Acquire Art & Collaborate with Juniper Rag
Torrid Exhibition at The White Room, Worcester
The practice of acquiring art has become widespread, no matter your income level.
Artists, marketers and collectors, Michelle May and Payal Thiffault share how they developed Juniper Rag, collaborative relationships and connecting more people with original art.
Online art sales are growing and the number of private collectors is up. An increase in buyers in the market comes the need for experts who can help them navigate the process.
If you are considering adding original art to your home, Michelle May and Payal Thiffault from Juniper Rag can help. With over 25 years of experience in the luxury paper market, they were the eyes and ears for art buying at one of the most successful stationery companies in the US. They both began as designers and eventually, they were the ones sourcing papers from Italy and art from emerging artists at Javits Center in New York. Wearing many hats in a small company had advantages, and having an innovative technology team behind their spearheading efforts in design, marketing and brand management taught them how to break barriers and become early adopters. They were one of the first stationery companies to have a website or use social media for example. They worked with high-level clients and brands and developed trusted relationships with thousands of customers all over the US. Payal and Michelle sat together for 17 years. Michelle went on to run the marketing and social media campaigns for small and large companies. In 2017, they founded Atelier ID Global, a boutique branding and marketing. Both of them are experienced fine artists, creating award-winning designs, managing brands and using their noodles to help promote product lines on social media, so why not put all of their knowledge to use for artists?
Covid-19 isolation for artists confirmed conceptual ideas and Juniper Rag was launched after years of brainstorming. They knew that artists need platforms other than gallery shows to sell art, they also need marketing services. Since 2021, Juniper Rag has exhibited and nurtured thousands of artists in the US and abroad. Juniper Rag’s portfolio of artists and collectors grows every month with live and virtual exhibitions. Collaborative relationships with arts and cultural organizations further bolster the ability to connect buyers with artwork and at the very least, share high-level art with the world, cultivating more enthusiasts daily.
Our launch at the PopUp / JMAC, Origin with Mayor of Worcester, Joe Petty
Significant Roles and Qualifications
Payal and Michelle have a unique path that has brought us here. They are artists ourselves and marketing experts. They are connoisseurs of paper, print, and art and have a wealth of hands-on experience in purchasing and sales to understand what is popular, meaningful and what is salable. This kind of role requires knowledge of the business of the art world, and they have held positions at an art/design-based stationery company, a Forbes 5000 Fastest Growing Business. They have worked with artists, designers, CEOs and editors of national magazines, like Condé Nast and Martha Stewart. Instinctively they replaced photographers on projects because we knew they were more attractive to the audience base. They have disrupted markets using new ways of selling for our clients, increasing their popularity and their revenues. They understand the emerging to mid-level art market and aren’t afraid to take a few educated guesses to get out in front. As trend forecasters of hundreds of successful lines, they contributed to growth and brand recognition year over year. At a time when no one was using social, they saw the opportunity to capture sales, contributing to record numbers.
We are obsessed with learning, researching and uncovering ways to connect artists with buyers. We travel, we visit museums all around the world, we absorb the history of art and artists. In addition we possess the right experience and knowledge, we also have a positive reputation in the field and established relationships with galleries, arts and cultural organizations and thousands of artists.
A Code of Ethics
A code of ethics for Juniper Rag maintains that first and foremost, we serve the needs of our clients—artists, collectors and collaborators.
“We are honest and transparent and we uphold mountains of integrity in everything that we do. We are known for our kindness, our ability to execute projects that exceed expectations. We are organized and we are machines at getting things done. We are very proud of the relationships we build and what we offer as art advocates.”
Since 2012, when Michelle founded Cirque du Noir, a fundraiser that donates all proceeds to cultural organizations the seed of arts advocacy was planted. Payal and Michelle developed Juniper Rag based on the premise of that event, to elevate artists and sharing their magic building culture and community.
“We do this because we love it.”—Payal and Michelle
Art auction at New Art Center Gala, Newton, Massachusetts, 2023
Working With Us
Doing what we do requires a multitude of skills. To start with, we have to be good listeners – we can understand the needs of their clients. This also means that it is not the personal aesthetic, but that of the client that should take precedence. Just as important is our business acumen and knowledge of the art market. Acquiring a work of art is, after all, a business transaction. We have to understand the market value of a work, conduct our due diligence on pricing, quality, and provenance, and also be a good negotiator for both parties.
It doesn’t end there. We need to know what to do after that transaction—from framing, installing, and lighting the work to helping our clients understand insuring that work. Engaging with us can offer a multitude of benefits when embarking on art collection or acquiring significant pieces or your first small piece. We work with artists in every price range. Our expertise and industry knowledge can guide collectors through a complex landscape, helping you navigate the myriad of options available and make informed decisions. We also have a deep understanding of various art genres, styles, and movements, enabling us to match collectors and interior designers with artworks that align with their tastes, preferences, and long-term investment goals.
Moreover, as seasoned professionals, we have extensive networks within our community, including relationships with artists, galleries, and art organizations. Leveraging these connections, we can access exclusive opportunities, negotiate favorable terms, and obtain desirable artworks for clients that seek high-level quality artwork from emerging and established artists. Our insights into the landscape can provide our clients with information to help them acquire special pieces for their home from artists that are known for high quality work and specific genres. We also have insight as to which artists’ work may be going up in value. Our keen insight told us many times to buy, and we ourselves have seen the error of our decisions! Our artists are on the move and we love helping them get there.
Furthermore, we can provide invaluable support throughout the selection, buying and installation processes, offering guidance on due diligence, authenticity verification, and condition assessment. Our objective perspective helps mitigate the unknown for some, for others—the process associated with purchasing art, ensuring collectors make purchases of the highest quality and integrity.
Additionally, we love to build relationships and placing art into new homes is pure pleasure for us. Come to an exhibition, visit one of our online exhibitions, visit our ART MARKET, and get in touch, because we have access to thousands of artists and we love to place art.
John Pagano showing with Juniper Rag at Club 321 Mechanics Hall, Worcester
Collaborations are Exciting
Atelier ID Global / AKA Juniper Rag, Michelle and Payal work with small to medium-sized businesses to develop branding, social media strategies, marketing plans and more. We work with artists to promote their work and sell their art, but we also work with cultural organizations to bring new collaborative opportunities, leveraging our marketing and social media skills to support our collaborations. We have returning organizations that trust us to bring crazy attention to their events and causes. We love to go big, work collaboratively and strategically to increase numbers and create success. We have helped cultural orgs increase their annual fundraising revenues, increased traffic to small boutique hotels in the Caribbean and sold thousands of dollars in art, all in one night. We love working with creative partners and doing our part to increase the creative economy left and right.
