Brave new world

An enterprising collective of Nelson County artists is determined to hang on through tough economic times, even as most of us worry more about the food on the pantry shelves than the pictures on the walls or the basket by the door.

“When times are hard, that’s when people really need to be uplifted,” said Kim Murphy, an author who markets her historical fiction through the Valley Green Art and Craft Co-op in Nellysford. Murphy, like all of the 30-plus co-op members, works one day a month at the store, located in the Valley Green shopping center on Route 151.

Afton artist and co-op member Cathy Lang agrees.

“When times are depressing, people need to go back to their five senses,” she said.

She mentioned the CDs with harp and other acoustic music, the soaps, lotions and candles and the silver jewelry as inexpensive purchases that lift the spirits and appeal to the senses.

“Besides,” she said, “these are all things made locally, rather than in a foreign country. I think people respect that, especially now.”

The co-op members have kept their eyes on the recent closures of the retail outlet of the Artisans Center of Virginia in Waynesboro and Lang’s Art and Gift Shop on Afton Mountain, said Russell Fisher, a painter and long-time co-op member. A neighboring Nelson County artist’s outlet, the Spruce Creek Gallery, closed in January after 12 years of operation.

These closures have swelled the membership of Valley Green, said Fisher. Lang joined after retiring her gift shop business; and Nan Rothwell, a Faber potter associated with Spruce Creek, now displays her pots in the Nellysford gallery.

Fisher said the co-op also intends to reach out to artisans affected by the closing of the Waynesboro Center.

“We’ve identified 15 or so of the artisans who might fit in well with our gallery,” he said. “Later in the year, we’ll give them the opportunity to join.”

Fisher said the outreach to artists is a unique feature of Valley Green.

Obviously, he said, the group has to maintain a balance, with a variety of products and a good range of prices.

“It wouldn’t be fair for us to have 25 jewelers, for instance, or 30 potters,” Fisher said.

Murphy said she was surprised when the co-op approached her.

“I market my books online and at shows,” she said. “I never thought I might be included here – after all, they’re artisans and I’m a writer.” After selling her award-winning books there, she said, she’s realized that every person who forges a product from their own imagination and hard work has a lot in common with others who make their living one painstaking creation at a time.

“And this has given me a chance to get to know the community,” she said.

The interaction between the artists has unexpected results. For instance, Murphy wears period dress when she signs her Civil War-era books. Nora Jean Young, a member and fabric artist who caters to re-enactors, has been able to sew the perfect every-day 19th-century dress for her to wear on these occasions.

The group decided to be pro-active right at the beginning of the economic slump, Fisher said.

“We all contribute a little more to the operating expenses so we can increase our visibility in the community.”

The co-op divides rent and upkeep expenses by each member contributing a share of the rent. Penny Sipple, a leather worker and accountant who works as the Gallery manager, sends out monthly statements and the whole group votes on each new member. Fisher said that better signs, more advertising and seasonal inventory changes help people discover the gallery and keep them coming back.

There’s another kind of community outreach that Russell considers the most important of all.

“I don’t think there’s a person here who doesn’t contribute over and over again to fundraisers for local charities,” he said. Whether it’s for the animal shelter, the food bank, or any of the projects that benefit the close-knit community, you’re likely to find watercolors, jewelry, hand-crafted furniture, leather goods and pottery for auction or sale, all courtesy of Virginia artists, he said.

“Now’s the time,” he said, “to remind the community to think of their own artists when they need a gift. I think of all those people who go to Wal-Mart when they need something inexpensive for a blank wall. Sure, they can get something there for $20, but they could also get something here for $20, and help out a neighbor. And, of course, it would be a better product.”

Fisher encourages the artists to get out and draw attention to their work. “A lot of artists are shy,” he said.

“Sometimes they’re just afraid of rejection,” Murphy said, “so they don’t want to promote their products for fear someone will turn them down.” She said working in the gallery has helped her with some principles of marketing.

“I don’t annoy the shoppers,” she said, “but I do offer to tell them something about the artist if they seem interested. I’ve tried to encourage other artists who are on hand to identify themselves if someone is admiring their work.”

Fisher also goes to the Nelson County Farmers Market to sell his watercolors and he always carries brochures for the Gallery.

So far, their extra efforts seem to be working. The most popular members bring home hundreds of dollars each month and although many have day jobs, many rely on the income from their art to pay their bills, Fisher said.

“We had our best Christmas ever,” he said. “And who would have thought February would be a good month? But it was.”

Fisher acknowledges that, in the end, the gallery may succeed partly because of some intangibles at work. “We’re all so different, but this is by far the friendliest and most dedicated group I’ve worked with,” he said.

“Without sounding flaky, I’ve come to agree with an artist I met when I moved here. He said there was a mystical force at work here driving a lot of creative energy. Believe me, I’ve felt it.”