Welcome to my latest pet portraits business blog post – 10 Things You Need to Build a Thriving Pet Portraits Business. Starting a pet portrait business is an exciting journey. Believe me I have been there! But it can also feel a little overwhelming. There’s so much to think about. Whether you’re just starting out or looking to grow your existing business, having a solid plan in place will make all the difference.
So I thought it might be a good idea to write a blog post about the 10 most important things I feel you need to look at when starting out. I wish I’d been able to read this when I was starting! I hope my blog post gives you practical advice, inspiration and the confidence to turn your passion into a successful business. Let’s get started!
1 Build Your Pet Portrait Portfolio
When I was starting my business I remember painting or drawing the most popular breeds of dogs as samples. It was my mission to fill my time, not only with pet portraits commissions, but building up decent samples for my prospective clients to see. This not only fills your portfolio but it gives you the time needed to practice and hone your skills. Draw 30 portraits and you will be at a good level. Draw 50 portraits… will you be better? Yes of course! You learn from everything you draw and you will keep on learning throughout your life.
It’s also important to remember that not every pet commission will be suitable to showcase your artwork. If you have a few stunning pieces you have drawn or painted from the perfect photo, the perfect angle, the perfect lighting etc it can give a lasting impression to your viewer. Unfortunately, it is often better to use those for marketing, than a commission of a beloved elderly dog. It is perfect for the owner, but perhaps not to put on the front of your business cards.
So my advice is to focus on selecting your best work and creating some pieces which cover a wide range of pets. A diverse selection can be really beneficial. From long haired, short haired, curly coated, black haired, white haired. Also an equal array of cats, dogs and horses. This will capture a wide audience. Quality matters more than quantity. Displaying a few outstanding pieces is far more effective than showcasing a large number of average pet portraits. If you work with multiple mediums, include a variety of the images using different mediums as that will help attract a wider audience too.
2 Make a Pet Portrait Plan
Starting a pet portrait business is exciting, but before you dive in, it’s essential to have a plan. I don’t mean a formal multi-page business document. Not many true artists use that side of the brain do we? I mean, some scrap paper and a pencil. Jot down your goals and ideas. Having a bit of a plan stops you floundering and getting overwhelmed by doing too many things at once.
Why don’t you ask yourself a few key questions.
What are you going to call yourself? – See next section for details!
Where are you going to work in your home? – Can you find a dedicated space or will you have to keep moving things to set the table for meals?
What kind of pet portraits do you want to offer? – Quick sketches, huge paintings, miniatures, hyper realistic work etc?
Are you focusing on one medium or a variety? Pencil, Coloured Pencil, Pastel, Acrylic, Oils, Digital, Mixed Media etc?
Who is your ideal client? – Do you want to only work for local clients or clients worldwide?
If you want to accept payments face to face what payment services are you going to use?
How are you going to get paid? – See info below!
How much time can you realistically dedicate to your pet portraits business per week?
Artwork is TIME CONSUMING! Think about how many hours per week you can work. Do you need a separate job to help with bills at the start? Your age will come into effect here, if you are young and you have all the energy in the world, that’s wonderful!! If you are 45 and over, especially if you are female, think about how much more tired you get than you used to! (Menopause!!) Have you got kids to look after etc? There are so many variables.
Financials
Next, think about the financial side of things. Work out how much your materials cost, how long each portrait takes and how much you need to charge to make your business sustainable. Many artists start out charging too little, but if you want your business to grow, you need to price your work in a way that reflects your time, skill and experience.
It’s also worth setting some short term and long-term goals. Maybe your short term goal is to complete five commissions in your first few months and your long-term goal is to be fully booked with a waiting list. Having these goals in mind can help guide your decisions and keep you motivated.
A good plan isn’t rigid. It evolves as you and your business grow. Regularly reviewing and adjusting your plan will help keep you on track, making sure you’re heading in the direction you want to go. Pin your jottings up somewhere and tick things off when they are done… or if you are anything like me, you will keep adding to them!
3 Your Pet Portraits Name and Branding
Choosing a name for your pet portraits business is one of the first big decisions you’ll make. It’s worth taking the time to get it right. Our first business name was Artists@Home. We then changed it to Red Kite Studios. Red Kites are birds of prey native to the UK. Once nearly extinct, they made a comeback in West Wales where we live. They used to soar overhead, so it was important to us at the time. But over the years (many years ago) we realised that it didn’t say anything about our business. People didn’t really know what Red Kites were and it had nothing to do with Pet Portraits. So we changed it.
We are called Melanie & Nicholas Pet Portraits. Obvious, but it is descriptive. It’s easy to remember and when you type our names into google, it comes up top. I have lost count of the names that are similar or identical. For instance so many seem to have a play on the words pet pawtraits. If you want to stand out… don’t even go there! Plus if you are in your early 20’s and you think a name might be a good idea now, think about whether you will still like it when you are 40! It’s not easy to change names and branding, especially if you have bought the domain name.
Our Logo
You also need to think about how people are going to remember you and how they will find you. If you hope to get to the top of Google for the name – Pet Portraits and Wildlife Art – you are going to have such a hard time doing it. Its a swamped keyword. If you call yourself your first name in front though – for instance – Lily’s Pet Portrait and Wildlife Art – At least it’s different and you stand a chance of people finding you. It needs to be memorable, clear and easy to spell.
Once you have a name in mind, check if the domain name is available and make sure there aren’t other businesses with the same or a very similar name. You don’t want to be stepping on anyone’s toes or competing in Google unnecessarily – or confusing possible clients.
Branding isn’t just about the name. It’s the whole look and feel of your business. Think about your logo, colours and fonts and keep everything consistent. The key is to create a cohesive, professional look that feels like you. Once you’ve got a name and branding ideas in place, it’s a good idea to ask for feedback. Friends, family or fellow artists can give an outside perspective and help you see how your branding comes across.
Your name and branding will be with you for a long time, so take your time to get it just right. A well thought out brand makes a great first impression. It builds trust with potential clients and helps set you apart in the world of pet portraits – as there are A LOT of pet portrait artists out there!
4 Get Your Finances in Order
It might not be the most exciting part of running a pet portrait business, but sorting out your finances from the start will save you a lot of stress later on. One of the best things you can do is open a separate bank account for your business. It doesn’t have to be a business account either. Keeping your business and personal finances separate makes everything so much easier when it comes to tracking income, expenses and tax. It also helps you see exactly how much you’re earning and where your money is going.
Once you’ve got your account set up, the next step is to find a simple accounting system. You don’t need anything complicated or expensive. There are plenty of free basic options like Wave, ZipBooks, or your bank might have one for you to use for free. The key is to have a system where you can create invoices, log income, expenses, and keep track of day to day bank activities. Doing this from the start will save you from the nightmare of digging through months of bank statements – believe me I have done that.
Pros and Cons of Accountants
You might also want to get an accountant. Again, mathematics was never my strong point, I will hold my hands up and admit it. I pay an accountant and I am glad I do as its one less thing for me to worry about. It’s not cheap though – but you have to weigh up the time it takes for you to do your accounts at the end of the year, when you could be creating a portrait in that time! But if you are that way inclined, go for it!
Another important thing to think about is how you’ll get paid. Will you accept bank transfers, PayPal, or card payments? Make sure your clients know how to pay you, its one of the first things they will ask you. Always send invoices – even if you’re taking a deposit upfront (which you definitely should, but we’ll cover that later!). Taking the time to set up your finances properly from day one will give you peace of mind. Keep things running smoothly and make sure your business is on a strong financial footing. It’s a small step that will make a big difference in the long run!
5 Decide on Your Mediums and Prices
One of the biggest decisions you’ll make in your pet portrait business is what medium you want to work in. Coloured pencil is a very popular medium to work in these days. I saw it rise in popularity in the early 2000’s and took commissions in it myself. I even wrote a Coloured Pencil Course for the London Art College. It seems to have gained popularity as the years have gone on. But there are many other mediums out there and you just need to experiment and find the ones that work for you. We have done them all pretty much. Pastels, coloured pencil, sepia drawings, acrylics on board, acrylic on canvas, oils, graphite pencil, watercolour and pencil. You might want to read my recent blog post on The Best Paper for Pet Portraits in Pencil.
If you are starting a pet portraits business in whatever medium you choose, you will be competing with thousands upon thousands of artists doing the same. My advice would be to try to stand apart from them as much as you can and do your own thing. I have always loved pencil drawings, graphite was my choice right from school. It was what I was comfortable working in.
Pet Portrait Pricing
Your choice of medium and the time it takes will affect your pricing. Realistic Oil paintings for example, take much longer to complete than many other mediums, whereas pencils are much quicker. Acrylic portraits are somewhere in between, pastels possibly faster. It also depends on the level of detail you are adding. When you start out, artwork will just take you longer, but it just is still time consuming even when you have been doing it over 25 years.
When setting your prices, it’s important to factor in everything. Your time, materials and overheads. Even think about large scale pieces or portraits with multiple pets. They take more time and effort, so you need to charge accordingly. Many artists make the mistake of under pricing their work at the start, thinking it will attract more clients. But if you don’t charge what your time and skill are worth, you’ll end up working for far less than you should and risk burnout by taking on too many at once.
Do Your Research
A good approach is to research what other pet portrait artists charge, especially those with a similar level of experience and quality. Your prices should be competitive, but they also need to reflect the value of your work. If you’re unsure, start with a price that feels comfortable, then review and adjust as you gain experience.
Most importantly, be confident in your pricing. If someone questions your rates, remember, they’re paying for more than just a drawing or painting. They’re paying for your experience, your skill, and the care and attention you put into each portrait. The right clients will always understand that.
If you want a laugh, this was the earliest screenshot I could find of one of our early websites and its prices page. It was from 2002. We started back in 1996 but of course there were no websites back then. We were early adopters and had our first website in about 2000. Its very easy to forget how different the cost of living was back at the start of the millennium. I cant believe we charged £179 for an oil painting! If you were to buy a 30 x 20 canvas these days, the price of the canvas and postage to send it would total that price!!
6 Building Your Online Presence
Having an online presence is essential if you want to grow your pet portrait business. Even if most of your commissions come from word of mouth, potential clients will still want to see your work, read about your process, and find an easy way to contact you. A strong online presence builds trust and makes it easier for people to discover your work.
It is debatable whether starting social media or making a website is the best place to start. If you are below 40, social media is probably the way to go first. You will have grown up with it and it will all be second nature to you. You will be a dab hand at making reels, stories and posting regularly. Ideally, you need to be consistent with it though and have the time to take them on and keep them updated. Otherwise with algorithms they can quite easily drop you off the feed if you aren’t careful. You should also be able to handle TikTok and YouTube well especially if you are happy enough to film yourself for promotion.
If you are starting from scratch on any of these platforms it will take you time to gain followers. Don’t even think about buying followers though, or use bots to automatically reply on your posts. It might feel good to all of a sudden go from 3k followers to 30k followers on Instagram (and that’s not a lot in the grand scheme of things) but it can be detrimental to your business. You want genuine followers who are going to buy from you.
Who are your followers?
When I did social media, probably only 10% of visitors or followers were actual clients. The rest were artists. If you want to sell to artists that’s fine! But if all you want is commissions, you need to fine tune your social media skills and work out who you are aiming your posts at. Don’t forget you maybe in the world of Instagram, but not everyone is – and not everyone has an account. If people don’t have an account – people cant see your Instagram. Look at the demographic you are selling to and think where they might be looking.
Time Flies….
You might not think it but time is short. The last 25 years of being a pet portrait artist has flown for us. It will for you too. So make sure you spend it working wisely. Think about why you are posting and who you are aiming at. If you are interested, have read our Can you be a Pet Portrait Artist without Social Media!
A website is essential. It doesn’t need to be complicated, just a clean, well-organized space where potential clients can see your portfolio, prices, and contact details. A blog can also be a great addition, but if you have too many places to post, don’t start one unless you are going to keep it up. They are normally attached to your website. If your last post was from 2023 and clients find your website and go to your blog, they might wonder whether you are still working as an artist. They might move on and find someone else.
Whatever you choose, your online presence is your digital storefront. Keep it professional, up to date, and reflective of you as an artist. The more accessible and inviting it is, the more likely clients are to reach out and book a portrait!
7 Check Out Your Pet Portrait Competitors
Ha… did you check out our website? Yep I bet you did! Well we don’t mind, as long as you don’t steal from us! That has happened 🙁 A LOT!! Keeping an eye on other pet portrait artists isn’t about copying, it’s about understanding what’s working, what’s not, and where you can stand out. Looking at other artists in your field can give you insight into pricing, trends, marketing strategies and even gaps in the market that you could fill.
Start by searching for other pet portrait artists online in Google and on social media. Take note of what styles they offer, their price points, how they market themselves, and what their online presence looks like. Do they focus on one medium or offer a variety? Do they target high-end clients, or are they going for a more affordable, accessible market? Seeing how others position themselves can help you refine your own approach.
It’s also worth checking out their customer engagement. Look at their reviews, their social media interactions, and how they communicate with potential clients. Are they responding quickly to enquiries? Do they have a strong following? These things can tell you a lot about what customers are looking for and what makes an artist successful.
Stay Positive
However while researching competitors is useful, don’t let it distract you or make you doubt yourself. Every artist has their own journey and just because someone else is doing well doesn’t mean there isn’t space for you too. Instead of feeling overwhelmed, use this research to find ways to make your business unique. Whether that’s through your style, customer service, or how you market yourself.
The best part? Other artists can also be great allies, not just competitors! The pet portrait industry is full of supportive, talented people and making connections with fellow artists can lead to collaborations and a strong sense of community.
So, take a look at what’s out there, learn from it, and then focus on what makes your pet portrait business special. That’s what will make YOU stand out.
8 Where to Get Pet Portraits Commissions
Finding pet portraits commissions is one of the biggest challenges – at any time in the career of a pet portrait artist. The good news is that there are plenty of ways to attract clients. You just need to know where to look! Putting a website and social media aside, this is a general list I usually give people if they ask…
- Vets
- Pet Groomers
- Pet Shops
- Dog Trainers
- Dog Behaviourists
- Dog Walkers
- Dog Cafés
- Dog-Friendly Holiday Destinations
- Game Fayres
- Craft Fairs
- Local Events with Stalls
- Dog Shows
- Horse Shows / Equestrian Events
- Equestrian Fairs
- Charity Fundraisers
- Magazines (Both pet-focused and local publications)
A simple flyer, business card or even a sample portrait on display can spark interest. Some pet portraits artists also partner with pet businesses, offering discounts or commission-based referrals in exchange for being promoted to their customers. These are a collection of a variety of our flyers and cards. We mainly order from Moo.com
Stalls
If you can set up a pet portraits stall with examples of your work, people will stop by, chat, and ask about the process. You might not get a commission on the spot, but having a physical presence helps people remember you. And don’t forget pet-specific events like dog shows, equestrian fairs, or charity fundraisers attract exactly the kind of people who might want a custom pet portrait.
I always add magazines as the last on the list as we used to advertise in magazines each month, but that was before the internet days. My opinion of them now is that the advertisers basically pay for the running of the magazine. To be honest in the later years of us advertising in publications like Your Dog, Your Cat, Dogs Monthly, Horse and Hound etc in the end we never really got much from them. Personally I would never advertise now, but that doesn’t mean to say it wont work for you. These days you can have online adverts and links to your website or socials. I’m still not sure its worth the outlay though.
Of course, your website and socials are key tools for getting commissions but you already knew that!
Finally, don’t be afraid to talk about your work. Whether it’s chatting with friends, joining pet or art related Facebook groups, or online chatting websites like Reddit can be useful. Commissions don’t always happen overnight, but by getting your name out there and making it easy for people to find you, you’ll start seeing those enquiries roll in!
9 Always Take a Deposit for your Pet Portraits
Taking a deposit before starting a pet portrait commission is an absolute must. It protects your time, ensures commitment from the client, and helps with cash flow – especially if you’re juggling multiple commissions at once. Never start a portrait without at least a percentage of the payment upfront.
Clients who are serious about having a pet portrait created will have no problem paying a deposit. It shows they are committed to the process and helps prevent last minute cancellations. Which believe you me…. that can be incredibly frustrating when you have already put in work for the commission. I can’t tell you how many hours I have spent in front of the computer designing pet portraits mock-ups for clients who are all set to order and then at the last minute they change their mind.
Pet Portrait Mock-ups
Once, I sent a mock-up to a client once and he just used that – my mock-up!!! I saw it on his private website. I’m not even sure how I came across it now, it was a number of years ago. I am a dab hand at making a mock-up and with Photoshop being so clever these days, it can really help turn a photo into something special. Shame I cant sell my skills doing that really!! Below is an example of a mock up that turns a photo snap into something that can be worked from for a drawing. Brief – “More chest and no snow please”.
How much deposit should you take? This is really up to you. Some take a percentage, some take a specific amount. Which ever you choose, make it easy for you to be able calculate the final invoice. Make sure your deposit information is clearly stated on your pet portrait website and in client communications too. Setting the payment details out on your website really helps clients understand your process and what to expect at each stage.
10 Don’t Get Overwhelmed—Take Time Out & Look After Yourself
Running a pet portrait business can be incredibly rewarding, but it’s also easy to get overwhelmed. Especially when you are juggling commissions, emails, website updates, social media and everything else that comes with being self-employed. This isn’t to mention all the things you might do along the way like I do… cooking, cleaning, washing, shopping, walking a dog, cleaning the chickens, weeding and tidying the garden, mowing the lawn, putting the bins out, doing maintenance on your property… oh and exercising and socialising!! There is so little time in the day! You might want to read the blog post I wrote about Pet Portrait Artists Time Management.
So! The key to long-term success is making sure you look after yourself along the way.
When commissions are coming in, it’s tempting to say yes to everything. But taking on too much can lead to burnout. It has happened to me. It affects your work and the enjoyment of what you do. It’s okay to set boundaries. If you have a waiting list, be upfront about your availability and be realistic about how many portraits you can take on at once. Clients will respect that, especially if they know they’re getting a portrait created with care, not rushed through in a panic.
Remember to take breaks. When you spend long hours on detailed artwork, your eyes and hands need rest. Step away from your desk, go for a walk, stretch, or spend time with your family. Even short breaks can help refresh your mind and improve your focus when you return to your artwork.
Change Your Routine
Don’t be afraid to change your routine. Nicholas and I used to work extremely long hours when we were younger. Starting early in the morning, stopping for lunch, working all afternoon, have an evening meal and then back at it until about 9 or 10 in the evening. Especially towards the busier time between September and March. It was always really busy before Christmas and the overspill after needed to be done in a timely manor. We rarely turned work away. As the years have progressed and I have got older, I don’t want to work evenings on drawings. I work on the laptop but that’s not the same. Your business should work for you, not the other way around.
Most importantly, don’t lose sight of why you started in the first place. You love creating beautiful pet portraits, capturing the unique personalities of pets and bringing joy to your clients. Taking time for yourself isn’t a luxury, it’s a necessity. A well rested, happy artist creates their best work, and that’s what will keep your business thriving for years to come.
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