Case StudyNatasha Barnes
Abstract artist Natasha Barnes draws inspiration from her travels as well as the flora and fauna of her native South Africa – from the enduring wildlife that roams the Bushveld to the buoyant waterlilies that inhabit the freshwater lakes and rivers.
About Natasha Barnes
One of Natasha Barnes' earliest memories is of the farm where she grew up in South Africa. She recalls playing with the other local farm children, who would often spend their days digging clay out of the riverbanks to mould into figurines. This hands-on creativity would later shape Natasha’s own artistic journey, as she too learned to mould the world around her into something meaningful. “I used to sit there in amazement, watching them sculpt these little figures, and all I wanted to do was create something of my own. I was always running around looking for stuff to make things with.”
Fast forward to today, and Natasha still calls South Africa home – but instead of clay, she now expresses herself through water-based mediums and is one of the country’s most-published artists. Completely self-taught, she specialises in contemporary abstract art with deep roots in her African heritage, where her love of nature – particularly the Bushveld, a vast savannah known for its rich wildlife, baobab trees and rugged terrain – permeates every brushstroke. “I just love the real, raw Africanness of it – the sunsets, the dusty roads, the wild animals,” says Natasha.
"The simple yet profound elements found in nature spark a strong desire to explore and express my surroundings through art."
"My appreciation for these elements extends beyond the visible, reaching into the depths of the murky waters that shelter the resilient waterlily, which thrives in adversity. I find motivation in the idea that beauty can emerge from dark places. The waterlily frequently appears in my work, often represented through playful, childlike drawings that reflect a sense of innocence."
Natasha’s affinity to the natural world is also evident in her personal life. On a typical day, she wakes up around 4am, laces up her running shoes and hits the trail. A keen ultramarathon runner, Natasha credits her morning runs with giving her time to connect with herself and prepare for the day ahead. “I do my best work when the road is long and the sun is high,” she explains. This daily ritual is followed by a session in her art studio from 8am-12pm. “I don’t paint in the afternoons, as I’m mentally exhausted by then. Instead, my afternoons are spent filing paperwork and feeding the cat.”
The art of scaling
In recent years, Natasha's distinctive abstract style has gained increasing recognition. After joining one of the world's largest gallery chains, her global exposure skyrocketed. However, it soon became clear that while her international audience was eager to own Natasha's artwork, many couldn't stretch to the price of an original piece. This presented both an opportunity and a challenge: how could she make her art accessible to people who couldn't afford her paintings?
The answer lay in high-quality fine art prints, but the logistics of producing and shipping internationally posed significant hurdles for an artist whose creative time is limited. In search of a solution, she set out to launch her own print shop and find a print on demand partner to handle the fulfilment. "I looked at a few options here in South Africa, but as 80% of my business is UK-based, I decided to go with a UK provider."
While researching online, she came across Prodigi. After learning that two artists she knew well were already using it to sell their own prints, she reached out to get their thoughts. Natasha credits Prodigi's global reach and competitive rates as key factors in her decision, along with its ability to produce gallery-grade Giclée prints delivered framed and ready to hang, which she deems essential, "a fully finished product is crucial for online customers, who typically want a one-stop shop experience."
Confident in her decision, Natasha then chose which products to offer, eventually settling on framed canvases and framed fine art prints. The final step was integration. I'm not very technical, but the onboarding process was surprisingly straightforward. I had help setting up my ecommerce site on WordPress and then connected it to Prodigi via its WooCommerce integration.
And the results speak for themselves. "The print shop currently accounts for 25% of my revenue, with the remainder split between art fairs, gallery sales and commissions. In the art world, spreading your risk is the key to longevity." Having a reliable print partner allows Natasha to diversify her sales channels without sacrificing quality or her creative time. But beyond that, Natasha has found something equally valuable in her partnership with Prodigi.
"I must say I've been very impressed with the level of service provided. It's refreshing to interact with people who genuinely care about and understand our industry. I was blown away when I first spoke with Nicola from the Prodigi sales team I felt noticed, and it confirmed that I'd made the right choice. She just got it straight away."
So what’s next for Natasha Barnes?
With her print shop now live and generating revenue, Natasha has been able to reflect on her artistic journey while planning her next steps. “Experience counts for something, and the past 30 years have led me to this point in my career. It hasn’t always been easy, but I’ve always stayed true to my integrity, putting my clients first.” For Natasha, maintaining artistic integrity isn't about exclusivity – it's about ensuring that her creative vision reaches its intended audience without compromise. The print on demand model allows her to focus on creating authentic work in her studio during those precious morning hours, knowing that each reproduction will honour her artistic intent.
"My goal now is to grow my print shop so that everyone can own a Natasha Barnes piece, regardless of location or budget." To achieve this, she's set monthly targets and is working toward a self-sustaining online presence. "I’m not naive to the fact that this is a mammoth task and will require many hours of marketing."
"Looking ahead, I plan to introduce framed foil prints, as many of my artworks feature metallic detailing. I think it’s important to keep it simple and not offer too many options – customers will always tell you what they want. My advice to other creators considering an online business? Invest in a good developer who can align with your brand and help you stand out from the crowd. Offer a high-quality product, provide excellent service and always be open to change."
And just like the resilient waterlily often featured in her artwork, Natasha continues to evolve, finding new ways to share her art with the world while staying true to her roots.
As an artist, every minute I’m not painting is money lost. Processing orders manually takes the same amount of time and effort, whether it’s a £50 print or a £5,000 painting. Having Prodigi handle these tasks for me frees up my time and allows me to focus on creating and selling my artwork. Natasha Barnes