Cheap Joe's Art Stuff: The Artist-Founded Store That Redefined Value in Art Supplies

Cheap Joe's Art Stuff is one of the most beloved names in American art supply retail, built on a founding principle that resonates deeply with artists at every level: quality art materials should be accessible and affordable, not luxury goods priced beyond the reach of working artists and students. Founded in 1985 by artist Joe Miller in Boone, North Carolina, the company has spent nearly four decades proving that it is possible to offer professional-grade art supplies at prices significantly below traditional retail—without compromising on quality, without stocking inferior products, and without the gimmicky promotional tactics that characterize much of the retail industry.

Operating from its retail location in the Blue Ridge Mountains of western North Carolina and through a comprehensive online store at CheapJoes.com, the company has built a fiercely loyal national following among watercolor artists, painters, and budget-conscious creatives who have discovered that Cheap Joe's delivers genuine value rather than just low prices. The distinction matters: cheap prices on inferior products are worthless to serious artists, but fair prices on quality materials are transformative.

Founded by an Artist Who Understood the Problem

The origin story of Cheap Joe's is rooted in a frustration that virtually every artist has experienced: the high cost of quality art materials. Joe Miller was a working artist who believed that the art supply industry's pricing structure was unnecessarily inflated—that artists were paying premium prices not because the materials themselves justified those prices, but because of retail overhead, marketing costs, and distribution inefficiencies that added no value to the products.

Miller founded Cheap Joe's to prove that a different model was possible. By sourcing directly from manufacturers, minimizing overhead costs, operating from a modest location rather than expensive retail space, and focusing on value rather than prestige, he created a business that could offer professional-grade materials at prices that were genuinely accessible to artists on limited budgets. This wasn't about cutting corners on quality—it was about cutting out the unnecessary costs that inflated prices without improving products.

This artist-founder perspective continues to shape every aspect of how Cheap Joe's operates. The company's product selection is driven by what artists actually need and use, not by which manufacturers offer the highest retail margins. The staff understands art materials from a practitioner's perspective, not just a retail perspective. And the company's educational content—videos, tutorials, buying guides, and technique demonstrations—reflects a genuine desire to help artists succeed, not just to sell them products.

The American Journey Watercolor Line: A Game-Changer

One of Cheap Joe's most significant contributions to the art supply market is its proprietary American Journey watercolor line. Developed in collaboration with professional watercolor artists and manufactured to exacting specifications, American Journey watercolors are professional-grade paints that deliver the pigment intensity, transparency, granulation, and handling characteristics that serious watercolorists demand—at a price point significantly below premium brands like Daniel Smith, Winsor & Newton Professional, or Schmincke Horadam.

American Journey watercolors are not student-grade paints marketed with professional aspirations. They are genuinely professional formulations using high-quality pigments, with excellent lightfastness ratings and the kind of nuanced color behavior that experienced watercolorists require. The color range is thoughtfully designed to cover the essential palette needs of watercolor painters, with both traditional staples and distinctive colors that reflect the input of working artists in the line's development.

For watercolor artists, the American Journey line represents a genuine breakthrough in accessibility. Artists who previously could not afford to work with professional-grade watercolors—or who had to limit their palette due to the cost of premium paints—can now access professional-quality materials at prices that make a full, versatile palette financially realistic. Many experienced watercolorists who have tested American Journey paints against premium brands report that the quality difference is negligible, while the price difference is substantial.

Comprehensive Art Supplies Beyond Watercolor

While Cheap Joe's has built its strongest reputation in the watercolor market, the company's inventory extends well beyond watercolor supplies. The store carries a solid selection of oils, acrylics, gouache, drawing materials, pastels, brushes, papers, canvases, mediums, and tools from respected manufacturers. The selection across these categories is curated for value—focusing on products that deliver genuine quality at fair prices rather than attempting to stock every available option.

Brushes are a particular strength, with selections ranging from affordable synthetic options suitable for students and casual painters to premium natural-fiber brushes for professional work. The company's own brush lines offer exceptional value, and the staff can advise on brush selection for specific techniques and media.

Papers and surfaces include watercolor papers from major manufacturers, drawing papers, mixed media surfaces, and canvases. The selection is focused on quality options at competitive prices, and the company frequently offers bundle deals and volume pricing that further reduce per-unit costs.

The Online Experience and Educational Content

While the Boone retail location serves local customers and visitors to the Blue Ridge Mountains, Cheap Joe's primary reach is through its online store. The website is well-organized, with intuitive navigation, detailed product descriptions, and a straightforward purchasing process. Shipping is reasonably priced, and the company's customer service is responsive and knowledgeable.

What truly distinguishes Cheap Joe's online presence is its educational content. The company produces a substantial library of videos, tutorials, technique demonstrations, and buying guides that help artists make informed decisions about materials and develop their skills. This content is freely available and reflects the company's artist-founded philosophy: helping artists succeed is as important as selling them supplies. For artists who are learning new techniques, exploring unfamiliar materials, or trying to make smart purchasing decisions on a limited budget, Cheap Joe's educational resources are genuinely valuable.

The Boone, North Carolina Experience

For artists who can visit in person, the Boone retail location offers a charming shopping experience in the heart of the Blue Ridge Mountains. The store hosts workshops, demonstrations, and community events that draw artists from across the region. The mountain setting provides inspiration, and the store's atmosphere reflects the company's unpretentious, artist-focused values.

Boone itself is a vibrant small town with a creative community supported by Appalachian State University and the natural beauty of the surrounding mountains. For artists visiting the area—whether for workshops, plein air painting, or vacation—a stop at Cheap Joe's is a rewarding experience.

The Bottom Line

Cheap Joe's Art Stuff succeeds by staying true to its founding principle: that quality art materials should be accessible to every artist, regardless of budget. The company's combination of fair pricing, professional-grade products (particularly the exceptional American Journey watercolor line), knowledgeable artist-focused service, and substantial educational content creates a resource that serves artists not just as customers but as creative practitioners deserving of respect and support. For watercolor artists, budget-conscious painters, and anyone who believes that value and quality are not mutually exclusive, Cheap Joe's is an indispensable resource.