Background:
The Gallery of American Craft, one of four museum stores at Wheaton Village, was first established in 1992. The move to its present location in 1995 included the addition of a 1,500-square-foot special exhibition space. Wheaton Village is also home to the Museum of American Glass and a center for resident artists. "Marcy Howard, the gallery director, has a 15-year background in fine art and craft," states Cathy Nolan, vice president of sales and marketing. "The combination of her diverse experience and ... insight from our resident and visiting artists created a museum gallery geared toward making artists successful and the customer better informed."

Kinds of crafts sold:
fine and functional American crafts and one-of-a-kind contemporary works in various media, including glass and pottery created by resident and visiting Village artists

Currently looking for:
original and innovative work in all media, particularly men's gifts and glass in the $100 to $200 range. Work in all media for an upcoming lighting exhibit, Aug. 26-Oct. 15.

Prime customers:
The museum visitor generally is female, between the ages of 45 to 65, and has an interest in handmade crafts. The Village is a destination for craft collectors in the Mid-Atlantic states, and also glass and paperweight collectors from all over the world.

Signature crafts:
functional and decorative glass and pottery, and glass jewelry

Exhibitions:
six to eight shows per year, each running four to six weeks and including two artists or a juried or invitational group

Artists are found through:
the Buyers Market of American Craft, American Craft Council Wholesale Market, Handmade at the New York International Gift Fair, and recommendations from artists and customers

Pricing:
Retail prices range from $5.50 to $5,000 in the gallery and $300 to $10,000 in exhibitions.

Purchase/consignment:
The gallery purchases the majority of the work. Works for exhibitions are mostly consigned with 55 percent going to the artist and 45 percent to the gallery. Artists set the retail prices.

Best-selling price points:
up to $300

GALLERY OWNERS:

Would you like your gallery to be considered for inclusion in Gallery Profiles? If you are looking to attract new artists and new work, and you have professional slides or transparencies of your gallery, send your background information and images to: The Crafts Report attention: Kimberly Geib 300 Water St. Wilmington, DE 19801.

Gallery size:
over 2,500 square feet, including the 1,500 square feet of special exhibit space

Number of artists currently represented:
60 to 100 in the shop area and up to 30 artists per group exhibition

Non-craft items sold:
cassettes and CDs, including those by local folklorists, and craft books and magazines

Services offered to customers:
free gift-wrapping, gift certificates, shipping, 30-day layaway, artist and product information, special orders, postcard announcements of upcoming exhibitions. To encourage the interest of elementary and high school students in art and craft, The Gallery of American Craft has held a student show for the last five winters that has generated enthusiasm from teachers, students, parents and school administrators.

Gallery location:
The gallery is part of Wheaton Village, located in the center of southern New Jersey, midway between Philadelphia and Atlantic City. It is easily accessible from the Garden State Parkway and the New Jersey Turnpike.

To submit work to the gallery:
Artists are welcome to send slides or photographs, and should include a résumé, an artist's statement, a price list and a SASE, but should call first. Artists can also make appointments for in-person interviews.

Why selling crafts:
"As a museum store, our goal is to support the mission statement of Wheaton Village '... to celebrate the American creative spirit through glass and other crafts.' We have an opportunity to further educate the visitor in the various processes of different media and offer as much information about the artists as we can," says Howard.

Kimberly Geib is editorial assistant of The Crafts Report.

MAY 2000: TABLE OF CONTENTS