Press
Kids Today
By Tanya K. Merritte Kids Today,
11/1/2007
Who: Claudia Kandel, president, A is for Art
Background: Creating a new company is often a matter of having the right idea at the right time, and for art aficionado Claudia Kandel, that was indeed the case. The former brand manager with Kraft was pregnant and designing the nursery for her first child, but couldn't find the right pieces that fit her style. An idea began to brew, and A is for Art officially launched in January 2007.
Kandel said the idea behind her company is to present kids art that is "sophisticated, fun and original." She is quick to explain that in her case,
sophisticated doesn't necessarily mean the artwork is more upscale or "better," it just means it's more enduring. "A lot of artwork can be outgrown," Kandel said. "(Our) artwork is a different aesthetic."
The Process: A is for Art's business model involves commissioning artists for its designs. Despite her love of the art, Kandel chuckles when asked if
she plans to create any pieces. "I wish I had the talent."
She currently works with four artists, including Jonathan Blum, who she first bought an adult piece from about 15 years ago. "They each have a unique style and are enormously talented," Kandel said. "We're very selective in
picking artists. It's very difficult (to find the right fit)."
Kandel said the ideas for A is for Art designs can come from either her or the designers. "Many times what I ask for is inspired by something they've done in the past," she said. "But there are definitely times I say I want something
in particular," such as when she requested a piece featuring horses.
The whole process from Kandel's request to the completed piece can take three months, although the time frame can sometimes be much longer, she said. "The whole process is exhilarating and frustrating at the same time." The vast majority of the artwork features whimsical animals, which as Kandel explained, transcend age and race. Some of her favorite pieces include Animal Friends by Blum, Pigs Swinging from Chandeliers by Lisa Williams
and Jungle Party by Stacey Wyman-Posnett.
The current A is for Art collection is composed of about 30 unlimited edition pieces with variations in size and frame color. "Every one of
our artists is working on something," Kandel said.
The company has also started presenting full collections of art, such as the colorful Polka Dog series, and Kandel plans to add more as she sees themes emerging.
The Challenges: A is for Art sells to an eclectic group of retailers such as gift shops, museum shops, garden stores as well as juvenile specialty stores. Retail prices range between $100 and $230, with $160 being about the median. She currently shows at the New York
gift show and the ABC Kids Expo in Las Vegas.
Kandel says one problem she runs into is that some buyers don't have enough wall space to fully merchandise several pieces of art.
She also says some buyers are apprehensive about the line's modern aesthetic. "(Retailers say) 'I don't know if my clients are ready for this type of artwork,'" Kandel said. "But then it's a success and they reorder the
next week."
Kandel said the switch from corporate America to her own start-up company also has been eye-opening. "Internally, it's definitely been a
steeper learning curve than I expected. Kraft didn't teach me to be an entrepreneur. I had to figure it out on my own."
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