Bwembya’s Market is an introduction to Zambia. Meant to share, learn, and expand culture beyond our thoughts to the tangible. To connect to others through appreciation of art and creation. To aid in the success of artist doing what they love. Bwembya’s Market is the concept of Charles and Kena Bwembya. Charles, Zambian born, and dual citizen wanted to bring culture and art to the local community in a way that has not yet been accomplished outside of educational channels. The idea was to share Zambian wares, specially curated with the hopes to spread the news of this charismatic African Country.
Zambia is both rich in history and talent. The home of many artists and creators who sell their hand-crafted wares in the local markets in the cities Lusuka, Kitwe and all long the byways of Zambia. It was after a visit many years ago with his wife, Kena, that he shared his hope to establish a market that would showcase Zambian talent in a respectable way and allow artist names to be shared globally and earn additional income in a country, where according to statista.com, over 8.9 million are currently unemployed.
Simultaneously, Kena Bwembya wished to find ways to expand the culture boundaries of the local community beyond what they think they know about the continent of Africa. It is her hope that through introducing Zambian wares and hand-crafted items, a natural curiosity and quest for knowledge will deepen regarding the true nature and beloved community that was the home of her spouse and their child. Mrs. Bwembya, born in Houston, TX, learned of the Zambia’s rich history from her husband and believes that sharing its culture will show how much we all have in common. Further, it would be a legacy for their son. Eighty-three percent of art galleries are in Europe and the U.S. According to magnusresch.com one in four of these galleries gain 20% of their revenue from attending art fairs. Market research shows, “popular subjects in the art industry include marine life, wildlife, florals, landscapes, figures, and animals,” Ninety-three percent of galleries focus on contemporary art. African art naturally leans towards abstract female form and natural elements such as landscapes and wildlife and has been labeled as traditional and contemporary. Contemporary art is labeled as such as their artist were born after 1960. Again, research shows that “regardless of the subjects, when handling original artwork several factors must be taken into consideration: authenticity, quality, condition, and rarity.” To compete in the industry as a small business, Bwembya’s Market will endeavor to provide historical references and focus on the niche of Zambian art. According to Bank of America, 2022 Study of Wealthy Americans, the newest generation of art collectors or 66% between the ages of 21 and 42, 23% above age 43. Of those individuals 46% are defined as legacy wealth, meaning they “affluent upbringing”, 20% received a head start and 18% were self-made. The industry of art is having shift in trends. In the last five years there has been a growing demand for art that less trendy and more self-identifying. Collectors are pivoting toward curated items of quality. The current target areas are the Gadsden, Leon, Jackson and Liberty County. However, placement of the storefront will be off an arterial thruway, so that the audience can grow to other markets. The target audience are those customers who appreciate international travel, art, and diversity of cultures. The audience is curious about the world and have a global perspective. They do not have to be well-traveled to have a curiosity and global approach. The willingness alone makes them the perfect audience as they may find by visiting Bwembya’s Market that the experience is inviting and comfortable. As they mull about the market, they will find products that ranges in prices from low to high and will still be at ease because they understand value. The audience is employed or has steady income. They are collectors, creators, teachers, students, and significant others looking for unique gifts and inspiration. We exclude art enthusiast, though welcome - according to research they are least likely to make a purchase. The most willing purchaser is typically the collector or one time walk-in who enters on impulse. According to United States census from 2018 through 2022 Gadsden County, FL has a population of 43,403 as of July 2022. Over 80% of the population over age 25 has a high school diploma and just under 20% of the same demographic have a bachelor’s degree. The total civilian workforce ages 16 and above was just under 50%. Leon County had a recorded population of 297,369. Over 93% of population over age 25 had a high school diploma and over 47% have a bachelor’s degree. The total civilian workforce ages 16 and above was just over 64%. Jackson County had a recorded population of 48,211. Over 84% of population over age 25 had a high school diploma and over 13% have a bachelor’s degree. The total civilian workforce ages 16 and above was just over 42%. Liberty County had a recorded population of 7,603. 81% of population over age 25 had a high school diploma and over 16% have a bachelor’s degree. The total civilian workforce ages 16 and above was just over 64%. The area is well known for ‘flea across America’, an event held twice a year along the Hwy 90 through multiple counties and states to promote and sell thrifted and crafted goods. The area is also known for heavy participation in community festivals. Given that the store will be in Florida, the opportunity to sell is year-round due to typically suitable weather.
US Census 2017 Retail sales per capita (1,000):
Gadsden County | 386,208
Leon County | 4,081,023
Liberty County | 28,222
Jackson County | 601,986 The 2022 Economic Census data are scheduled to be published in March 2024. According to research, the U.S. leads in art sales in 2020 and 2021, but the Europe leads in the “most pan-African” trading, as African artist “gravitate to Europe due to proximity and maintained relationships with post-colonized countries. There are two major competitors for art gallery retail storefront, 1. the big box stores that sell home décor, and 2. the internet retail space. The major franchises of home décor own about 60% of the $60 billion market share for art retail. The next highest is auction houses and the rest is the individual boutique galleries and museums. The home décor market is anticipated to grow to $289.49 billion in 2023-2027. Though there is a distinction between home décor and art galleries as industries; there is cross over in target audiences. Art collectors are actively seeking curated collection of quality, instead of mass-produced art and seeking out the niche galleries such as Bwembya’s Market. Further, buyers are purchasing art because they love it. Less than 0.1% of art is considered high end (i.e. Picasso, Basquiat, etc). Therefore, purchasing for investment is not ideal. Buyers purchase because they enjoy the art, wish to accent their home with pieces that speak to them, identify with and to “support an artist”. This point speaks volumes to the mission of Bwembya’s Market. Which aims to highlight the talent of Zambian artist and creators as well as, those artist with local connections. Local storefronts create a necessary network between artist and buyer. The story behind the art is a compelling selling point as research shows that buyers want to be able to know that the price of the purchase is fair. Knowing the artist is real and their story minimizes this concern.
Marketing will be established via traditional and non-traditional means. Via a website, PSAs, hosting book clubs, book signings, emailers, social media platforms such as Instagram, attending community events, mailers to local churches, word of mouth. Bwembya’s Market will have a soft opening event as well.
Revenue will be derived from sale of art such as, original painting, statuettes, figurines, etc. Revenue from the sale of hand-crafted jewelry, fabrics, uncut and raw gems, and minimal apparel. Additional revenue will be derived from the sale of branded products, consignment, and subleasing space to other vendors who wish to sell high quality curated items that work well with the store.
According to research 55% of all galleries generate revenues of less than two hundred thousand dollars a year. It is imperative to ensure cost are low in the first three years of business as one major risk to business stability is high overhead (i.e. rent, utilities, operations). The average revenue in the US is between $200,000 to $500,000 annually. There are variations for galleries in rural areas. The average start-up cost between $40,000-$72,000.
Another major impact on success is location. Therefore, a high traffic location that is walkable is suggested per the website finmodelslab.com. Art galleries should aim to be near thriving art community.
Pricing art is not standard. For Bwembya’s Market is will be determinable on sales trend, design detail, size, and artist popularity. Highlighted art is purchased from artist at a fixed negotiated price with the plan to renegotiate if art increases with popularity to commissions sales model, whereas Bwembya’s Market would then receive a 50% to 60% of each sale. When negotiating prices with artist, Bwembya’s Market considers the mission to promote and aid artist but also keeps in mind the culture and interest of Zambians. Commissions sales would not be readily accepted as a process with Zambian artist, as some would more likely consider a fixed price upon trade more appropriate for establishing consistent income. Given this dynamic we will endeavor to educate the community on the commission model but will be flexible to the culture, values and needs of individual artist.
We are seeking a funding between $10,000. The money will be used for licensing, signage, local marketing, and start-up operational cost associated with creating a footprint within the community. This will also assist with inventory cost. Additionally, funds will be used for theft prevention technology.