The Red Carpet to Opening Night.
The twelve steps from this Sunday to the close of the sale, in the order they start.
The table below is the overview: each step, when it starts, and who owns it. Every step is described in detail further down the page, in the same order; the numbers in the table link to those sections.
| Starts | The step | Owner |
|---|---|---|
| Sun 20 Sep | The announcement letter names the Reserve Collection and carries the first invitation to RSVP. The atelier page goes live as the one link. 1 | Bloom writes, Jamie edits |
| Mon 21 Sep | The ad test: $2,000 over fourteen days. 2 | Bloom |
| Mon 21 Sep | Emails to existing audiences begin: past buyers not yet on the list. 4 | JamieBeck.co sends, Bloom writes |
| Mon 21 Sep | Email outreach begins: the press list is built and the sending prepared. 3 | Bloom |
| From 20 Sep | The RSVP list grows every week: the funnel, the watch link, the share ask. 6 | JamieBeck.co and Bloom |
| Mon 12 Oct | The first cold campaign: press, forty names. 3 | Bloom |
| Sun 18 Oct | The films, one per piece, on a studio day. 7 | Jamie, with JamieBeck.co |
| By Fri 30 Oct | The set chosen and the tech built. 8 | Bloom |
| Thu 5 Nov | Full rehearsal at six. 9 | Everyone |
| Thu 12 Nov | The night. 9 | Everyone |
| Sat 14 Nov | The closing letter: the number, June, and the hint at Arles. 10, 11 | Bloom writes, Jamie edits |
The RSVP invitation in the Sunday letters.
Three pieces of copy, written in Jamie's voice for her to edit: the invitation inside the 20 September announcement, a standing paragraph at the end of every later letter, and a last call on 8 November.
20 September, inside the announcement
On Thursday 12 November at 6 pm, my time, I'll launch the Reserve Collection live from the studio: ten new pictures nobody has seen, and then 48 hours to purchase one. If you'd like to be there, reserve your place here and I'll send you the details.
Reserve my place8 November, the last call
Thursday at 6 pm, my time: noon in New York, 9 am in Los Angeles. Thirty minutes live from the studio, then the collection is on sale for two days. If you're coming, reserve a place now so the link reaches you on the day.
Reserve my place27 September to 1 November, the standing paragraph
The Reserve Collection launches on Thursday 12 November at 6 pm, Provence time. If you haven't yet, reserve your place. It takes a moment, and it's how I'll know you're coming.
Reserve my placeThe confirmation, sent at once
You're in. Thursday 12 November, 6 pm Paris, noon New York, 9 am Los Angeles. Here's a calendar file. I'll send the link on the morning of the launch. Until then, the pictures on Sunday. J.
The full email sequence is in the messaging file: the schedule on 1 November, the link at 8 am and again at 5:30 pm on the day, the sale-open email at 6:30, one email on Friday, one on Saturday morning, and the closing email.
The ad test, email outreach, emails to existing audiences, and everything else.
2 · The ad test: $2,000 over fourteen days, 21 September to 4 October
Five audiences. Each is judged after fifty sign-ups or two weeks, whichever comes first. Every ad asks people to sign up for Sunday Flowers and reserve a place. The audiences that pass get the rest of the paid budget; the others stop.
| Who sees the ad, and the spend | What passes, and what happens next |
|---|---|
| Her own followers who engaged this year, on Instagram and Facebook$700 | 110 to 160 sign-ups under $5 each. Under $5, it runs at $600 a week through October. Over $8, it stops. |
| New people similar to her existing buyers, matched by the ad platform$650 | 50 to 90 sign-ups under $10. Under $10, it scales. Over $15, it stops. |
| Pinterest, her pictures to the link-in-bio page$300 | 30 to 50 sign-ups under $8. Under $8, $150 a month from then on. Over $12, unpaid pins only. |
| People searching her name$200 | 40 to 80 sign-ups. Stays on. |
| The best-performing audience, shown a second version of the ad$150 | Tests whether a different picture lowers the cost per sign-up. The better version continues. |
3 · Email outreach to new audiences
Bloom sets up the email campaigns that reach people who do not yet follow Jamie: press, fellow writers, hotels and designers.
| Campaign | Who | The ask |
|---|---|---|
| Press | Forty writers and editors in design, photography, flowers, Provence and the weekend supplements | An interview before the launch, and a place at it |
| Fellow writers | Three to five newsletter writers her readers already read, in design and flowers | A mention in the week of the launch, returned in the spring |
| Hotels and designers | The hotels already licensing her pictures, and a short list of interior designers | A place at the launch, and trade pricing after the sale |
4 · Emails to existing audiences
People who have already bought from Jamie, joined the club or come to Provence, emailed in her name.
| Who | What it says |
|---|---|
| Past buyers not yet on the list: six years of customers, guide buyers and past members | What is coming, and an invitation to Sunday Flowers and the launch. One click to join |
| Starling Club members | The after-party with Jamie, a guest ticket for each member, and the first edition numbers. Memberships reopen |
| Everyone who owns a print | A personal invitation to the launch, and a request to share a photo of their print at home |
| Retreat guests and the retreat waitlist | A personal note from Jamie and the invitation |
| Everyone on the RSVP list | Confirmation, the schedule, the link twice on the day, the sale-open email, one email on Friday, one on Saturday morning, the closing email |
5 · Other marketing efforts
Other marketing activities designed to grow the audience, warm it up for the event, and maximise excitement during the event.
| What | How it works |
|---|---|
| The videos as ads during the sale | The ten videos shown to everyone who already follows or reads Jamie, for the 48 hours, about three times each. About $3,000. |
| Ads to new audiences | Part of the test from week one: people who resemble her buyers, then people interested in flowers, Provence and interiors. Whatever passes is scaled through October. |
| Following up visitors | Anyone who visited the link-in-bio page without signing up sees an ad for this week's letter. In the test from week two. |
| A newsletter placement | One paid mention in a design or flower newsletter her readers already read, the week of 8 November. $1,000, in the November budget. |
| Posts shared with the club | Every launch post published jointly with @thestarlingclub, reaching both audiences. Free, from 20 September. |
| Pinterest, unpaid | Her picture archive pinned, set up by 30 September. Free, and traffic builds over years. |
| A podcast or two | Jamie on design and photography podcasts her readers listen to, recorded in October, released the week of the launch. Two hours of her time at most. |
| The publisher and the books | A card for Sunday Flowers in every signed copy, and its address in the next printing. One letter to the publisher now. |
Building the RSVP list.
The primary emphasis for the season. An RSVP is a person who has asked to attend the launch, and the RSVP list is the buyer list for the sale. The goal is 3,000.
Starling Club members, past buyers, 30,000 current readers, 417,000 Instagram followers, and the new audience reached by ads and outreach.
550 Starling Club members, 1,000 past buyers and readers, 1,450 new audience.
Live at the launch, plus everyone who watches the recording before the sale closes.
At a $400 average order, about $120,000. The minimum is 130 buyers and $52,500.
After the opening
Grand Opening emails go to every RSVP with the link to the sales page, which carries the video for each piece and a replay of the launch as soon as it is available. When the sale closes, the sales page becomes a waitlist: people can ask to be invited to the next event. No RSVPs are taken for it yet.
Support from Jamie's audience
Most of the audience will not purchase this time. Each of these gives them a way to take part, and each is asked for at a set moment.
| How to support | What we ask, and when |
|---|---|
| Purchase a piece | The sale itself, Thursday to Saturday. |
| Bring a friend | Every RSVP confirmation carries a personal invitation link. The friend who reserves through it is counted to the inviter; the ten people who bring the most friends receive the collection as signed postcards. |
| Post the invitation | An invitation card sized for Instagram stories, sent with the confirmation, with Jamie's launch reel to repost. Asked for on 1 November and again on the morning of the launch. |
| Show your print at home | Everyone who owns a print is asked to post it on their wall with the tag #jamiebeckathome; Jamie features her favourites in the Sunday letter and on the sale page. Asked for on 25 October and on the night. |
| Share a piece from the sale | During the 48 hours, each piece has a share button that posts its video with one line from Jamie. Everyone who shares receives the collection as phone wallpapers after the close. |
| Comment and save | On launch day, the letter and the live ask people to comment their favourite piece on the launch post, which is what makes Instagram show it to more people. |
| Join the waitlist | After the close, anyone can ask to be invited to the next event. That list is the first invited next time. |
The videos, the set, and the schedule.
7 · The videos, Sunday 18 October
One studio day. Jamie records one video per piece on her phone on a tripod, ten pieces plus the limited edition, speaking directly to camera about why she chose each one. JamieBeck.co trims each to about a minute and keeps them private until the launch. The same day, three short clips of the studio are recorded for the ads; they show no piece.
- The list of pieces confirmed by 11 October.
- The phone in 4K, horizontal for the stream, plus a vertical take of the limited edition for Instagram stories after the launch.
- Sound from a clip-on microphone, about $20, because the studio echoes.
- Kept private until 12 November. No previews anywhere.
9 · The schedule
| When | What |
|---|---|
| Fri 30 Oct | The set dressed, the streaming setup built, a first run with two videos. |
| Thu 5 Nov, 6 pm | Full rehearsal: same phone, same laptop, same producer, all ten videos, then the Zoom after-party. Timed. |
| Thu 12 Nov, 5 pm | Tech check. Lights on, a private test stream, the link emailed to RSVPs at 5:30. |
| 5:45 pm | Stream live. |
| 6:00 pm | Jamie welcomes the audience. |
| 6:02 to 6:26 | The ten videos, with Jamie's commentary between them. |
| 6:26 pm | The limited edition. |
| 6:30 pm | The sale opens. The sale-open email goes out. The recording is published. |
| 6:30 to 7:00 | The after-party on Zoom: Starling Club members and patrons, each with a guest ticket. |
| Sat 14 Nov, 6:30 pm | The sale closes. The closing email within the hour. |
8 · The set
The studio wall, Apt
Where. The plaster wall in the studio that appears behind her still lifes, with one framed piece beside her and the marble table in front. One fixed camera position, chosen on 30 October and marked on the floor.
Light. Sunset in Apt is about 5:40 pm on 12 November, so the room needs lighting: two soft LED panels, one high and left, one low and warm, both on by the tech check. The videos are shot in October daylight, so the live picture should match them.
Camera and sound. Her phone on the tripod at eye height, connected to the laptop as its camera. The clip-on microphone. The laptop on the table out of frame, showing only the stream, with chat off.
Internet. Wired if the studio has it. Otherwise the connection is tested at 6 pm on 30 October and 5 November, with the phone's data as backup.
The setup, built by Bloom. The stream reaches YouTube and Instagram at once; the ten videos are loaded in order with the limited edition last; her name and the date appear on screen; the Zoom after-party is scheduled and its link goes in the members' email. Bloom produces remotely and switches every scene. Jamie does not touch the equipment.
The closing email, and Edition 2 in Arles.
The closing email announces the final edition size, opens the waitlist for Edition 2, and says where Edition 2 will be revealed: in Arles, in July 2027, during the Rencontres d'Arles.
The sale is closed. The Reserve Collection, Edition 1, closed at [N] prints.
Thank you for being there, for the notes, and for the pieces that found a home. I'll sign every one by hand in Los Angeles in December, and they'll reach you before the end of the year. If you already have a print of mine on your wall, show me: jamiebeck.co/chez-vous.
Edition 2 will be revealed next July in Arles, during the Rencontres d'Arles, on a wall for the first time and online at the same moment. If you'd like to be invited, say so here and you'll hear first.
Invite me to Edition 2It's something I've wanted for years: the pictures on a wall, and you standing in front of them.
J.
What we can say about Edition 2
That it is revealed in Arles in July 2027, during the festival's opening week, on the wall and online at the same moment, and then on sale for 48 hours like Edition 1. That the waitlist is invited to the private view first. No pieces and no prices until the spring letters. The waitlist replaces the RSVP list as the page's ask the moment the Edition 1 sale closes.
Why Arles
Les Rencontres d'Arles is the most important photography festival in the world, and it is forty minutes from Jamie's studio. About 175,000 people visit between July and October, and the opening week in early July is when the curators, gallery directors, editors, publishers and collectors are in town. An exhibition there is how a photographer's work moves from a website to a wall, and from a wall to galleries and museums. Revealing Edition 2 there makes the second sale an event in the art world, not only online.
What the exhibition would be
A room in the festival's associated programme in July 2027. At the private view, Jamie reveals Edition 2 on the wall, with the same short videos playing, and the sale opens online at the same moment for 48 hours. Edition 1 hangs beside it as finished prints, each with the number it closed at. Patrons, Starling Club members and the waitlist are invited to the private view; the room is open daily through the week. The room must be found and held by December 2026, because the good rooms go six to nine months ahead.
