John Boydell - Success

Success

In 1751, with his large volume of prints, Boydell moved to larger premises at 90 Cheapside. By 1755, he had published A Collection of One Hundred and Two Views, &C. in England and Wales. This cheap but successful book gave him capital to invest. He became increasingly immersed in the commercial side of the print business and like most print dealers began importing prints to sell. These included print reproductions of landscapes by artists such as Claude Lorrain and Salvator Rosa. The bulk of the imports came from the undisputed masters of engraving during the 18th century: the French. Boydell made a small fortune in the 1750s from these imported prints. His early success was acknowledged in 1760 when he was named a member of the Royal Society. Winifred Friedman, who has written extensively on Boydell, explains that despite this success, "hat rankled Boydell was that the French would not extend credit, or exchange prints; he was required to produce hard cash. Boydell took action, and this was the turning point."

In 1761, Boydell decided that he would attempt to trade with the French in kind—something they had refused in the past because of the poor quality of British engravings. In order to inaugurate this change, he had to have a truly spectacular print. To this end, he hired William Woollett, the foremost engraver in England, to engrave Richard Wilson’s Destruction of the Children of Niobe. Woollett had already successfully engraved Claude Lorrain's 1663 painting The Father of Psyche Sacrificing at the Temple of Apollo for Boydell in 1760. Boydell paid him approximately £100 for the Niobe engraving, a staggering amount compared to the usual rates. This single act of patronage raised engravers' fees throughout London. The print was wildly successful, but more importantly, the French accepted it as payment in kind. In fact, it was the first British print actively desired on the Continent. By 1770, the British were exporting far more prints than they were importing, largely due to Boydell.

Boydell’s business flourished and he soon hired his nephew, Josiah Boydell, to assist him. Boydell's biographer, Sven Bruntjen, hypothesizes that one of the reasons for Boydell’s early and phenomenal success was his specialization. Unlike "his competitors ... his almost exclusive concentration on the sale of reproductive prints". Bruntjen argues that "despite the extensive sales of varied types of reproductive prints, it was the contemporary history print which accounted for the major part of Boydell’s success as a print dealer". Most notable among these was the Death of General Wolfe a 1770 painting by Benjamin West, engraved by Woollett for Boydell in 1776. As early as 1767, Boydell had stopped engraving prints himself and began exclusively relying on commissions and trades and it was from these that he profited.

Boydell had opened up a new market with Niobe and he quickly followed up this success. With a prospering business and capital in reserve, he embarked on several ambitious projects, often simultaneously. In 1769, he began A Collection of Prints, Engraved after the Most Capital Paintings in England. Its last, and ninth volume, was finished in 1792 to great critical and financial success. In 1773, he began A Set of Prints Engraved after the Most Capital Paintings in the Collection of Her Imperial Majesty the Empress of Russia, Lately in the Possession of the Earl of Orford at Houghton in Norfolk, which was finished in 1788.

In addition to these projects and in the middle of his Shakespeare undertaking Boydell experimented with aquatint in An History of the River Thames, published in 1796. Bruntjen writes, "although not the first colored aquatint book, was the first major one, and it was to set an example for the type of illustration that was to enjoy widespread popularity in England for some forty years". Boydell also published The Original Work of William Hogarth in 1790 and The Poetical Works of John Milton and The Life of the Poet (i.e., Milton) in 1794.

The productivity and profitability of Boydell's firm spurred the British print industry in general. By 1785, annual exports of British prints reached £200,000 while imports fell to £100. Boydell was acknowledged and praised throughout England as the agent of this stunning economic reversal. In 1773 he was awarded the Royal Academy Gold Medal for his services in advancing the print trade. In 1789, at the Royal Academy dinner, the Prince of Wales toasted "an English tradesman who patronizes art better than the Grand Monarque, Alderman Boydell, the Commercial Maecenas".