River Rocks. Judson Guerard, artist
The nonprofit Blue Ridge National Heritage Area (BRNHA) has launched its annual Winter Market featuring local artists. The Winter Market offers an online platform for showcasing artists, galleries and art-based organizations during the holiday gift-giving season and beyond.
What began as a social media campaign highlighting 25 artists in 2021, became a holiday gift guide featuring 30 artists in 2023. Last year, post-Helene, the promotion was extended through the winter months as a supportive initiative for artists on the Blue Ridge Craft Trails (BRCT). “We feature one image and a direct link to their main website or social media account,” says Robin Johnston, BRCT coordinator. “The market is organized by art type to make it easier for visitors to scan by their own interests.” This year, 68 artists in a range of mediums are participating.“Not all artists have the time, technology, knowledge or desire to market their own work,” says Bridget Herbig, BRNHA communications manager. “It can be costly and/or frustrating. The BRCT works with more than 340 artists, galleries and organizations in Western North Carolina, and we do our best to reach a larger audience utilizing our social media, newsletters and website.”
Fiber artist Rachel Elise appreciates the opportunities to reach new audiences for her work, with no cost financially or time-wise for her. “There’s a lot of pressure to capitalize on the holiday shopping season, so it’s great to have accessible and approachable options like this one,” she says. “As an artist that has both an online shop and a brick-and-mortar location, I hope to reach some potential buyers that may have not found my work otherwise. I have a small retail shop in the front of my studio that features my bags, scarves and wall hangings, as well as work from several other artists, many of whom are local.” While she does not create work specifically with holiday sales in mind, she offers a range of textiles, nearly all priced under $50.
Glass artist Judson Guerard also creates many affordable works that are popular as gift items, including handkerchief bowls, ornaments and glasses. “The effect is exponential because it goes beyond just the Winter Market,” he says, “as I am exposed to potential customers and visitors who may visit the Market and are unable at the time to visit in person but may bookmark or retain their interest for a future time.” He appreciates the local emphasis as well. “I look forward to being included in this experience—that is focused on our region and our heritage—with other craft artists,” he says.
“As we promote the BRCT Winter Market, in-state and out-of-state visitors can be inspired to explore the creative offerings that are available throughout our region,” Herbig says. “The end goal is threefold: highlight art in the Blue Ridge; promote local artists and drive sales of their wares; and inspire people to visit WNC, boosting our local economy.”
Find the Winter Market at BlueRidgeHeritage.com/holidayguide. Learn more at BlueRidgeCraftTrails.com.
