Hey First name / friend!

 

I saw one of my oldest designs in a store this week. 

 

Well, I didn't see it, one of my team members who lives in the U.S. did. (That's the only downside of having my home base in Thailand, I don't have as many random run-ins with my work in stores! But it's a small price to pay 😅)

 

My team member saw art in an At Home store and sent me the photo and was like “OMG! It's ‘Coffee keeps me going ’til it’s time for wine’”

 

 

Seeing that snapshot she sent me was like a fun walk down memory lane.

 

And it also kind of blew my mind.

 

I painted this literally ten years ago and it is still getting picked up for licensing. 

 

So let's talk about what this means for you in your licensing career. 👇🏼

 

In art licensing, older work can continue earning income for you long after it’s created. 

 

Your portfolio isn’t just a snapshot of where you are right now, it’s a body of work that can keep circulating, selling, and finding new homes over time. 

 

It’s completely normal to look back at earlier pieces and notice things you’d approach differently today. My style has changed quite a bit from where it was 10 years ago. But I'm ok with that! Art is about growing, evolving, and honing our styles. Instead of cringing when you see your old work, try to see it as an opportunity! 

 

One of my strategies with my portfolio is to create a lot of work and pay close attention to what resonates with my audience. Then I use that information to guide what I make more of.

 

That's what I did back in 2015 with this piece. Bouncy lettering and quotes were all the rage. So I put a lot of fun, cheeky quotes like this in my portfolio. Same goes for how I approach things today. I follow what's trending, make art in line with those trends (while still staying true to my artistic voice), see what resonates with my audience + what sells well, and use that to guide what I make next! 

 

Because art licensing isn’t just about creating what you love (though that matters). It’s also about creating work that can support you long-term.

 

This is the power of building a portfolio filled with strong artwork. Even though trends come and go, there will always be some pieces that stand the test of time. In the example of this quote, bouncy lettering is not necessarily the top trend right now, but hand-lettered artwork and quotes are still strong sellers in licensing.  

 

So don't be afraid to put your old artwork out there!

 

One of my favorite ways to do this is to create collections featuring both old and new artwork. This shows art directors and agents that you have fresh, new things coming out, but it also eases the pressure of having to reinvent the wheel every time you put together a new collection.

 

One of the biggest perks of working with an agency is that your art keeps getting pitched even when you’re not actively thinking about it.

 

My agency is constantly pitching my portfolio for opportunities, some I don’t even know about until someone sends me a photo from a store. That's another great strategy for getting your older work out there so that it can still keep working for you!

 

But also, quick reminder: I didn't start working with an agency until I was 4 years into running my business. It's not a requirement when you're first starting out. 

 

I landed lots of deals both big and small while representing myself. (I signed a licensing deal with Urban Outfitters AND I secured retail placement in Target all before working with an agency.) I just wanted to share what's possible when you are ready to take the step to work with an agent!

If there’s one thing I hope you take away from this, it’s this:

 

 

Art licensing is a long game. When you keep creating, keep sharing, and keep letting your work live in the world, it has a way of surprising you. Sometimes years later.

 

Trust the body of work you’re building.

 

It has the potential to do more for you than you might realize.

 

I hope you've been having a great holiday season! Keep an eye out next week for my 2026 Trend Report!

 

xo,

 

Cat

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