Fan Favorite Fridays: Julia Hetzel on Finding Your Niche, Selling Out, and Trusting Your Work

Introduction

0:00We are doing something very fun. I thought I would launch a little series of Friday replays. So I will be sharing with you the top episodes of all time, things that I really think are worth listening to again. One, because a lot of you are new here and you might have missed them the first time we're at 200 something episodes. So, you know, this is a way for me to kind of cherry pick the ones I think you should go back and listen to. And then for those of you that have been here for a while, I mean, an episode from one, two, three years ago now,

0:33you know, it might have something that really resonates with you more now as an artist than it did then. So I think it's very valuable to listen to these things again. And so many of you have already asked me like, what was that episode on this? Or I wanted to re-listen to this. So I figured why not just hand them to you? So this is gonna be the first one.

Guest Introduction

0:51I'm going to test it out, but this is the current most popular episode of all time. So let's go to listen. Okay, cool. Well, just to kick things off, I'd love if you could introduce yourself to the audience and just give a little context into you, what you do and how you got here. Yeah. Okay. So I'm Julia Hetzel. I have been painting my whole life. It really started in childhood. I just grew up painting with my grandmother. I come from a family of artists all the way back to great, great grandparents

1:22and maybe even beyond. And I went to college and I got an art degree. And after college, I ended up in the interior design industry. And so during that time, which was about 10 years, I actually never painted, not really not once. So I separated from it. I don't know if I maybe needed a break or if it just life just was too busy. And I recently came back to it and within the last year, and it has been the most joyful thing returning to it.

1:56And I would really say, so I started posting on Instagram and selling my artwork that way almost two years ago, maybe, maybe just a year ago, but really it was April of this year. And I remember April 24th where I really was like, okay, I'm going to do this. And so that's when I started chasing it. And that's kind of what got me here today. Yeah.

Artistic Influence

2:18Well, I think it's really interesting that you do have an artist background because I think a lot of people that come on this show talk about, you know, either they didn't go to art school or they did go to art school, but they didn't come from a full family of artists. How did that influence your perspective on making a living as an artist? Yeah. So I think it has made a huge impact. And it's funny because you just kind of, you just live your life and you don't really know how you're being impacted. But I would say more than anything, and you can see it all throughout my, you know, I'm always posting on Instagram

2:49about my grandma. It was my grandmother. She went to art school. Now she would never call herself a professional artist, but she is so talented. I mean, I cannot underline that exclamation point that enough. She's so talented. And so I grew up obviously hearing about her, I guess, my great grandfather and he was a Russian artist or Ukrainian artist and, you know, published

3:20in, you know, magazines and in galleries, et cetera. And I think you just, when you grow up hearing about it, it just becomes a part of who you are and it's exposure that you have so constantly and consistently that you, you just fall into it. And so that's really how it happened with my grandmother. So just being who she is at the age of three, I didn't know that I had a great grandfather who was an artist, but she was teaching me. She's always loved that book painting from the left side of your brain. She's loved it. And, um, or is it draw,

3:51excuse me, drawing from the, from the right side of your brain? Is it the right side? Anyway, I think it's drawing from the right side of your brain, but yeah, maybe wrong. I know the book you're talking about and I'm like, now you have me confused, but yes, I'll link it in the show notes. Yeah. So in it, I'll, I'll, I shouldn't look and then we can retake, but in it, um, in the book, it's taught, it has these really fun exercises that she has done with me. She did with me from growing up where you, she'd say, why don't you draw this upside down? Why don't you draw my face? Not look, you know, I'm not looking at the paper,

4:22do a continuous line drawing. All of these little things that were little exercises that got me invested in drawing. And which of course, you know, drawing, of course, being the fundamental for painting. And so I just did it all growing up. And then she did a week of her camp is what she called it in, when I was in college, um, excuse me, no, when I was in middle school, I went to her house for a week and every morning we would wake up and paint together. Now, um, that was the, my very first self portrait. I worked in oils

4:53cause she, she's a big oil painter and that is what it was that really, I think that week is what really sparked my love for it. But at the same time, it's funny because I come, I have three other sisters and only one of them would call herself artistic. The other two are creative. Actually, one of them draws all the time. And my, I have a little sister with Down syndrome. So she's an artist. She's constantly drawing. Um, and then my younger sister, but anyway, I think it was really, for whatever reason, it just stuck for me. It just really, really resonated for me.

5:25Yeah. I mean, I think what a idyllic childhood. I wish I could, even now I'm like, can I go to your grandmother's house and paint every morning? I mean, she's just, oh, she's just, she's such a treasure and she just loves it. She just loves it. Um, deeply, deeply loves it.

Business Perspective

5:40Well, and I think that's, what's so important to grow up seeing that versus, you know, I think it's really easy to come into the art world now. Like when you re-entered it and see, I don't know, get in the mindset of like, I need to paint to sell, which I want to talk about because obviously you're taking this seriously as a business. You have that perspective of you grew up with, you know, your grandmother who just loved it and kind of sparked this just love of creation. But you also have experience as an interior designer. So you do know kind of what are designers looking for?

6:11How did that influence the work you're creating now? And how do you balance creating for you and creating potentially for profit? That's a great, that's a really great question. Yeah. I would say just backing up quickly is actually growing up drawing and painting. I never thought it could be a profession, which is actually interesting. I think because it was just such a almost casual day-to-day thing that I was doing. I think that's probably why I pushed towards interior design because I needed that creative outlet

6:41and I didn't think I could be an artist, which is really interesting. And it wasn't until recently where I really was like, okay, let me just do it. But I did. I went into the interior design field. It's, they intersect so beautifully, of course. And you're playing with fabrics, fabrics with gorgeous patterns, colors, textures, all of the things that you find in artwork. And so I really learned, first of all, I learned to expand my appreciation for art because, you know,

7:13you look at it, it's so subjective and you look at it a certain way. And the more I saw was in clients' homes, a lot of them, incredible art, with incredible art collections, it really nurtured, I would say, my mind and my eye for the fact that painting can look a bunch of different ways. And I think from an interior design perspective, the way I would approach it is a palette. Palette was very important.

7:43You know, what are the colors? And that's going to be, it would either inform the room or you would pick the painting based on the colors in the room. Right. And then just, is it personal? How personal is that piece? And so that was, I think that was really impactful for me because you realize that the store-bought art, that's not the stuff that's going to go from move to move to move. It's going to be the painting that they bought maybe in a flea market, you know, or just like something little like that or from a really well-known gallery

8:13or something like that or passed down through families. So with that in mind, it definitely informs how I paint probably more than I, more than I realize. But I certainly paint with, okay, would I put this in one of my rooms? Like, would I design with this? So it's always a filter that informs every way that I paint. Right. And I think that makes sense. And that's actually, it's funny. That's advice I give to a lot of artists

8:44is if you don't know what to paint, ask yourself if this is something you would put in your own home. And I think for you, you can take it a step further because you have that design. It's like, would I put this in one of the homes that I've designed? Right, my client's home. Exactly. But I do think that not a lot of people think of it through that lens and they're trying so hard to focus on, you know, does this fit this mold of what I think is going to sell? And I love what you shared about clients have collections. They have work that speaks to them. And yes, you know, a certain work can inform, like, either inform the space

9:15or a space can inform colors in a work. But it is a collection and it's not like people are always looking for a prescribed piece. And if they are, they might just shop at, like, HomeGoods or something like that. And so that's where artists... And that could not be more true. Exactly. Yes, what I've seen of collections are, they are so different. Like, you know, I'm kind of known for these hydrangeas that I've started. Okay, sure. So I'm doing these hydrangeas, but also on the next wall could be this very contemporary line drawing with a pencil. You know, I mean, it could be,

9:46they can be totally different. And so I think what I've learned the most is just stay true to what I love. And yes, what I would decorate with, of course, but just what I love. Because if it's coming from my soul, hopefully it will speak to someone else's. And sure, they might not buy 80 of my hydrangeas. That would be great. It'd be great if that's what they collected. But even if that's, there's just one that's speaking to them that coordinates with their color palette in their home, et cetera, that needs to be the goal,

10:18I think.

Art Style

10:19Yeah, I think

Art Style

10:19that's a great perspective. Well, I kind of want to dive a little bit deeper into your style and the work you're creating. You are, I feel like, known for your hydrangeas. I mean, I'm looking at paintings behind you, so I know you're dabbling in some other stuff too. This is a new adventure. I just needed a little hydrangea. I needed to step out. But yes, the hydrangeas are really, they can take off, which is great. How did you come to discover the hydrangeas? Where did that idea come from? I mean, they're stunning. Thank you. I think I was digging deep the other day

10:51when I was really trying to think about, okay, why hydrangeas? Why do these speak to me? And I know why. I grew up, my mom has a green thumb and loves to be out in the garden, just loves it. And I grew up with her pruning and taking care of her hydrangeas. And if you walk in the backyard, the hydrangea bushes are as big as our house. I mean, they are huge. And so, and all colors. And I mean, just silly little things

11:21of her explaining the pH in the hydrangeas and how that can affect the color of the hydrangeas. Just this love for them. And truly in all seasons. I have some right now and they're drying out and they're kind of red and, you know, this dark green and then they can be this beautiful blue. And so I just, I really think that deep in my heart, that's where it came from and then they just kind of poured out and feeling, yes, a little limited by color palette because hydrangeas are a certain way, but, but also realizing

11:52that it's a little bit unlimited and I can just go for it. I love that. And I, it kind of reminds me of when I was in art school, I feel like our teachers would often make us work under constraints. And I really love that you've leaned into kind of the hydrangea constraint, not that it's a constraint because you can always paint other things, but I feel like you're niching down and you're doing it so well, but also how great that I feel like if I need a hydrangea, you're the person that comes to mind because it's so prevalent. That's the sweetest thing you could say. Thank you.

12:22Well, and I think that's great. And I think that that is the point. So backing up a little bit. So in April, I decided, okay, I'm going to launch this thing. Well, I actually started as a landscape artist is what I would call myself. I just love landscapes. I mean, and, and true, pretty realistic, semi-realistic, some a little more fluid. But really landscapes. And then I did these, what I would call abstract landscapes with gold leaf. And then I also got on this wild hydrangea kick. And so in April,

12:52I was really like, okay, what? I want to, I do want to be known for something. I want somebody to go, oh, I need this. I'm going to call Julia. And I purposely did this huge launch. I called it the Living Water Collection. And I launched hydrangeas. I launched landscapes and I launched these abstract landscapes is what I, again, what I'm calling them. And the point in doing that is, okay, I'm going to do the big launch and I'm going to see what sells. And then I'm going to just, I'm going to run with it. And so that's why

13:23I did it that way. And hydrangea sold out within 24 hours, just done. And I was like, okay, there's my answer. And I just, and that was it. And which was wonderful for me because again, I've been doing landscapes for a while. The abstract landscapes were something that were known to me. And then these hydrangeas that just really came from my heart appeared, which perhaps is why they sold out. You know, it's like people could just kind of get the feel of those and how special they are. And so that's, that is how I really zeroed in and narrowed it down.

13:55And that's why I ended up the hydrangea lady. I mean, I love it. And I love the, I mean, obviously I love the meaning behind the work. You love creating it. It relates back to your mom. Like, I think all of that depth is so important, but I also love how you really strategically just did a trial run and you're like, what's going to sound? I did. I was like, this is a business decision. And that's where interior design actually really has benefited me. I worked, so I did interior design for 10 years. Half of that was under as a design assistant, which was so amazing and valuable. And then the other half was me having my own business.

14:26And so I was able, I'm so grateful for that experience because I was able to approach painting as a business. And really, you know, I knew that I wanted to make it successful. I have two little boys. And so painting is fun and so deeply joyful for me, but I also want to feel like, okay, if I'm going to be spending time, you know, not sleeping and napping when they're napping and totally exhausted, then it really needs to be worth it for me. And so that is, so it was, it was, it was from the heart,

14:57but it was also totally a business decision. Yeah. And that's what I really love to highlight. I mean, I feel like everywhere, but especially on this podcast is because I'm not the type person that's, you know, you only are doing it to sell, but I'm also not one of these podcasts that's like art is just all like fun and creative. It's like, no, you need both. And so I love that you can find a way to really express yourself, do it in a way that's true to you, but you're also being strategic. And that's, I mean, I think that's the hardest thing to accomplish, but that's why we're here. I mean, that's why I have this podcast is to find that balance

15:27for people. So I think you're doing it well. What I'd love to ask is to take it a step further. That's kind of one marketing test you did. What are other things that have worked for you or not worked for you when it comes to growing your business and marketing it? Yeah. Well, definitely Instagram has been huge, which that's the new thing. I think it's such a great question. I feel like probably the biggest thing is choosing joy in it, which I know sounds

15:58kind of surface maybe, but in Instagram, you can look at it as, okay, this is so hard. It's so frustrating and what a drag or you can look at it as, okay, you know, this is my opportunity to share with people why I love doing what I do, the heart and soul behind it and my day to day. And so I've shifted, you know, before the art official decision, April 24th, it's so funny

16:28that it sticks in my head, but you can actually go back to my Instagram and go back to April 24th. You can see the day I posted, okay, I'm doing this basically. And then I posted every day after that. Just boom, boom, boom, boom, boom. I love it. The last few weeks have been a little off, which is funny timing, but just because of life and the boys and the sickness, et cetera.

Instagram Strategy

16:46But,

Instagram Strategy

16:46but I really made that decision and it's, you know, it was just, it was impactful and it was great and it became something that I, I started to enjoy and, and really be able to use it as a format to share with people. So I think that's something that's been huge as far as growing my business. I mean, just huge. In fact, I mean, maybe 90% of my art sales have been somebody who's found me on Instagram and then either continued to follow me that way,

17:17reached out specifically for a commission or, you know, just enjoys following along and would never buy one of my paintings, which I'm okay with that too. You know, I think, I think that that's just as important. So that's definitely been an important format for me and definitely a business decision. I mean, it really is. You do just have to decide. That's been a really big one. Yeah. Well, can we take it a step further and talk about what your strategy, with Instagram is? I mean, you said you're posting obviously the work and you started committing to posting relatively every day,

17:49but you're also taking really beautiful photographs. You're sharing, you know, bits and pieces of your life kind of, I don't even know if strategy is the right word, but how are you just thinking about Instagram and treating it, you know, as a marketing platform, but also a place to kind of express yourself too? Yeah. So it definitely is. Instagram is funny because you, you do want to be personal, you know, to, to a degree. I mean, obviously it's, there's a lot of depth to everybody, but, but generally speaking, I think I started viewing it

18:19as something that wasn't, that was just a little less intimidating and that could be mine. And so I definitely put pictures. I cannot emphasize that enough. I ended up finding a photographer here in Charlotte. He's so wonderful. Devante, give him a shout out. He's so awesome. And he, he just kind of showed up and rolled with it, you know, with my first photo shoot and we've done three or four since and I cannot emphasize that enough. I think that is what

18:50gave me the confidence to keep posting, right? If you feel like, okay, I've got a good picture, I've got something to show, then, then all you have to do is think about, okay, what can I say behind this? What's the heart behind this? You know, and then you can post it. And so I think that that has been incredibly important. So I would really encourage any artist who, or anybody, any business professional who feels like they don't know where to start with Instagram to probably start with just pictures, just pictures that they feel good about because it is hard. I mean, I've definitely, there's a fair share of me doing my own photos

19:21or my own videos, you know, the canvas flip, you know, all that. Right. But right. We all do the canvas flip, but, and that's all with my, my phone, but to have pictures that I felt good about is really what, I mean, that was what started. And then from there, I just was like, okay, you know, what picture do I like today? And that's how I started. And then I started, you know, doing the reels, which is, is your B roll. It's your camera roll. It is, it is different. It is more casual, but at least the cover photo is the picture that you like

19:51from the photographer. So that, that was huge for me. That was a really, really big thing that, that I think really kind of launched me on Instagram and my mindset on Instagram. Yeah. I really want to reiterate that because I, I had a photo shoot like a long time ago just to, you know, get the baseline photos for my website. And I actually have really been implementing photo shoots more this year. And I was talking to artists about it and I'm like, it's such a great, and you don't, you don't have to do them all the time. You know, you can really get

20:22a few great photos and run with it, but it's such a great way to one, legitimize your business and feel professional, like outwardly. People are going to see that and be like, she's taking this seriously, but also inwardly. Like, I think it gave me a confidence of, I'm not scared to post because I think these actually look, they look really good and there's only so much I can do myself. I mean, to be quite honest, that's not my skill set. And I just felt like, okay, if I'm going to, you know, charge for this or, you know, really market this, I don't feel bad about it because I feel like I have the photos

20:53that internally make me feel worthy to be doing it. And so it's kind of a psychological thing too. Completely. I mean, I think it's all psychological because then you've got the photos and you go, okay, now I want to build a website, you know? So one leads to another leads to another. And so, yes, it's completely about the outward look, knowing that people are going to look at you from a professional lens, but really it's starting with you going, I'm a professional. Like, look at me, I have a website. I have,

21:23you know, I've got these photos. I've got an Instagram account that's active. And I think it completely starts with you. I think it's that way with painting too. I think it starts with you loving what you're painting. You know, not, oh, I've got to paint this thing because, you know, people probably like it. It's going, okay, what do I want to paint? What do I, you know, what do I love? Okay, what photos do I want to have with myself? And how do I want to put myself out there? And I feel like if you can, if you're intimidated to start an art business, I think, say, okay,

21:53you know, I'm going to, in a way, I'm going to put that on the back burner for let's say four weeks. And up until then, I'm going to create a baseline for myself that gives me confidence to put myself out there. And I think that that's definitely, I mean, really, that's definitely what I did because in April, when I decided, okay, that's, this is, I'm going to start it. I had done the photo shoot. So I knew that I had the pictures to back it up for the next however long. And, and it gave me the confidence to just press on and move forward. So it was really

22:24what I was doing behind the scenes was setting up a groundwork for myself to be successful as an artist, to have the website ready, you know, to have the Instagram prompts ready and all of that. I think it made, it made the biggest difference. It totally, I can totally shift your mindset into feeling confident as an artist or not. Yeah. And I kind of want to lift the curtain a little bit. I'm, I was trying to think back to when I found you and it's funny that you said you started taking this really seriously in April. I probably started following you

22:55May or maybe early in the summer. Yeah. I mean, it was probably around then and it's funny because let me say this. I know it was because when I decided in April, I only had 1600 followers and now I have over 12,000. So crazy. Yeah. Crazy. I mean, crazy, crazy. And it, it happened so fast. And, and yes, I really do believe I, I'm, I believe that it's because I was doing what I love. I believe that it was because of a lot of prayer and, and a big decision, but I really do believe that it was because, um,

23:26I posted probably every day and I decided to just run with it and, and own it and claim it and just, and just do it. And, and I mean, I don't even know, that's not double, triple, quad, quadruple. I mean, it, it went from 1600, to 12,000. So how do you explain that? Except that, um, Instagram, I mean, the algorithm can be in your favor if you just, if you've, the key is just to, to feel confident in posting those videos. I mean, it really, really is. And just feel good about what you're painting and who you are as an artist.

23:57Yes. And I think you showed up with such a level of confidence that I, when I found you, assumed you'd been doing this for so long. I mean, even being on this podcast, you know, you have so much wisdom to share, but like in the long scheme of things, yes, you've been an artist, you know, your whole life, but in terms of taking this seriously as a business, end of April, that's just not that long ago. And so I think that's true. No, I am a new, I am a newbie. I am a newbie. But I think this is such a great perspective. If you go back on my Instagram, it takes one big swipe to get back to interior design stuff

24:28and realize, oh, wait, what? You know, it's very confusing. Yeah. So I'm totally new at this. Well, I love that.