Greco Gallery: An Artist’s Boutique

At a recent holiday open house, Kelly Avenson (front row, left) gathered with some of the artists of Greco Gallery, an artist’s co-op on Third Avenue in Sturgeon Bay. Photo by Katie Lott Schnorr.

A newcomer to Third Avenue, Greco Gallery is named after owner and founder Kelly Avenson’s mother’s maiden name, and a black and white photo of her grandpa, Nick Greco, serves as the unofficial logo. It’s a fitting choice, as the gallery itself feels like the best of family – diverse, productive and supportive.

Avenson, who previously operated her photography studio in a three-season cabin off of Jefferson Street, had been looking for downtown gallery space for several years but couldn’t find an affordable spot. As she began talking with other artists, she saw a need and a vision developed.

“I imagined a place where artists could work together, not against each other, and hopefully sell some art,” she said. “So I thought, what if I created a co-op?”

Avenson and her partners share rent for the space, but 100 percent of the sale price of the art goes back to the artist. What’s in it for Avenson? Having the space enables her to have a premiere location for her photography studio, which is located in the back half of the shop.

“There’s nothing like being on Third Avenue,” said Avenson. “This location is amazing.”

Avenson’s partners appreciate the generous but practical business model, and Greco’s roster has grown to include an impressive group of 12 partners. Ranging from nationally recognized photographer Daniel Anderson and glass artists Jeremy Popelka and Stephanie Trenchard, to local painters Shane Peterson and Bethany Kirwen, to emerging jewelry artists like Melissa Clarke, Greco even has a “Jewelry by Kids” area, which features the work of the younger set, including nine-year-old Celia Schnorr (who happens to be my daughter).

The gallery is housed in a classic storefront building at 24 N. Third Avenue with exposed brick walls and hardwood floors, lovingly refurbished by Avenson and her boyfriend Elliot Goettelman with help from some of the artists. It’s a casual atmosphere, with a pot of hot cider and a plate of cookies always at the ready.

Painting by Bethany Kirwen

“We opened in April of this year, and the response has been great. Since the fall, a lot of the locals have had a chance to pop in,” Avenson said. She is also finding that once customers have found her, they return. “I get a lot of repeat business,” she smiled.

The variety of styles and media in one intimate space feels homey but never crowded. “Even though we have three jewelry artists and three painters, they are all so different,” said Avenson. “That’s what people love.”

It’s the art that keeps the customers returning, but it is Avenson’s quiet determination and inspiration that keeps bringing wonderful artists into the gallery. Melissa Clarke who designs a line of jewelry called “Pretty War” says that Avenson inspires her.

“She’s just so encouraging. She has a talent for encouraging other people to create,” says Clarke.

Avenson’s can-do spirit was on display at a recent holiday open house where she set out a spread of food, mingled with guests, made introductions, and worked the register.

Painter Karen Lee DeNoto agrees that the gallery is special, saying “I have my home studio in Sevastopol, but I just love bringing my work into town to the gallery.”

Sisters Jessa and Natalie Lemke are jewelry artists who also have a successful business on Etsy, the online DIY craft site. They began making jewelry after their mom lost her battle with cancer in 2008. “She was always so creative, painting and making stuff…she inspired us,” said Jessa. Their designs include feminine jeweled hairpieces, funky earrings, and utensils adorned with gems.

“I met Kelly through a friend,” said Jessa, “and she was talking about this idea. A few months later I called her up and said ‘Let’s do it!’”

The variety of art – and the upside down Christmas tree – keep visitors’ eyes moving about the homey space. Photo by Katie Lott Schnorr.

Avenson also puts her photographer’s eye to use when it comes to displaying art, using many levels on walls, tables, and display cases – even a Christmas tree, hung upside-down in the middle of the space. It’s a knack that lets visitors continue to discover something new with each visit.

“Wow!” said gallery guest Nick Hoover, glancing over at the tree. “I didn’t even notice that at first.”

At Greco Gallery’s holiday open house jewelry artist Samantha Kerwin, also known as “The Buttoneer,” looked around and smiled. “I can’t believe that it was just last spring we were painting this place,” she said. “And now look at what it’s become!”

The artists were there, as well as family and friends and locals who saw the lights on and dropped in. Kids tumbled around trailing cookie crumbs on the floor, and the atmosphere was festive – a little bit like a family affair.