For more information about giclee prints, read Giclee Print & Printing Options for Artists

Q: Two years ago, I produced a series of limited edition giclee prints. Several images have sold out, but they're still popular even though they're off the market and collectors still want them. Should I reissue them? This would, of course, increase the edition sizes beyond what I originally said they would be, but it would solve my marketing problems.

A: The answer is a resounding no, and not only does this apply to giclee prints-- it applies to all limited edition prints including etchings, lithographs, serigraphs, woodcuts, monoprints, and so on. You see, if you reissue the prints, then in the short run a handful of collectors get what they want and you make some easy money, but in the long run you compromise your integrity, credibility, and most importantly, the market for your giclees. People will no longer know how limited your limited editions will eventually end up being-- or if they'll be limited at all. This uncertainty can easily destabilize your market and drive your selling prices down.

By re-releasing a sold-out image, you discourage your core collectors, those who bought believing that they were getting exclusives on your earlier work. These are the people who loved your art from the start, bought it early on, and weren't concerned about how popular or collectible you were. Today, they proudly display your most desirable older pieces and, in a sense, have become your strongest advocates.

They're not going to feel very good if their foresight goes unrewarded and the market is suddenly awash with reissues of their cherished giclees (or whatever type of print an artist might be thinking about reissuing). You will have, in a sense, devalued their prints by once again making them easy for anyone to get. They may even feel betrayed and you may end up with a reputation as an artist who's willing to compromise your integrity for the right price.

Keeping edition sizes constant and never increasing them beyond initial offerings is the best way to go. Not only do you keep your market stable, but you reward your core collectors for supporting you before the masses decided that they wanted one too. New collectors who discover your art understand that if they don't buy an image while it's still available, they either have to search for it on secondary markets or wait for your next new releases.

And think about this-- when you don't reissue, your best sold-out pieces become increasingly desirable and in demand, resellers begin to sell them for more than their original selling prices, and that reflects favorably on the value not only of the limited editions you've already produced, but also on all those that you have yet to produce. This is the type of market that increases the overall appeal of your art and attracts new collectors. You end up in the favorable position of being able to increase your asking prices on all new releases, based on the fact that the old ones are increasing on their own.

So let the collectors who want the old giclees (or whatever types of prints an artist has made and sold out of) try to find them on secondary markets. Be sympathetic, but at the same time tell them that once an edition is sold out, it's history. Let them know that you'll be releasing plenty more great images in the future and that you'll happily notify them as soon as they're available so that they don't miss out again. This keeps your prices strong, your reputation good, and the collectors coming back for more.