The Small Business Project: How to turn a talent into a thriving business

Monday, 13 January 2025

The Small Business Project is a weekly series that shines the spotlight on Kiwi small businesses doing interesting and unusual things in their industries.

Abstract resin and graffiti artist Rachel Rush has made a living out of her talent. Art has always been something she has excelled at and loved. Rush tells Aimee Shaw how she took a leap of faith almost 18 years ago to turn her talent into what is now a thriving business.

What has your venture set out to achieve?

I've been doing this full time for about 17 years. I'd always painted and been creative. When my kids got old enough, my husband said to me he put $5000 in a bank account, and if you get to the point when you've run out of money and you've got a house full of art you can't sell, you'll have to think of something else you want to do, and here we are still going strong.

Everything I've ever painted really sells. Last year I created 250 art pieces across both the abstract and graffiti sides of the business. Last year I took over the SO/ Hotel in Auckland, and did art for the entire hotel - that was in February, so we had about 1000 people through that show. I've got my own gallery in Custom St that has also been running all year with events, plus we do international art fairs and various galleries.

Rachel Rush is abstract resin contemporary work and RUSH is spray painting graffiti art on canvas. I split the two types of the business about 10 years ago, so when I apply for any art fairs, exhibitions or galleries, I apply as two separate people, and then they both have to sort of stand on their own, sell and support themselves.

How easy or hard is it to make a career in art?

It's really hard work, and there is no off. One of the things that I had to learn was that it's not just about painting. You actually have to be good at business as well. My husband, Graham, is my business partner, and he runs logistics and freighting. Because we do exhibitions around the world and my art is quite big, it's really heavy to get it, and you have to be able to do so much more than just paint to sell and be successful.

How much time and money have you invested?

It was $5000 initially, but we've continually reinvested. The art fairs that we do, when you factor in the freighting, flights and other outgoings are expensive to go to, so we just keep reinvesting. It is just me and Graham in the business, and the Customs St gallery is a partnership with Flagstaff Gallery from Devonport, who employs a gallery staff manager for us there.

Regarding time, it really varies. Some weeks it is seven days from dawn until dusk, depending on the deadlines. I try and take the weekends off if possible, but often you have to work weekends as well. Very few days where you’re not actually working, yeah, and even if you're not physically painting, then there’s emails and so much else involved.

Has taking your passion into a business changed your love for it?

Not really as I've grown with the business. I used to hate sales, but I've learned that I have to give more of myself for a lot more of that. I've actually learned to love sales because I'm talking to people who genuinely love my work, and they want to know more about it and they actually seem to want to know a little bit about me as well.

What’s the biggest challenge your business is facing?

The state of the economy, like everybody else. A lot of people who maybe two years ago would have made a sale all day long, are holding back from jumping into big purchasing. But I've got some amazing collectors who are just really loyal. Because we do the international market, we’ve put a lot of our focus on out-of-the-country efforts as well. We've just worked harder to move it out of New Zealand when our economy has been quite flat, and that's worked quite well for us.

Most of our sales are still in New Zealand, but we’re growing the international side. We've done Sydney for four years, Melbourne for two years, and we're starting in Brisbane this year. Singapore has been interesting, and we get the odd surprise sale to New York and other places.

What’s the opportunity in New Zealand’s art market?

New Zealand is a really good art market in my opinion. New Zealanders love their homes and they love buying art for it. During the Covid period people were selling their houses, moving and getting sick of looking at their walls, and sales were phenomenal. I think we've actually got a really strong little market down here.

What’s next for Rachel Rush?

Hopefully a bit more time in the studio. Last year, I slid into my deadlines like literally on the last day, so I'd like a little bit more time to be more creative this year. We also really want to focus on Sydney, Melbourne, Brisbane, and then maybe go to New York or Hong Kong to see what the markets are like over there, and maybe look at a little bit more showing around New Zealand as well.

In three years’ time you will be …

I've always said I want to go to New York to exhibit so that’s my main goal. I also love doing the odd pop up in different cities. Last year we did one in Queenstown, so maybe a few more of those over the next few few years.

What’s one thing you wish you’d known before starting the business?

You really can't do it by yourself if you want to run a business, and that I would need someone like my husband Graham to run the fundamentals. It is a lot bigger than I would have anticipated when I started.

When you come to setting your prices and valuing yourself, demand will push up the price. I had a couple who bought a piece off me 12 years ago, and they paid $580 for it. As time ticks over, to keep up demand, the price just sort of pushes up and up. If you keep selling, then you know, your price is good. That couple came back to me all those years later, and the same piece was now $5800 and they bought another one. Price changes are based on the scarcity of it, really.

Most helpful piece of advice you have ever received?

The first time I stood in front of somebody to sell to them, I was absolutely petrified. But that confidence grows, and you learn to trust yourself, knowing you’re talking about something that you know really well. So my advice would be to take that sales side seriously, because without that you can't keep doing it.

If you would like your business to feature in The Small Business Project, email Aimee Shaw at aimee.shaw@stuff.co.nz