Collectors turned Curators, Cufflink Art
It has been stated that viewing art is a window into its creator’s soul. But how many art galleries invite and encourage you peek in their windows? When Joey Luong and Doug Gault first considered how they might transition from being art collectors into curators of art themselves, they determined very early that they wanted to locate themselves and their new gallery in an area that was historically underserved, and that their space would be an open, welcoming place where experienced collectors and casual observers would both feel at home. Their creation is Cufflink Art, located in the up-and-coming Near Southside district in Fort Worth, and the result of their efforts already appears to be a success. Cufflink Art’s location is optimized both geographically and spatially.
It’s tucked in between multiple new and revitalized mixed-use housing developments, which means more people and more foot traffic. Cufflink is also nestled among popular coffee & tea shops, outdoor courtyards, and Tulip’s, the newest music venue in Fort Worth (that doesn’t have Dickies logos liberally applied to it). And the space itself is as inviting as someone’s living room. Big white cube-rooms, a typical motif of most galleries, are out. Here, monochromatic floor-to-ceiling voids make way for bold colors that highlight the art, while still feeling cozy. And austerity? Check that at the door, please.
Doug & Joey describe the vibe as an extension of their home, complete with art themed coffee table books you can flip through as you browse. Facing the street, their large, industrial windows remain open as often as the Texas weather allows, filling the gallery with ample natural light, and an occasional breeze that further reminds you that stuffiness has no place at Cufflink.
Make no mistake, while this laid-back approach is meant to ease their guests’ reservations about attending art galleries, it is no reflection on the quality of the art on the walls. The French Impressionists famously started their Salons in direct protest of the art establishment, and time has certainly shown that their art was not sub-standard, simply because they chose to have a more open, welcoming venue for people to see it. Cufflink’s art is similarly of high caliber, you just don’t have the intimidating gallerist at the door, judging you for your choice of Crocs.
MOUTY: How did you get into the art world, and what led you to open Cufflink Art?
CUFFLINK: We started with personal collecting first, and while collecting, we formed a lot of connections with galleries and gallerists, and the idea germinated from there. So many people said that Fort Worth was underserved. It used to have a lot of galleries, but not anymore.
While Doug came to Fort Worth by way of the Midwest, Joey is a Fort Worth native, having graduated from Southwest High School and TCU. They first met in Dallas, but moved back “home” in 2014, and when the time came to decide on a location for Cufflink, there was no doubt about which side of the metroplex they would choose.
MOUTY: You guys created such a great space. I hear you are open to using the gallery for other events, too?
CUFFLINK: Yes. We’re actually having our first charity event in August. The charity is having their Donor’s Meeting here. It’s different from ‘the usual’ locations that typically have their meetings in a private room at a restaurant.
MOUTY: It’s a change of pace and a fresh venue for them, but you’re getting a charity’s top donors into your gallery, and perhaps pondering purchasing some art while they’re there. Sounds like a win-win?
CUFFLINK: Exactly. So, we’re planning more things like that. We’re looking for opportunities and getting people to think of us as an option for that kind of space.
MOUTY: Tell me more about some of your outreach and education initiatives.
CUFFLINK: We’re working with other organizations that educate and foster younger collectors. To bring them along and teach them about collecting, what it means to collect for pleasure and as an investment. We partnered with a ART MONEY so that collectors can easily purchase art over time and not miss out on obtaining artwork they love. They provide responsible, interest free credit from $1,000 — $100,000, so it’s been a great alternative for those looking to buy now while making the purchases budget-friendly.
During COVID-19, nearly every business model was affected, but none more so than those that relied on foot traffic and in-person events. Galleries, museums, and even Art Fairs had to reimagine how they could deliver their products and services to customers, and often, “going digital” was the answer.
MOUTY: As collectors, and now gallery owners, how do you guys feel about Art Fairs, and what do you see as the future of them?
CUFFLINK: We love attending. They are a great way to find new work, artists, and ideas. The pandemic really caused people to re-imagine the value and validity of the “old way” of hosting them. They had really gotten prohibitively expensive, and there were literally 100’s of them before things shut down. We treat this gallery like a traditional startup business, so we watch our cashflow and expenses closely. Going forward, we will assess Art Fairs and other events on a one-off basis, if it makes sense for Cufflink, and for the artists we represent, we’ll consider it, but right now, I think we are in a holding pattern.
MOUTY: Another thing that gained traction during the pandemic was the rise of NFT’s (non-fungible tokens). What is your take on that?
CUFFLINK: It’s certainly… interesting. You’re basically selling the right to own this that is otherwise intangible. Do I think that NFT’s are the wave of the future? No, I don’t think so. Right now, the value of a particular NFT artwork seems to be based more on who bought it than the value of the art itself. That being said, in the art world, there has long been this question of “What is the provenance of the work?”, and the use of Blockchain to create an unbroken ‘chain’ of possession and a Certificate of Authenticity for a physical work that I do believe will provide some true value for the industry.
MOUTY: You already represent several artists. What are you looking for in the artists you work with?
CUFFLINK: We look for artists with a settled style and feel to them, and at least a mid-sized body of work that they can show, right? That work can be different and show progression, but it should show where you’re going.
The decision to partner with a gallery or go it alone is a decision most artists will face at some point in their careers. I asked Doug & Joey if they had any advice for up-and-coming artists who may be at this juncture.
CUFFLINK: You need to find someone who is just as passionate about your art as you are, so that they will make their customers passionate about your art, because the gallerists are your sales force, too. Be tenacious, but try to find a gallery that aligns with your style and aesthetic, and shows the type of work that you make. And it may not be a quick decision, either. We often have several meetings to get to know the artist and learn about their background and history before we make a decision to represent them. We might even show some of their work to see how it goes before we sign them. It needs to be a good fit for the gallery and for the artist. As they say, ‘date before you get married.’
With so much going for Doug and Joey, perhaps the biggest challenge they face is keeping their original ‘collector instincts’ in check while they surround themselves with the art they love for their business. They famously posted a story on social media where they were seen buying a piece of art off their own gallery wall, because they adored it so much. Doug says that they earmarked it for their first show early on, but as time went on, they just couldn’t stop looking at it. They decided that if it didn’t sell during the show, they would definitely buy it.
CUFFLINK: I don’t think we even waited until the show was over. We put a red dot on it and said, ‘We have to have that one. That’s one of ours.’
- To learn more, view 🎥 → CUFFLINK video on Artsy Scoop!
