06/06/25
by Victoria Ritter
Sparrow Art Supply in Middlebury, VT seeks to inspire anyone who steps inside to explore their creative side. Founded at the tail end of the pandemic, the art supply store has become a trusted community resource for all types of creatives.
Beth Bluestein and her husband moved to Middlebury from New York City in December 2020. While her husband worked remotely, Bluestein began working part-time for a local art school. She spent her spare time getting back into watercolor painting.
“While I was unpacking boxes from the move, I was making a supply list of all the things I would need,” Bluestein recalled. “I looked for an art store in town, and there was nothing within an hour of where we live.”
Two months later, the town held a Kickstart Middlebury program, a competition solicitating new and expanding business ideas. It was a perfect opportunity for Bluestein to pitch the idea of an art store. She wrote a letter of intent, put together a business plan and pitched it to the program committee. Bluestein subsequently won a $20,000 grant plus $5,000 worth of donated business services.
By 2022, Sparrow Art Supply opened its doors.
“I’ve always been a bit entrepreneurial,” Bluestein said, noting she did not have a formal business education nor experience with a brick-and-mortar store. “I’ve had a few side businesses, and before opening this store I primarily worked as a freelance set designer. As a freelancer, you’re running your own business in itself, so I was no stranger to hard work.”
The store’s name has a two-fold meaning. When the Bluesteins moved to Middlebury, it was winter and the pandemic was at its height. The couple entertained themselves watching wildlife in their yard, and one of the first birds they identified was a sparrow.
Second, sparrows are a very common and hardworking bird. These traits are represented in Sparrow Art Supply’s mission to be a resource for all creatives. “Anyone can get creative,” Bluestein stated.
The community response was “overwhelming,” as customers were thrilled to have an art supply store in Middlebury. “It was very clear that it wasn’t just a want to have this store – it felt like a real need to have this store,” Bluestein said. “The town needed something like this, both as a resource for artists, but also as a community hub.”
Owner Beth Bluestein
Crafting an artist’s toolkit
Sparrow Art Supply was initially a 1,000-square-foot space located down a set of stairs. Although the location was right for the time with an affordable price and an accommodating landlord, the store had potential to grow. Bluestein moved the store last year to a downtown location that is at street level.
“We are right in the center of historic Middlebury, so we have a beautiful brick building with giant windows,” Bluestein said. “You walk in the door and we have high, tin ceilings. It’s a really pretty space.”
Inside and to the left is a dedicated gallery space. To the right are the art supplies. Sparrow Art Supply carries more than 5,000 SKUs, ranging from oils, acrylics, pastels and watercolor paints to canvases, palettes, sketchbooks and notebooks to drawing tools and plein air materials. Popular brands include Gamblin Artists Colors, Faber-Castell, Daniel Smith, Posca, Sakura, Princeton Artist Brush Co., Strathmore and Golden Artist Colors.
Bluestein curates her inventory by searching for products that are interesting to her as an artist. She also visits manufacturers’ websites and social media pages to see what is current and trending and how people are using materials. She complements customers’ input with sales data, tracking what performs well at the store. “I’ve noticed our drawing materials and stationery section have been growing rapidly,” she said. “So, I’m always trying to think how can we bring new and exciting things for our customers in those categories.”
Accessible art
Local residents are the main customer base at Sparrow Art Supply, but the store also hails students from local colleges, out-of-town visitors in the summer and family members of customers during the holiday season. Even a few newcomers who’ve heard about the store from friends or through the newspaper will stop in. No matter their age or expertise level, they are welcome.
“We try to make it a refreshing experience for people because we know they are coming in wanting a haven from their day,” Bluestein said. “They might be trying to find an activity to do with their kids this weekend or trying to get into a new hobby.”
There is plenty happening at Sparrow Art Supply. The store’s gallery space, which currently takes up about a third of the sales floor, is going through a transition. In order to shifting shopping trends, Bluestein is decreasing the gallery’s footprint to make way for more retail space. The gallery will continue to highlight local artists; Bluestein plans to feature a rotating artist of the month. “The change will keep the space dynamic and maintain the community-minded spirit our shows have always fostered,” Bluestein said. “And it’s giving us an opportunity to introduce some more new products to delight our customers!”
Those looking to get more involved can join the Sparrow Artist Collective. The monthly paid membership offers “creative camaraderie” in the form of in-person meetups, special discounts and an online forum. The collective also hosts online educational seminars geared toward topics such as career skill building, finances, how to frame art and how to teach a class.
The store hosted the first annual Sparrow Plein Air Festival June 14 to 15 in collaboration with Better Middlebury Partnership. Registration was open to artists of all ages and experience levels – artists ages 15 and under could participate for free. Guests could enjoy demonstrations, use a map to visit scenic sites around the Middlebury area, win giveaways from suppliers and peruse artwork for sale.
Being a part of community events is important to Bluestein. “It’s huge. It makes a customer feel like they’re part of something, which is important. Art making is, for the most part, a solitary activity; it can be a lonely experience. As an art store, I’m trying to engage the community.”
Lessons learned along the way
Creating a place where people can explore their creativity has had its ups and downs. Along the way, Bluestein has utilized multiple resources to give her business its best chance to succeed.
When developing her business plan, she reached out to art supply stores in similarly sized towns and asked for their input. She also utilized case studies from Namta to understand inventory trends.
Earlier this year, she expanded her staff from one other person to two part-time employees and went from operating Tuesday through Saturday to being open seven days a week. The shift has allowed her to reach more customers.
One of the challenges of operating an independent store is that there is never a normal day. Bluestein explained how she keeps tabs on the ever-shifting retail landscape, balancing the decision to react to trends and developments or stay the course. Foot traffic also varies day to day, so Bluestein tries to predict trends by looking at store data and previous year’s customer levels.
At one point, right before she moved locations, Bluestein faced a tough choice. The holiday season had drawn in great sales, but there was nothing left over after bills were paid.
“I had a real serious moment,” Bluestein recalled. “Do I keep doing this and pretend that nothing’s wrong or close my doors? I decided that I’ve worked really hard at this and I want to give it one more shot. I did a lot of self- education – I had not managed inventory of this magnitude ever before. I ended up turning my business around to create a very healthy margin in my business.”
Bluestein connected with a Small Business Development Center – operated by the U.S. Small Business Administration – to get access to free business resources and a business coach. With some time, research and investment, she made the store a more sustainable business, a proud accomplishment. She encourages other small business owners and entrepreneurs to connect with Small Business Development Centers and community organizers such as chambers of commerce.
Overall, operating Sparrow Art Supply has been a heartwarming experience. Bluestein balances disheartening experiences with the fact that the store is inspiring people to make art.
“Making art can be a very vulnerable endeavor, and it’s very personal,” Bluestein stated. “When people come into the store and they open up to us about their artwork or tell us that they are curious about using a specific medium or just getting started, I feel honored that they trust us.”
