Every year, Bragg Creek’s Community Center is overrun by eager holiday shoppers looking for that special, one-of-a kind Christmas gift. And, while there are many wildly popular Alberta craft fairs popping up all over the province, this particular one is a stand-out.
For over 40 years, this brain-child of the Bragg Creek Artisans Club, has drawn crowds that spill out into the the Centre Mall. Driving much-needed business to the hamlet before it reverts to a sleepy winter town.
And it’s easy to see why.
They are constantly finding new ways to improve the market experience while supporting a thriving arts and culture scene.
An Evolving Tradition
In the past, every vendor at the market had to be a member of the Bragg Creek Artisans Club. However, in 2023, the club introduced a new approach by welcoming a mix of long-standing members and invited guest vendors like Diamond Clay Studios.
Many of which are featured in this article. For the busy shopper, this adds variety and showcases a wide range of artistic talent.
And, according to Joan Matsusaki, President of the Bragg Creek Artisans, this decision helps elevate the sale by including both established names like Kari Woo and emerging artists who are just starting their journey like Love and Mischief Glass.
It’s a customer-centric approach that reflects their community commitment to celebrating artistry at all levels. While creating a healthy ecosystem for artists to thrive in.
One Market to Rule Them All
Stepping inside, the community center is packed wall-to-wall with local artists and craftsmen. Many displaying their wares on lovingly decorated tables and displays—without a single MLM in sight.
The market showcases everything. From glass blowing and epoxy/resin charcuterie boards to baked goods and liquor. Which makes it an easy, one-stop-shop for a beautiful, handmade Christmas gift.
The Pricing “Issue”
But, as I spoke with some of the vendors who return year after year, I was struck by an underlying divide; the difference in how artists and buyers view the value of their work. Especially in a market setting.
Whether they see themselves as hobbyists simply covering the cost of their art supplies or business owners carefully managing their business strategy—one thing every vendor mentioned in passing was the pricing “issue”.
Holiday shoppers are generally looking for three things; affordability, uniqueness and the qualities that would make a good gift. Which puts traditional fine artists, like painters, at a major disadvantage if they can’t adapt to the holiday craft fair environment.
Because unlike an art gallery, craft fairs tend to operate more like retail spaces. With the pricing expectations to match.
Some, like Rebecca Sobbi and Sally Beetham Tilley, both Artisan Club Members, tackle this by offering affordable reproductions in white paper mat frames. This keeps costs manageable and appeals to holiday shoppers looking for something ready-to-hang.
Almost every popular vendor at a craft fair offers some “entry-level-product” like this. Usually, a smaller, more affordable item designed to draw in customers and make them feel comfortable enough to browse the higher-priced items.
For guest vendors like Goat Milk Soaps, this means mini hand soaps carved into leaves and flowers. For many traditional artists this means a stack of Christmas cards, 5×7 prints or bookmarks.
“People don’t just come and [grab stuff] off the walls.” Sally Beetham Tilley explained. “Some years postcards sell well. Other years…not so much.” Another said when I asked about their pricing strategy.
Which is maybe why many of the long-time Alberta artisans I spoke with tend to emphasize connecting with potential buyers and sharing their love of the craft over making a direct sale.
Connecting with Alberta’s Local Artisans
Grayson Shalin from Barnwood Crafts, another guest vendor, is one such example.
He rarely hands out business cards because people will lose them. Instead encouraging curious shoppers to take a picture of the business cards he included in his picture frames so they can “have them forever.”
Which struck me as a clever marriage between a social sharing strategy and a great way to reduce unnecessary paper waste. (He still had a few tucked in his back pocket, just in case though).
A Passion for Craftsmanship
All his pieces, including picture frames, are crafted from reclaimed wood that would otherwise be discarded or burned. At one point, while admiring his bird houses he explained to me that he loved seeing birds in his backyard and tried to make every single house a little bit different because, “birds make a grey day beautiful.”
This passion for craftsmanship and storytelling was echoed by other vendors as well.
Gordon F. Wilson,a passionate member of the Bragg Creek Artisan’s club spent a little time talking to me about his distinctive painting style.
Explaining that he put together his very first portfolio in high school. And that it consisted primarily of architectural line art. With him then going on to work with real estate developers to flesh out their blueprints for several years.
And, in a sea of talent, this unconventional eye for structure definitely stands out.
Details That Defy Expectation
While the market definitely has variety and atmosphere. What struck me the most was the undeniable level of skill, passion and technical prowess on display at every turn.
When I asked guest vendor VEEJ Inc., a boutique clothing designer where she gets her fun, brightly colored fabric from, I was expecting something off-the-rack due to the relatively cheap pricing.
But lots of her textile patterns are actually custom-designed and printed. Which I’m sure, adds an additional cost to the process. The trade-off being that her work supports not only herself but other designers as well.
Other artists simply defy expectations. Most of it in the little details you don’t usually stop to notice in a crowded holiday market.
Guest vendor Two Dragons Woodcraft, for example, create their intricate pieces with a portable, variable speed saw. Achieving results that are virtually indistinguishable from delicate laser cutting while requiring an intense level of accuracy and patience akin to traditional marquetry.
But, choosing to use their skills to produce functional decor, fun conversation starters and unusual children’s toys automatically selects for busy parents who won’t necessarily pay for these small details when their number one priority is often affordability.
Many artists here excel in their artform. Most of which I didn’t get a chance to talk to in the short time I was there.
But, due to the nature of craft fairs, its also just very easy to overlook their work due to the overwhelming variety and the pricing strategies necessitated by the setting.
Especially when some artisans may have refined their techniques to near perfection, making their art, on an aesthetic level, nearly indistinguishable from mass-produced goods. Which is a real testament to the mastery of their craft.
So, I’d highly encourage shoppers take a walk through the market once or twice and take their time browsing.
Perceiving "Fine Art"
One such stand out for me was Patricia Johansen. A long-time artist who traded in her oil paints for watercolor and never looked back.
On first glance, her artwork is virtually indistinguishable from oil paint due to a unique mastery of layering. Which makes her work easy to overlook if you’re moving quickly. But in a medium as traditionally ‘loose’ as watercolor, this level of fine detail is incredibly rare and would be extremely difficult to replicate.
I would even go as far to say it rivals many professional oil pieces currently being exhibited in more traditional settings in terms of technique and depth. Which demonstrate the technical skill and unique vision that often precedes broader recognition.
The same work in the eyes of a serious collector would likely be evaluated as much higher than the prices she’s currently selling her art for. But in the market setting, many of these artists risk blending in.
This creates a interesting feedback loop: artists price their work lower to compete, which reinforces the perception that craft fair art is less valuable. Which then leads to artists pricing their work even lower to remain competitive.
And, unfortunately it’s a hard cycle to break once you’re in it
Why You Should Invest In Emerging Artists
Markets like the Bragg Creek Christmas Market may not usually attract traditional fine art collectors, but they offer a rare chance to discover and support local artisans whose skill may rival that of gallery-represented artists.
Which is why I’d highly recommend you consider adding some pieces from these craft fairs to your collection. Investing in their work now—even if the artist isn’t a household name—can have huge potential for appreciation over time depending on where they are in their career.
But, on a more pragmatic level. Their work is already valuable. Based on sheer skill and dedication alone.
Local artists and groups like the Bragg Creek Artisans Club contribute heavily to the places they live in. Even if they go unacknowledged.
And, by investing in your local art scene you are directly investing in your community in a way that bolsters the economy far more than a handful of high-end gallery pieces ever will.
Perhaps the high end and ‘local’ art scenes will always be two separate worlds due to public perceptions and biases. But the actual quality and artistry manage to cross divides all the time.
And that is a beautiful thing for everyday art enthusiasts.
Many people will never have the ability to own a Van Gogh. But they could very easily aquire a Gordon F. Wilson, a Joan Matsusaki or a Patricia Johansen at a fraction of the cost. All of whom have the potential to cross the divide between ‘local fine artist’ to long-term recognition.
And, even if they don’t. You’re likely getting exceptional quality at holiday market prices.
Final Thoughts
Of course, many artists may never have the opportunity to ‘make it’ in the luxury art world.
What is commercially marketable on a local level; forest scenes, animals, landscapes etc. are heavily saturated and don’t necessarily translate well to high-end gallery needs.
Especially in Alberta where these subjects are common fair for inspiration.
Others may simply never choose to pursue this kind of career path. Preferring to keep their art accessible to as many people as possible.
But there is one significant factor that often gets left out of the equation when we talk about the gap and the impact local artists can have on their communities. Support.
Which doesn’t always mean buying something expensive. Uplifting your local art scene can mean a lot of different things.
Engaging with artists about their process, sharing their work on social media, attending gallery exhibitions and talking them up to friends and family can all make a huge difference.
Simply following standout vendors from this years market on social media or visiting the next one could be an incredible investment. And one that directly benefits you.
And, as an added bonus. For all you know, the next big name in art might be sitting at a plastic fold out table in Bragg Creek right now.
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