The Art of Collecting with Charles Froelick (Part: 1)
Thirty years of building trust between artists and the people who bring their work home.
Charles Froelick has built a gallery around something more enduring than sales. He has fostered lasting relationships with the artists he represents and guided generations of collectors, many buying original art for the first time. This post is Froelick Gallery’s first step into the Substack world, a foyer if you will, welcoming you in. Here, we talk with Charles about why galleries can feel intimidating, what inspires people to start collecting, and why he believes art should be for everyone.
Charles, after all these years, what still stands out to you about how people approach a gallery?
I’ve had the gallery for over 30 years, and I still have people come in who are afraid to ask questions. Some have never bought a piece of art before, even later in life. And I think it should be positive to engage with art, so I want to make it easier.
Why does that matter to you personally?
I got into this business because I want to connect with people. It’s a human business. The artists I work with are making unique works of art, and I’m showing their work because we want to have a human connection, tell a human story, and share something personal.
It’s really about exploring what it means to be alive right now.
Are we able to see a story visually? How do we look at those stories? There are so many ways to experience art, and I want to keep that approach open to anyone who visits my gallery.
What holds people back when they walk in?
A lot of people are unsure if the question they have is smart or insightful. But really, we’re just people living our lives. Looking at visual artwork is an exciting experience. You can learn something new just by asking a question.
There really are no dumb questions. If someone comes in and asks something honestly, that’s part of the experience.
Have you seen people change in real time? Like go from curious to committed?
Yes, and it’s really exciting when people realize that they can have original art in their home. That it’s possible.
There are many times people come in and say, “This is the very first piece of art I’ve ever bought.” And they’re excited. They can’t wait to go home and hang it. That moment is powerful.
What usually sparks that shift for them?
Sometimes it’s just exposure. Someone might go to a museum, see something that really resonates, and then they’re out walking around and decide to come into a gallery.
I had someone come in recently after seeing a show at the Portland Art Museum. They were excited, they started talking about it, and we ended up having a long conversation. Then they decided to buy a piece. And they could, because there are still many things in the gallery that are affordable.
What are the biggest misconceptions people bring with them?
There are a few. One is that art is always expensive. Another is that it’s elitist, that you need permission, education, or a certain kind of background to understand it. Another is that they don’t deserve to have something beautiful and original in their life or that they think they have to pay for everything all at once.
How do you respond to that?
Well, I disagree with the idea that people don’t deserve beautiful things. I think everyone does.
And practically speaking, I have a layaway program, so people can make monthly payments. Many collectors have found my layaway program to be helpful
Are there other ways art has become more accessible over time?
Yes. Printmaking is a great example. Once printing presses were introduced, artists started making works in multiples. That allows more people to own original work at a lower price point.
What about the experience itself? How important is it to see art in person?
Seeing artwork in person is so much better. When you’re looking at something on a screen, you don’t really know the scale, the texture, or even if the color is accurate.
When you come into a gallery, you see all the nuances. You see how big it is, how small it is, what the surface feels like, whether it’s flat or textured. That’s something you can only understand in real life.
I always encourage gallery visitors to participate in our monthly gallery talks. It’s one of the best ways to ask questions about the work, learn more about the process, and hear directly from the artist.
Looking back, how has your gallery evolved over time?
When I opened the gallery, I had high goals. I wanted to work with the best artists. Artists telling personal stories in ways no one else could. I’ve stayed committed to that.
The work has to stand the test of time. It has to offer something you won’t find anywhere else.
Has your relationship to the work changed?
If anything, my connection to artists and their creative process has only gotten stronger for me. Creativity begets creativity. And there is more generative energy in that exchange than many people may realize. And I love that.