Stories That Connect: Lessons from the St. Louis Art Fair
How a Van Gogh Book Connected with Strangers
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Imagine the world where sharing stories shatter the obstacles that prevent us from reaching our true potential.
This weekend, I don't just imagine it—I see it in the faces of strangers at one of the top fine arts fairs in the country, the St. Louis Art Fair.
My goal is simple: I'm here to introduce art lovers to Jo van Gogh and my book, Saving Vincent. With a poster of his cocky self-portrait on a corner of my author table, Vincent is my wingman. I expect simple curiosity, but what I receive is far better.
The conversations that spring up are like a fountain of unexpected connections.
The Unexpected Connection
The merchandise tent where I’m located carries vibrant art prints and high-end artistic t-shirts. The booth sits at the front end of a block of double-sided artist booths. Ours is one of five blocks filled with ceramics, jewelry, paintings, digital art, drawings, fiber, medal work and mixed media.
As a juried show, SLAF draws artists from across the country. From a pool of more than 1000 entries, a total of 190 artists are selected this year. The air feels vibrant, alive with creative energy.
Instead of worrying about book sales, I decide to put out colorful freebies: a postcard for book clubs, my business cards, and—a crowd favorite—bookmarks with a Van Gogh quote: “Love is true strength. Love is most noble after trials.”
It's a small gesture, but it opens the door for people to share their own stories.
Two earring-studded friends approach and one leans forward. “My aunt gave me a sketchbook when I was 3 years old and a picture of Starry Night. She told me, ‘Let’s draw this one!’ I couldn’t get enough of it.” She pulls up her shirt sleeve to show me a Starry Night tattoo on her forearm. “I’ve been drawing it ever since!” she laughs.
A young teenager—blonde hair pulled up into a ponytail— breaks away from her family strolling by and volunteers: “I love Van Gogh.” I nod, “Me too! Do you have a favorite?” “The one with the yellow flowers,” and bounces away.
On Saturday, a man rushes up to the booth, breathless. I recognize him from the evening before when he’d stopped by with his wife. “We talked all about Van Gogh and visiting Amsterdam after we saw you last night,” he pants. “My wife’s birthday is coming up—your book will be perfect!”
Later that same day an older adult walks behind me headed toward the prints when she pauses, then places a hand on my arm. “The first art book I ever got—I was probably 12-years-old—was a thin paperback with Van Gogh paintings. I carried it around so much it fell apart.” She smiles, “That was 1954.”
And late Sunday afternoon, a woman wearing a St. Louis Cardinals baseball cap approaches: “I have an autistic daughter and she loves drawing Starry Night.” She smiles, “There’s something about it, isn’t there?”
With each story, I am reminded: The poster of Van Gogh may be drawing people in, but it’s a stranger’s confidentiality—trust to share a personal story—that’s connecting us.
The Power of Word of Mouth
When I began writing my book, I was blissfully unaware of the daunting publishing statistics. Every day*, 7,400 new books are released in the U.S. That’s more than five new titles every single minute.
Yikes! Faced with such impersonal odds, it’s easy to feel defeated.
But my experience here at the fair proves that the human experience has a power the numbers can't measure.
And point to a different kind of data.
Despite the competition from streaming services and social media, the most powerful reasons people read and buy books are deeply personal. The top three are: on the recommendation of a friend, familiarity with the author, and word-of-mouth. This is exactly what I find here. Person after person comes up to my table, either because they've heard about the book from a friend or seen my photo from a media event.
These aren't just sales; they are heartfelt connections born from a shared appreciation for a true story.
Of course I wanted to sell books at the St. Louis Art Fair, but at my table I discover it’s more than that. It's about a mutual exchange where people feel permission to share their own narratives. In a world saturated with information, it’s these personal stories, shared from one person to another, that are powerful, reassuring and trust-building.
Jo van Gogh’s story is right up there as awe-inspiring.
I think that’s where the power to truly shatter obstacles begins.
Warmly,
*From Untold Story of Books, A Writer’s Story of Book Publishing (Michael Castleman) 2024.
Spotlight: Reclaiming Herstory
Introducing a new spotlight: What would happen if we stopped letting history sideline courageous women—and started reclaiming their rightful place? Imagine a world where their stories weren’t hidden, but held up as beacons that shatter the limits we’ve inherited.
Composer and pianist who preserved Robert Schumann’s legacy while achieving her own international acclaim. Clara Schumann (1819–1896) was born 106 years ago this week on September 13.
What if the woman behind the music was also the genius at the piano? Clara Schumann wasn’t just the wife of composer Robert Schumann—she was a virtuoso performer and groundbreaking composer who toured Europe, raised eight children, and kept her husband’s legacy alive while building her own. Her work was admired by Brahms and Liszt, yet history filed her under “supporting role.” I keep coming back to Clara as the kind of woman I write about—brilliant, determined, and too often left out of the spotlight she deserved.
Winners for the Centennial Commemorative Print of Jo van Gogh
Thank you to all who entered to win one of five commemorative prints! With the aid of a random number generator, I’m delighted that it selected Mary J., ME I., Sue H., Carla C. and Kim L. as winners of the gifts! According to these Jo van Gogh fans, the framed prints of Jo will likely be in a bedroom, office, bookcase and in the living room near the TV. Wonderful!
For those interested in Jo’s impact. Here are the four celebratory essays that went along with the celebration of Jo’s centennial: Vincent van Gogh's Enduring Influence on Modern Art, and Widow's Resolve: The Societal Norms Jo Shattered to Make History, How Truth Is a Controlled Burn and The Unsung Marketing Legend behind Van Gogh's $20-billion Legacy
Great stories, Joan! The power of connection is never lost!
Thank you for this, Joan. The whole point of writing is connection, and your experience at the St Louis Art Fair (and your warmth and kindness) show how hungry people are for this.