In 2021, ceramic artist Heidi Fahrenbacher opened an anonymous letter delivered to her studio. It was typed, like a ransom note, and it said she was going to price herself out of business. It was signed, “Sincerely, someone who cares.”
And get this … the coward also added a heart for a final passive-agressive flourish.
In episode 280 of The Art Biz, Heidi tells me why she’d raised her prices, what she did next, and where she is now. Spoiler: She’s doing just fine, thank you.
She didn’t get there by working harder. She got there by paying attention to what was happening in her business and acting on it, even when it was uncomfortable.
Below are some of the lessons we share in this conversation.
She acted when something wasn't right
Heidi’s business was busy, but she was always tired and had no money. With the support of her business coach, she nearly doubled her prices.
At the same time, she discontinued her production line and introduced a simpler one at the new price. It felt like burning her business to the ground and rebuilding it. I think it’s a smart move to introduce completely different work, if possible, when you double your prices.
That’s when the first letter arrived. But then, two and a half years later, a postcard, presumably from the same troll with nothing better to do than to harass hard-working artists, arrived: “$92 for a mug. Really? No longer a customer.”
Now Heidi had gone from laughter to tears to anger and took her response to social media.
Lesson —> Don’t let the people buying your lowest-priced items determine your direction.
Listen
She followed her numbers
In 2023, Heidi noticed the wholesale market for her work was slowing down and started gearing her efforts toward direct sales to people who truly appreciate beautiful handmade objects.
Wholesale used to be 30 to 40% of her business. Now it’s 10 to 15%, which gives her more profit by selling direct to customers. She didn’t spend time bemoaning the way things used to be. She changed the way she does business.
In the fall of 2025, Heidi also learned to look at inventory like a retailer: if something sells, make more of it. It sounds simple but the monetary results, so far, have been worth it.
For years she had overproduced to prove her worth, and by the time she finished, she was too tired to sell it.
She chooses the work that gives her joy
Even though she’s asked, there’s certain work Heidi won’t wholesale. She knows it will suck the fun out of making it.
That thinking, to prioritize joy, reaches well beyond her product lines. It shapes what she says yes to and how she feels about what she’s built.
When I asked Heidi what helped her be more productive in the studio and make more money, her answer was two words: do less.
It’s one thing to say you’re going to do less. It’s harder to do it. Listen to find out how Heidi made it stick.
Heidi Fahrenbacher Quotes
“I felt like if I was going to double my price, I needed, like, a clean break to start over.”
“If you have the things people wanna buy, they buy them.”
“I think for a long time, I would make so many products because I felt like I wasn’t worth it in a way. Like, I had to prove my worth, so I was gonna do that by overproducing.”
“I’m finally at a point where I’m like, ‘I don’t have to prove myself.'”
“You can do it even if you don’t believe in yourself.”
Mentioned
Heidi’s business coach, Megan Auman, was featured on two episodes of The Art Biz: Our Stuff Matters (39) and Elitism in the Art World (90)
The Investing Artist with Mary Erickson (223)
Heidi’s Pinterest
Bella Joy Pottery on Etsy
Related Episodes
These are the other three posts in the series about paying attention so you can make changes in your art business.
About Heidi Fahrenbacher
Heidi Fahrenbacher is an artist and educator from Plainwell, Michigan.
She is the creative muscle behind Bella Joy Pottery. Her work is inspired by the contrasts that make colors really pop like neon lights on a dark rainy night, brightly colored flowers against all green foliage, and autumn leaves vibrant against a gray November sky. Heidi graduated in 2002 with a Bachelor of Arts in Fine Art and Art History from Kalamazoo College.
Follow Heidi on Instagram: @bellajoypottery
