Entrepreneur Juliet Rosser was a self-described “terrible employee” in her past career but after making the life-changing decision to work for herself, she has found great success as Director of her arts business, Platform72. Launched in February 2012, Platform72 is a hybrid art gallery and retail store housing an eclectic mix of Australian artworks and designer homewares, jewellery and accessories.
It is designed to showcase contemporary Australian artists and give them the opportunity for exposure among a wide audience that might otherwise be impossible. The gallery shows works produced in Australian to support the local creative community and hosts regular exhibitions once or twice a month which are open to the public. Artists range from emerging stars to Archibald winning artists such as Craig Ruddy.
“We believe that life is better with art,” says Juliet. “Our aim is to try and break down the barriers between artists and the general public, providing a dynamic retail and gallery space for artists to show their work and for anyone to purchase an artwork at surprisingly affordable price points.”
“Coming from an art school background myself, I know how much fantastic work gets made and then ultimately sits in a bedroom with nowhere to go. I also know that artists aren’t greedy and the inflated prices of art are always from a different perspective (motivated by profit), whereas artists are motivated by a purer need to create,” says Juliet. “Art is sometimes seen as a world that is closed off to those without a deep knowledge of the history and theory and equally deep pockets! This is the misconception that we’re working to change.”
Juliet has extensive experience in business and started out working in sales and marketing for a range of companies including The Sebel Sydney, Blueprint Digital and the iconic Fort Denison Restaurant. In 2011, Juliet came across a retail model which involved renting out space to artists, without taking commission on any sales. The execution of this particular model was wrong but the concept was a perfect starting point and Juliet set to work putting it into action – thus, Platform72 became a reality.
Juliet has knowledge in the arts with a Master of Studio Art from Sydney University and her team each have similar qualifications. According to Juliet, “This sets us apart from many other galleries in that we understand art from an artist’s perspective. We know what goes into their work and we always aim to educate the customer.”
The first space, located at 72 Oxford Street in Darlinghurst, Sydney was followed by a second gallery in Central Park, Broadway in October 2013. This month, Juliet is opening her third space – a showroom in St Leonards which will be open by appointment only. Artworks are also sold online at Platform72’s website and can be shipped across Australia.
One way Juliet is working to improve the process of purchasing art is by offering an in-home consultation service. “The idea is that a potential customer can hop on to the site, make a wish list of works they’re interested in and we’ll come to their home to show them the pieces in-situ. Someone might love a piece of art in an exhibition space but it might not work with their home. We charge a small fee for this service based upon their location which is refunded if the person makes a single purchase,” explains Juliet.
“I see Platform72 as a leading platform for the exposure and sale of contemporary Australian art and design objects and I hope that our contribution to the local and national art scene only grows in the future.”
For more information and to see products visit www.platformstore.com.au