30 A U T U M N 2 0 1 3 N i c h e M A g A z i N e . c o M

ConneCtingTHE DoTsBuilding relationships with both patrons and artists is

our primary approach to customer service, with each

playing a vital role in our sustained success,” says John

Mowen, owner of the Mowen Solinsky Gallery in

Nevada City, Calif. Located in a spacious 1870s

building in the heart of one of the state’s

best-preserved historic Gold Rush Towns,

its modern interior features a unique mix

of contemporary art. “The gallery is a stop

no one wants to miss,” Mowen continues.

“It has been an art destination from the day

we first opened our doors in May 2004.” u

In the shadow of California’s sierra Nevada Mountains,Mowen solinsky Gallery makes retail business survival a high art

By RosemaRy CaRstens • PhotogRaPhy By Izzy sChwaRtz

31A U T U M N 2 0 1 3

Gallery owner and fine artist John Mowen stands next to one of his own works, a 7-foot-high limited-edition bronze sculpture titled “Moving Within.” Inset: details from a trio of raku ceramic sculptures by Northern California artist Gail Nidros Rushmore.

N i c h e M A g A z i N e . c o M 33A U T U M N 2 0 1 3

Initially the gallery was a spirited collaboration between Mowen, a nationally recognized bronze and stone sculptor, and Steve Solinsky, a well-known fine art photographer. They ran it together until Solinsky retired in 2009 and Mowen became its sole owner. But it hasn’t always been easy. As Mowen emphasiz-es, “The recession was a significant challenge. We began with a high-end showcase model, but in time we realized we needed to be more inclusive and to make some proactive decisions about cutting expenses.”

Lowering overhead was first on the list. An innovative cam-paign created incentives for patrons to buy gift cards with a 10 percent bonus added, which allowed the gallery to purchase its lease and reduce monthly outgo dramatically. An investment in environmentally friendly “green” lighting cut its utility bill in half. Changes were also made to inventory and to more inclu-sive price points.

These days, the gallery exhibits a broader range of medi-

ums, including sculpture in bronze, steel, wood, wool, clay and glass; paintings in oil, acrylic, pastel, encaustic and watercolor; photographs; pottery; jewelry and more. The gallery’s mix is about 60 percent two- and three-dimensional art and 40 per-cent fine art craft.

Building RelationshipsAs businesses nationwide are discovering, relationships are

as important as product. They are the water that can bring a desert to life. Mowen Solinsky focuses on a trio of finely tuned, interactive relationships between management, artists and pa-trons. Good will and sensitive appreciation for the needs of each employee, artist and patron are the magic ingredients that drive sustainability and have made the gallery a place where everyone wants to be.

It begins at the top, with an experienced reliable manager. Franceska Alexander, who has been with the gallery since its

32 A U T U M N 2 0 1 3

Gallery manager Franceska Alexander stands in front of a sampling of her own paintings; at right are flameworked glass perfume bottles by Josh Rodine; “Zen Crows,” a striking contemporary wall piece, dominates the store display at far right, with a grouping of clay vessels by Jeff Margolin beneath it.

“each customer is greeted upon entering the gallery,and we take pride in our follow-through.”

— gallery manager Franceska Alexander

A collection of encaustic assemblages (left) by self-taught Kentucky artist Ray Papka demonstrates his lifelong fascination with books and found objects. Above is a grouping of bronze and stone abstract sculptures by John Mowen and his son Sky Mowen.

34 A U T U M N 2 0 1 3 35A U T U M N 2 0 1 3N i c h e M A g A z i N e . c o M

beginning, fills this role handily. She has an extensive art back-ground and is well-versed in the gallery’s business aspects. “Each customer is greeted upon entering the gallery,” Alexander says, “and we take pride in our follow-through. We work closely

with each individual to satisfy their particular needs, including special orders, gift wrapping, shipping, installation or interior design consultation. It’s all a creative collaboration.”

Mowen Solinsky represents presently active local, national, and international artists, often those Mowen connects with di-rectly when he’s out on the juried art show circuit. Unlike many

galleries, they pay their artists first, creating an atmosphere of trust and confidence that can’t be underestimated.

Of utmost importance to Mowen is remembering that artists are the “banker” in traditional gallery relationships. “It is their creativity, cost of goods, and willingness to move their art out into the world that makes it possible for many of us to even exist,” he says. “Showing respect to these working artists for what they bring to the table goes a long way toward creating a win/win exchange.”

Getting the Word OutGood retail marketing has two major components—on-site

visuals and community outreach. Mowen Solinsky Gallery ful-fills the first at “curbside,” with large artfully arranged display windows and a lustrous cherrywood entryway to set the tone. Inside, showcased art is rearranged regularly and there is always something fresh to discover. Often there are special exhibitions when new artists are unveiled.

Counterclockwise from above: artist and gallery staffer Kathy Frey, modeling her own sculptural wire jewelry; oil and acrylic portraits by Paitoon Jumee (“Dream,” far left, and “Meditation”) and Attasit Pokpong (“Orphan Girl,” right); Franceska Alexander at the jewelry counter, with a Micheal Paul Cole art photograph on the wall behind her.

“the recession was a significant challenge.”

—gallery owner John Mowen

Mowen Solinsky focuses on a trio of finely tuned, interactive relationships

between management, artists and patrons.

N i c h e M A g A z i N e . c o M36 A U T U M N 2 0 1 3 37A U T U M N 2 0 1 3

Extensive community involvement plays a strong role in driving gallery traffi c. The gallery hosts a variety of happen-ings, including wine strolls, poetry readings, book signings and themed shows.

“One of our favorite events,” says Alexander, “is a gala evening for the South Yuba River Citizens League’s Wild and Scenic Film Fes-tival held in January each year. And, of course, we participate in First Fri-day Art Walks.”

Beyond its physical presence, Mowen Solinsky Gallery is both modern and traditional in its approach to marketing. The gallery advertises in local print publications, maintains an ac-tive website and blog, sends out a regular newsletter, and can be found on Facebook.

In the end, every business is only as good as its people. Mowen Solinsky Gallery radiates good will from the top: in its

management style, and in its sup-port and belief in art, artists and community.

Connecting these interactive dots allows a highly positive energy to emerge. John Mowen sums it up well: “I like promoting beauty. I feel it is an essential part of life. I can become as excited and enthusiastic about having that recognized in the

work of the artists we represent as in my own. The two roles are really the same.” ■

Rosemary Carstens is a regular contributor to NICHE magazine. A free-lance writer and editor, she is also publisher of the award-winning online magazine FEAST, at www.feastofbooks.com

extensive community involvement plays a

strong role in driving gallery traffic.

Beyond its physical presence, Mowen Solinsky gallery isboth modern and traditional in its approach to marketing.

Clockwise from above: a group of mixed media wall pieces by Gretchen Papka; functional slab-built ceramics decorated with

colored slips and underglaze pencil by self-taught artist Andrew Van Assche; Nevada City woodworker Robert Erickson’s quilted

maple and black leather Martinez Recliner and Ottoman;a sidewalk view of the gallery at night.

MoWen SoLinSKY gALLeRY225 Broad st., Nevada City CA 95959530-265-4682www.mowensolinskygallery.cominfo@mowensolinskygallery.com

oWneR: John Mowen

YeAR oPeneD: 2004

RetAiL SPACe: 2,600 square feet

nUMBeR oF eMPLoYeeS: 4

nUMBeR oF ARtiStS RePReSenteD:Approximately 180

MeRCHAnDiSe MiX: A wide range, including sculpture, paintings, assemblage, ceramics, photography, jewelry, glass, wood, furniture, metalwork, handwovens, lighting and more.

ADVeRtiSing/MARKeting MetHoDS: Both print and electronic media via the gallery’s website, blog, Facebook page, local magazines, mailing list notifications and newsletter.

MAiLing LiSt: 2,000+

SPeCiAL eVentS: Art walks, art talks, participation in south Yuba River Citizens League happenings and a variety of other local events.

CUStoMeR SeRViCeS: The gallery makes a special effort to assist its customers in every way, from help with special purchases, interior design, gift wrapping, shipping and delivery to installation and finding just the right piece to add to an individual’s collections.