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How to value and price hand hooked rugs.....

7/25/2013

26 Comments

 
For those who sell rugs there seems to be an ongoing debate at calculating a fair price.  Fair in respect to the rug hooker as well as the potential buyer.  One  never wants to give their work away, and time should always be compensated but if we  were paid a reasonable rate or even minimum wage for our labour, rug sales might be non-existent. Proper acknowledgement and compensation for fiber art has been a slow education but we are gaining ground inch by inch. Luckily, people today who want to purchase quality, are not afraid of the price tag that may accompany it. 
 
Customers ask why can they buy a supposedly hand-hooked rug up the street for a fraction of the cost compared to what they see in my shop and I explain that those rugs are made in China using goodness knows what, possibly a machine, whereas, the rugs in my shop and other local venues are selling the traditional, handmade craft as our grandparents would have constructed. Generally the nod of the head ensures that they understand the price difference and one more person is educated to appreciate what goes into this art form.  


When making out the price tag, it is never fair to undervalue your rugs as that sets up an unrealistic expectation in the buying community and makes it more difficult for others to ask for reasonable pricing. If someone sells rugs or their handiwork just to recoup the cost of materials and disregards their time and effort because they have fun doing it, that does little to educate the buying market of the true value of our talents.  
 

Lighthouse Rug Hookers Pricing Guide

Whether you are selling your hooked mats or setting a value for insurance purposes or for a show, it helps to have a realistic set of pricing guidelines. Most shop and gallery owners will ask you to set a price on your own work.  That creates a dilemma.  Do you price to recover your cost?  Do you want some return on your labour and creativity? What is the value in today’s market and is it worth selling a piece?

The Lighthouse Hookers, the South Shore branch of the Rug Hooking Guild of Nova Scotia, (RHGNS) had some lively discussions, came up with a chart and tested it on three different hooking styles: a wide cut primitive mat with recycled fabrics, a fine cut pillow with fine shading in purchased dyed wool and a wall hanging with special techniques and a variety of fibers.  The guideline seems to work and the results are available to all Maritime hookers.

We used three existing guidelines as a basis for discussion.  The RHGNS approved a set of guidelines in June, 2002.  These were published in the Rug Hooking magazine and revised at a teacher’s branch workshop in 2005.  We wondered if they would still work today.  The second set was from the Rug Hooking Guild of Newfoundland and Labrador and the third, designed to price commissions, was published in the Spring 2011 issue of Rug Hooking Magazine. The end result was a slightly modified and updated version of the RHGNS guidelines. Our members felt that it most closely reflected their style of hooking and suited the local market conditions.


Criteria

Amount per square foot


Basic price on burlap, monks cloth and rug warp                                              $80.00
Basic price on linen                                                                                         $90.00
Original design, depending on complexity                                            $12.00 - $20.00
Dyed  new woven wool, custom dyed by hooker                                               $30.00
Dyed new woven wool, purchased                                                                     $6.00
Recycles wool as is                                                                                           $ 6.00
Recycled wool, over-dyed                                                                                 $10.00
Intricate shading, 75% of work                                                                           $15.00
Intricate shading, 50% of work                                                                          $10.00
Fine cut strips (#3 and #4)                                                                                $10.00
Wider cut strips (#5 - #8)                                                                                   $8.00
Sculptured hooking                                                                                          $20.00
Other materials (fibres, roving, metallic threads, embellishments, etc.)             Recover cost
Marketing costs (gallery commissions, promotional flyers, show entry fees )     Recover cost
Quality of work, including finishing                                                                Subjective
Visual appeal                                                                                                 Subjective


  • Basic price includes backing, printed commercial pattern and allowance for time/labour
  • Adapted design category was deleted because of copyright issues
  • Quality of work and visual appeal are the “WOW” factor and must be evaluated by the artist
      Sessions conducted by Heather Gordon and Joan Young, Spring 2011 in Bridgewater, NS
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Formula for finding the square foot of a square or rectangle rug  (example size 22" x 33")
Multiply the width x length  22 x 33 = 726 square inches
Divide 726/144 = 5.0146 square feet
Multiply 5.0146 x (price calculated from criteria ex. $120.00) = $601.75 ($600.00)
                                              
26 Comments
Pat Lawson
10/29/2013 06:13:39 am

Thank you for this Christine! It's right on the money for me. I've had success selling items at around $1.00 per square inch ($120 per square foot) depending on those variables you noted, i.e. degree of difficulty, etc. The dollar per square inch formula is an easy quick way to calculate what I consider a minimum I should charge. I usually hook with an 8 cut, original design always, finishing with care by whipping rug edges and finish small wares (cozies, pillows) with hand made wool cording.

Reply
Jean Ottosen link
10/2/2014 12:30:50 pm

Thank you from me also Christine! I am still at a loss though. I calculate my small 6" square (36 sq. in.) rugs should sell for $1.50/sq. in. without figuring in the hand spun, hand dyed yarn, and commissions (40%)! I am not sure they would sell for that high a price.

However I was at a gallery today that sells my work and the work of other fiber artists, notably quilters. And I was surprised to see a quilted 6 x 8" piece selling for $165! When I commented to the proprietor she said she thought my prices could be higher. So maybe I will give it a try after all, using this formula as a base.

Reply
Sally Van Nuys link
11/3/2014 02:53:58 am

I also take into consideration the area in which I am selling. If it is upscale, prices can be higher; if it is economically depressed, they go to my lower end. These are great guidelines, to be adjusted based on your own selling criteria.

Reply
Polly
12/14/2014 06:33:44 am

Totally disagree
Treat as art - you are an artist
Find me an artist that charges on the size of their canvas
Some large ones - turn out OK
Some small ones - Super

Reply
dee
7/21/2015 03:14:56 am

Numerous fine artists use a formula that charges by the inch. This article is but one that describes the method. http://mariabrophy.com/business-of-art/how-to-price-your-original-artworks.html

Reply
Betty Rae link
8/18/2016 02:19:29 pm

I totally agree with Polly. We have been indoctrinated to think of ourselves as "crafters" not "artists". Those of us who design and hook our own rugs are artists. But beauty is in the eye of the beholder. The rugs we love, another may hate! Selling is a hard business.

Reply
Rachelle LeBlanc link
7/20/2017 06:43:48 am

I agree. This is art. Painters do not charge more based on the size of their brush strokes. Prices for hooked worked should be based on who you are( your artistic accomplishments) , who you are selling too (this is were market research comes in), and the established price you sell your work. This method of pricing hooked work is outdated and keeps people thinking of this as crafty work

Bernice Mitchell
1/28/2015 02:06:10 am

I fail to understand your pricing. Are you saying your cost of backing material is $80-$90 /sq. foot?
I am in British Columbia which is a very difficult area to try to sell my work. I have been been told I under-price, but if I charged this much I would never sell anything here.

Reply
Daniel
3/29/2015 10:00:41 pm

This is only a guide not by Christine but by other groups, she is posting it for our convenience. So if you like a piece of work and it does not fall in this criteria are you passing it by?

Reply
Katie
7/9/2015 03:27:32 am

I am trying to sell my rug pieces,which is Inuit art, prices for my materials are high in cost because of the area I live in. a ball of wool here ranges from 6- 9 dollars and the burlap is a whopping $54.00 a sq.yard how can I sell anything at this range? however your idea of pricing can be helpful to most, I need more help. the costs would so high to sell my pieces here.

Reply
larisa erwin
9/21/2015 09:16:51 pm

I use the same formula as you use,but I multiply by 125 to get the cost. ithen subtract 25 percent for the store and then the store prices whatever they want so they can sell it.

Reply
DUQUESNOY 5VIEUBLED MarieClaude
5/14/2016 01:43:43 am

ct recevoir les dessins ? svp merci

Reply
Betty Rae Calleja link
8/18/2016 02:15:37 pm

If a fire were to destroy my large rugs, money could not replace them. I no long try to sell my work because of the low pricing. When I pass, my kids may try to do so. Therefore, your criteria is valuable. My time and creativity are worth far more than you have indicated. I understand trying to sell rugs is disappointing as people do not appreciate that it is an art form not a "craft." For insurance purposes, I would set the price at a minimum of $120 per square foot. I am finishing an original 11' x 7' rug on monks cloth. 77 sq. ft, at $120 makes it worth $9,240.
I am not in the hooking business. My web site is about my work as a mystic and spiritual counselor, but it displays some of my rugs.

Reply
Betty Rae Calleja link
8/18/2016 02:15:44 pm

If a fire were to destroy my large rugs, money could not replace them. I no long try to sell my work because of the low pricing. When I pass, my kids may try to do so. Therefore, your criteria is valuable. My time and creativity are worth far more than you have indicated. I understand trying to sell rugs is disappointing as people do not appreciate that it is an art form not a "craft." For insurance purposes, I would set the price at a minimum of $120 per square foot. I am finishing an original 11' x 7' rug on monks cloth. 77 sq. ft, at $120 makes it worth $9,240.
I am not in the hooking business. My web site is about my work as a mystic and spiritual counselor, but it displays some of my rugs.

Reply
Betty Rae Calleja link
8/18/2016 02:19:56 pm

If a fire were to destroy my large rugs, money could not replace them. I no long try to sell my work because of the low pricing. When I pass, my kids may try to do so. Therefore, your criteria is valuable. My time and creativity are worth far more than you have indicated. I understand trying to sell rugs is disappointing as people do not appreciate that it is an art form not a "craft." For insurance purposes, I would set the price at a minimum of $120 per square foot. I am finishing an original 11' x 7' rug on monks cloth. 77 sq. ft, at $120 makes it worth $9,240.
I am not in the hooking business. My web site is about my work as a mystic and spiritual counselor, but it displays some of my rugs.

Reply
Jackye Hansen link
10/15/2016 09:54:54 am

Ifeel that $185.00 a square ft.is fair for quality work on good backing LINEN, or warp clothe or homespun fabric, Add more for Waldoboro style.

Reply
Margaret Pittman
10/31/2016 06:37:25 pm

Great article!

Reply
Laura Lasak
1/17/2017 12:44:58 pm

How would I sell my moms hooked rugs? Don't know where to begin! Any help greatly appreciated!

Reply
Joan
4/2/2017 08:05:03 am

In the calculation above where did the 144 come from in the division portion? And do these prices reflect what things are today in 2017 or more?

Reply
Gwen Hess
12/23/2017 06:25:25 am

to convert square inches into square feet.

Reply
Abbey Hanson
8/1/2017 05:44:34 pm

I have a question. I recently started making braided rugs. My granny has been making them for years, and my great grandma before her. They are made out of wool that I find our get from her. How much would I sell them for?

Reply
Trudy Bennett
11/18/2018 12:42:17 pm

Thank you. I recently finally completed a rug started in 1965 and immediately donated it to the church for a silent auction. It measures 3’x6’ on quality burlap (RittermereFarms) and can be hung or not. I was having difficulty valuing the rug and this is very helpful. I had put a reserve bid of $500 and did not get a bid. I will put advertise the rug online somehow and just give the money to the church.

Reply
Betty Chapman
9/12/2019 02:06:33 pm

I have a patterns of rugs on burlap. They are over a hundred years old in good shape. Do you know who I would to sell them. I live in Canada New Brunswick.

Reply
Daniel Nell
9/13/2019 08:32:34 am

to see if old patterns are worth keeping on burlap or to redraw on linen

Reply
Brenda
11/6/2019 05:51:07 pm

I have a gallery that wants to sell my rugs. They will take 40% of the sale price and I will get 60%.

How do I handle that? I wonder if I can price my rugs high enough to get $120sqft after they take their 40% and still have a chance of selling anything.

Thanks in advance for any advice.

Reply
Christine
11/6/2019 06:08:28 pm

Hi Brenda, sorry I am not the one to give any advice about selling rugs. I sell more supplies than finished goods. I do know that there is only so much the market will bear so you will have to decide if you want to sell quantity at a lower price, or only a few at a higher price. I know someone that sells a lot of rugs and she prices herself out at $100sqf. She sells them directly on Etsy instead of a gallery that needs to make money to stay in business. It also depends on whether you have made a name for yourself or just starting out. Perhaps after you sell a few and words gets around that you are someone to keep an eye on, then you can ask for more money. All the best with your endeavour.

Reply



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