How to Start a Small Art Business in Kenya

Introduction

Many talented artists in Kenya want to turn their creativity into a business. Whether you paint, draw, sculpt, or create other art forms, you can build a small business selling your work. This guide will show you practical steps to start and run an art business in Kenya, even with limited funds.

You do not need expensive equipment or formal training to start. What you need is dedication, basic business knowledge, and willingness to learn as you grow.

Assess Your Skills and Choose Your Focus

Identify What You Do Best

Types of Art Businesses

• Painting (acrylic, oil, watercolor)
• Drawing (portraits, landscapes, illustrations)
• Sculpture (wood, stone, metal, clay)
• Crafts (jewelry, beadwork, textiles)
• Digital art (graphic design, digital illustration)
• Mixed media and collage
• Photography and photo art
• Custom commissions

Choose Your Niche

Focus on what you enjoy and what customers want:

• Original paintings for homes and offices
• Custom portraits from photos
• African-themed artwork for tourists
• Corporate art for businesses
• Wedding and event decor
• Gift items (cards, small paintings, jewelry)

Start with one or two focus areas. You can expand later as your business grows.

Research the Market

Find Your Target Customers

Who will buy your art?

• Homeowners decorating their homes
• Offices and businesses
• Tourists visiting Kenya
• Gift buyers
• Art collectors
• Hotels and restaurants
• Event planners

Study the Competition

Visit art markets and galleries:

• What types of art sell well?
• What are the popular sizes?
• How much do similar items cost?
• What makes some artists more successful?

Identify Gaps

Look for opportunities:

• Art styles not common in your area
• Price points not well served
• Customer needs not being met
• Unique cultural themes

Create Your First Collection

Plan Your Products

Start Small

Create 10-20 pieces to start:

• Mix of sizes (small, medium, large)
• Variety of subjects
• Different price points
• Focus on quality over quantity

Consider Costs

Calculate what each piece costs you:

• Materials (canvas, paint, brushes, etc.)
• Time spent
• Framing or finishing
• Transportation to market

Price your work to cover costs plus profit (usually 50-100% markup).

Develop Your Style

Be Consistent

Customers should recognize your work:

• Use similar color palettes
• Stick to certain subjects or themes
• Develop signature techniques
• Create a cohesive collection

But Stay Flexible

Listen to customer feedback:

• Note which pieces sell fast
• Ask what customers want
• Adjust based on demand
• Try new things sometimes

Quality Control

Set Standards

Only sell work that meets your quality standards:

• Well-finished edges
• Even painting or craftsmanship
• No damage or defects
• Properly signed and dated

Test Durability

Ensure your work lasts:

• Use quality materials
• Seal or varnish paintings
• Treat wood against insects
• Test jewelry clasps and fittings

Set Up Basic Business Operations

Business Name and Branding

Choose a Business Name

Pick something:

• Easy to remember
• Relevant to your art
• Professional sounding
• Available on social media

Create Simple Branding

• Design a simple logo (or use your signature)
• Choose consistent colors for marketing
• Create a tagline if needed
• Use the same style across all materials

Legal Requirements

Do You Need to Register?

For small-scale art sales:

• Registration not immediately required
• You can start selling informally
• Keep records of income and expenses

As you grow (earning over KES 100,000/month):

• Consider business registration (sole proprietor or company)
• Cost: KES 10,000-15,000
• Allows you to get KRA PIN and do formal invoicing

Tax Obligations

• Personal income tax applies if earning over KES 24,000/month
• Get a KRA PIN (free at any KRA office)
• Keep records of all sales and expenses
• File returns annually (or get accountant help)

For most small art businesses starting out, informal trading is legal and acceptable.

Essential Business Tools

What You Need

1. Receipt Book (KES 100-300 from bookshops)

   • Record all sales
   • Give customers receipts
   • Track for tax purposes

2. Business Cards (KES 500-1,000 for 100)

   • Name and contact
   • Social media handles
   • M-Pesa number
   • Photo of your work (optional)

3. Simple Notebook or Ledger

   • Track expenses
   • Record sales
   • Note customer contacts
   • Monitor inventory

4. Camera or Smartphone

   • Photo your work
   • Post on social media
   • Show portfolio to customers
   • Document your progress

5. M-Pesa Account

   • Most customers prefer M-Pesa
   • Safer than carrying cash
   • Keep business transactions separate if possible

Set Pricing That Works

Calculate Your Costs

Direct Costs Per Piece

• Materials used
• Framing (if applicable)
• Any special supplies

Time Cost

• How many hours did it take?
• What is your time worth? (e.g., KES 200-500/hour)

Overhead Costs

• Transport to markets
• Market stall rental
• Marketing and printing
• Divide total overhead by number of pieces

Example Calculation

Small painting:

• Canvas: KES 200
• Paint: KES 300
• Frame: KES 400
• Time (5 hours @ KES 300/hour): KES 1,500
• Total cost: KES 2,400
• Selling price: KES 4,000-5,000 (allows bargaining room and profit)

Pricing Strategies

Entry-Level Pricing

When starting:

• Price lower than established artists
• Build customer base and reputation
• Gather feedback and testimonials
• Increase prices gradually as you gain recognition

Tiered Pricing

Offer different price ranges:

• Small/affordable (KES 1,000-3,000): Attracts budget buyers, high volume
• Medium (KES 4,000-10,000): Most customers buy here
• Premium (KES 12,000+): For serious collectors, lower volume

Discount Strategies

• Bundle deals (buy 2, get discount)
• Repeat customer discounts
• Bulk orders for corporate clients
• Seasonal sales for slow periods

Never go below your minimum acceptable price. Know your bottom line and stick to it.

Find and Reach Customers

Online Marketing (Free or Low Cost)

Instagram (Most effective for art)

• Post your work with good photos
• Use hashtags: #KenyanArt #NairobiArt #AfricanArt
• Post regularly (at least 3-4 times per week)
• Share process videos and behind-the-scenes
• Engage with followers’ comments
• Follow other Kenyan artists and art lovers

Facebook

• Create business page
• Join art groups and community pages
• Share in local buy-and-sell groups
• Post event announcements
• Run occasional paid ads (from KES 500)

WhatsApp

• Create a business account
• Share catalog with customers
• Send updates about new work
• Take orders directly
• Easy for older customers

TikTok (Growing for artists)

• Short videos of your art process
• Time-lapse of creation
• Can go viral and attract customers

Physical Sales Channels

Art Markets

• Maasai Market (Nairobi)
• Local craft fairs
• Mall events
• Hotel markets
• Festival vendor opportunities

Gallery Representation

• Apply to galleries with portfolio
• They sell on commission (30-50% typically)
• Good for higher-priced work
• Provides credibility

Consignment Arrangements

• Leave work at shops, cafés, or hotels
• They sell and take commission (20-40%)
• You keep ownership until sold
• Get written agreement

Direct Sales

• Home studio visits (by appointment)
• Office visits to corporate clients
• Art shows at your home or venue

Build Customer Relationships

Customer Database

Keep record of buyers:

• Name and contact
• What they bought
• Date of purchase
• Notes about preferences

Contact them:

• When you have new work
• For special promotions
• On holidays (gift ideas)
• For referrals

Referral Program

Reward customers who bring new buyers:

• Discount on next purchase
• Free small piece
• Commission for corporate referrals

Excellent Customer Service

• Respond quickly to messages
• Be professional and friendly
• Deliver on time if commissioned
• Package carefully
• Follow up after sale

Manage Your Business Operations

Track Your Finances

Income Tracking

Record every sale:

• Date
• Item sold
• Price received
• Payment method
• Customer contact

Expense Tracking

Record all business costs:

• Materials and supplies
• Transport
• Market fees
• Marketing costs
• Equipment

Monthly Review

At end of each month:

• Total sales
• Total expenses
• Calculate profit
• Identify best-selling items
• Plan next month

Simple Book keeping

Use:

• Exercise book with columns
• Excel spreadsheet
• Free apps like Wave or Google Sheets
• Hired accountant (when business grows)

Inventory Management

Track What You Have

List all finished pieces:

• Description
• Size
• Cost to make
• Price
• Status (available, sold, on display)

Monitor What Sells

• Which items sell fastest?
• Which sizes are most popular?
• What colors do customers prefer?
• What price points move best?

Create more of what sells, less of what doesn’t.

Time Management

Create a Schedule

Balance three areas:

1. Creating (60-70% of time)

   • Making new work
   • Experimenting with ideas
   • Improving skills

2. Marketing (20-25% of time)

   • Social media posts
   • Attending markets
   • Customer communication
   • Networking

3. Administration (10-15% of time)

   • Bookkeeping
   • Planning
   • Ordering supplies
   • Organizing workspace

Set Production Goals

• Weekly: Create 2-4 pieces
• Monthly: Complete 10-15 new items
• Quarterly: Launch new collection or theme

Adjust based on your pace and market demand.

Grow Your Art Business

Expand Your Product Line

Add Complementary Products

• Prints of original paintings (lower price point)
• Greeting cards featuring your art
• Merchandise (bags, t-shirts with designs)
• Digital downloads (for commercial use)
• Art classes or workshops

Take Custom Orders

Commission work can be profitable:

• Portraits from photos
• Company logos or artwork
• Wedding decor and keepsakes
• Personalized gifts

Charge 50-100% more than ready-made pieces (materials, time, revisions).

Scale Your Production

Hire Help

When consistently busy:

• Assistant to help with:
  • Prepping canvases
  • Mixing colors
  • Basic details
  • Packaging and delivery
• Start with part-time or per-project basis
• Train to your standards

Batch Production

More efficient:

• Create multiple similar pieces at once
• Buy materials in bulk (cheaper)
• Set up assembly-line style workflow
• Reduces per-piece time and cost

Build Your Reputation

Document Your Journey

• Keep portfolio of all work
• Collect customer testimonials
• Take before/after photos (for commissions)
• Get photos of work in customer spaces

Seek Media Coverage

• Contact local newspapers (especially county editions)
• Reach out to lifestyle bloggers
• Apply for artist features online
• Submit work to art competitions

Network with Other Artists

• Join artist groups and associations
• Collaborate on projects
• Share market information
• Refer customers to each other
• Learn from more experienced artists

Corporate and Institutional Sales

Target Businesses

Many Kenyan companies buy art:

• Office decoration
• Client gifts
• Corporate social responsibility
• Event sponsorships

How to Approach

• Create professional portfolio
• Email or visit company offices
• Offer bulk discounts
• Provide invoices and receipts
• Be professional and patient

Hotels and Restaurants

• Offer to display work (commission on sales)
• Sell directly for their spaces
• Provide rotating exhibitions

Common Challenges and Solutions

Challenge: Slow Sales

Solutions

• Lower prices temporarily
• Create smaller, more affordable pieces
• Increase marketing efforts
• Try different markets or locations
• Ask customers what they want
• Improve product quality or presentation

Challenge: Cash Flow Problems

Solutions

• Keep day job while building art business
• Take deposits on commissioned work (50% upfront)
• Sell smaller, quicker-turnover items
• Rent out equipment or teach classes
• Apply for small business loans or grants

Challenge: Copying and Competition

Solutions

• Develop unique style that’s hard to copy
• Build personal brand and relationships
• Focus on quality and customer service
• Sign all your work
• Don’t compete only on price

Challenge: Time Management

Solutions

• Set specific work hours
• Batch similar tasks
• Learn to say no to time-wasters
• Prioritize income-generating activities
• Use simple tools to stay organized

Challenge: Pricing Pressure

Solutions

• Know your minimum acceptable price
• Walk away from insulting offers
• Explain your process and value
• Target customers who appreciate quality
• Offer payment plans for expensive pieces

Tips for Long-Term Success

Keep Learning

• Watch online tutorials (YouTube, etc.)
• Follow successful artists on social media
• Read books on art and business
• Attend workshops when affordable
• Experiment with new techniques

Stay Consistent

• Create and post regularly
• Keep promises to customers
• Maintain quality standards
• Show up at markets reliably
• Build trust over time

Adapt to Market

• Pay attention to trends
• Listen to customer feedback
• Be willing to try new things
• But don’t abandon your unique style
• Balance popular demand with artistic integrity

Manage Money Wisely

• Separate personal and business money
• Reinvest profits in business growth
• Save for slow periods
• Don’t overspend on supplies
• Track every shilling

Take Care of Yourself

Running a business is demanding:

• Take breaks to avoid burnout
• Maintain work-life balance
• Protect your creative energy
• Stay physically healthy
• Keep art enjoyable

Conclusion

Starting a small art business in Kenya is possible with dedication, basic business knowledge, and good-quality work. You do not need much money to start, but you do need consistency and willingness to learn.

Begin by creating a small collection of quality pieces. Set fair prices that cover your costs and provide profit. Use free social media platforms to market your work. Start selling at local markets and online.

Track your finances, listen to customers, and keep improving your art and business skills. Build relationships with buyers and other artists. Stay professional and reliable.

Many successful Kenyan artists started exactly where you are now. With patience and persistence, you can build a sustainable art business that supports you financially while allowing you to do what you love. The most important step is to start. Create your art, set your prices, and find your first customers. Your art business journey begins today.