Today we’d like to introduce you to Denise Cassidy.
Hi Denise, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My journey began as a stay at home mom who was seeking a few hours per week for myself. I found an acrylic painting class via a continuing education program at Schoolcraft College that met one evening per week. What I loved about this class was that I was able to just put my headphones in and escape into my artwork. Although this class had an instructor, the students were given the agency to just paint and explore creativity with other artists with a range of experiences. It was here that I re-discovered my love of creating. This was 2008.
It wasn’t until my instructor noticed that I had a very specific style that I began to view my art differently. She encouraged me to seek out exhibit opportunities to share all the works that I had been creating over the past two years of taking classes. I reached out to my local art council and was, to my shock, offered a solo exhibit. I sold my first painting ever at the reception. This exhibit (Feb 2010) was the launching pad for what was to become an amazing and unexpected career.
This exhibit came at a very difficult time for me emotionally. I was going through a divorce, becoming a single mom and trying to figure out what I was going to do to support myself and my daughter. I tried to go back to my previous career as a hair dresser and make up artist, but the passion was no longer there. So, I took a leap of faith and put everything I had into nurturing my new found creativity. Something just kept telling me to stay on this path.
Through a lot of prayer and the amazing support of friends, family and my community, I was able to get a website made, schedule shows, create a studio space in my home and launch a little art business. Over the years, I have learned so much about running a small business. To maximize success, I added various collections, taught workshops, designed printed products in the gift and accessory demographic, and began selling those printed collections at the wholesale level all while staying true to my favorite subject matter…flowers. I believe my artist statement says it best:
I have found great passion in creating the colors and textures which eventually bloom into a bold, vibrant flower. Being inspired by the serenity of nature and the energizing effect of vibrant colors, flowers provide a beautiful palette for me to explore. For me, painting is an opportunity to escape from the daily stresses of life and offers me the freedom to express my feelings on canvas. I enjoy the versatility of acrylic paints and the opportunity it provides to integrate mixed media. I continue to explore new ways to incorporate a variety of textural elements to each of my paintings.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
So many struggles. I would not say that being a professional artist is easy. It takes so much more than the creative talent to make an art career work. I have often said that I am certainly not the most talented artist out there (not by a long shot), but I have experience in running my own business (hairdresser), a love of connecting with people and the drive to learn how to market myself and navigate all the facets of running a small business. I educated myself on how to run a business from the ground up and learned through both my successes my failures.
The art is only a fraction of what it takes to make selling your art a business. It can be overwhelming at times. So many things take you out of the studio…applying to shows, setting up shows (often in very uncomfortable environments…rain, heat, wind), marketing, bookkeeping, branding, website optimization, fulfilling orders, meeting with potential customers, coming up with new ideas, trying new venues, teaching classes…the list goes on.
However, the look on the faces of the people who get to take home one of my pieces makes it all worth it. There is no feeling like the one I get from a customer who saved their money so that they could finally purchase an original. Or the customer who happened to walk by my booth at a show and fell in love with a piece on the spot. And even (or especially) the people who show support in ways that go beyond a purchase.
Can you tell our readers more about what you do and what you think sets you apart from others?
I have such a passion for color! Often times, it isn’t necessarily the subject matter of my work, but how I am able to play with color to make the image come alive. Creating the contrast between the lightest of lights to the darkest of darks and the range of color in between bring me so much joy! I believe this is why I can’t seem to stray from using flowers as my focus and inspiration. I believe that my love of flowers and colors are a perfect combination for what drives my creativity. I feel like I am creating joy every time I pick up a brush.
The addition of a concentrated texture element in each of my works has set me apart from the typical floral painting. The smooth flow of the petals in contrast to the gritty texture of the sculpted center gives my art it’s uniqueness. Creating those sculpted elements is it’s own art form…I get to paint and sculpt at the same time.
It has consistently been my mission to spread joy and healing with my artwork. I am proud to say that my work has been chosen for permanent installation in several Michigan hospitals and medical centers as part of their “Healing Arts” initiative, including multiple Henry Ford Hospitals, U of M Medical Centers and Beaumont Medical Centers. In addition to hospital installations, my artwork has been commissioned by Michigan businesses as part of their permanent decor.
What would you say have been one of the most important lessons you’ve learned?
Staying true to myself as an artist is always at the center of any lesson learned. There will always be people trying to get you to create what they think you should create. Or suggesting ways for you to make more money, be bigger, be like “x” artist or evolve in a way that does not reflect your brand or who you are as an artist. Just because I CAN do something, doesn’t mean I SHOULD.
I have fallen victim to the power of suggestion many times and most resulted in frustration, irritation and an overall sense of dissatisfaction with the end result. Even if the customer was thrilled and they would say “see, you did it and I love it”. What they don’t understand is that my creativity is centered in MY joy and right now, flowers and my personal painting style still bring me joy. There may come a time when I begin to explore other subjects, styles or mediums, but it will be on my terms and when I decide I am ready. I’m not saying that I don’t or won’t challenge myself…I do it all the time. I’m just saying that, if it isn’t true to who I am as an artist, I’m going to say NO.
Pricing:
- Small Works $40 – $145
- Medium Works $175 – $500
- Large Works $500+
- Printed Gifts $3 – $50
Contact Info:
- Website: https://www.denisecassidywood.com
- Instagram: @denisecassidywoodart
- Facebook: @denisecassidywoodart
