Episode 105: Running a Successful Online Art Business with Prints and Products

18 November 2025 | Paint Rest Repeat Podcast for Artists

Holiday Sales and Art Business Truths with Claire Devine

Building a sustainable, values-led art business that actually pays the bills can feel like an elusive dream for many artists. But Brisbane-based artist Claire Devine has done just that - and more. In this episode of Paint Rest Repeat, Claire shares the realities behind her thriving online art business, the mindset shifts that helped her grow, and how her annual Christmas collection became a major income driver.

Whether you’re an emerging artist or looking to scale your creative business, Claire’s story offers practical insights into making art, money, and meaning work together.

Let's dive in!

Here for the links referenced in the episode?

Plan your most creative year yet with the 2026 Permission to Paint Planner - the BEST version yet, created with real artists in mind. Get yours here!

Claire’s beautiful Aussie-made Christmas collection is live now - get in quick! https://thenewdevine.com/

Episode 105: Listen using the player below, or click on your favourite listening platform to subscribe and listen there:

Claire Devine’s Art Business: An Overview

Claire Devine is the founder of The New Devine, an online art business known for its vibrant prints, thoughtful product collections, and a loyal global following. Over the past eight years, she’s gone from hobby artist to sole income earner for her family of five - all while managing her husband’s chronic illness and parenting three young boys, two of whom are legally blind.

Her business thrives on limited and open edition prints, along with a carefully curated Christmas collection of calendars, greeting cards, tea towels, and more. Her model proves that with strategic focus, it’s possible to grow an art business that is both profitable and personally fulfilling.

The Reality of Running an Art Business

90% Business, 10% Painting

One of the most surprising insights Claire shares is her time split: 90% of her time is spent on the business side, and only 10% on painting. This might be a rude shock to those who dream of slow, studio days, but Claire is clear - if you want a profitable business, you need to wear your CEO hat.

From customer service and email marketing to order fulfilment and forecasting, Claire handles it all, often in her pyjamas at 3am. Why? Because flexibility matters when your family depends on you, and early mornings are often the only quiet hours.

Embracing the Unromantic Side

Romantic notions of the artist’s life rarely match reality. Claire thought she’d be sipping coffee and going to yoga before a relaxed afternoon of painting. Instead, her days are tightly scheduled, packed with admin, and often involve packing hundreds of orders. And yet - she loves it. Because it works.

Scaling Through a Seasonal Strategy: The Christmas Collection

Why Seasonal Collections Work

Claire’s Christmas collection has grown exponentially over the years - quadrupling sales in one year alone. Why? Because it offers an accessible entry point for art lovers who can’t afford a large original or print, especially in tough economic times.

Products like calendars and tea towels hit a sweet spot: they feature Claire’s art, are affordable, and make beautiful gifts. In a season where people are shopping anyway, it makes sense to meet them there - especially with a values-aligned offering.

Ethical, Australian-Made Products

A key pillar of Claire’s brand is sustainability and ethical production. Her calendars and tea towels are printed in Australia, and even her greeting cards use recycled paper. This not only resonates with her audience but also reflects her personal values - and strengthens brand loyalty.

Managing Risk and Forecasting Growth

With growth comes risk. Last year, Claire faced the daunting task of deciding whether to increase her calendar order again. Printing thousands of calendars is a major investment and they’re time-sensitive. Her advice: know your numbers. Use historical data, assess your margins, and trust your instincts even if imposter syndrome creeps in.

The Power of Systems and Support

Pre-Orders and Sales Forecasting

In recent years, Claire has experimented with pre-orders to reduce risk. Running a one-week presale gave her the confidence to place bulk orders without overextending. This also builds anticipation and cash flow early in the season.

She knows that her introductory offer - buy four, get one free - reliably sells about half her stock in the first week. With these numbers in mind, she can forecast more accurately each year.

Family Support and Christmas Casuals

While Claire is largely a one-woman show, she’s not afraid to call in backup. During peak packing weeks, she enlists her parents (her "Christmas casuals") and even her nine-year-old son to help with packing greeting cards. She pays him 50 cents per pack and enforces strict handwashing rules!

Mindset Matters: Staying Grounded Through the Chaos

Anchoring in Gratitude

One of Claire’s secret weapons? Gratitude. She still gets a buzz every time an order comes through, and she approaches even the most chaotic weeks with a sense of thankfulness. That energy is contagious and helps her stay motivated when the to-do list is endless.

Rest as a Business Strategy

Claire stops painting by the end of November and doesn’t force herself back into it until the creative spark returns - often in January. This built-in downtime is crucial for avoiding burnout and reconnecting with the joy of art-making.

She also plans a post-season family holiday each year - this year, to her favourite spot, Norfolk Island. That time away gives her something to look forward to and reinforces the work-life balance she’s worked so hard to create.

Lessons Learned from Eight Years in Business

Letting Go of the Dream Product Line

Early on, Claire imagined expanding into textiles - jumpers, bedding, clothing. She even launched a range of jumpers that sold well, but couldn’t continue after her manufacturer refused to expand sizing. The experience taught her that not every idea is worth pursuing if it doesn’t align with her values of inclusivity and ethics.

Instead of overextending, she streamlined. Prints are what she does best and she’s doubled down on that.

Defining Your Own Version of Success

Claire doesn’t chase gallery representation or collabs for the sake of appearances. She’s built a business on her own terms, with direct customer relationships, full creative control, and sustainable growth. For her, success means staying connected to her audience and living a life that works for her family.

This is your reminder: just because another artist’s path looks shiny doesn’t mean it’s right for you.

What Artists Can Learn from Claire Devine

Claire’s journey is full of gold for any artist looking to make a living doing what they love:

• Focus on your strengths - and let go of the rest.
• Use seasonal offers strategically to drive income and connect with your audience.
• Put systems in place for scaling, especially during busy periods.
• Stick to your values, even if it means turning down seemingly good opportunities.
• Define success on your own terms, not the art world’s.

Resources for Artists

Claire also offers digital resources for artists, including guides on email marketing and weekly business systems. These are available via the link in her Instagram bio https://www.instagram.com/thenewdevine/

Her goal? To make business basics accessible, clear, and grounded in lived experience - no fluff, just what works.

Final Thoughts: Building a Values-Led Creative Life

Claire Devine’s art business didn’t grow overnight. It grew through 3am wake-ups, smart systems, loyal customers, and a deep commitment to her family and values. Her story is a reminder that success in the creative world isn’t about hustle or hype - it’s about showing up with heart, doing the work, and building something that feels good to live inside.

If you’re dreaming of growing your own art business, Claire’s journey shows it’s possible - even joyful - when you stay aligned with what matters most.

Ready to Plan a Joyful, Profitable Year in Your Art Biz?

Whether you're dreaming of launching your first product collection or simply want more ease in your creative life, having a solid plan makes all the difference. The Permission to Paint Planner was designed to help artists like you stay focused, feel inspired, and actually follow through on your big creative goals.

👉 Check out the planner here and start mapping a year that works for you - not against you.

If you’re ready for more personalised support in building your art business, there are plenty of ways we can work together — from self-paced courses and practical resources to memberships and masterminds. Reach out here.

That’s it for this episode. I’m so glad we could share this time together. Remember — every small step you take brings you closer to the artist you’re becoming.

Ros x