ackground:
Raiford Gallery has been in existence since July 15, 1996. Since then, the gallery has been voted "Best in Atlanta" twice by residents, and was nominated in Niche magazine last year for the top retailers award.
"This is the building that jewelry built," says Owner Judie Raiford, referring to the 9,000-square foot gallery/jewelry studio, which was lovingly built from recycled timber. "It took about 4,000 necklaces, earrings and rings to erect Raiford Gallery.
"After three decades of working with precious metals, my hands, eyes and lungs have suffered the fate of most jewelers," admits Raiford. "I knew my 90 hours per week at the bench were going to be shortened. Since jewelry had been my only source of income for the last 30 years, I had to come up with plan 'B.' The logical alternative was a gallery."
Every beam in the building was cut by Raiford's husband, Jere Wood, from trees (from residential properties in the area, which sawmills wouldn't accept) that would normally have been used for landfill. Some of the lumber was salvaged in the wake of Hurricane Opal (in 1995). The building was erected with a traditional barn-raising -- "lots of friends helping, and a big party!" exclaims Raiford. The building's natural wood exterior and clean lines, Raiford says, lure the curious, as well as dedicated art-seekers.
According to Raiford, her gallery is different. For example, her partner is her dog, Maybelle, who is her director of human resources. On a more serious note, she also has a large, well-trained staff who are sensitive to the needs of both the artists and the customers. "Many galleries I've been in seem to feel that the artists exist because of the gallery -- I know damn well it's the other way around!"
Kinds of crafts sold:
"I've always been offended by the artificial line drawn between art and craft," says Raiford. "Art and craft are not mutually exclusive -- they have to work together. All mediums are used in home, office and public spaces or worn on the body."
The gallery represents artists working in jewelry, clocks, wood and metal furniture, functional and non-functional ceramics and glass, paintings, fiber, sculpture and paper.
Currently looking for:
contemporary art in all media
Prime customers:
The average customer has an income of $82,000 per year. Most customers live within a three- to five-mile radius of the gallery. The potential customer base is the entire metro Atlanta area, which has a population of approximately 2.5 million. "We see first-time customers daily and our repeat customers become our friends," says Raiford.
Signature crafts:
well-displayed, quality crafts, regularly "shaken up" for a fresh look, e.g., precious metal jewelry, blown-glass, metal and wood furniture, functional and sculptural ceramics, fiber, turned wood, cutting boards and utensils.
Exhibitions:
Exhibitions are held approximately once a month, promoted with a mailing of large photo-postcards, a reception and press releases.
Artists are found through:
national juried shows, artists' word of mouth, and drop-ins
Pricing:
$10-$5,000. All prices are set by artists. Professional discounts to designers are taken from the gallery's percentage.
Best-selling price points:
$175-$300
Purchase/consignment:
All work is consigned, with a split of 55 percent for the artist, 45 percent for the gallery.
Gallery size:
The gallery space is 4,500 square feet in an open two-story setting, with constantly changing displays, organized by Elizabeth Greenwood. "Elizabeth is excellent at creating vignettes to show our customers how the art works in their homes," says Raiford.
GALLERY
OWNERS: |
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Would you like your gallery to be considered for inclusion in Gallery Profiles?
If you have professional photos and/or slides of your gallery, and you're looking to attract new artists and new work, please send your photos and background information to:
The Crafts Report
attention: Kirsten Coughlin
300 Water St.
Wilmington, DE 19801.
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Number of artists currently represented:
200
Non-craft items sold:
two-dimensional paintings
Services offered to customers:
gift-wrapping, shipping, monthly newsletter, artist biographies, exhibition announcements, gift, bridal and commitment registries. "Customers can leaf through an album with photos of the artists and see that they are real people," says Raiford.
The staff works with clients on custom designs by the artists.
Gallery location:
The gallery is located in the historic district of Roswell, Ga., a suburb north of Atlanta.
To submit work to the gallery:
bring work in, send slides or photographs
Why selling crafts:
"Because good work by good artists is the only thing I understand!" says Raiford. "I wanted a gallery in which the artists and the clients were treated fairly and with respect -- and the artists get paid on time!"
Kirsten Coughlin is editorial assistant of The Crafts Report.
