Winter 2013

A License to Sell By Haley Shapley

Artist Q&A

Tara Reed is an artist based in Portland, Oregon, and the owner of Tara Reed Designs, an art licensing company. Here, she fills us in on what exactly that entails.

Q. What do you do?

A. I basically create art in collections that I license to manufacturers to put on their products. This will be my 10th year. I get to do both sides of the business: the creative side and thinking about how products go together.

Q. What kind of products does your art appear on?

A. I’ve had my art on everything from quilting fabric to dishes to towels to tissues, scrapbooking products, garden flags, wrapping paper, greeting cards, coasters, wineglasses, and Christmas tree ornaments.

Q. How long does it take to go from concept to creation?

A. It is rare to do a contract with someone and have product in the marketplace in less than a year. It’s typically a 12- to 18-month cycle.

Q. How do you feel when you see your products out and about?

A. I love to visit my art. It is such a thrill when you go to a store and you turn a corner and see your product on a store shelf.

Q. What should retailers know about your job?

A. The artists that are in this industry, we love it; we have a passion for design, for creating great artwork. We’re all trying to work together toward a common goal. The way we get paid is based on sales, so the artists are trying the best they can to create something that will do well in stores. We’re in your corner; we’ve got your back.

Haley Shapley

Haley Shapley is a Seattle-based freelance writer who 
specializes in retail, travel and health topics. Learn more at www.haleyshapley.com.