We caught up with the brilliant and insightful Veronica Petty a few weeks ago and have shared our conversation below.

Veronica, thanks for joining us, excited to have you contributing your stories and insights. Is there a historical figure you look up to? Who are they and what lessons or values have you learned from them?

I’m deeply inspired by women artists who have had to forge their own paths, especially within the art world, but also in other creative industries like music and design. A ‘historical’ figure (if you can call her that, haha) like Linda Ronstadt is such a guiding light for me. Her defiance of conventions in the 1970s male-dominated rock scene, such as bringing mariachi music to the mainstream, was incredibly moving for me as a young woman growing up listening and singing her songs. Fostering an environment in my own community for free expression, embracing individuality, and celebrating one’s personal heritage is crucial for nurturing talent and fostering meaningful connections between artists and audiences.

Veronica, 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 the founder of Domingo Comms, an art communications advisory firm. I work with businesses in the arts, artists, and individual clients looking to find the right artwork for their interiors.

Before starting my company, I spent a decade overseeing marketing in the events industry, primarily focusing on large-scale tech events. Over the years, it became increasingly important to me to pursue work that aligned with my creative inclinations. Taking from my own life experiences, family, and passions, I found my direction naturally leading to art fairs and later art PR.

Supporting Latinx artists became a significant part of my journey when I launched Domingo Comms, giving me a profound sense of purpose in my career like I’d never experienced before. It’s something I now strive for consistently — bringing others together and fostering connections between my clients, artists, and organizations.

Can you tell us about a time you’ve had to pivot?

Becoming a mother changed everything…

I’m still working on staying present. Whether I’m at the gallery, with a client, or with my daughter, I’m trying to focus on the moment. But it’s a challenge, especially for someone who loves multitasking and thrives in a fast-paced environment. After a very busy Q1 with Domingo—curating a show at the Oculus, promoting a major NYC art fair, and keeping up with my clients—I realize that success is actually finding balance with as much time with my daughter as possible while growing my business. Right now that looks like taking on new projects all the time and signing up for tons of art classes and nature programs. I never thought when I was working full-time that I’d have space in my week to do so much outside the office — and I’ve never been happier.

What’s a lesson you had to unlearn and what’s the backstory?

In my earlier career working for larger companies, I wore my heart on my sleeve (as I always do). For years, I felt self-conscious about how that might be perceived, especially in a corporate environment, and I also feel like it might not have always worked in my favor. Since then, though, I’ve come to realize that my deep investment in what I do and how I approach relationships within any sector—art, tech, or otherwise—has become a fundamental aspect of what my clients love about Domingo.

My commitment to my clients, fueled by genuine passion for their projects and a willingness to go above and beyond, has been instrumental in my success both with Domingo and during my time with those companies. I have great long term relationships because I have always been myself—so it’s really about unlearning to care about what others might expect or trying to fit into a mold and following my intuition.

Contact Info:

• Website: www.domingocomms.com
• Instagram: domingocomms
• Linkedin: https://www.linkedin.com/in/veronica-petty-594a4a8b/

Image Credits
Veronica Petty