Faced with a shuttered gallery and uncertain prospects about when she would be able to reopen, The Gallery at Flat Rock owner Suzanne Camarata seized upon a suggestion that she consider opening a “virtual gallery.”  

Never one to shy away from a challenge, Suzanne went to work, and in short order she and approximately two dozen local artists launched Studio Confidential, A Behind the Scenes Look at Artists in Their Natural Habitats.

Located on the website of The Gallery, the virtual gallery offers over a hundred pieces of art - all priced at under $300.  In addition, Suzanne will be donating 10% of the proceeds to Henderson County COVID-19 Response Fund—a newly-created emergency response fund to assist Henderson County nonprofits working to respond to coronavirus. The virtual gallery also offers short videos of each artist’s workspaces - a peek behind the curtain of creativity.

The Laurel of Asheville magazine approached Suzanne and explained they were looking for virtual events to promote for the May issue of the magazine. Initially intimidated by the idea, Suzanne decided to take the plunge.  “An online presence is out of my comfort zone but I wanted the gallery to participate,” she explains. “I am fascinated by artists’ spaces and what things are precious in order to create. This became the starting point for Studio Confidential.”

Participating artists were asked to offer 3-5 pieces of art for the project. They also had to be willing to create short videos explaining where they work and something about how they create their art. The response was overwhelmingly positive. “The artists jumped right in which was so cool. And a big relief!” Suzanne laughs.  “I promised The Laurel that we would do a virtual event before asking the artists. My email to everyone started with, “It’s easier to ask forgiveness than to get permission…’”   

One artist, painter Marsha Hammel jokes that she jumped at the chance to participate because of the name.“I thought it was going to be something scandalous, and I didn’t want to miss out on the excitement!”  Mostly, however, the artists wanted to support Suzanne. “I am always impressed with how creative Suzanne is when it comes to marketing her gallery. The videos are a great way to let art patrons know more about us artists while keeping the doors closed until we are safe at last,” says David Voorhees, a potter living in Zirconia. 

The Gallery artists were also motivated by the opportunity to support local non-profits on the front lines of helping individuals and families suffering from the disruptions caused by the pandemic.  Carol Beth Icard, a painter, loves the concept. “I know it has been a loss for Suzanne to keep the business closed, but this creative project for an interactive online experience is a wonderful way to help out the gallery, local artists, and the Henderson County Covid-19 Response Fund. I jumped at this opportunity.”

The project has also been a much-needed distraction from the problems promulgated by the pandemic. For Suzanne, it was an opportunity for a small business owner to flex her creative muscles while offering a positive response to a unique challenge.  “We all need comfort at this time and art provides that,” says Suzanne.  “It has been proven that art elicits a positive response such as wonder and amazement, directing our minds from one’s current situation.”  

For Joanne Davis-Woods, the ability to support the Response Fund resonated at a very personal level.  “My husband is semi disabled and in the high-risk group.  One way or another, I intend to continue my work and to keep my household safe.”

Are there silver linings for artists forced to stay at home? For Icard, the answer is “yes”. “As an abstract artist, I like to have viewers bring their own stories to my work. I am hoping that in this time of being isolated at home, my work might inspire a bit of introspective thought or solace to those who respond to my paintings.”

For Marsha Hammel, the demand of commission deadlines for her thriving business in the UK has eased and opened a new creative door.  “Not having commission deadlines is refreshing; I am developing a new series just to please myself.”

Ultimately, Studio Confidential is a remarkable demonstration of artists’ resilience and creativity in business as well as art. They also appreciate the opportunity to support one another. “We are all in this together,” says Suzanne, “and we want to do our part to keep our community strong.”    

Learn more about Studio Confidential at http://galleryflatrock.com/studio-confidential-artists