Meet Trailblazer Susan Schmitt

Today we’d like to introduce you to Susan Schmitt.

Susan, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I have always used my creative talents to solve problems, engage my children and create revenue. Throughout my creative journey, I’ve found ways to make opportunities for myself by focusing on what art interest me at that time and finding a way to market the product. My youngest child was frequently in the hospital for chronic care. Creative projects sustained me through the long days of hospital stays and allowed me the flexibility to continue to earn income. The discovery that I had an opportunity even though I was relatively immobile was empowering and inspired me to build independent businesses. Over the years, I have earned through many different creative enterprises. I don’t look at the changes as endings and beginnings. Each of my small businesses were building blocks to the next project.

About 10 years ago, I started painting women. I had been gifted a family photo album and thought the women were so engaging that there was undoubtedly a good story in each picture. Along with the paintings, I interviewed family members who remembered the women and could tell me stories about them. At the time, we owned a gallery and glass studio on Tennyson St in Northwest Denver. I was in the gallery daily and used all of my available time there to research and build a body of work. Eventually, customers asked about the paintings. I was not ready to sell any of the painting, but I was willing to have small note cards printed.

The success of the note cards proved there was a market for a nostalgic reflection of women who have touched our lives. It was fairly easy to define what my brand was and how it translated to the viewer. I had a clear picture of a greeting card company that celebrated these women. Research of big and small greeting card companies provided me with insight into my niche and how I could fill it. Susan Schmitt ART was launched in 2012. My greeting cards are marketed and sold throughout the United States. With a focus on women who are also the primary buyer and sender of greeting cards, my company has continued to grow each year.

The demands of building a business and painting images specifically focused on a greeting card message worried me at times that I was moving away from my fine art roots. With the company’s solid yearly growth, I felt I could afford some time to explore a new theme. I wanted to continue to paint women because it is the subject that most interests me. I wanted to share the emotional and vulnerable traits that are uniquely feminine, and present them in a decorative iconic way. Much like Native American women wrapped in tribal blankets or Japanese women in kimonos, I thought a quilt would be American and part of my own history. I started the Quilted Women series. These paintings opened new avenues I hadn’t considered when the series began. The paintings won many awards in exhibits and were featured in a multi-page article in the American Quilter’s Society magazine. With the addition of the Quilted Women paintings, the greeting card business expanded to include Quilt Museums, quilt shops, and quilters around the world.

We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Running your own company is not always easy. The most important fact is if you don’t work you don’t earn income. Often I find myself working long days to make sure orders are processed in a timely manner. New ideas for future cards are not endless. Self-care is essential to maintaining the energy required to stay motivated and creative. I need the balance of other women makers in my life. I gather my inspiration from photos and stories, books and films, even women I’m standing in line behind in the grocery store.

The biggest mistake I made when launching my greeting cards occurred immediately. I chose a cursive font for the first run of greeting cards. As much as people loved them, they didn’t sell. They were difficult to read. It took real courage to destroy thousands of printed cards and redesign. Aside from the actual dollars in inventory I lost, those initial customers who bought them for their shops were lost to me for future sales. Never be afraid to seek evaluation of your product before you invest money in it. Your friends are going to love everything you do because they love you. Find professionals to review your project.

I wrote a solid business plan for my greeting card company. Writing a plan requires you to investigate the market for your product. It demands you find all of your vendors in order to determine pricing. That meant finding a designer, a printer and envelope supplier, It also requires research of who you will market the product to and how you will proceed. In my case, I knew I needed trade shows as well as advertisements in gift buyer magazines and direct soliciting. I presented the plan to my bank. Even though I wasn’t planning to borrow money, I wanted validation that I had a product that was worthy of investment. This is confidence building that is necessary for you to build the road map for your business and sustain you through the worrisome periods that every business goes through. When I added the Quilted Women series to the greeting card line, I investigated who I would sell them to and how compatible the new product was to my existing line. That bit of research can prevent costly errors down the road and can provide the jump start to quickly gain customers.

The small cottage businesses I’ve had in the past provided the building blocks for my current greeting card company. Without the past experience of those endeavors, this business would not be the success it is. I’ve made mistakes and they were teachable lessons that I documented so I can avoid those errors again. I am always willing to share information that helps others in the industry. Although the greeting card industry is competitive, I think there is room for large and small companies. There are approximately 165 million women living in the U.S. I believe there is room for all of us to succeed.

Please tell us more about your artwork, what you are currently focused on and most proud of.
I am a storyteller. In every painting I make, I try to convey something special or remarkable about each of the women who inspire me to tell their story. Often the story is posted in my blog along with the painting.

My paintings celebrate women. I am careful to present women in a positive and engaging light. There are many greeting card companies that poke fun at aging and forgetfulness. I stand out because I never demean women in any way. Even though I paint women of all ages including my granddaughters, I am particularly focused on senior women because wisdom comes with age. Life experience is worthy of celebration. I want to inspire viewers to see their mother, grandmother or favorite aunt in my paintings and cards. Nothing gives me more pleasure than someone saying, “That’s my grandmother!”

I am known for my painting style as well as my subjects. I carve my own stamps and use them to create an exciting pattern throughout my paintings. It makes them unique as well as interesting. I’m pleased to be recognized on a national level for my Quilted Women paintings. I really enjoy the emails and letters that buyers send reflecting on the memories they evoke and the joy they have in owning one of my paintings or a greeting card they have kept and framed.

So much of the media coverage is focused on the challenges facing women today, but what about the opportunities? Do you feel there are any opportunities that women are particularly well-positioned for?
Women have more opportunity to find a niche for a business enterprise than ever before. Regarding the greeting card industry, it is dominated by women artists, The Greeting Card Association is a national organization that now provides expert advice on product development and promotion. The internet is a valuable tool. Through Instagram, an artist can join challenges focused on the industry such as online workshops to make art that sells. Many art licensing agents provide challenges that artists can participate in to learn what the industry is interested in.

In recent times, women have changed their positions away from competitive to a more focused relationship based on sharing and building other women artists up. This is awesome for those just testing water.

Contact Info:

• Website: www.susanschmittART.com
• Email: susanschmittart@gmail.com
• Instagram: SusanSchmittArt
• Facebook: Susan Schmitt Art

Image Credit:
All images belong to artist, Susan Schmitt, Art is copyrighted to Susan Schmitt Art

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