For Jones, the business has always been about finding a balance between fine and commercial art. "The licensing part of the business is a commercial platform to help other artists sell their work so that they can continue to create art," she said.
"This is all very new to me," said Jones. "I had run an online store of primarily artists' prints, T-shirts and jewelry and now I'm expanding the business to help artists branch out."
Two of the properties she represents, Brainstorm Designs and Jen Renninger, have been successful licensing their work to Fortune Fashions Industries. The T-shirts Fortune produced for Urban Outfitters were well received.
"Brainstorm does terrific silkscreen prints, and their floral patterns and graphics were a good fit for Urban Outfitters," said Jones. "Their images appeal to a
Renninger's T-shirt for the retailer, which included an image of a bicycle, also sold well. Renninger's paint-by-number-like imagery with inspirational messages such as "Everything Is Going to Be Okay" and "We Are All Connected" written in block print have also resonated with Urban Outfitters' core customers.
Brainstorm's and Renninger's art will be featured on a watch series which is currently being negotiated. Jones would like to expand her reach to textiles, particularly bedding and other home goods. "I'm open to all new categories—as long as the products are good for the artists," she said.
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