny, the owner of Jenny Mothershead Art. I create vibrant, nature-inspired designs and glass art wares for the home. I’m most known for creating hand-painted wine glasses, but I also paint mugs, soap dispensers, suncatchers, window hangings, and more. I run my creative business out of my in-home studio in Adamstown, Maryland. My designs are heavily influenced by nature, especially florals. I enjoy using vivid, transparent colors and simple organic lines in my glass artwork. Most of the glass surfaces I paint on are for functional, everyday use. I believe that art should not only be looked at, but used in everyday life. My hope is that my artwork brings beauty and joy into the life and home of the recipient and is something that is passed on through each generation.
As far back as I can remember I’ve always had a passion for using my hands to create. From drawing to painting to scrapbooking and more. After graduating high school, furthering my education in art seemed like the next logical step, I knew that I wanted to pursue a career in the visual arts but really didn’t know what direction to go. I earned a Bachelor’s degree in Fine Arts where I focused on painting, mainly acrylics and oil pastels. At the time, Etsy was all but unheard of, social media was in its infancy, and I knew nothing about creating a website or running a business. Becoming an artist as a career didn’t seem like a possibility at the time. This led me to continue my education earning my Masters in Teaching.
After graduating I worked a variety of jobs in different fields. I was an event coordinator at a winery, I ran summer camps for children, and ultimately I landed in the education field working with early childhood education and special education. I stayed in education for a few years and continued painting as a hobby. While my work in the education field was rewarding it wasn’t something that I was truly passionate about.
I began glass painting as a hobby when I accidentally broke a Maryland blue crab wine glass my mother-in-law had gifted to me. The glass was not only beautiful but had sentimental value as it was from a wine festival that we attended together. I was upset that it was broken but thought, I can recreate it myself, and I did! I purchased glass paints from my local craft store and began painting. I hadn’t yet discovered my personal style but developed it over time as I created gifts for friends and family. Eventually, I began participating in art and craft fairs and then opened an Etsy shop. While I have explored many subjects and designs developing my style, the Maryland blue crab will always remain special to me for sowing the seeds of my creative business.
Starting the Business
My glass painting hobby didn’t become a business until after my daughter was born. I had a challenging birth experience that required a longer than normal recovery as well as physical therapy. During this time, painting was therapeutic for me as I adjusted to life as a stay-at-home mom. I began painting regularly during her nap time and some evenings. I started sharing my work on social media, re-opened an Etsy shop, participated in local craft shows, and contacted shops about consigning my work. In 2019, I officially became a business by obtaining my LLC and opening a business banking account. I was making sales and finding a rhythm as a business, not just a hobbyist.
In my early days of glass painting, my subject matter varied quite a bit. I was somewhat all over the place. I explored landscapes, animals, typography, and a variety of still life. As I refined my technique and style I discovered that flowers and nature were becoming a central theme. The organic lines, vibrant colors, and simplistic beauty just make me happy.
In 2019 I was working on a made-to-order business model. I created my first glassware collection, a set of four wine glasses with four different flowers. Collections use a theme such as a subject matter, colors, techniques, or other means that tie the work together. My theme was flowers and while I started on wine glasses, I soon branched out to painting mugs, suncatchers, and more. Creating collections became a real turning point in my business. My audience loved the idea and I began getting repeat customers who were collecting my work. Creating collections wasn’t a new concept for me, I had created bodies of artwork during college, but it took me a while to apply the same concept to functional items.
When 2020 came along and brought COVID with it, I was initially disappointed. All of my scheduled shows were canceled and the consignment stores were closed. I expected my business to suffer as well. However, the opposite happened. I saw a huge increase in sales and support. I became so busy, I was painting, packing, shipping etc. all of the time. I didn’t feel as though I had time to enjoy anything else in my life or include my family. I was suffering major growing pains because of how quickly things had taken off. Using a made-to-order business model became overwhelming with trying to keep up with demand and meet shipping deadlines.
Market Trends and Scheduling Collections
During 2020, COVID changed not only how people shopped but also what they bought. Watching market trends I saw masks, soaps, and hand sanitizer become hugely popular. So I launched a soap dispenser collection that remains a best-seller into 2021. I am very particular about watching market trends and working to stay on top of them. I use analytics from Etsy and my website to see who my customers are and how to relate to them. Understanding my demographic helps me to focus my effort. I have learned from this that certain products appeal to a younger audience while some appeal across all audiences. I feel it is important to stay true to my business style and values, so I look for ways to incorporate the trends such as popular colors or flowers into my work without losing my personal style that I am known for.
Once I understood what my core values were, I needed to find a way to change my business to work for me. In order to accomplish this, I changed my business model to only create and release in limited batch collections. This simple concept shifted the sense of urgency from me to my customers. By creating and releasing collections I control when I work. I utilized my email list and social media to announce release dates. I no longer had orders backing up or this feeling of being out of control.
When planning and scheduling collections and release dates, I not only take into account peak holidays like Mother’s Day and Christmas, but personal and family events as well. I recommend using a 12-month calendar and begin planning the entire year out in advance. Revisit and change plans when necessary. It’s important to allot time and space on your calendar for the unplanned moments in life.
When planning out my collection releases, I use the data from the previous sales year, that way I know when people are typically buying my glassware. I discovered the “J” months (January, June, and July) tend to be a little bit slower, so I use the slower times to plan ahead and create the collections I plan to release.
This small but vitally needed change was rejuvenating. I was now running my business not being run by it. This change has allowed me to see several large benefits. The first is that planning collection releases has created a sense of exclusivity to my work. I have return customers that are looking forward to the next collection to be released.
Scheduling in collections also allows me the time to explore creatively. For example, I know that Mother’s Day is a busy time, by only creating in collections I build in time for me to explore ideas and test concepts well in advance. It could be the incorporation of certain colors or themes that are trending or something as simple as sorting out subtle design changes. It is a more natural way of creating as opposed to being constantly pressured by orders and allowing the creative process to take a back seat.
Taking back control of my business through collection releases has given me time to collaborate with local artists as well. I recently was contacted by a local ceramicist who runs the historical society where I live. Having the time to collaborate and explore creatively has not only broadened my reach as an artist but also resulted in a wonderful friendship. Had I not changed my business model I would have missed out on the opportunity.
On the personal side, creating my work and releasing in collections allows me the time and freedom to do what I want. Whether it’s spending time with my family, reading a book, or checking out a local winery. By sticking to my values, I am happier and feel more in control of my business and life. I encourage all makers to take the time to understand what is truly important to themselves, what their core values are, and assess if they are creating and working in a way that will support those values or if changes are needed. Sometimes the littlest change can make the most impact.
As I look toward the future for my business I have to ask how I can grow and thrive while remaining true to my values and embracing the season of Motherhood I am presently in. Recently I released my first DIY glassware painting kit. For the future, I am hoping to provide more educational resources for creatives looking to learn how to paint glass as well as explore the possibility of licensing my designs.
I am currently working on my Christmas collections for the 2021 holiday season and planning on participating in a few in-person events and collaborations. I am hopeful for life post-Covid. I feel many of my customers and local community have and will continue to support small business.
If Covid has taught me anything, it is to be flexible. Sometimes if the current strategy isn’t working, it’s ok to take a step back, reflect, remember your why and values, and pivot in a new direction.
My general advice for sellers to grow their businesses is to try to do 1 percent better each day. Don’t wait for things to happen to you, just do it! Share your art, contact the local shop, create an Etsy shop, build a website, create an email list, email that magazine, and stay true to yourself.
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