
Len Cutter Interview
Owner of Cutter and Cutter Fine Art, Brilliance in Color, Galeria del Mar, Loves’ Art Emporium Galleries
St. Augustine, Florida
Host to the 24th OPA National Juried Exhibition
Q. How did you discover you wanted to sell fine art?
After operating a large gift shop, we noticed one day that the sales of small prints from local artists were outselling all other items combined. It was an easy decision and we, as a family, had roots, in that my mother was an artist as was my grandmother, both of whom were quite good. It was an exciting decision that proved to be profoundly beneficial to our family.
Q. When did you first start selling art?
Sometime between 1999 and 2000, we noticed an opportunity to broaden our list of artists and move higher than simply prints in the $25-$300 range.
Q. What is the biggest challenge in selling art today?

Q. How has selling art changed in the last 10 years?

Q. How do you differentiate your three galleries?
That one is not so easy. Many astute observers who stroll into our three galleries recognize the similarities in our wall coverings, our pricing cards, and that we do not “crowd our walls” in a salon style hanging. Rather, we believe firmly in the “less is more” museum hanging style of presentation. As far as styles are concerned, I suppose you could say Brilliance in Color is our Classical gallery while Galeria del Mar is more of a contemporary space and Loves’ Art Emporium (where it all began), with its higher ceilings and unique entrance, features photo-realism, realism and impressionism.
- Brilliance in Color Gallery
- Galeria del Mar Gallery
- Loves’ Art Emporium Gallery
- Brilliance in Color Gallery
- Galeria del Mar Gallery
- Loves’ Art Emporium Gallery
Q. What has influenced the style of the three galleries?
Q. What are your thoughts on ‘talent” in regards to being a successful artist?
(Success meaning artist that sells well) Well, first of all, we only represent artists who we personally enjoy. Their personalities are key but the work itself must appeal to us. You cannot sell something in which you do not believe.
Q. What are your feelings about artists selling their art online without gallery representation?

Q. What are your thoughts on how artists should approach galleries and a career in Fine Art?
Well that is almost impossible for me or any dealer to handle. All artists are so entrenched in their own purpose, message and style, and that is as it should be. Artists can clearly benefit from a strong relationship with effective dealers. Knowing how to approach those dealers or even to have a willingness and understanding to do so is probably at the center of why some artists never find the right dealer for them. It is not easy to make these kinds of life-significant arrangements.
Q. Any thoughts that you really want artists to understand about selling fine art?

Wow…who wrote these questions? These are all great and insightful attempts to make the art business function better. Basically, “selling fine art” begins with the art itself. The paintings must be good, high quality and interesting. The colors, compositions and general ideas can be myriad, but the paintings, all of them, must appeal to the type of person that the gallery attracts. What dealer would not want to say to the artist “send me your very best”?
Q. Is there something about you and your work that you would like to share?
