How long have you had your studio in Palm Beach?
I moved in last year. It’s a really great escape, away from all the family distractions and housework! It’s my happy place, painting with tunes playing and friends and customers dropping in.
What led you to becoming a full-time artist?
I used to have a full-on corporate job as the Head of Marketing at Woolworths. Once I had kids though, it was too intense to do either role properly. I did some consulting for a while and at the end of one project I went to Billabong yoga retreat to detox from life and bought a painting set at Aldi! I painted the billabong, posted it on Instagram and a couple of friends asked if I would do a painting for them. One of those friends recommended me to Amy and Matt Young in Careel Bay for their Art program and my first exhibition sold out! Suddenly I was a full-time artist with exhibitions locked in, putting me on a totally new path.
What are some of your highlights so far?
I was commissioned to create the artwork for a new resort in the Maldives – which was crazy. Cut to 18 months later, I was there with my family hosting an Art Masterclass with their guests and seeing my work in 160 of the villas!
What do you think is the secret to success in selling art, especially when cost of living is so real for people?
I’m not sure I have cracked the “secret sauce,” but I think it has to do with a few things. My work has a unique signature that I developed by accident but my collectors use words like – “I can feel your energy, it’s joyful, it’s Australian florals but done in a new way.” My sense is that people want to invest in things that feel authentic and give them happiness for decades rather than just a quick hit of retail therapy.
Do you think there is an art to the business of art?
Yes, I do. Firstly, I think you have to be comfortable sharing the stories behind why you painted the artwork. People are interested in the background story of each work and when I do commissions, I love to inject loads of symbolism representing their family story. In terms of making a viable living, I have chosen to sell not only my original paintings but also offer limited-edition, archival-grade prints of most of my paintings, limiting them to only 10 of each. Not all artists like to do this, but I think it’s important to offer a lower price point to my customers.
Can you see your work extending to other products?
I have actually done a couple of collaborations where my artworks were printed onto fabrics – for a baby lounger with Cushii and also silk cashmere scarves with Cara Cashmere. Both collaborations were a lovely surprise to me. These products don’t really generate much income, so the collaboration must make sense in terms of shared ethics regarding manufacturing standards and offer good exposure.
What are you working on at the moment?
I’m madly finishing some paintings for my new show at Bathers’ Pavilion in October, aiming to have over 16 new pieces to share – all of which reflect the theme Botanical Tapestry as I love how nature intertwines with all species and just gets on with it.
You’re invited to Anna’s Botanical Tapestries exhibition at Bathers’ Pavilion, Balmoral, 13 October to 1 December.
RSVP for opening reception on Tuesday, 13 Oct, 6-8pm, at annalohe.com
Follow Anna on Instagram for all updates @anna.lohe.art