WATCHING IT GROW:
THE VALUE OF A NICHE BUSINESS

In 2000, CAWEE member Lynda Laker set out to provide a niche service, providing original artworks by Canadian artists and artisans through a personalized service. Today Canadian Decorative Art (CDA) serves corporate clients, small and large and professional firms, and individual residential clients.

How to create a niche?

After joining a local art class, Lynda Laker realized that there were very few opportunities for artists in Canada to market their work, despite the fact that we have many excellent artists in Canada.

“Flexibility, creativity and a desire to be unique were factors that drove my decision to create an online gallery to showcase, and exclusively market Canadian artists, “ says Lynda. “Successfully addressing these factors has taken time and initiative in exploring different opportunities but I am happy to report that Canadian Decorative Art does have a niche in the art world, one that is client-centered, creative and unique.”

CDA’s niche is providing corporate and individual clients with original artworks by Canadian artists and artisans through a personalized service with consultation, personal viewing and selection of artworks appropriate to the client’s style, needs and budget. As an artist and member of both the Toronto Watercolour Society and the Willowdale Group of Artists, Lynda has access to an extensive variety of art resources and seeks out what the client wants. CDA’s gallery is online for initial viewing and selection of artists and artworks that appeal to the client. During the consultation process, style, colours, and budget are confirmed, often coordinated with existing art and furnishings of the client. Selections are later brought to the client for viewing and approval, thus saving the client time and taking the guesswork out of the selection process.

Lynda’s niche truly is a different focus from how a regular “bricks and mortar” art gallery usually functions. It evolved through several stages. In the beginning, the gallery was set up and artists were invited to contract with CDA to market their art online, and to participate in shows and special venues. Although CDA still organizes shows and special art events, this is no longer a primary focus. Gradually the company learned that their niche is one that both provides a needed service and is also the best match for creativity and flexibility.

“As an artist,” explains Lynda, “I particularly enjoy the consultant role with clients. I also enjoy helping my artist colleagues and meeting other artists from across Canada (we work with artists from B.C. to Nova Scotia). Now, artists regularly contact Canadian Decorative Art requesting to show their work in the gallery and I am able to maintain professional criteria for the selection process.”

Lynda says that developing a niche for your business is critical. Likely it will take you on a challenging journey to discover what it is that makes you unique, and if you have patience and perseverance, you will be able to find the niche that is right for you.

Lynda Laker
President
Canadian Decorative Art
www.canadiandecorativeart.com