Pricing your pottery is one of the trickiest parts of being a ceramic artist, especially when you’re starting out. It’s not just about covering your costs; it’s about valuing your time, creativity, and the unique skills you bring to each piece. Understanding how to strike that balance is key to running a sustainable and fulfilling pottery practice. There are many factors to consider when pricing your pottery, including expenses, time, financial goals, creativity/uniqueness, experience or expertise, your market, your customers, price of similar products, the pottery community, the economy, the purpose of the piece you are pricing, supply and demand and your overall philosophy.
One of the first steps in figuring out how to price your pottery is to get a handle on all the costs involved. This includes everything from the clay itself to the glazes, firing costs, and any other supplies you use. It’s easy to overlook the smaller things, but they add up. A helpful spreadsheet can keep track of clay, glaze and firing costs.
Beyond materials, think about your studio space. Do you rent a studio, or do you have a dedicated space in your home? Factor in rent, utilities, and the cost of maintaining your equipment, like your pottery wheel and kiln. Kilns can range from $300 to $6500, and pottery wheels from $100 to $2000. Don’t forget the smaller tools that are needed. It’s also important to value your time. How long does it take you to create a piece from start to finish? This includes throwing, trimming, glazing, and firing. Be realistic about the hours you put in, and decide on an hourly rate that reflects your skill and experience. Some potters aim for a day rate of at least $500 and then calculate prices based on that rate plus the cost of materials. Learn about pottery tools here.
Pricing Strategies and Market Considerations
There are several pricing strategies you might consider. Cost-plus pricing involves calculating all your costs and adding a markup to determine the selling price. This ensures you cover your expenses and make a profit. Another approach is value-based pricing, where you set prices based on the perceived value of your work to the customer. This can be influenced by your brand, the uniqueness of your designs, and the story behind your pieces. Competitive pricing involves researching what similar potters are charging and positioning your prices accordingly.
Also consider your experience, expertise, and the market. As you gain experience and develop your unique style, you can gradually increase your prices. Your location and target audience also play a role. If you’re selling in a high-end gallery or at a prestigious craft fair, you may be able to charge more than if you’re selling at a local market or online. Online marketplaces and galleries can affect pottery pricing, it is best to keep prices consistent across platforms. Some online sellers start on Etsy to test their products and then move to their own website. Read this article about selling pottery online.
Consider the type of clay, glazes, firing techniques, and level of detail. Speciality glazes, multiple firings, or intricate carving all add to the time and cost involved in creating a piece. Some potters use a base price per pound of wet clay and then adjust upwards based on these factors. Also, the purpose of the piece you are pricing influences the price. It’s also wise to track your expenses and calculate profit margins. Pottery studios typically aim for a gross margin of 50% to 70% and a net margin of 20% to 40%.
Finding Your Sweet Spot and Building Confidence
Pricing can be tricky, but it’s important not to undervalue your work. Pricing too low devalues your efforts and the efforts of other makers. It also limits your ability to pursue wholesale opportunities. Proper pricing can be figured out over time. When offering a new design, start with a low prototype price and inch it up until sales halt, then back down to the last price that sold well.
Ultimately, the right price is one that feels good to you and reflects the value you bring to your work. As you gain confidence in your skill and develop your style, you’ll find it easier to price your pottery in a way that is both fair to your customers and sustainable for your business. Don’t be afraid to ask for advice from other potters or gallery owners. The pottery community is generally supportive, and fellow artists can offer valuable insights. Remember, pricing equals valuing our own art.
