What Let's Make Art does

Let's Make Art is a privately-held, founder-operated watercolor education business founded in 2018 by Sarah Cray and headquartered in Hamilton, Missouri. The company sells video-based digital courses, recurring monthly digital packs, physical workbooks, proprietary watercolor paper pads, and curated third-party art supplies directly to consumers through a Shopify storefront, with international shipping and multi-currency checkout. Its customer base is hobbyist watercolor artists and absolute beginners, served through a tiered offering that ranges from free top-of-funnel YouTube tutorials and a six-episode Watercolor Beginner Series to paid courses priced between $44.99 and $350 and physical supplies priced between $7 and $35.

The business model is a community-led, product-led DTC operation. Free content on YouTube and a private Facebook group drive acquisition and engagement, while paid digital products (Express

Name

Let's Make Art

Legal name

Let’s Make Art Holdings LLC

Website

https://www.letsmakeart.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Let's Make Art provides offers tutorials and art products.

Ownership category

akta.pro rank

Product category

Art Education & Creative Supplies

NAICS

Fine Arts Schools (61161)

akta.pro primary industry

Visual Arts Instruction (Drawing, Painting, Sculpture) (EDAMAAAA)

Keywords

• Watercolor tutorials
• Art education
• Digital painting courses
• Art supplies
• Creative learning

Headquarters

HQ city

Hamilton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Others

Revenue model

1. Digital Products - Monthly Packs: Monthly limited-time digital packs featuring themed watercolor projects with video tutorials, outlines, and step-sheets. Available for purchase during specific windows (e.g., August pack available until September 1).
2. Digital Courses: Comprehensive online courses including the Good Morning Journaling Course ($99.99 seasonal / $350 year-long), Monet Digital Course ($49.99), Expressive Florals ($79.99), Atmospheric Landscapes, and seasonal offerings. Includes lifetime video access.
3. Digital Kits and Packs: Individual digital project kits ($15-$20) covering specific themes like holiday cards, national parks (gouache), and themed watercolor projects. Includes video tutorials and PDF instructions.
4. Physical Workbooks: Printed watercolor workbooks by Sarah Cray ($34.99-$35.00) featuring outlines, step-by-step instructions, and projects on 140lb cold press paper. Optional video packages available separately.
5. Art Supplies: Proprietary watercolor paper pads (9x12 100% cotton at $23.99, various sizes), branded watercolor calendars ($15.99), brushes, Holbein tape, and third-party paints (Daniel Smith).
6. Gift Cards: Digital gift cards at $10, $15, $25, $50, $100, $150 denominations, delivered via email with no expiration or processing fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Let's Make Art is an online watercolor education platform that sells digital painting courses (e.g., Good Morning Journaling Course, Monet Digital Course, Expressive Florals, Atmospheric Landscapes), monthly downloadable digital packs, evergreen project kits and eBooks, physical workbooks, proprietary watercolor paper pads, and curated art supplies. Founded and taught by artist Sarah Cray, the business combines paid video-based instruction with free YouTube tutorials and a community-driven learning experience shipped from Hamilton, Missouri.

Product overview

Let's Make Art is a watercolor painting education platform centered on video-based courses, downloadable digital products, and curated art supplies. The core offerings include monthly digital packs with limited availability, signature courses by artist Sarah Cray (such as the Good Morning Journaling Course, Monet Digital Course, Expressive Florals, and Atmospheric Landscapes courses), physical workbooks with custom outlines, and an always-available library of evergreen digital kits and ebooks. Supporting these are proprietary watercolor paper pads in multiple sizes, curated art supplies (brushes, paints, tools), and the Watercolor Calendar. The platform also maintains free content through the Watercolor Beginner Series, Guest Creator Content, and the community-focused Let's Make Art Matter initiative. Content is delivered via the website with video access through YouTube integration, and physical products are shipped from their Hamilton, Missouri location.

Differentiator

Problem solved

Functional benefit

Brands

• Let's Make Art: Watercolor: Private Facebook group community for watercolor enthusiasts to share their art.
• Let's Make Art Matter

Products and services

• Monthly Digital Packs Subscription-style monthly digital download packs featuring themed watercolor painting projects. Each pack includes video tutorials, downloadable outlines, supply lists, and step-by-step instructions. Released monthly with limited availability.
• Good Morning Journaling Course

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Sarah Cray (Sarah Dandelion Cray)primaryStrategic or Co-development PartnerFounder and primary instructor for Let's Make Art. Creates all watercolor tutorials, workbooks, digital courses, and project content. Also the artist behind Dandelion Paint Co. brand watercolors. Her distinctive teaching style and aesthetic are central to the company's value proposition.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Skillshare: Subscription-based online learning platform offering thousands of creative classes including watercolor, illustration, and design. It is a broad incumbent that competes with Let's Make Art's digital course offering but serves many more creative disciplines.
• Domestika: Global online creative education marketplace producing premium video courses in illustration, painting, and crafts. It overlaps directly with Let's Make Art's digital course model and competes for the same hobbyist learner audience.
• CreativeLive: Online education platform specializing in creative arts, photography, and design with on-demand video classes. Comparable to Let's Make Art in delivering instructor-led creative courses to hobbyists.
• Blick Art Materials: Major US art supplies retailer offering watercolor paper, paints, brushes, and educational content. Comparable to Let's Make Art's curated art supplies line, though at much greater scale and broader assortment.
• Princeton Brush: Established art supplies brand selling watercolor brushes and related tools. Its brushes are stocked in the Let's Make Art shop, and the brand competes broadly in the watercolor supplies category.
• Winsor & Newton: Heritage art supplies manufacturer producing professional watercolor paints, paper, and brushes. It is a broad incumbent in the watercolor supplies segment that Let's Make Art sells into through its curated shop.
• Strathmore: Major art paper manufacturer selling watercolor paper pads, sheets, and blocks. It is a direct competitor to Let's Make Art's proprietary 100% cotton watercolor paper pads in the consumer watercolor paper category.

Direct peers

• Kolbie Blume: Independent watercolor educator and author selling online courses, workbooks, and tutorials on landscape and atmospheric painting. She is explicitly listed as a guest creator on Let's Make Art and directly competes for the same watercolor learner segment.
• Sarah Simon (The Art of Wonder / Wonder Forest): Independent watercolor and botanical illustrator selling online courses, books, and prints. Featured as a guest creator on Let's Make Art and competes head-to-head for hobbyist watercolor students seeking structured instruction.

Emerging players

• Peggy Dean (The Pigeon Letters): Independent artist and educator selling calligraphy, watercolor, and botanical illustration courses and supplies. Featured as a guest creator on Let's Make Art and overlaps in the broader hobbyist creative education space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@LetsMakeArt
• Facebookfacebook.com/letsgomakeart
• Instagraminstagram.com/letsgomakeart
• Xx.com/letsgomakeart
• LinkedInlinkedin.com/company/letsmakeart

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Let's Make Art