How to Build Your Art Business from Scratch (Without Losing Your Mind)

So, you want to turn your art into a business. Not just a side hustle, not just something you do when you have free time, but an actual, functioning business that supports your creative work. First off—good for you. That’s a big decision, and it’s not always an easy one.

Because let’s be real: making art and making a living from art are two very different things. You might have spent years honing your craft, experimenting with mediums, developing your style. But running an art business? That’s a whole other skill set. One that no one really teaches you when you’re busy figuring out how to mix the perfect shade of green or why your prints keep coming out darker than expected.

And yet, here you are—ready to figure it out.

I’m not going to sugarcoat it. It’s a process. You don’t just wake up one morning, post a few things online, and suddenly have a thriving art career. It takes time, effort, and a willingness to stumble through the awkward, “What am I even doing?” phase. But the good news is: You don’t have to have it all figured out right away. You just need to start.

Where Do You Even Begin?

Honestly, the first step is just deciding what your art business is going to look like. That doesn’t mean you have to map out a five-year plan, but it does mean thinking about what you want.

Are you hoping to sell original paintings? Prints? Digital downloads? Do you want to work on commissions, or are you looking into licensing your work? Are you trying to get gallery representation, or would you rather build your own online shop?

If you don’t know yet, that’s fine. But it helps to at least have some direction—otherwise, it’s easy to get pulled in a hundred different ways, and that’s a fast track to burnout.

The Reality of Selling Your Work

Let’s talk about one of the hardest parts of this whole thing: actually getting people to buy your work.

There’s this idea floating around that if your art is good enough, people will just magically find it. That’s not how it works. No matter how talented you are, if no one sees your work, no one’s going to buy it.

So, you need to put yourself out there. Which, I know, can feel weird at first. Most artists I know (myself included) would rather just make the work and let it speak for itself. But the truth is, if you’re not willing to show up and tell people about what you do, they won’t know why they should care.

This doesn’t mean you have to start marketing yourself like a used car salesman. It just means sharing your work in a way that feels natural to you. That might be through social media, a website, an email list, or even good old-fashioned word of mouth.

The important thing is consistency. People need to see something multiple times before they decide to buy. So even if it feels like you’re posting into the void, keep going.

Pricing: The Part Everyone Hates

Pricing your work is tricky, and let’s be honest, it’s one of the most stressful parts of running an art business. Because it’s not just about picking a number—it’s about valuing your time, your skills, and your effort.

And if you’re just starting out, it’s really easy to undercharge. Maybe you just want to make your first sale. Maybe you feel like your work isn’t “worth” a higher price yet. I get it. But let me tell you right now: Do not undervalue your work.

If you don’t charge what your art is worth, you set a precedent. Not just for yourself, but for the people buying from you. It’s much harder to raise your prices later than it is to set them right from the start.

A good place to start is by researching what other artists at a similar stage in their career are charging. Factor in your material costs, time, and any additional expenses like packaging or shipping. And then—this is important—make sure you’re actually making a profit.

Getting Those First Few Sales

Your first few sales will probably come from people who already know you. And that’s totally normal.

Friends, family, former classmates—these are often the first people to support your work. And while it’s tempting to want “real” customers right away, don’t dismiss the people in your immediate circle. They can help spread the word, and sometimes all it takes is one introduction to the right person to get things moving.

Beyond that, focus on engagement. Comment on other artists’ work. Join online art communities. Show up consistently. The more visible you are, the more opportunities you create for people to discover your work.

Art fairs, local markets, and pop-up events can also be great for getting your work in front of people. Even if you don’t sell out, these events can lead to connections, commissions, or future sales.

Marketing Without Feeling Weird About It

Let’s talk about marketing—because like it or not, it’s part of the job.

The good news? It doesn’t have to be gross.

Marketing isn’t about tricking people into buying your work. It’s about sharing what you do in a way that makes people interested.

The easiest way to do this? Show your process. People love seeing how something is made. Share sketches. Show your workspace. Talk about the inspiration behind a piece. This kind of content makes people feel connected to your work, and when they feel connected, they’re more likely to buy.

Email newsletters are also incredibly useful. Social media can be unpredictable, but an email list gives you a direct way to stay in touch with people who are already interested in your work. You don’t need to send fancy emails—just updates on new pieces, behind-the-scenes stuff, or early access to new releases.

The Long Game: Keeping It Sustainable

The goal isn’t just to sell a few pieces here and there. The goal is to build something that lasts.

That means setting up systems that make your life easier. Automate what you can, whether that’s scheduling social media posts or setting up an online shop that handles transactions for you.

It also means setting realistic goals. You don’t need to do everything at once. Start small, get comfortable, and build from there.

And most importantly, don’t be afraid to pivot. The way you start your art business doesn’t have to be the way it stays. As you gain experience, you’ll figure out what works, what doesn’t, and where you actually want to put your energy.

Final Thoughts

If you’re still reading this, it means you’re serious about making this work. And that’s the first step.

Building an art business takes time, patience, and a willingness to put yourself out there even when it feels uncomfortable. There will be slow months. There will be times when you question whether it’s worth it. But if you keep showing up, keep learning, and keep making work that excites you, things will start to fall into place.

So go ahead—put your work out there. Tell people about it. Charge what it’s worth. And give yourself the time and space to grow into the business you want.

You’ve got this.