Shop the Canceled Shows of Brimfield via Instagram
April 23rd, 2020
Hearing that the much-loved, always highly anticipated spring Brimfield shows in Massachusetts would be canceled this May was just too much to bear for Adam Irish, antiques dealer and owner of Old as Adam (www.oldasadam.com) in Providence, Rhode Island, and his friend Emily Brandenburg, a social media advisor to the antiques trade and owner of E.B. Design Agency.
“To say we were heartbroken is an understatement,” Irish explained. Such news was unacceptable. With time on his hands thanks to the canceling culprit, COVID-19, Irish began devising a plan. If the masses couldn’t go to Brimfield, maybe he could bring Brimfield to the masses, in a sense, via Instagram.
“I called Emily and said, ‘I have this crazy idea…’ which I guess wasn’t that crazy because she got on board with it instantly, and well, here we are,” Irish stated.
Irish’s idea was to create an Instagram account where dealers who normally sell at Brimfield could post their wares for sale during what would have been the normal Brimfield sale days.
“We wanted it so anyone could participate. Though we are contacting Brimfield dealers, anyone can get linked to the @thebrimfieldshow Instagram account by including hashtag #thebrimfieldshow in their listings,” Irish explained. “We are asking that no one use that hashtag until what would have been the actual Brimfield sale days and to post only items that pertain to that day’s sale theme.”
The Instagram events will take place the same week as Brimfield, May 11-17. Five shows are lined up, each with a different flavor. The lineup:
• Monday, May 11, 9 a.m. - The Vintage Clothing & Textile Show
• Tuesday, May 12, 9 a.m. - The Pickers Show
• Wednesday, May 13, 12 noon - The E-Tent Show: Art, Design, Eclectic
• Thursday, May 14, 9 a.m. - The Americana Show
• Friday, May 15, 9 a.m. - The Modern Timeless Show
Irish said he understands that not all dealers are Instagram savvy, but he noted that setting up an account is quick and easy to do. The show will also be accessible via the Brimfield Show’s Facebook page (www.facebook.com/thebrimfieldshow) and website (www.thebrimfieldshow.com), but the easiest way to participate, for selling and for shopping, will be via Instagram.
Though dealers can participate for free, Irish and Brandenburg also have three paid sign-up options, with each increase in cost giving dealers more exposure. To be a listed dealer costs $45, to be a featured dealer is $75, and being a select dealer requires $145. Signing up for a fee helps offset the show’s advertising expenses and gets dealers and their business advertised on the show’s website, social media, and other promotions. This is explained in more detail on the show’s website. Irish reiterated, though, “Anyone who uses Instagram can sell on our virtual field for free. Doing one of these tiers is not necessary to participate. Just post photos from your account with the hashtag #thebrimfieldshow to be part of the show.”
Irish and Brandenburg have been working hard on the show’s website and have already lined up a long list of dealer participants who have paid a fee for more exposure. Dealers interested in the fee option can go to the website to sign up.
How does one shop the show? Simply follow the show’s Instagram account (@thebrimfieldshow) for links to participating dealer accounts. Links and categories are also featured on the website. When a show opens, dealers will begin posting pictures of their virtual booths. Shoppers can also search the hashtag #thebrimfieldshow during May 11-17 to virtually trek the fields.
Irish explained that shoppers who find an item they wish to purchase should contact the dealer by commenting on the Instagram post of interest, sending a direct message (DM), or calling by phone. All dealers will have their preferred method of contact on their Instagram profile and will give shoppers instructions on how to pay. Each dealer will handle all aspects of their own transactions, including shipping.
Irish and Brandenburg understand that many will have questions about this new platform. They encourage those who want more information to visit the website for details or send an e-mail to <[email protected]>.
Just a week into building the website and getting the Instagram account in place, Irish was excited to say that more than 50 dealers had already signed up, at every level and in every category. The Instagram account also topped 2000 followers in that same week’s time.
“Pretty exciting stuff,” Irish stated. “We have had an overwhelmingly positive response so far.”
Irish and Brandenburg hope this project will become a springboard and will inspire future in-person and online shows. They are teaming up to form a new antiques event promotion company, Chance & Patina, with ideas for future shows already in the works.
When the real Brimfield antiques markets reopen, @thebrimfieldshow will become complementary to Brimfield Week, directing customers to dealers and advertising the shows more broadly. This duo hopes their efforts will inspire new customers and dealers to join the Brimfield tradition so when the markets reopen, they emerge from this crisis stronger than ever.
“We are in no way trying to put Brimfield online or attempting to hijack the shows,” Irish explained. “Nothing can ever compare to boots-on-the-ground shopping at Brimfield. Nothing.”
There is also no substitute for the camaraderie between dealers and customers that Brimfield is known for. Maybe for those who rely on Brimfield to supply their shop’s stock or those who know shopping Brimfield will lead to additions to their collections, if this Instagram venture can alleviate some of the financial crippling so many are dealing with right now and bring some joy in the process, how can that be bad?
To see the growing list of dealers, visit (www.thebrimfieldshow.com/our-dealers).
