Rachel Znerold

Artist RACHEL ZNEROLD grew up in the altitudes and attitudes of Durango, CO. A fantastic artist by high school standards then, she is a phenomenal artist by any standards now having spent years honing and perfecting her unique style. Rachel has her own business, Rachel Z Art, which helps her sustain her lifestyle in the Mission District of San Francisco and travel the world to find new forms of inspiration. Using your skills and passion to sustain yourself outside of the soul-sucking business world is one of the most important things an artist can do for themselves, so let this column inspire you to start dreamin’ and schemin’ a way out of that nine to five!

Where your childhood aspirations focused around art?

I just found my old diary from when I was eight, and apparently I wanted to be a “wrastler” when I grew up, followed closely by “actress” and “neuro-surgeon.”

What did you do to make money before starting Rachel Z Art?

I was bartending for almost a decade before I was able to transition into full-time art. I still make a damn good cocktail, though.

Where does inspiration for you work come from?

I am really inspired by nature…from majestic mountains to rotting leaves in a puddle. I am fascinated with finding beauty and intrigue in unexpected places and then incorporating elements into my work.

Sunrise In Chatauqua by Rachel Znerold

You were obviously artistically inclined from a young age, what helped you hone your focus?

I began my art career with some pretty epic mud paintings when I was three, and I’ve always loved making art, but it wasn’t until high school that I discovered that I really loved being an artist. I was actually pretty bad back then, but I just kept painting and painting and eventually got to a place where I realized I could make a life out of it.

Who was your biggest inspiration in starting your own business?

My parents, for sure. They are so creative, super supportive, and have shown me that a life doing what you love is so much better than a life with a ton of cash. (Although I wouldn’t mind that ton of cash now that I’m doing what I love….)

What was your biggest fear going in?

I was really afraid of the money part. Living with the financial uncertainty of the “artist life” is still scary, but I’ve finally gotten to the point where work comes in consistently enough that I don’t have to fret as much anymore.

Did you have any big setbacks?

There have definitely been moments where I’ve felt so overwhelmed and overworked that I claimed I was just going to get a nine to five, but usually a shot of tequila and a good nights sleep changes my perspective.

San Fran Style by Rachel Znerold

What financial tools have you implemented to help keep yourself afloat?

I have funneled pretty much everything I’ve made back into my business. I have grown it slowly over the past decade, and this steady organic growth has been a sustainable way to keep things afloat and make sure that I am in tune with my market, since I can shift and change throughout the growth process.

What were some indicators that you were on the right track?

My friends and family have always been so supportive of my choice to follow my passion. But it was really when I started getting e-mails from strangers telling me how my art has inspired or influenced their life that it sunk in. And when I was flown to New Zealand to paint a mural there, I realized, “Wow. These people want me to come halfway across the world to make art, so I must be on the right track!” That was the real turning point where I started truly valuing my work.

Where do you sell your work? What has been the most useful tool in boosting sales?

I usually handle all the sales on a personal basis, because I love talking with anyone who is buying my work. I have my paintings and fashion designs in lots of different boutiques, galleries, and storefronts, but I also have all my paintings and dresses on my website and on Etsy. I’ve found that this business is just a numbers game…the more people who see your work, the more people who end up buying it. It seems SO basic, but it really is the most important thing I’ve learned. Just get your work out into the public eye and it WILL sell! Facebook or Twitter have been a great asset to disseminate my work to new people, but word-of-mouth is most definitely my best tool for sales!

Neon Gravel by Rachel Znerold

What is the most rewarding aspect of your job?

Being able to travel and get inspired whenever I want is the best part of being my own boss. It is so important for artists to have time to go out and see the world, fill up the well of creativity and gain a more wide-open perspective. I can’t imagine another boss who would let me take off to Peru for a month on a whim!

What is the hardest thing about being your own boss?

Crackin’ the whip is always tough when you are doing it to yourself. There are times that I have to miss my favorite band to stay home in the studio and work. Occasionally my social life suffers because it’s harder to set work/life boundaries when you are your own boss. I have to remind myself that normal people have weekends off!

What has been your crowning achievement?

Oh man….just being able to support myself as a full-time artist feels like such a triumph. This year I’ve had my work in some fantastic galleries, which has been a great achievement. I am also really proud to have been chosen as the Artist-in-Resident at the Eldorado Springs Art Center this summer!

Where would you like to see yourself and your business in the next five years?

I would like to see my work in galleries across the country and world! Hopefully in five years, I won’t have to hustle it quite as hard, and will be able to just ship art out around the world and fly in for the openings! I have also been doing a lot performance art lately, so I hope this only progresses in the next five years!

How about long-term goals?

I hope I’m still painting every day; maybe I’ll have a beautiful little cottage out in the country with a real garden and gorgeous studio. I could envision myself teaching art to kids…inspiring the next generation of artists. As long as I can still make art, I will be the happiest girl in the world.

Rachel Znerold and friends put on a flash mob fashion show in San Francisco

Anything else you’d like to say?

Being an artist is the best job in the whole world and worth every drop of blood, sweat and tears that it took to get here! (And G.L.O.C. is the shit!!!!)

Boulder, CO residents can catch Rachel and fellow artist Lula Mae Day at the Eldorado Springs Art Center in ACTIVATE tomorrow night at 8pm. Part comedic dance performance, part live fashion experimentation, Rachel and Lula will be pushing social boundaries by using their bodies as the canvas, activating their chakras through ritual movements and dyeing their handmade white jumpsuits in corresponding colors. Inspired by the words of Annie Sprinkle, “When we make art, we make love to the earth,” this performance is sure to thrill.

ACTIVATE!

ACTIVATE
Thursday, June 2nd, 8pm
Eldorado Springs Art Center
8 Chesboro Way
Eldorado Springs, CO
RSVP