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The New Art Gallery Walsall opened in February 2000, embracing the philosophy that visitors should be invited wherever possible to participate and express their own creativity in different ways. The gift shop opened some months later in September 2000 and in its retail plan we have attempted to reflect that philosophy, writes Richard Westwood.

Of course, we sell the obligatory postcards of paintings and sculptures in the gallery, as well as hardback and paperback versions of the gallery guide (with the paperback version at £15 selling better than the £25 hardback), but we also promote local artists and craftspeople by selling their products and devote a substantial amount of shelf space to educational and interactive children?s toys. The gallery is run by Walsall Metropolitan Borough Council which has developed close links with local artists and craftspeople. The Birkin Jewellery Quarter is a collection of artists workshops in the borough which we support by selling items of contemporary jewellery costing anything from £10 to £100.We also sell one-off greetings cards by local artists.

The Children?s Discovery Gallery is one of the centrepieces of the gallery where children explore artistic processes and styles for themselves. When I look through catalogues to choose the children?s games, toys and books for the shop I make a point of selecting those that are interactive, educational and yet still fun. And so, we have, for example, a range of make and do books, educational wooden toys, construction kits and so on. Currently, the best-seller is a wooden Noah?s Ark.

The most unusual items we sell in the shop are reproductions of one of the gallery?s most famous pieces: a bust of Nathaniel, sculpted by Sally Ryan. The original is made of bronze and is worth thousands. Ours is life size, made of a cement ?fondue? of Portland cement and plaster and costs £75.We make them here at the gallery and so far they have proved more popular than we imagined.

And what of the finances? Our turnover started at £6,000 per month (the shop occupies about 70m2) and after a settling-in period the gallery shop is still continuing to grow at a healthy rate thanks largely to the introduction of gallery-sourced lines. We find that sales peak at the start and end of a temporary exhibition as the gallery attracts a higher number of visitors. However, if you?ve ever visited the gallery, you?ll know that the design, feel and look of the gallery is extremely minimalist ? this is one of many striking gallery features. It makes the building fascinating, stimulating and even fun ? certainly a talking point. When visitors enter the foyer of the gallery from outside or the gallery levels, they can see the coffee shop through a glass door. What they can?t see through that same door though is the gift shop. Unfortunately, many of our visitors don?t need to quench their thirst or satisfy their hunger when they leave the gallery and never discover the gift shop!

Richard Westwood is Shop Supervisor at the New Art Gallery Walsall. t: 01922 654421 e:westwoodr@walsall.gov.uk