Customer Success Stories - Elaine Estern

We've had the pleasure to work with Elaine Estern at Coconut Coast Studios for many years.  Elaine paints watercolors from her porch in the beautiful Virgin Islands. She was born in California, raised in Brazil and lives and paints in the small town of Cruz Bay, St John. The whole town is so small it doesn't even have one traffic light!

Elaine has created a charming island life for herself that is full of art, dogs and the chance to meet new people everyday. We think you'll really enjoy the interview with her in this installment of our Customer Success Stories. She has some great tips about taking care of your originals and marketing your art.

How long have you been selling your work?

I’ve been selling my work about as long as I have been painting - since 1988.  I opened my own gallery in 1991. 

What were the first few years like for you?

The first years were not difficult, as I had a “day “ job.  I was a paramedic, and began painting in watercolor to keep away the boredom.  I painted in “plein aire,” and had visitors walking by all of the time, offering to buy my work.  The first works were lousy, and I just gave them away, happy that someone wanted to keep it.  I was very fortunate in that one day, the manager for one of the two resorts walked by and asked me to decorate the lobby of the Hyatt Regency.  I was more than happy to oblige, and have been working with that hotel chain and many others since that time.  After a while I retired from the medical field, and opened my gallery.

What would you do differently if you could revisit your early years?

The only thing I would do differently is use better art paper, and archival materials from the start.  I used cheap paper, and non-archival mats, and now regret that most of it has been ruined.

What Documounts products do you use and why do you find them to work for your business?

I use almost all Documount products, from the archival mats, custom made, to the products that put them together, as well as the frames.  For the prints, I buy standard size mats, to sell the art in, as well as the plastic sleeves for display.  In the past I had purchased a matt cutter, and tried, failed, and tried some more, to cut mats for myself.  It was a terrible undertaking, not only taking away time from painting, but almost cutting my finger off in the process.  There was much blood and tears spilt until I had Documounts custom make my mats.  Now, I have more time to paint and sell.

How do you market your artwork?

My advise to other artists is to use the best materials you can afford, from the start.  Always mat and frame your work.  I once went to the National Gallery, where with an appointment, you may view original works of art from all of the masters.  I saw the full collection of originals by Winslow Homer.  It was amazing to sit there and see all of the details, with no one looking over your shoulder, as in the gallery.  The next year, the National Gallery had the full Homer series on exhibit, framed and hanging.  Each piece took on a presence that the unframed (same art) work did not have!  It taught me a good lesson.  Now, I will never even show a piece of art work unframed to any prospective buyer.

In the very beginning, I just gave my work away, to the Clinic, the Customs, the Post office, the doctor, and lawyer, any one who would have it.  I think that is how I got my name into the public eye.  I was just happy to have it out of my house, so that I could paint another picture! 

Now, the way I market my work is through rack cards put around the island.  And, everything has my web address on it.  I do quite a business on line, but only using my own efforts.  I do not subscribe to other web sites, only use my own. 

I also host a cocktail party (free) weekly, during high season.  Very upscale, with live music (classical flute duets), food, sunset, create a nice ambiance, and people do buy.

How do you keep things fresh and stay current with new trends and with the changing market? 

Living in a remote off shore island, a long way from “civilization”, you need to go looking elsewhere to stay current. The inspiration is always here, but not the latest methods. Every time I travel (in the off season) I go to visit museums, galleries, and art shows.  I ask Documounts to keep me current with the trends in framing, and matting.

What do you find rewarding about this business?

The most rewarding aspect to my business is the ability to paint when ever I want.  That and meeting so very many nice people from around the world.

Thanks so much to Elaine for taking the time to be a part of this series. You can learn more and Elaine and her studio at the Coconut Coast Studios website.

Visit the link to see more artists featured in the Customer Success Stories series.