Nicki Solomon of Nicki Solomon Fine Art (www.nsfa.gallery) spoke with The Curator's Eye (www.thecuratorseye.com) about her beginnings as an art dealer, her approach to buying and selling art and how she uses online technologies to develop and maintain her client relationships.

A Unique Art Education Early in Life Leads to a Life Long Passion

 Nicki's path into the art world started when she was fourteen. One of the school's art teachers approached her to see if she would stay after school to learn art history from the 1860's-1960's. “Three dollars for three hours a week” was the offer her mother accepted. “This education gave me a vocabulary, a good eye, a well-tempered sense of value, and a strong artistic knowledge. When I went into my college art history classes I already had a strong grasp in art of the previous 100 years.” Nicki states. She was buying art at auction at age 17, and brought her small collection to her college dorm room.

Her Corporate Years Taught Her That She Did Not Need a Financial Backer or a Traditional Gallery

In 1978, Nicki opened up her first gallery in Providence, Rhode Island, a contemporary gallery featuring established and emerging artists in Rhode Island but she closed her gallery when getting married because “I didn't want to be supported by a man. I never wanted to ask for permission or for money” She explains. In the years that followed, Nicki worked as a typographer just as the Mac was invented. She was a color management engineer—a digital imaging expert—at Eastman Kodak Company. During her corporate years she learned valuable lessons about art and galleries. “My corporate jobs allowed me to continue to collect and without a gallery agenda I was able to view the art in a very different light. I realized I didn't need to have a financial backer, or a traditional gallery in order to sell and buy art.” She goes on, “I learned that the education I received in high school gave me what I needed to have a rich visual and emotional life. I was able to travel around the country and the world collecting art. During my tech years I was able to collect widely, build my collection and create inventory for Nicki Solomon Fine Art.”

After deciding not to open a traditional gallery space to buy and sell art, Nicki created Nicki Solomon Fine Art (NSFA Collection), with a broad focus on works from the early 1900's to today. She does not feel the need to target one period or one area of art because “I see and experience the greatness in art from the turn of the 20th century to today.” She continues, “Art is strongly influenced by the events of the time that they are created in. The stories behind works are so rich, whether from European or American: Fin-de-Siecle, The Vienna Seccession and Weiner Wërkstätte; Der Blaue Reiter art of Derain, Kandinsky, Franz Marc, and the WPA in the 1930’s period of the United States.” Ms. Solomon focuses much of her attention on undiscovered artists who painted in their period of time with unmistakable skill and a great hand, successfully creating profoundly rewarding works. “Bringing these artists to the forefront has made the search for work and the discussions around them an important value to my business and to my collectors. Established artists’ works are accompanied by interesting stories of their background and how it has impacted their style, approach or sensibilities.”

The Curator's Eye Provides a 'Remarkable' Reach, Supplemented By Traditional Art Shows For The Personal Touch

Nicki's current gallery is an online presence and by appointment that forgoes the traditional storefront. This online trend is becoming more and more common in the art world, and Nicki simply “would rather spend the money on art than on rent.” Without a storefront, an online gallery needs to find other avenues of branding themselves with potential clients. In addition to participating in traditional art shows, which give galleries a chance to personally interact with clients from around the world, Nicki enlisted the services of The Curator's Eye. “Curator's Eye is helpful in a lot of ways. Beautifully designed and makes for a dynamic display of the art. I received regular positive feedback from collectors who have visited the site. It has attracted new clients who see the art in a beautiful virtual space. The Curator’s Eye clients are from every part of the world. Their reach has been remarkable.”

The Curator's Eye Team Helps Educate Dealers About the Huge Potential of Online Technologies

The most common challenge for art dealers now to the online space is simply understanding the capabilities of online technologies. “I have definitely spent more time with Curator’s Eye founder, Rick, than any other Curator's Eye client has. He has never rushed through explanations for the multitude of questions I have had. He has been very helpful and knowledgeable about the system, how it works, and how to benefit the most from their services.” In a world that is trending towards the virtual space, it becomes important, now more than ever, that gallery owners understand what they can do with internet technologies. The Curator's Eye has attracted a broad range of new clients I would never have had otherwise. and clients are able to reach out directly to Nicki Solomon Fine Art.

Email Newsletters and Postcard Marketing are Supercharged Using The Curator's Eye

Nicki's career in typography and graphic design has allowed her to formulate and design her creatives for print and email marketing. She elaborates, “I use the post in addition to social media and email. There is nothing like holding something in your had. But one must measure the return on each expense for reaching out to qualified clients.” Nicki supplements her marketing efforts with the data she receives from the Curator's Eye on a weekly basis. “The information is fed to me biweekly. That allows me to continually expand my contact list with quality clientele. I evaluate the level of interest and attention each piece of art attracts. The data allows me to make solid conclusions and decisions.”

Until Now The Auction Majors Have Had A Huge Advantage Over Dealers...

The auction majors possess large client development and marketing departments that allow them to direct their efforts towards people who have both the means and desire to buy and own high end art. Art galleries without the access to this targeted marketing and client lists have struggled to compete. “Auction houses have the immense power of information over the galleries. They have tools to serve a wide range of clients with access to unprecedented targeted lists of collectors. Generating a well-honed client list is vital to success in the art world regardless of their position on the world stage,” Nicki explains.

...But The Curator's Eye Enables the Personal Touch Not Allowed by E-Commerce

Ms. Solomon has used the Curator's Eye to generate a customized client list. This has allowed her to develop relationships with an increased number of clients from around the globe. “Online global marketing is a perfect introduction to customers with whom I would otherwise never have a conversation.” She continues, “Art allows a conversation to begin and continue. My clients appreciate the stories and anecdotes that bring a greater understanding and appreciation of the artwork. Looking beyond the confines of the frame illuminates history and understanding of the works that enhances a client’s desire. It is much like looking behind the curtain. There is always more than meets the eye, and yet the eye is the most important factor. I have the advantage of a offering my clients solid knowledge and education that personally spans 48 years. I share stories, history, and family backgrounds of many of my artists whom I have discovered from the turn of the 20th Century. I have discovered long forgotten work that deserves an audience. It is my belief that vocabulary and narration are helpful in offering more ownership to my buyers. Art requires and deserves the time and the attention of a personal relationship rather than a ‘buy now’ button.”

The Curator’s Eye offers specialized, targeted online advertising and marketing services that help private dealers compete in a global art market. To view exceptional items for the distinguished private collector available from the top dealers across the globe, visit www.CuratorsEye.com.

Nicki Solomon Fine Art offers new and experienced collectors access to the most gratifying collection of fine art from 1900 to today. Each piece is chosen with the exquisite eye, knowledge and experience of the owner, Nicki Solomon, acquired and built upon since 1967. The NSFA Collection provides collectors with the certainty that ones’ personal choice satisfies the heart and the mind head. We provide complete dedication to the care and attention of the customers’ experience that an important purchase deserves. Nicki Solomon Fine Art provides additional services to client’s who need brokering assistance with their personal collection. ASA certified appraisal services will soon be offered. Visit www.nsfa.gallery for a sampling of work. Contact Nicki Solomon Fine Art at 781 769 8557 or email Nicki at nicki@nsfa.gallery.