Summer 2022 - 59

DESTINATION: VIRGINIA MUSEUM OF FINE ARTS
S
ince 1936, the Virginia Museum of Fine Arts (VMFA) has
been a cultural destination committed to " enriching the
lives of all. " The Richmond museum is state-supported
but also privately endowed, Meisha Gourley, interim director
of retail operations, shared. Guests enjoy the mix of free art
collections as well as the variety of paid exhibits.
VFMA offers events, dining and a gift shop that " has the unique
advantage of being connected to an incredible collection, " noted
Gourley. " In the VMFA shop we try to extend the mission of the
museum by offering products that not only remind a visitor of
their time at the museum but that will continue to educate and
enrich their life. That could be a book highlighting an exhibition
or it could be a piece of handmade jewelry from a local artist.
The connection between art and product has many avenues
to explore. "
VMFA's exhibition specific t-shirts are top sellers, along with impulsebuys
such as pens, pencils, postcards, jewelry and more.
Merchandise
" We have a robust product development collection and it
is always in the top three of categories we carry. Lately, our
exhibition specific t-shirts have been a top seller, " she explained.
Additionally, the gift shop offers items Gourley considers impulsebuys,
such as " fun pens/pencils, kitchy desk items, postcards/
notecards, and even fun jewelry. "
a
Store Manager Katie Carr works her display magic by combining
" story-based "
approach with
clean accessible
product
presentation. " Katie is excellent at finding a whimsical and novel
way to make typical gift shop items really sing, " Gourley explained.
For special occasions and holidays, VFMA has had success with
bundled gift offerings. " Over the years we have explored bundled
items, either within our store or across departments, meaning
partnering with our on site cafe/restaurant or our membership
department to add additional incentives to special celebrations, "
Gourley said.
Gourley sources merchandise primarily at in-person markets,
such as MSA Forward, NY NOW and Atlanta Market.
GIFTSHOPMAG.COM 59

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Summer 2022

Table of Contents for the Digital Edition of Summer 2022

Summer 2022 - 1
Summer 2022 - 2
Summer 2022 - 3
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Summer 2022 - 5
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https://www.nxtbook.com/greatamericanmediaservices/GiftShop-Plus/winter-2025
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https://www.nxtbook.com/greatamericanmediaservices/GiftShop-Plus/fall-2023
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https://www.nxtbook.com/greatamericanmediaservices/GiftShop-Plus/holiday-shop-2023
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https://www.nxtbook.com/greatamericanmediaservices/GiftShop-Plus/the-guide-2023
https://www.nxtbook.com/greatamericanmediaservices/GiftShop-Plus/winter-2023
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https://www.nxtbook.com/greatamericanmediaservices/GiftShop-Plus/summer-2021
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https://www.nxtbook.com/greatamericanmediaservices/GiftShop-Plus/winter-2021
https://www.nxtbook.com/greatamericanmediaservices/GiftShop-Plus/fall-2020
https://www.nxtbook.com/greatamericanmediaservices/GiftShop-Plus/pets-fall-2020
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https://www.nxtbook.com/greatamericanmediaservices/GiftShop-Plus/pets-fall-2019
https://www.nxtbook.com/greatamericanmediaservices/GiftShop-Plus/demdaco-2019
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https://www.nxtbook.com/greatamericanmediaservices/GiftShop-Plus/holidaygiftguide-2019
https://www.nxtbook.com/greatamericanmediaservices/GiftShop-Plus/spring-2019
https://www.nxtbook.com/greatamericanmediaservices/GiftShop-Plus/pets-spring-2019
https://www.nxtbook.com/greatamericanmediaservices/GiftShop-Plus/winter-2019
https://www.nxtbook.com/greatamericanmediaservices/GiftShop-Plus/pets-winter-2019
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