It was such a joy to chat to Andrea, the delightful founder of one of my very favourite Galleries and someone I admire enormously. We first met a few years ago at Collect, her stand was full of exceptional beauty - many pieces made from my favourite materials of paper, wood and porcelain. It was a joy for me to chat to Andrea about her story, what she thinks it takes to build a successful business and brand, her advice to budding entrepreneurs plus her favourite things. I hope you enjoying learning about Andrea’s story as much as I did.
Portrait: Matthew Walder
Tell us your story and what inspired you to set up your company?
I am originally from Argentina and I moved to London in 1995. I read Literature in Buenos Aires and by chance I started working in the art world. One job took me to another and soon, I was curating shows at the museums in Buenos Aires. In 1991, we founded ARTE BA, the largest Art Fair in South America, now in its 33rd year. After five years of running the Fair I felt that I wanted a change. I had family in London, so I moved here for one year to study at Christie’s, to experience this city and culture, to see all the artworks that I could only appreciate in my trips or in books. And that was twenty-nine years ago….
Moving here meant to start all over again. I was 29 then and had a large experience in BA and a larger network. Here I was unknown and had to learn everything from scratch. I got a job in a Gallery in Cork Street and became Manager. After four years I became Art Editor in an art and design dot.com (quite ahead of its time) and sadly, as with most dot.coms then, that did not last. Then for the first time in my life, I found myself without a job and thinking what I wanted to do next.
I told my friend Janeen Haythornthwaite -the first person I spoke to at Christie’s - that I was thinking of opening an Art Gallery and she said that she would love to join me… and that is how jaggedart started.
We opened in 2002 as one of the first studios in Westbourne Studios in Notting Hill, as we did not want to have a conventional Gallery. It was more like a store room, where people would come and browse and discover what they liked. We organised visits to artists’ studios, private collections and special visits to shows. We then did many Art Fairs in London and abroad. But we soon realised that we needed a window and a space to hold Exhibitions, so we moved to Marylebone in 2005, and we are still in the same premises in wonderful Marylebone village.
We proudly celebrated our twenty first anniversary last year and what the Gallery has shown and become renowned for is its materiality, we showcase mainly three-dimensional works made out of different materials, from grasses, paper, wood, porcelain to textiles. We showcase intricate, stimulating, organic and timeless pieces where there is an evident creative process. Time is of essence, whether it is for growing grasses, hand-cutting paper or making of the works. There are concepts behind the works and skills, craftsmanship and knowledge of materials to make them.
Photograph: Kazuhito
What is your proudest accomplishment?
My proudest accomplishment is to have created jaggedart. Twenty two years running a Gallery entails a lot of work, discipline, and a pinch of stubbornness. I open the Gallery every day and you have to be here, to talk to artists, clients, have a programme of Exhibitions and of course, run, maintain and grow a business. But also, it is nice to have forged a style which is recognisable. When we started, our style was not the conventional thing, we sold works with butterflies flying off the pages of books and works made with twigs and grasses. The British public then was more comfortable with landscape or still life paintings, so our style seemed quite different and challenging to impose. We have come a long way, and this style has now become the norm, so it is all a lot easier… until it all changes again….
What do you love most about running your own business?
I love putting shows together. Having an idea in my mind and then seeing it come together. I look at works all the time, and many things stay in the back of my mind, maybe for a long time. Then there is a quote, a line, an image that prompts an idea for a Show and the pieces that would dialogue well together.
The gallery is renowned for that. For its dialogues. Our Shows always tell a story, there is a connection between the works, a line, a shape, a colour, its concept…. I invite Artists to make works for a Show explaining the idea behind, but I do not see the works till they arrive in the Gallery the day of the hang. That day is very exciting. Most of the times, the pieces fall into place, as if by magic. They relate to one another. And it is by chance that there is a colour that prevails or a shape… I never plan or know exactly how a show will be and that is the excitement of it. But of course, there is a style and a line that underlies and connects all the works…
What are the most rewarding aspects of what you do?
I love talking to the clients and explaining the works and concepts behind. Everyone who walks into the Gallery is greeted and offered information, that is the point of having a Gallery. A client may not like a work, but if they understand or know about how it is made and what inspired the Artist, they will have a completely different appreciation of the work. And when a work is sold, it is wonderful! That means that the cycle is complete. The work will have a home where it will be enjoyed, the artist has moved someone who wants the piece, and we and the Artist can both keep going. It is very rewarding to pay the Artists for their work, their ideas, time and skills. This makes it all worth it!
What do you think it takes to build a successful business and brand?
A lot of work, a lot of discipline, a vision and some luck.
What advice would you offer budding entrepreneurs?
Work hard, be disciplined and be authentic and true to yourself.
Photograph: Kazuhito
What is your favourite possession and why?
So many, so difficult! I am privileged in that I am surrounded both at work and at home by beautiful artworks. I love pieces and objects that have a story or that I relate to someone I know or to my past. Japanese porcelain tea cups with which we had tea when I was a child, or glass vases that belonged to my Grandmother, silver cutlery, objects and things that have an emotional history. I particularly love an art deco Murano glass box, it is black with a bit of silver and gold emerging through the glass, with a curved lid and bronze finish, probably used for cigarettes. It is very heavy and luxurious and it was a gift, so not sure who owned it before or their story, but I love to imagine its story, that it must have been used in parties and homed in an elegant environment owned by someone worldly and sophisticated.
How do you unwind?
I love to spend time with my two beautiful dogs Kramer and Zorro. I am fortunate to have many wonderful friends with whom we do walks, dinners, play cards, dance and mainly have a good time. I love my family and when I can, I travel to visit them and get together.
Photograph: Kazuhito
What is your life motto?
Never assume anything nor take things for granted. Enjoy life to the most, as you never know what lies ahead. And above all, be kind, to yourself and to others, as that makes everything better.
All photographs by jaggedart unless stated
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