Initially Shop

Commerce that works for the people who make the work.

Initially Shop is a for-profit social enterprise founded in New York. We license original art from artists, put it on well-made products, and send 10% of profit to the artist. No foundation, no grant dependency — just a shop that pays its people.

Entong Deng holding his architectural drawing with professor

How it started

Started by Entong Deng

Entong Deng founded Initially Shop with a simple observation: artists create work that people want, but most commerce structures keep the value with the distributor. She wanted to build the other version — where the artist gets paid every time something sells, not just when they're lucky enough to sell an original.

Initially Shop launched with Sebastian Kravitz's Tulip Series. It's the first of many collections we intend to build — each one licensed from an artist who makes the work and paid when it sells.

The model

  • For-profit, not a nonprofit

    We're a social enterprise — a business with a fair-trade operating model. We don't take donations, we don't apply for grants, and purchases aren't tax-deductible. We run a shop.

  • 10% of profit

    Every artist has a licensing agreement with Initially Shop. That agreement requires us to pay 10% of profit, with no minimum threshold. If a product sells, the artist gets paid.

  • Every artist has a contract

    Before any artist’s work appears on a product, they sign a licensing agreement with Initially Shop. That agreement specifies the royalty rate, payment schedule, and exactly how their name and work can be described publicly. Nothing ships without it.
Sebastian Kravitz holding large painting with mentor

The roster

Four artists. Four different practices.

Initially Shop currently features work from Sebastian Kravitz, Entong Deng, Emma, Yutong Deng and more.

Each artist signs a licensing agreement before their work appears on any product. Each agreement specifies the royalty rate, payment schedule, and how their name and work can be described publicly.

Meet the artists