I am totally lost on how to price my art confidently. What system or equation do you use? I understand the process of raising prices if you are selling consistently and investing in your art career. But I am looking for some guidance to get started.
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I am totally lost on how to price my art confidently. What system or equation do you use? I understand the process of raising prices if you are selling consistently and investing in your art career. But I am looking for some guidance to get started.
I am totally lost on how to price my art confidently. What system or equation do you use? I understand the process of raising prices if you are selling consistently and investing in your art career. But I am looking for some guidance to get started.
A visitor from Germany came to our village last month through a cooperative tie-up. She saw the fish and the peacock panel I had done for the wedding season, and she asked the price. I told her twelve thousand rupees. She did not bargain, ji. She simply took out the money and paid me twenty-two thousand because she said my work was worth more than I was asking. That very night I could not sleep properly. Not because I was happy. Because I kept thinking, for thirty-five years my mother sold the same size of painting through the local haat for eight hundred rupees, and it was good money then. I have never once named a price that came to me naturally. I always think of the market here, where the families cannot pay. So we all keep the art cheap to keep it in the hands of our own people, and the foreign buyers walk away with it for whatever they feel. I am not blaming anybody. But I have started asking myself, am I doing a disservice to my mother's art by pricing it for the ones who cannot pay and not for the ones who clearly can. I have not got an answer yet.
A foreign buyer came to my village last year. A German lady, very polite, through a cooperative. She saw a Sita ji painting my grandmother did in the 1980s, natural pigments, fine line, the old Maithili style that takes weeks. She wanted to buy it. I told her price, 8,000 rupees. She smiled and said "for local art, that seems high." Then she offered 500 rupees. I could not speak for a moment. 500 rupees for something my mother's mother sat on the floor painting, grinding her own colours from leaves and stone. I told her no, sorry, this painting is not for sale now. She looked confused. I think she thought I would bargain. But some things you do not bargain over. This is the problem we have with folk art. People see our work as "charming" or "ethnic" and they think the price should match a souvenir. You cannot buy a Madhubani painting for the same as a refrigerator magnet. My daughter worked three days on a single fish motif last month. Three days. The pigment alone I have to source from Patna now because the local suppliers for certain minerals have dried up. I am not angry at the lady. She did not know. But I am tired of explaining that this art has a price. My time, my mother's time, my grandmother's recipes for colour. It is not decorative. It is our history.
Fellow mosaicist cut my rates a while back. She told me there was no way to sell "real art" in this economy unless you priced to move, and honestly I listened for longer than I should have. Dropped a 60x80 piece from €1,400 to €900 thinking I was being smart. Then a client comes to pickup, a hotel owner who'd commissioned it. Looks at the invoice, looks at me, and says flat out: "You undersold yourself. That's an insult to the person buying it too." He paid me the full €1,400 on the spot and told me not to do it again. Thing is, he was right and I knew it. That piece was six weeks of work, smalti I'd imported from Venice, and I'd priced it like a print from IKEA. The friends-fear of pricing yourself out is real but the other direction is real too. When you don't value the work, the buyer reads it as low quality, not a bargain. Raised my floor back to €1,400 for anything with smalti in it. Lost one regular customer since. Still sleep fine. That hotel owner taught me more in one sentence than any pricing workshop ever did.
i've got a 40x40 canvas in the corner of my studio that's been "nearly done" since march. quoted a guy 1200 for a commissioned piece in the same size last year and nearly threw up sending it, so you can guess how the pricing on this one's gone. anyway. today i put a number on it. $3400. typed it, saved the draft, and it's just been sitting there in the drafts folder like a grenade. the thing is i know the math. i know the hours. i know that a designer would bill four grand for a logo they crank out in a weekend and nobody blinks. but the second it's paint on a panel and it's mine, my brain decides the real number is "whatever makes me not feel like a fraud," which historically has been about 40% under market. freelance brain rot. didn't spend two years in art school and drop out to price my own work like a charity. sending it tonight. or tomorrow. somewhere in there.
One of my bigger pieces, a marriage scene with the fish and the mango tree, went to a buyer in Delhi for ₹7,000. That sounds respectable until you sit and count the days. Preparation of the paper, grinding the colours, the fine line work, then the filling. I worked maybe four hours each day for nine days. That is thirty-six hours. Seven thousand divided by thirty-six comes to about ₹194 an hour. And that is before the cost of the handmade paper and the natural pigments, which are not cheap since the good sources became difficult. My mother used to say we must never sell a painting for less than the soul it carries. But the soul does not pay for the grandson's school books. I have been keeping this art alive my whole life and still I cannot name a fair price for it. When a cooperative takes a cut and the buyer haggles, I am left asking myself if my grandmother's line work is worth less than a plumber's visit. I raised my price to ₹8,500 this month. I am scared to go higher because the buyers are not many. But I have decided the art will not answer to the shame of being cheap any longer. If it sells, good. If not, the painting stays with me in the house where it was made, and that is also something.
A woman bought one of the small ones in November, 24x30, six pieces of torn paper and a lot of nothing. I asked 3,200 kronor. She paid without blinking. That is the part that stays with me. Not that she paid it. That it took her four seconds. I priced it by counting hours, which is the wrong way to price anything I make, because the hours are mostly me standing at the window deciding not to glue something down. Comes to maybe 700 an hour if I only count the cutting. If I count the thinking it is a joke. So now I have a number that works and I am afraid of it. Not afraid to say it again, afraid that it was luck, that the next person will look at the same size and hear the number and go quiet. And I have already caught myself, twice, drafting a lower figure for a piece that is actually harder. A 40x50 with hand-torn edges from a 1940s Swedish reader. I sat with the email open for an hour. The conservation work pays by the hour and nobody argues about it. Paper is paper. The art is the only thing I do where the price has to come out of me. Anyway. I raised the small ones to 3,600 this month. Nothing has sold since. I am not sorry yet but it has only been three weeks.
There was a commission years ago, a wall piece for a hotel lobby. They paid me well enough, I thought. But the scrap dealer I got the steel from held onto the offcuts for me, and a decade later I reassembled them into something that finally worked. Those offcuts sat in my studio paying rent for eleven years while they waited to be art. A museum in Brno asked for it, and I priced it like it was a new piece made in a month. €1,200. I didn't count the storage, the handling, the times I nearly threw it out, the re-welding when I finally understood what I had. Rented the van myself on the way up there, carried it in with their technician, fixed the mounting when their wall wasn't level. They were nice people. I like the museum. But I added it up on the drive home, which was the mistake. That offcut had cost me more in rent than the piece sold for. I still take these deals. That's the part that worries me more than the bad math, that I keep agreeing to them because I'm flattered someone wants the thing at all. Fifty-eight years old and still pricing like a student.
I used to do this thing where I'd tell people "pay what you can afford" because I genuinely believed in making art accessible and also I hate conflict LOL. But here's what kept happening: Someone who clearly had money would pay me $20 for a charcoal portrait that took me 6 hours. And I'd smile and say thank you because I SAID they could name the price and I didn't want to be a hypocrite. Meanwhile I had a single mom pay me $150 for a small drawing because she said "I know what labor costs and I want you to keep making work." The sliding scale only works if people are honest. And I realized I was letting the people who COULD pay more off the hook because I was scared to just... state my price like a real businessperson. Now I just say what it costs. If someone genuinely can't afford it I'll trade or work something out one on one. But I stopped making my pricing a charity auction where the rich get the discount. Anyone else do the "honor system" thing and regret it?
Found out last week that a watercolour commission I did of someone's ancestral home got flipped. I charged ₹4,500 for it, which took me about three days on and off, and the client apparently sold it to a relative for ₹18,000 not even two months later. I only know because the relative herself DM'd me asking if I'd do another one like it. I don't even know how to feel. Part of me is flattered, clearly the work holds value. But I sat and did the math on my own time that night and it came out to maybe ₹110 an hour. That's less than what I used to pay my auto driver for a round trip to the site. The annoying part is I'm not even angry at the client, I'm angry at myself. I priced it as a "nice thing for a friend's family" instead of as a piece of art that takes skill and years of drawing buildings. Nobody in that transaction underpaid me except me. Still haven't figured out what the right number is but it's definitely not ₹4,500. Worst is I now have two more requests lined up from people who heard about the first one, and I have to raise my price in front of the same circle of people. Awkward.
So I had this conversation with a gallery owner last week. Small place, mostly sells to people who want "art that goes with the sofa" kind of thing. She was genuinely interested in my work, wanted to take a few pieces on consignment. But she kept pushing me to price them higher than I wanted, not in a greedy way, more like she thought I was undervaluing myself. And I couldn't explain it properly to her. It's not that I think my work is worthless. It's that I paint these old Bangalore houses that are being torn down, and I know the people who used to live in them. Some of them still come and watch me draw. So when I put a price on it, it feels like I'm putting a price on someone's childhood, you know? She said "then don't sell them, just show them." But I do need to sell. I just don't want to pretend it's the same as selling a print of a nice landscape. Anyway, I priced them lower than she wanted and she took three. Two sold in a week. Which I don't know if that proves anything or nothing.
Last spring I sent a quote to a small Kunsthalle for a room installation. Fourteen thousand euros. Materials, three weeks of my time, the two students who help me weld and haul, transport from the depot in Holešovice, and the part nobody budgets for, which is the week at the end where you walk through the thing alone and move eleven objects until it stops feeling wrong. The reply came back the next morning. She asked whether the fourteen thousand was per square metre. I sat with that for a while. Not because she was being rude. Because she genuinely did not know what she was looking at. In her head a room of art is a quantity, like gravel or plasterboard, and it must have a unit price. Somewhere in her institution there is a spreadsheet column for that. I wrote back and said no, it is for the whole room, and then I halved it, because I wanted the show and because I am fifty-eight and still doing that. Seven thousand. She said it was a lot for a temporary project. I said nothing for two days. Then I signed. The thing I keep chewing on is that the number was never the problem. I could have held fourteen and she would have found it, institutions find money when they want the work. The problem is I have no vocabulary for defending the figure. I can talk about assemblage for an hour. Ask me why a room costs what it costs and I go quiet and discount myself like a man haggling over his own coat. I am told younger artists have this figured out. I hope so. It took me thirty years to learn to weld properly and I still cannot say a price out loud without apologizing in the same sentence.
I've been selling small etchings for €180 since 2021. Same size, same paper, same amount of work. Three years of the same number while my studio rent in Berlin went up twice and the price of copper plates nearly doubled. Last month I finally raised them to €240. Not a huge jump. Still probably too low for the time that goes in. But I did it. Then a former professor, someone whose opinion I actually respect, saw the new price list and said, in that careful tone, that the pricing was "ambitious." Asked if I was worried about "pricing myself out" of the market. The market being what, exactly? The market of people who think art should cost as much as a nice dinner? I didn't say what I wanted to say, which is that I know etchers in London charging £400 for a similar plate and nobody calls that ambitious. I just said I'd think about it. Now I'm sitting here wondering if I should have raised them more, or if I'm actually wrong. The math says €240 is still a bad hourly rate when you add up drawing time, plate prep, printing, editioning. But the voice of that professor is stuck in my head.
Today one gentleman came to our cooperative stall. He liked one painting, the one with the fish and the lotus, took maybe twenty minutes to decide. Then he said, "This is too much. For folk art? You people enjoy making it. Reduce by half." I reduced by ten percent only, because the colours I used, the handmade paper, the many hours. He was not satisfied but he paid. Then he asked, will I teach his daughter also. I said yes, I teach girls in my village, it is my work and my joy. He said, "Good. Then teach her also, no charge, since you enjoy it so much." As if my enjoyment is the payment. As if the art feeds us on appreciation alone. I said kindly, ji, the enjoyment I have is true, but the rice also must come from somewhere. He looked at me like I had said something rude. I am fifty-six years old and still explaining that my hands are labour and my traditions are worth something. Some days I am tired of teaching this lesson to grown men.
So my granddaughter set up my Instagram a few years back, and I just post what I'm working on. I don't know all the tricks, I just put the quilt up there with whatever I feel like saying about it. And this young lady from California, she's a curator at some museum, I had to look it up, messages me and says she found my work through a hashtag I didn't even put on there. #improvisationalpiecing, something somebody else tagged me with. She said she'd been looking for quilters working "in the Gee's Bend lineage" and couldn't find nobody who wasn't already famous and priced out of reach. I sold her a quilt for $800. She found it through a tag I didn't even know existed. I got regular customers, Lord bless 'em, the ones who buy baby quilts and lap quilts for their mama. That's steady money. But the people who find me through these art-world tags, they're a different kind of buyer entirely. They want the story. They want the history. They don't blink at the price. Makes me think I'm posting for the wrong audience half the time. But I don't have the energy to chase two worlds at once. Y'all got any advice on that?
Had a young guy at the booth this weekend, looked at my price tag, nodded like he'd figured something out. Said he could probably do the same thing himself with a Dremel and some YouTube tutorials. I said maybe he could. But I'd been thinking about it all evening and it still bothers me. Not the disrespect, I don't care about that. What bothers me is the assumption that the tool is what matters. Like the only difference between me and him is I own bigger equipment. I've got a 50lb tungsten chisel that I dressed myself because nothing on the market was right for the cut I needed. I spent three months learning to sharpen it right. A Dremel wont teach you how to read grain or when to walk away or what to do when you're 40 hours in and the stone decides to split wrong. Anyway. He walked off with a print. Probably gonna try to carve it this weekend. I hope he does. That's how you learn the difference between wanting to make something and wanting to have made something.
I don't understand these algorithms ji, my son tries to explain but I think it is a different world. For months I was posting reels, using hashtags, doing everything the年轻人 (young people) tell me. And yes some likes come, some comments, but serious order? Hardly. But there is this one WhatsApp group, just a small group of art lovers from Patna and Darbhanga, maybe forty people. One of my old students added me. I share a photo of whatever I am finishing that week, with a price. No editing, no hashtag, sometimes just in the evening with bad light. And from that group only, I have sold maybe twelve paintings in the last two months. One man came all the way from Muzaffarpur after seeing a photo of a fish motif I posted there. The platforms want us to dance for them. But the real thing is just people who already know what they like seeing. I am thinking maybe the old way is best, find your people, even if it is a small group, and show them your work directly. No algorithm needed.
So this is a small embarrassing thing that happened last month and I want to know I'm not the only one. I dropped off two paintings at a coffee shop that has local art on the walls (that's my level of "gallery" so far, no shame). One sold. The owner then asked if I had more, "the bigger ones," because a customer wanted something similar. I stood there and completely blanked and said "I'll let you know" and then emailed her three days later with a number I basically made up on the spot. I still don't know if it was too high or too low. So my real question: when a gallery or shop or whoever asks you for a price on a piece you've already sold, do you give them the old number, the next number up, or do you just panic like me? I gave her $180 for a 16x20 and honestly I'm still deciding if that was smart or dumb. Tell me your number too. Curious if I'm wildly off.
I was approached by someone who wants a portrait of their prize-winning poodle. They saw my work and said they 'loved it'. Then they offered me 200 euros. Two hundred! For an oil painting, detailed, custom work. They went on to say that 'art should be accessible'. Accessible? My tubes of Cerulean blue alone cost more than that. Bof. I told them the price for a serious portrait starts at 1500. They haven't replied. Good.