Art Cards
In In ththe FrFraammee
GT speaks to two artists about their approach to card publishing
Marilyn RoberM tson
A strA ong market has always existed for popular art to be used on a variety
of consumer prof oducts. Designs used range from Monet’s iconic lily pond
paintings of his garp den at Giverny, to the fi ctionalised and dreamy beach scenes
crcreated more recently by Jack Vettriano. Such popular images tend to ride
successive waves of popular acclaim, although for the best the tide never rsu eally goes out – they
seem to have a semi-permanent home in the public’se s affection.
Other art is more particular to its time and place, enjoying a rapid commercial ascent to its ‘day in the sun’,
only to subside in popularity after the market has moved on. For the art buyer each type of image has its place o
depending on the application and target market for the prd oducts under consideration.
My recent images of dancing might appear to have been inspired by the recent popular trend of celebrity
dancing shows on TV on both sides of the Atlantic. But in fact my inspiration arda ose from an accidental
discovery of a tango club in New Yd ork after the end of one of the Surtex shows! Out for a post show
meal with some artist friends we literally stumbled acrm oss a tango dance club evening at the Argentina
Il Campanello Restaurant. SerIl endipity indeed. The music, the movement of the dancers and the
costumes werco e all equally mesmerising.
After an amazing and inspirational night I left itching to get back to my easel. Whether my
interprin etation of the mood created ‘hits the spot’ is for others to judge, as too will be whether
the image is short or long lived. But for me this will rth emain a lasting image irrespective of how
well it ‘trips the light fantastic’ in the art buying market. w
For more images visit www.marilynrobertson.com
Sarah Warren Art Ltd.
Sarah Warren began her career lecturing in jewellery design and watercolours from the late 70s to
early 90s with stints at colleges in Hertfordshire, Glasgow and London.
But since 1994 she worked as a commissioned artist supplying paintings for Royal Palaces
(including the Sultan of Oman, the Ruler of Dubai and the Royal family of Saudi Arabia) along with commissions for
corporate buildings as well as private collectors and galleries in the Middle East. Warren’s fi rst foray into card publishing
took fl ight on the fi rst day of the 2004 Spring Fair with 24 designs.
Since then the range has blossomed into 93 Everyday designs, 12 Occasions and 36 Christmas cards.
SWA now exports to Europe, USA, Canada, New Zealand and Australia and also has licensing agreements with
Russia and Eastern Europe.
Sarah uses various media to convey changing moods and scenes that offer a sense of symbolism and mystery.
The cards are embossed and metallic foil and are fl ittered with a UV varnish.
“Our designs are aimed at people who take care in choosing the cards they send,” says
Warren. “Knowing that a card says not only ‘I like this card’ but also ‘I know you well enough to
know that you’ll like this card too’.
“Our environmental policy ensures that all our board and envelopes are recyclable and
are sourced from FSC-managed forests. And because our cards are printed in Nottingham
and our envelopes and cellos come from the UK our carbon footprint is much less than those
publishers who print in China.
26 Greetings Today
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