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    Art is For Everyone: Rela Makes it Easy

    Kristen Brown, a Columbus arts advocate and faculty member at CCAD, is the founder and social innovation force behind the subscription art service Rela. She developed the concept for Rela in 2019 and officially launched in 2022. That same year, Rela was nominated for The Metropreneur’s ‘Emerging Social Enterprise of the Year’ for Brown’s work to transform every space – commercial and residential – into a local art gallery that sparks conversation and community. 

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    Vicki Bowen Hewes (VBH): Kristen, you are a creative visionary dedicated to breaking through barriers, and the name Rela is inspired by the RELAtive nature of art and perception. You have a personal connection with the myriad of challenges artists face, and built a business model that values artists, connections and experiences. Tell us about some of those barriers and how Rela helps to overcome them. 

    Kristen Brown (KB): Artists are small businesses who should be paid for their work, especially when they are providing a service that transforms spaces and inspires. Unfortunately, the creative industry doesn’t have the necessary platforms for artists to showcase their work and earn an income (yet). Artists are lucky to have one or two exhibitions a year to get their work in front of people who are looking to buy art. And then what? After the exhibition, work sits in a studio, collecting dust, not earning an income for the artist. On the other side, potential art buyers might miss out on the chance to see an exhibition, struggle to find original art and connect with local artists. I saw an opportunity to align needs – creating a pipeline from artists to art supporters – that allowed these creatives to earn passive income on the work that they’ve created while beautifying the walls of homes, offices and other public spaces, thus helping us all live a more inspired life.

    VBH: Many workplaces are adding amenities to their spaces to engage team members in new ways. What are the benefits for a business to subscribe with Rela? 

    KB: A recent book, Your Brain on Art: How the Arts Transform Us, examines the way our brain behaves when we view art. It turns out we end up in a focused and calm flow state. Sounds ideal for an office environment! I love connecting with businesses to show them how they can transform their spaces and inspire their associates with beautiful pieces that really elevate the environment. When they learn they’re also supporting local artists it’s a win-win for everyone! 

    We start with an on-site consultation to measure walls and discuss styles to best fit the space. Then, we create mock-ups of a few options so the business can visualize the artwork in their space. Subscribers select artwork from the options, and we manage all the logistics of delivery and installation. 

    Each artwork is accompanied by an interactive wall mounted card displaying the artist’s name and a QR code. This code links to the artist’s bio on the Rela website, allowing anyone visiting the space or passing by to easily connect with the artist and instantly purchase or subscribe. 

    Kristen Brown - Photo by Casey Clark courtesy of Rela
    Kristen Brown – Photo by Casey Clark courtesy of Rela

    VBH: How frequently do most subscribers change their artwork, and how easy is it to select new pieces?

    KB: Commercial and residential subscribers can rotate the art every three months to keep their space feeling fresh. New artwork creates new conversations and fresh perspectives. Subscribers can select from any work currently available that fits their wall, or if they want, let us select artwork for their refresh service. 

    VBH: What are some of the sentiments customers have shared about having access to art they hadn’t previously considered?

    KB:  We’ve had incredible feedback, especially from clients who knew they wanted to spruce up their environment with art, but just didn’t know where to start. Many approach our service as art novices, and I like to think we create a welcoming atmosphere where they don’t have to know anything about art in order to enjoy contemporary work in their home or office. A lot of conversations start with, “Well I’m not an art person …” and after the work is installed they really connect with it! We consistently hear the joy of discovering something new and supporting an artist living and working in our community. 

    VBH: Art can be an expensive investment – and I love the way Rela makes it accessible and less intimidating.

    KB: Our subscription model is an easier entry point to art ownership for a lot of people. Many view art as a luxury good and don’t always have it within their budget to make a purchase, so paying a reasonable monthly subscription rate opens up new concepts of ownership while also providing income for artists. Many of us have shifted our ideas of ownership to an experience model – think Rent the Runway. Can I afford that $1,200 dress? No. But I can borrow it for a fraction of the price and feel great wearing it. 

    VBH:  What are some misconceptions people have about local artists, or creatives in general?

    KB: Honestly, art hasn’t had a great reputation over the centuries as being accessible to everyday people. We’ve been led to believe that to appreciate art you must know about art history and the language used to describe art in textbooks. But that’s not true! Many artists make work to be viewed and talked about by everyone! And artists are really excited to tell you about their work, they’re very approachable and appreciative of conversation around their work. I find that many clients are just stuck on where to start looking for local artists. They know they want to support local creatives just like they’re already supporting local restaurants and bars, but they’re finding that we haven’t built a model around accessible art ownership in the same way we do food and other retail.

    Rela artwork installation (artwork by Lance Johnson) - Photo courtesy of Rela
    Rela artwork installation (artwork by Lance Johnson) – Photo courtesy of Rela

    VBH: As an entrepreneur, start up can be a real rollercoaster of an adventure. You won the top prize at SEA Change in 2022 and the recent 614StartUps Pitch Columbus competition. What keeps you motivated as you build Rela and build your impact with artists? 

    KB:  It’s two-fold, really. When we unveil the art to our clients, whether they are commercial or residential subscribers, there’s a moment of awe that comes from seeing the art hanging in their space for the first time. I can see it click for them, suddenly having something original, fresh, and inspiring on their wall makes them view and appreciate their space in a whole new way. Additionally, every artist dreams of being paid to make work, no longer having the side job or hustle to pay the bills. They want to create for a living. The enrollment of each new subscriber and their subsequent walls is bringing the dream of creating for a living closer to reality for each artist.

    VBH: You’ve got an inspiring vision for the future of Rela – tell us more, and how we can support your work!

    KB: Take the leap and say yes to original, local art and say “no thanks” to mass-produced, big-box store art. By subscribing to local art, there’s no risk that you’ve made a purchase you might not connect with in the long term. With Rela, you get to test out original art. See if you get along. See if there’s a connection that happens. I think a lot of folks will be surprised by how much art will inspire them and spark conversation. If your workspace is feeling a bit blank and unmotivating, introduce us to your office manager so we can boost morale and create an environment that leads to productive collaboration! Additionally, we offer gift subscriptions if you’re on the hunt for a truly unique gift for a client, a new homeowner, or someone special.   

    We’re building Rela to benefit local artists everywhere while making any space inspiring. Join the movement and follow our journey! 

    Browse, subscribe and more www.rela.art.

    The monthly social enterprise feature on The Metropreneur and Columbus Underground is sponsored by Meliora Community

    Founded in 2023, Meliora Community is a movement focused on the pursuit of better, together. Sign up to learn more: melioracommunity.com.

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    Vicki Bowen Hewes
    Vicki Bowen Hewes
    Vicki Bowen Hewes is the founder of Meliora Community, co-founder of Gordon Hewes Consulting and Strategic Advisor with Ohio Impact Fund. She’s an inspired servant leader, community builder, visionary, strategist, and social equity champion.
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