We recently connected with Alex Bass and have shared our conversation below.

Hi Alex, thanks for joining us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

I realized that in order to reach the level I wanted within the art world, it would likely take years, and even then, I’d probably be working for a company whose vision I wasn’t fully aligned with or passionate about. The pandemic really put things into perspective for a lot of young professionals like myself; it felt like a moment to take a leap of faith on our own ideas. Sometimes, it truly does feel like it’s now or never.

A typical day for me is a blend of creativity, connection, and strategy. I’m constantly planning upcoming exhibitions, meeting with artists, and going on studio visits. I spend time in the gallery meeting with collectors and visitors, making sure our current shows get the visibility they deserve, and I also work closely with design clients to bring art into their spaces in thoughtful ways. A huge part of my work is outreach—I’m naturally a go-getter, and whenever I see someone doing something interesting or creative, I make it a point to connect. I really believe in putting myself out there and creating opportunities through relationships and genuine curiosity.

As for “launching” the business, I don’t think there’s ever a clear moment when you move from the idea phase to being fully established. Yes, we officially launched Salon 21 in 2023, but in many ways, the evolution never stops. Each day brings new feedback, new insights, and new ways to refine what we’re building. I think it’s incredibly important, especially in the early stages of a business, to stay open to iteration and be willing to pivot when necessary. That balance between following your passion and finding what actually works in practice is what leads to real growth and, ultimately, fulfillment.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I have always had a passion for art growing up adjacent to the city and having access to some of the world’s greatest museums. It was in high school when I realized that rather than pursuing a career as an artist, I wanted to keep that for myself as a hobby, and I loved getting to work with artists to tell their story. I then went onto Columbia University to study art history and then the Sotheby’s Institute of Art for art business, where I developed a deep appreciation for how art shapes culture and personal experience. After working within major auction houses and blue-chip galleries in New York, I realized that while the traditional art world had immense beauty, it often felt distant and exclusive. I wanted to create something different: a space where art and design felt approachable, where creativity and community could coexist naturally, and where the experience of art could feel like being at home rather than in a formal gallery.

That vision became Salon 21, a hybrid fine-art and interior-design studio inspired by the historic idea of the salon — a place where people gather to exchange ideas, discover new artists, and connect through conversation. Salon 21 is part gallery, part living room, and entirely devoted to making art accessible, personal, and alive in everyday environments. We host rotating exhibitions, pop-ups, artist talks, and community-centric events that bring people together around shared creativity. We also represent and collaborate with both local and international emerging artists and artisans, giving them a platform to share their voices and build connections with collectors, designers, and art enthusiasts.

Beyond exhibitions, we offer personalized art advising and interior-styling services, helping clients curate collections and design spaces that reflect their personality and story. What makes Salon 21 unique is our ability to bridge fine art and interior design — two worlds that often operate separately. We help clients see how art can transform a space and how a thoughtfully curated environment can make art feel more integrated into daily life. Our setting is intentionally warm and inviting; we want people to feel at ease, to experience art without pretense or intimidation.

I’m most proud of creating a brand and a physical space that challenges the traditional boundaries of the art world. Salon 21 is not just about selling art; it’s about curating experiences and building community. We’ve created an environment where people can explore and connect, where artists are supported and celebrated, and where clients can engage with creativity in a more meaningful way. I’m also proud of my involvement as a founding member of the Free Arts Patron Circle, which works to empower youth from underserved communities through art and mentorship — something that aligns deeply with my belief in accessibility and creative empowerment.

Ultimately, what I want people to know about Salon 21 is that it’s a place for everyone — whether you’re a seasoned collector or someone just beginning to explore the art world. We believe that good art belongs in everyday life, and that spaces should feel as expressive and dynamic as the people who live in them. At Salon 21, we’re not just creating beautiful interiors or showcasing talented artists; we’re cultivating a community where creativity, connection, and conversation thrive.

How about pivoting – can you share the story of a time you’ve had to pivot?

One major pivot we faced early on came when we had to move spaces in the spring, just a year and a half after opening. Our landlord decided to redevelop the building, which could have easily put a damper on our momentum and upward growth. Instead of viewing it as a setback, I chose to see it as an opportunity to step back, reassess, and refine our strategy.

Relocating forced me to really think about what was and wasn’t working — from how we were engaging with our community to the kind of environment that best reflected the vision of Salon 21. It gave me the space to reimagine how we could operate more efficiently, curate more thoughtfully, and find a new location that truly aligned with our needs and long-term goals. In hindsight, that unexpected challenge turned into an invaluable period of growth. It reminded me that flexibility and adaptability are essential in both business and creativity, and that sometimes a forced change can actually push you closer to where you’re meant to be.

Can you tell us about what’s worked well for you in terms of growing your clientele?

Being authentic to yourself and conducting organic outreach. You have to put yourself out there and also think about tapping into industries that might not obviously align with yours, like the art world for example. There are so many adjacent industries – design, hospitality, real estate, etc. – that may offer great opportunities for collaboration and client building.

Contact Info:

• Website: https://www.salontwenty-one.com/
• Instagram: https://www.instagram.com/salon.21
• Other: https://l.instagram.com/?u=https%3A%2F%2Fsalon21.substack.com%2F%3Fr%3D11hd67%26utm_campaign%3Dpub-share-checklist%26fbclid%3DPAZXh0bgNhZW0CMTEAAaf71QiP0DjXs-W5Atx8cMnYkbfcwgmgnCLu9PUXxmNGJiEfMkRwFtwqSfLUfQ_aem_VAPy5YsiVqvJ4qgzMYLXJQ&e=AT17BXIMIl2UIt1jmqidEGTsf28g84CmxjyyXFdjEXHyXHGSod8emg9s_Qkk58g-qEeC2lcvssRLz3YmRUMX_-vDgJ56DihChmhSFX49zRysWR7SqJ3RQ5mMSw

Image Credits

Moriah Sawtelle