Galleries take a shine to glass art: gallery owners discover that adding contemporary glass art to their inventory increases sales and pulls in new clients

Art Business News, Nov, 2001 by Jennifer Wong

Traver agreed and added that glass art fits into today's architectural fashion, a style more traditional in terms of using more gables and decorative furniture as opposed to the modern and abstract approach of the `50s and `60s. "We've moved into a period that is more decorative, more Baroque in attitude in terms of our homes and interiors and glass fits into that very well," he said.

Glass art makes a unique and beautiful gift item, as well, said many gallery owners. "People will come in looking for a wedding or anniversary gift, and glass is perfect for the occasion," said Richard Burmood, owner of Boulder Gallery Art-cycle in Boulder, Colo. "These gift items are not inexpensive, but it's something that will last for a lifetime and will be handed down for generations."

Cohen has developed a relationship with a new client who has high-end business clients of her own and wants to give something besides tickets to a show. Glass is a perfect choice for her and, he added, "in some cases, like with a vase, the gift has some utility to it."

While glass art is indeed a serious high art form, it does attract people because of it's utility, and Ng of Vetri International Glass has noticed that people seem to be buying the art in her store which can be used as goblets, candlesticks or vases. "I think a lot of time, it isn't that people are going to use the piece, it's just that they know that it can function for something else. It's kind of funny, but I've been noticing that recently," she said.

Displaying Glass in the Gallery

Gallery owners who have attracted new clientele into their galleries do so by displaying the glass prominently in their storefront windows to attract passersby as well as sending out mailers to inform the public of their new acquisitions. Lowe Gallery sent out a mailing to 2,000 people, and the results have been "amazing," according to owner Bill Lowe.

"We see a lot of people who come in to see Chihuly's glass and nothing else and others who come in to see his glass and end up loving and buying other art as well. There are many people we do not recognize," he said.

Vetri International Glass has set up its gallery like a home with tables, chairs and cabinets to show people what a piece might look like on their own dining room table. "Instead of having a stark gallery setting, we have more fun with colors and furniture," said Ng.

A Sparkling Future

Sunderland believes glass art is going to increase in demand and cites the example of his attendance in Baltimore, Md., last year at one of the larger glass art shows in the U.S. "Most of the artists I visited were sold out so far in advance they wouldn't even take orders from me. People shut their booths down with signs saying they were sold out until next year. You don't often see that at other expositions."

Sunderland, like many gallery owners, said he sees glass becoming more in demand. The public is just beginning to step up to the plate and pay big dollars for glass art. "People are responding to it and saying, `we like it, we want to collect it and buy multiples, and we want to buy more,'" he said.