DOSSIER COLLECTORS EDITIONS: CHANGING OF THE GUARD by Sarah Seamark As Collectors Editions, the Canoga Park, CA, publishing company marks its twentieth anniversary, a new generation takes the helm. Michael Young and Tim Dickson are now sole owners of the business that was established in 1986 by Mary Margaret Nash and Bill Stone. Mrs. Nash and her husband Jack Nash, who was also an integral part of the team, have retired. Mr. Stone passed away in July of last year. From its early inception as a purveyor of art to the general public through exhibitions in hotel ballrooms, they grew the company into an international publishing concern that also operates a print atelier, Eclipse Workshop. Collectors Editions is also associated with Collectors Fine Art Galleries of Hawaii, with two locations in Hawaii and one on Lake Las Vegas. With the handing over of the reins, the new owners, Mr. Young and Mr. Dickson, bring a new focus to the company, yet hold on to the original philosophy-listening to the market and nurturing its artists. galleries," adds Mr. Dickson. Artists it exclusively represents are: Andrew, Avtandil, Brian Davis, Peter and Harrison Ellenshaw, Michael and Inessa Garmash; Tim Rogerson, Sabzi, Schim Schimmel, Eugene Segal, Irene Sheri, and Svetlana Valueva. A coup for the company is that Rogerson has been selected as an official artist for the Winter Olympics 2006. "Domestically, I think as long as we continue to provide unique, high quality co-operative prints with the artists, our market will gain strength," says Mr. Young. "I believe doing low editions and giving attention to detail is the way to go for the product-and customer service will be king. The easier we make it for galleries to do business with us the better." To enhance its position, the company has evolved into a "one-stop-shop," almost a turn key operation, for galleries by offering most genres of art, supported by marketing materials and advertising programs. Janet Smith was appointed Director of Gallery Services in September, and a new position of customer service representative has been established. Collectors recently invested in producing a stylish 30-page brochure in a limited edition of 175, featuring all of its fine art programs for galleries to use as a sales tool- and it plans more of them. On the marketing front, it encourages galleries to participate in co-op ads in such consumer magazines as Western Interiors & Design, California Homes, and Florida Design. A co-op ad in House & Garden and also in Ritz Carlton Magazine, the latter with a circulation of 880,000, in December and more co-op advertising is planned during 2006. "We are looking to grow productively with good galleries in which we invest time, effort, and money," says Mr. Young. "You have to have the galleries doing well. It is all about partnership. We are trying to listen to the 'positive and negative' and get behind each gallery individually." It is also about trying to be different. For instance, when the Gar-mashes did a show at The Art Shop in Greensboro, NC, and L a M a n t i a Gallery, North-port, NY, they arrived three days prior to the opening night of each show to do plein air painting in the area so the galleries could offer local scenes-giving them a great promotional opportunity for the event. Collectors is considering publishing exclusive print editions for such galleries. A gallery can sell anything they want to sell, believes Mr. Young. Good galleries can get their collectors involved in an artist," he adds. "A gallery can sell if they believe in the art-and we can sell to galleries if we believe in our product. That is the best scenario, when we all support each other. It is the approach that is key." Anniversary Plans In addition to introducing a new company logo as part of its 20th anniversary celebration, Collectors Editions plans to launch a special print program. Twenty of its artists will produce 20 images to be published in editions of 20, some embellished by the artists to make them mixed media prints. Already Collectors Editions has found success with its Premier Edition program of artist-embellished prints in limited editions of 30. The first release last year of the Garm-ashes' "Sea-breeze" sold out in a matter of weeks. The second, Sabzi's "Memories," has just been launched. The purpose of the Premier Edition is to give the collector a piece of art one step up from a regular print, closer to an original. For the gallery, it represents a larger profit center. For instance, a Garmash 60- by 40-inch regular print retails for $1,800, a Premier Edition for $3,500, and an original at around $10,000. Also in its anniversary year, the company is considering holding a three-day forum at its headquarters for Platinum Galleries, those that are the highest grossing in its gallery network. Participating dealers will be given an opportunity to meet with Collectors' artists, attend seminars, possibly select images they would like reproduced as exclusive gallery editions, receive an overview of the printmaking process to help them better sell the work- and be entertained. "It will be educational and fun. We will show them who we are at Collectors Editions," says Mr. Young. Collectors Editions owners, Michael Young, CEO, left, and Tim Dickson, vice president of production. Business Philosophy The thrust of the company, through its Fine Art program, is to hold firm to the principal of offering its dealers a program of hand-signed graphics supported by originals. "We are distancing ourselves from the home décor market," Mr. Young observes. "There are so many artists and only so many walls, therefore we are concentrating our efforts on being more 'special' and doing justice to our artists and our The Partnership Both in their early forties, Mr. Young and Mr. Dickson compliment well each other's skills. "Michael handles the front end of the business and I do the back end," says Mr. Dickson, referring to his role as masterprinter of Eclipse Workshop. Mr. Young, who joined Collectors Editions early in 2004 as General "Fan Dancer" by Andrew, a hand-embellished giclée on canvas, edition of 95, 24- by 36-inch image, retailing for $895, is available March 1. continued on page 68 PAGE 66 ART WORLD NEWS

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