Curate 30a

Gary Handler

Interview by Morgan Power | Photography courtesy of Curate 30a

In 2016, after opening their third art gallery in Atlanta, Georgia, Gary Handler and his wife decided to take a quick trip to the Pearl Hotel in Rosemary Beach, Florida, to relax and rejuvenate. They had always dreamed of living by the beach, and little did they know that this trip would turn their dream into a reality.

During the trip, Handler came across the art gallery Curate 30a in the Rosemary Beach town center, where he met the owner, Justin Gaffrey. The opportunity to move to the beach unexpectedly arose when Gaffrey explained that he was leaving to focus on his personal gallery down the road in Blue Mountain, leaving the gallery in search of a new owner. Shortly following this fateful meeting, Handler found himself as the new owner of Curate 30a, making it his fourth art gallery.

VIE: What led you to become involved in the art industry in the first place? Was there a particular time frame when you discovered your passion?

Gary Handler: After graduating from Auburn University, where I played on the golf team, I encountered severe back issues that required two major surgeries. Following my recovery, my dad wisely advised me not to rush into a full-time career until I had fully recuperated. I took his advice and landed a part-time job at an art gallery, and from day one, I fell in love with the business. Despite having no prior art experience or training, my passion for it led me to quickly dive in and learn all about it.

I worked at a gallery for three years until it unfortunately closed. After that, I started a home-based fine art consulting business while waiting for the right opportunity to open my first gallery in 1999. Soon after, I opened my second gallery in 2012. In 2016, I opened a third gallery, followed by the quick succession of our fourth location, the Curate 30a gallery in Rosemary Beach.

VIE: What are some of your favorite works in Curate 30a? What are some works/artists you hope to incorporate in the gallery?

GH: This is a difficult question because I genuinely love all the artists we represent in the gallery. When we first opened, I displayed my “best of” from the Atlanta galleries on the walls of Curate. However, I soon recognized that our clients were looking for artwork that reminded them of the beautiful beaches of 30A and our area. The realization led me to shift my focus regarding the artists we represented. We promptly brought in a few nationally recognized artists and invited them to Curate to take in our surroundings and create a collection of pieces for us. The results were outstanding, and the overall theme of the gallery was well on its way. I am very proud of how our clients have responded to these artists and their incredible depictions of our beaches.

Even though several artists paint similar subject matters, each brings a unique perspective. In addition to two or three artists painting beach scenes and seascapes, we introduced some fun artwork that has resonated with our clientele. As the gallery matured, we successfully welcomed a few new abstract artists who have grown in popularity.

VIE: As someone who has been in the art industry for over twenty years, what is your advice for anyone looking to grow their personal art collection?

GH: The first advice I would give is to find a gallery or art dealer that you trust and who understands the type of art you like. Then, educate yourself as much as you can on different styles and mediums. Beyond that, I recommend you trust your decision and not worry about other people’s thoughts. Remember, it’s your home, not your neighbors’ or friends’. Also, avoid getting too wrapped up in the investment value or future appreciation. The most important thing is that the art makes you happy.

VIE: What is your favorite medium of art?

GH: I prefer traditional art for my home and am particularly fond of original oil paintings on canvas. Additionally, I am a big fan of blown glass art, and I have collected several exquisite pieces crafted by talented glass artists to display in my personal space.

VIE: We’d love to know how you select artists and pieces for your gallery. What’s your process like?

GH: I would personally hang in my home any piece of art hanging in the gallery. I have to love the piece of art, and the working relationship I have with the artist is just as meaningful. When considering a new artist, I first ask myself, “Is this something I would hang in my home?”

Over the years, I’ve found that the style of art that resonates with me also resonates with our collectors. It’s a joy to hear clients tell us they like everything in the gallery or things like, “This is the first gallery my wife and I have been in where we are drawn to the same pieces.”

VIE: How frequently do you host art shows and events? Do you have a specific show or event that holds special meaning for you?

GH: We host a variety of shows and events at our gallery throughout the year, adding a vibrant and dynamic element to our space. Most of our featured artists come for a week once a year and stay as our artists in residence. The gallery gets busy during the summer when the season is in full swing. It can be hectic from Memorial Day to mid-July, as we host a new artist weekly. We also make an effort to bring in artists for the major holidays.

VIE: Do you collaborate with interior designers, architects, and other trades? We would love to hear more about this.

GH: Though several local designers use the gallery as a resource, we do not aggressively pursue the design trade, as we love to work directly with the homeowner. However, it’s always great when the interior designer accompanies the homeowner, helping to streamline the selection process.

After a gallery visit, we often find it best to bring five or six pieces to their home, hold them up on the wall, and help them with their selections. It brings so much joy to all the staff and myself when we find the perfect piece for them.

VIE: What was one of your significant achievements in the art world besides having the resilience to continue thriving in a capricious industry?

GH: I am proud of our low turnover with the gallery teams; several employees have been with me since the beginning.

I am also proud of the strong client relationships and friendships we have cultivated here at the Curate 30a gallery over the last eight years. People make it a point to visit the gallery while visiting the area. We see many of the same clients year after year.

But, after 30 years in business, our proudest achievement is our legacy. We survived tough times and gained recognition in industry magazines for our thriving success story.

VIE: What are the benefits of working with an art consultant?

GH: Working with a reputable art consultant offers the significant benefit of knowing that your best interests are a top priority. At Curate 30a, we are a full-service gallery that provides several steps in the purchasing experience. The first and most crucial step is an in-home consultation, where we bring a variety of pieces to our client’s homes and try different options on different walls until we find the perfect fit. Additionally, working with us provides the opportunity for a trade-in policy, which is ideal for first-time collectors. This policy allows collectors to trade up something they previously purchased from us as their collecting experience grows, their preferences evolve, or their budget increases. Lastly, we offer a low-pressure selling environment, eliminating the intimidating feeling often associated with visiting an art gallery. We aim to ensure all visitors feel comfortable and welcome, fostering long-term relationships.

VIE: Besides Ben Boling’s animal works, what are some of the most fun and funky artworks you have showcased?

GH: Undoubtedly, the Anna Sweet Donut collection sparks the most smiles and lively conversations among all our artists’ works. I never imagined I would be selling donuts, but these are truly exceptional, high-quality pieces of art that bring delightful visuals to any home. After all, who doesn’t love donuts, right?

VIE: What are your hopes for the future of Curate 30a?

GH: As an entrepreneur, I’m always open to exploring new avenues for business growth. However, I don’t think I can improve on the location of our existing 30A gallery. But who knows, another beachside location might be in our future!

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To learn more about Curate 30a, visit Curate30a.com and follow @curate30a on Instagram.