We’re excited to introduce you to the always interesting and insightful Averie Cole. We hope you’ll enjoy our conversation with Averie below.
Alright, Averie thanks for taking the time to share your stories and insights with us today. We’d love to hear how you think where to draw the line in terms of asking friends and family to support your business – what’s okay and what’s over the line?
As a creative professional, it’s essential to have the support of those around you, but it’s equally crucial to establish clear boundaries. While friends and family play a vital role in our lives, our work is also our livelihood, and navigating this balance can be challenging.
Take my photography business, Towards The Moon, for example. I’ve had numerous friends ask me to shoot their weddings, which is always an honor. They trust me with capturing some of the most important moments of their lives. However, I also want to be part of their celebration, not just the one working behind the lens. Initially, I found myself stuck in the role of the photographer throughout the entire event, missing out on the joy of being a guest. It took some time, but I eventually found a solution that respects both my professional boundaries and our friendship. I now offer to photograph the getting ready, ceremony, and portraits as a gift, but when cocktail hour begins, I step aside and one of my associate photographers takes over. This way, I can enjoy the event with my friends, and they still receive beautifully captured memories. I also edit the photos as part of my gift, which keeps the experience positive for everyone involved.
The same mindset applies to my mural work. While I’m in the early stages of this new venture and focused on building my portfolio, I maintain that artists deserve to be compensated for their work, regardless of the circumstances. I wouldn’t paint a mural for free, but I’m willing to be flexible in situations that benefit both parties. For instance, when my friends in Puerto Rico needed a mural, and despite having only painted in my own apartment, they trusted me with the task. In exchange, they covered my travel and accommodation expenses, allowing me to work on the project at no personal cost. This arrangement honored my time & principles while providing me with a valuable opportunity to expand my portfolio.
Averie, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’m Averie Cole, an Australian-born creative based in Jersey City. My journey in the arts has been anything but straightforward. I hold a Bachelor of Fine Arts, and during my early career, I had the privilege of working at the Australian Centre for Photography, where I honed my skills and deepened my passion for visual storytelling. However, after graduation, I faced the harsh reality of needing to make a living. I quickly realized that wedding photography was a fast track to financial stability, so I dove into it headfirst, putting my personal art projects on hold as I built a successful wedding photography business.
While weddings provided a steady income, they also consumed much of my creative energy, leaving little room for my personal artistic pursuits. Over the past two years, I’ve made a conscious effort to step back from wedding photography, gradually reducing my workload to refocus on my true passion: fine art. I’ve rediscovered the joy of painting, working on everything from the walls in my apartment to canvases and wood. This return to my roots has been incredibly fulfilling and has reignited my creative spirit.
One of the most exciting developments in my career has been launching my mural business. Mural painting allows me to transform spaces in a bold, impactful way, turning ordinary walls into vibrant, meaningful works of art. A standout moment in this journey was being hired by interior designers Koko & Sass Styling Co. to create a mural for a residential project in Puerto Rico. This experience not only expanded my portfolio but also reinforced my belief in myself, helping me push past the imposter syndrome that often lingers when embarking on new ventures. It was a pivotal project that solidified my confidence and commitment to my fine art career.
In addition to my mural work, I’ve launched Loud Lolly Open House, an initiative designed to host art events and foster a creative community. One of our first events, “Meeting Mama,” was a resounding success, featuring raw, stripped-back portraits of mothers that I had been working on for the past eight years. This project was deeply personal and meaningful to me, and seeing it resonate with others was incredibly rewarding. I’m eager to build on this momentum and expand Loud Lolly Open House in the coming year, merging my love for art with a commitment to community, especially within the vibrant fine arts scene in Jersey City.
What sets me apart as an artist is my versatility and dedication to my craft. Whether I’m painting a mural, working on a painting, creating a collage or mixed media piece, or exploring new mediums like printmaking and sculpture, I bring passion and intent to every project. I’m not just creating art—I’m creating experiences, connections, and lasting impressions.
For those interested in my work, I want them to know that I’m focused on expanding my fine art career and contributing to the fine arts community in Jersey City. My work is deeply personal, and I’m committed to pushing the boundaries of my creativity while staying true to the principles that have guided me from the start.
What do you find most rewarding about being a creative?
For me, the most rewarding aspect of being an artist or creative is the profound impact art can have on someone’s entire outlook, both emotionally and physically. The ability to transform a space and create an uplifting environment for someone is incredibly fulfilling. Whether it’s through a mural that brings life to a room or a photograph that captures a fleeting moment, I’m always aware of how powerful these creations can be.
Even with my photography, I understand how important the work I do is—it’s about more than just taking pictures. It’s about documenting people’s loved ones, their families, and significant periods of their lives that they’ll look back on for years to come. Knowing that my work can evoke emotions, preserve memories, and even change the way someone feels about their surroundings is what drives me to keep creating.
What’s worked well for you in terms of a source for new clients?
The best source of new clients for me has been, quite simply, myself—I am the brand. Being personable and taking the time to really meet people, learn about them, and genuinely care about their stories is the most effective way I’ve found to foster relationships and build a strong clientele. It’s about more than just delivering a service; it’s about connecting with people on a personal level, which naturally leads to trust and referrals.
Instagram has also played a significant role. The platform allows me to share my work easily and gives my friends and clients the ability to share it with their own networks. This organic reach has been invaluable in connecting with new clients who resonate with my work and approach.
Contact Info:
- Website: https://www.averie.art/ & https://towardsthemoon.net/ & https://www.averiephoto.com/
- Instagram: @averiephoto @averiecart @towardsthemoon
Image Credits
Averie Cole