We recently connected with Laura “Lulu” Reich and have shared our conversation below.

Laura “Lulu”, thanks for taking the time to share your stories with us today Can you talk to us about a risk you’ve taken – walk us through the story?

About 9 years ago I worked a very technology based job in advertising, and I’d never been so depressed in my life. Before that I had worked in fashion representing designers for over 10 years and was excited to try something new. Yet the department I was placed in was very isolating, and I spent everyday staring at a screen for over 12 hours rather than engaging with others. The only thing I really looked forward to was my commute, and seeing the street art, stickers, and graffiti I would encounter going from the East Village to Midtown and home. The art I saw by strangers on the street made me feel connected to something bigger than my boring existence.

So I started going to shows and meeting people, and most shows seemed more like parties than focusing on the art and artists. I realized there were a ton of accomplished creatives and not enough people to support them. So I started assisting with some shows on the side. Eventually I had an opportunity to give up my rent stabilized apartment for a space, and I made the leap into having my own gallery.

It was the most invigorating yet terrifying thing I had ever done in my life. When giving up my apartment, I secured a tiny East Village sublet, but the subletter never ended up leaving. I would come home to my roommate, an old man, reading in the bathtub in the kitchen, and my bed was a loft so low you had to be careful not to hit your head. So I spent every minute I could at my gallery. I was surrounded by incredible artists and meeting new people everyday.

I loved it and knew the potential in sharing art that had so much history from the heart of the city, real people. I also knew there was no turning back. My gallery was graffiti and street art oriented, so it attracted attention from locals passing by and tourists who were into urban art. I started having shows with artists I admired like EASY, CLAW, Wane COD, Damien Mitchell, King Amsterdam, Chris RWK, and Nicholai Khan.

Laura “Lulu”, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

As mentioned, I worked in luxury fashion for years representing designers, took a role in advertising, and found myself in a situation where I needed a big change. Art gave me inspiration when nothing else did. I knew I was not alone in that mindset, and a great deal of people just needed the right help. So I found my calling in sharing graffiti and street art.

Art is an extremely personal business, and that’s why I was drawn to it. Artists relationships with galleries should be honest and transparent, and the same goes for collectors or anyone coming into a conversation about art. People need to feel comfortable asking what seems like stupid questions, otherwise they’ll never learn anything. I’ve worked for multiple well-funded heavy hitter galleries, and while their consultants are knowledgeable, they aren’t usually allowed to operate based off what’s best for their clients or artists. A couple years ago I decided I needed to work for someone I could trust again, myself. I started Collect With Lulu, my own brand representing artists to get them opportunities, partnerships, and curating exhibitions.

Collectors and artists are like family to me. I do everything I can to make them happy regardless the size of the ask. I am always looking for the next partnership that is mutually beneficial, or which piece of art may be most fitting for someone’s collection. I work with so many talented artists that I know we can always assist with any vision or idea that comes our way. A few of the many artists that have gone above and beyond to be super supportive are Fin DAC, Solus, Chris RWK, T-KID, Eric Orr, Al Diaz, and Zimad.

Most significantly, since I founded my business, I partnered with Koz of Silvertuna Studios doing a ton of phenomenal projects. He is a talented artist, filmmaker, and curator who I met through our mutual friend, the iconic graffiti artist, EASY. Together we have curated countless gallery shows, partnered with brands, hosted kids and adult graffiti classes, and done mural projects. This summer we will be curating our first festival, the Highwood International Mural Festival in Illinois near my hometown. We’ll be transforming the city into an arts destination, and it’s a dream come true. I hope to continue with more ventures like this festival that positively impact communities.

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

I had put every ounce of energy and dollar I had into my business One day I received a call from my dad who lived in my hometown, Highland Park, IL. He had been diagnosed with stage 4 pancreatic cancer. It changed everything.

We had a very complicated relationship, but I knew he was my dad, and he and my brother needed me. It’s a blur, but I remember signing away my business, and don’t even remember packing. Nothing else mattered. It was the biggest reality check.

I was fortunate that I was able to get a flexible job with Martin Lawrence Galleries while in Chicago area. It wouldn’t have been a possibility, but the director, Marianne Kretekos, had been a caregiver and understood. She and the team were extremely supportive during some of the toughest times. They accommodated chemo schedules and me running out regularly for emergencies. I am forever grateful for the people I met there.

It was devastating losing my father, and I always miss him. We mended our relationship before he left this world, and my time with him at the end was the greatest gift I ever had.

Picking up the pieces of life afterward has been challenging, to say it nicely. We’re all so lucky to be here. I got the very necessary reminder that you don’t know what other people are going through, so always to be kind. Everyone has their struggles, and most people don’t have enough support. I was lost for a few years, and let people take advantage of me professionally and personally when I returned to NY. Now I am working on my business, I have control over my own future, successes, and happiness.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

I always thought it was best to be humble. I opened my first gallery space on 4th Street in Alphabet City of the East Village. almost 10 years ago. I changed business partners twice taking on and elevating my partner’s brand names both times because it seemed easier at the time. The gallery name went from Volavida to 212 Arts. It was a mistake, and I should have trusted my gut. Partnerships need to be authentic and with people who genuinely are in it together. If you don’t advocate for yourself, it’s pretty likely nobody will. I am continuously attempting to stop downplaying what I’ve achieved in my career.

Contact Info:

• Website: https://www.collectwithlulu.com/
• Instagram: https://www.instagram.com/collectwithlulu/
• Facebook: https://www.facebook.com/laurakreich/
• Linkedin: https://www.linkedin.com/in/laura-lulu-reich-307bb94/
• Other: Here’s a link to my bio, thank you so much! https://www.collectwithlulu.com/about

Image Credits
Silvertuna Studios aka Koz.