What really happens when a launch flops?

What I Learned From My First Failed Art Launch

Launching a new collection is supposed to be exciting. And it was, in many ways. I’d just finished a set of five mini flamingo paintings—bright, bold, full of personality—and I was proud of them. I photographed them, wrote the listings, and shared them every day on Instagram and Facebook in the run-up. Then launch day came. And nothing happened.

Not one sale.

This wasn’t the big, exciting moment I’d imagined. But here’s the thing: I’m glad it happened.

In my latest vlog, you can watch my Youtube video here. It’s an honest look at what it’s like to put your heart into something and not get the results you hoped for—and why that doesn’t mean it was a failure at all.

What Actually Happened

The whole process took about ten days, including three days when I was away from the studio. I posted about the collection daily on social media, mostly to my existing audience. The feedback was lovely—lots of people cheering me on—but when launch day came, no one bought.

That sting? It’s real. But it’s also part of the job.

Why I’m Still Glad I Did It

There’s so much value in going through the process:

• I practised launching something quickly and efficiently.

• I pushed through the perfectionism that usually slows me down.

• I now have beautiful work ready for future events or shops.

And, maybe most importantly, I’ve started building a rhythm of showing up, creating, and sharing—without tying my worth to the outcome.

Lessons I’m Taking With Me

1. Visibility takes time. Most people didn’t even see the launch. Algorithms, timing, and audience size all matter more than we’d like.

2. Small launches build big momentum. Not every launch needs to break the internet. Each one adds to the foundation of your business.

3. Making art is the win. If I only measured success in sales, I’d have missed the joy of making those flamingos.

   If you’ve had a launch flop—or something you were excited about fall flat—I hope this reminds you that you’re not alone. Every artist I know has been there. It doesn’t mean you’re not good enough. It means you’re in the game. And that? That’s worth celebrating.

Sally x