“Early on, I noticed that many artists were eager to show their work but struggled with everything that happens between applying to a fair and actually having their work on the wall. Transportation, logistics, customs, insurance, installation—these processes can be overwhelming, especially for artists exhibiting for the first time,” explains entrepreneur and gallerist Iana Safina, a colleague in the arts that I have long admired. I am speaking to her on the phone on New Year’s Eve. Eight years ago, she founded Perseus Gallery, a gallery that brings artists to art fairs in the United States, and since 2023, she has also had a brick-and-mortar gallery in SoHo. Her gallery model is divergent from traditional galleries—she charges artists upfront fees to exhibit their art (pesky logistics included) and to help them develop their careers.
“Today I am celebrating,” she exclaimed as she took my call from Miami, where she lives, as I was in a cab on my way to see the fireworks in Brooklyn—we exchanged well wishes. Her gallery, Perseus, has, unlike many others in the art world, had a very good year.
Safina did not happen upon the art fair scene or the art market. She started her career at the International Photo Awards, a pay-for-play photography competition, which is prestigious—there she worked with greats like Annie Leibovitz. In the art world, some scoff at entities that list prices for their services openly, pay-for-play, but behind the scenes, artists sometimes foot the bill for insurance, shipping, marketing, and different forms of participation at traditional galleries as well. It is not a one-size-fits-all industry, and being ghosted by a gallerist or someone else in the industry is the norm rather than an incongruity. So, the opportunity to show at a major U.S. art fair with a gallerist who is communicative and reliable, will handle logistics and marketing, and help develop bodies of work and refine a portfolio is attractive for many. Among her artists, Safina is highly regarded, a feat not all gallerists achieve.
Interestingly, Safina has noticed a “growing ecosystem around the art market” ranging from specialized shipping and logistics companies to installation teams expanding and improving, which she correlates with the growth of the art-fair sector. Indeed, the number of art fairs globally is increasing. For them, this is very good business. Across two fairs during Miami Art Week, Safina showed more than sixty artists. “What stood out to me most was not only the strong flow of emerging and professional artists seeking serious representation—which is always a positive indicator for the health of the art market—but also a noticeable shift in the collector base,” she continues. She has observed a generational shift with younger collectors who are “more informed, and more confident in acquiring contemporary works,” bringing new energy and sustainability to the art market.
- Perseus Gallery. Courtesy of the gallery.
Although Perseus Gallery was an early adopter of the vanity gallery model, they do not operate in a vacuum. Safina has collaborated with several other galleries with similar business models. Los Angeles-based SAB Gallery is one of them, whose director has only praise for Safina. She wrote to Gritdaily that Safina’s “genuine commitment to building community—especially in supporting women artists—sets her apart as a trusted and respected figure in the arts.” Continuing,”her work reflects integrity, vision, and a long-term dedication to strengthening the cultural landscape.” They met during Miami Art Week, both exhibitors, and have since worked on several projects together, sharing a high level of professionalism and an artist-centric approach.
The art market has few guardrails, and, for those who understand it, the art market can be very lucrative. But what is most exciting with the art world is that it is an industry in constant flux and development, and with Perseus Safina is making bold moves to support artists. A true impresario, I think to myself.
Before we hang up to ring in a new year of art and business, I ask her a quick lightning round of questions:
I get my art news from: Artsy.
Salvatore Mundi: Controversial and Expensive.
Art Basel, Frieze, Armory: Frieze.
Red Dot, Art Expo, Art on Paper: Art On Paper.
Travel: New York for work, San Francisco for a cultural escape.
Art Shipping: Headache, we do our own now.
Taxes: Reliable.
Art on Instagram: Ours, @perseusgallery1.
Favorite Artwork: The Arnolfini Portrait.
Artwork I Hate: Everything AI-created.
Abstraction: Kandinsky.
Figuration: Bacon.
Euro versus Dollar: Dollar.
New York versus Miami: New York.
My Favorite Place on Earth: My apartment.
Pérez Art Museum or The Bass: Pérez.
The Metropolitan Museum or MoMA: The Met.
Hidden Gem: The Other Art Fair by Saatchi has a lot of new talent.
I look up to: Aryna Sabalenka. I am inspired by professional female athletes.
Jerry Gogosian or Larry Gagosian: Larry.
Art World Gossip: Everything has a price.
