In this week’s instalment of our Business Owner of the Week series, we speak to Claire Hall, founder of Claire Hall Design.
What do you think of when you hear the word ‘artist’?
For some, the word may conjure up images of a bohemian painter holed up in a city loft with an air of eccentricity about him. Others may think of traditional caricatures of the profession; a beret-wearing man sporting a handlebar moustache with a paint palette in hand. But one image that isn’t typically associated with the word is that of a smart, savvy businesswoman — and that’s where Claire Hall breaks the mold. She rejects the ‘starving artist’ stereotype and instead, she achieves that elusive balance of both sides of the brain; the logical left with the creative right.
Claire’s innate entrepreneurial acumen has carried her business through the difficult startup phase, and at a time when consumer spending is down, her company has thrived. So what pearls of wisdom does Claire have to offer business owners? “Never do anything for the money,” she says, “Decide what it is that you love to do the most, and then find a way that you can make money doing it.”
And that’s exactly what she did.
Giving up the day job
Ever since she was a child, Claire had been creating artwork to adorn the walls of her friends and family, but it wasn’t until she reached her late twenties that her hobby became a viable business option. It all began when one day, while working as a sales manager for a high-end fashion label, she decided to upload some images of her artwork to Facebook. The response she got was overwhelming. “I just did it for fun,” she says, “but within a day I had over 20 orders. I took it as a sign, and within a week I had quit my job and was on my new career path.”
“I started off by selling to friends and family, but once those contacts were out, I had to think about marketing my business”. Claire had hit one of the roadblocks that is all too familiar for many business owners – getting sales. However, her fortune soon changed when she was featured in the Toronto Star in September 2011. Within hours of the article being published, orders came flooding in. “My website got over 1500 hits the day the issue came out and I received around 100 orders for artwork that same day.” This experience, she says, was a turning point for her, where she realized free media exposure was the way to make her name known and get more business.
State of the Art
Claire credits the success of her business with the unique system she has in place to handle client requests and orders. “After a client has sent me a picture of their space, I’ll make a digital mock up where I superimpose different options of artwork on their walls so they can see what the art will look like in their room before I start painting.” This removes the element of surprise for clients, allowing them to see exactly what they’re getting before placing an order for a custom piece. Claire also believes that the affordability and quick turnaround of her paintings have contributed to her company’s growing success. “I am actually the only artist I know who is doing what I am doing,” she says.
Financing the dream
As any entrepreneur will know, starting your own business requires much more than just passion and artistic flair – it also requires capital. “I had some savings and used that to pay first and last month’s rent at my studio space,” Claire explains, “From there, I made sure to charge clients half up front to ensure that my supplies and time were paid for before I started.” As a VISA customer of 15 years, Claire also decided to use a VISA Business card to help manage her cash flow, “It gives me the ability to always be able to afford supplies and all the other costs associated with my business,” she says.
Perks of the package
Giving up the daily grind to start a business is a dream for many, and for Claire, the reality of owning her own company has more than met her expectations. “I just love the flexibility and freedom of making my own schedule,” she says, “I like meeting clients and getting to know people that I probably would never have met if this wasn’t my profession.” But above all else, Claire enjoys the satisfaction she gets from watching her business grow. “That’s one of the most rewarding things that I have ever experienced. The harder I work, the luckier I get!”
But as any entrepreneur will be aware, no business story is complete without a few lessons learned along the way. For Claire, she quickly learned that persistence is key. “Never give up. If you can get through the lows, the highs will be so incredibly worth it.”
Looking to the future
With the business growing organically, Claire is able to focus on developing other aspects of her business – namely prints. “Moving forward, I would like to expand the prints area of my business,” she explains, “Prints are the best way for my art to become even more affordable and more accessible to the masses. I know that there is huge potential business to be done with prints and my goal is to be picked up by several major chain stores in the future.” But her business ambitions don’t end there. Ultimately, Claire would like to open her own high quality, affordable home décor store, and eventually she hopes to score her own interior design programme. “I’d love to become a design personality on television,” she says.
So now, with a flourishing business, a lucrative new revenue stream to grow and a move to the small screen on the cards, Claire’s story just goes to show that sometimes risking it all and following your passion really does pay off.
Click here to visit Claire’s website