Lately, many artists have asked me how to connect with interior designers, what these collaborations entail, and how the process works. I knew just the right person to help answer these questions.

When I first started selling my art, I made it a priority to build relationships with interior designers. I realized that since part of their job involves sourcing art for their projects, establishing these connections could make me a valuable resource for them and lead to multiple sales over time.

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Living in the middle of the Pocono Mountains at the time, networking locally with designers wasn’t an option, so I took to the internet. Since I sold most of my art in larger cities, I started with New York City and then Chicago. I researched interior designers whose aesthetics and price points aligned with my work, followed them on social media, and eventually reached out via email.

This approach led me to one of my favorite designers, Nora Schneider, known for her bold and beautiful spaces. Nora has been a great supporter, and I’m honored to work with her. I was thrilled when she enthusiastically agreed to join me for this interview for Cohart.

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**_Washington:_ Nora, thanks so much for agreeing to this interview for the blog! I think one of the hottest questions is: How do you usually find art for your design projects?**

_Schneider:_ In a variety of ways. As you know, art is a huge part of my design practice. This is something that I speak to my clients about in the very beginning when we talk about budgets. I do feel that this is key to a successful and complete design. I really do feel that original art is key. 

**I love that you put art first. Often, it is at the bottom of the list. By that time, you can be over budget, and there is nothing left for good art; it comes last.**

Well, that is something that I found, and that's why I made it a priority. Because I realized that these projects bigbecome expensive, and people usually spend way more than they thought. I believe that people run out of money, time, and patience by the time it comes to art. And I feel that it is one of the most important elements. So, I stress that at the beginning. 

**So, where do you source your art?**

The biggest percentage of my art comes from local artists. However, that being said, I get a lot of it because of my Instagram. I have developed a relationship with a few galleries. As a designer, you get messages from vendors of all kinds on Instagram, and I’m typically in the habit of “delete-delete”. However, if something flashes in front of my eyes, I think, “Oh,” I respond to it, then I pay attention. 

About a year ago, an art gallery in NY reached out to me. They had been reaching out, but I never saw anything I liked, so I moved on and deleted it. But they reached out to me about a piece by an Italian artist, and it just hit me like a lightning bolt. It made me think of a particular client for whom I was in the throes of buying dozens of pieces of art, and it was her alter ego. I immediately called the number of the email, and we had a discussion. Then, I pitched it to my client. That night, she had a show opening at the gallery, and it had already begun; she stepped outside and took my call and gave her my credit card number, and she put a sold sign on it. That’s just serendipity and the nature of it, honestly.

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**I love that story and the way we can connect so deeply with art. So, what about trends and ‘rules”? You and I talked about that; know the rules so we can break them.**

I will tell you the only rule I have. The thing that I say to people upfront is, “You buy art because you love it. It doesn't have to go with anything.” You know, people have this ridiculous idea, and they say these words to me all the time: “Okay, we're going to need a piece of art that has a color in it that matches…” And I respond with hell no! Art does not have anything to do with that. It is not about whether it goes with anything. Your art, and I stress this a thousand times, has to go with nothing. It has got to go with your soul. The only important thing is that you love it.

**Fantastic! Nora, you are known for your style, and it’s very distinctive. I can see a room and know, “Oh, that’s a Nora.” Do people often come to you who request some totally different vibe than a Nora, or do they come to you because they are drawn to your particular style?**

When I started out in my career, I did everything; if somebody wanted French country, I am not your girl, but typically I did everything. I've always been more contemporary than traditional.For me, it's about the mix and the drama. So, in the beginning, I did do stuff that I didn't love. You know it was what they wanted. But I absolutely do not do that anymore. If you want an all-white kitchen, I am not for you. I'm probably going to give you a black kitchen or a red one. I love color. And so that's what I'm known for. That's what people come to me for, and it's about the drama. But it wasn't always that way.

**So, basically, you sit down and have this conversation with your clients, and you talk about the budget and what they want and love. Then, you have a conversation about art. Do you go looking for art together?**

Yes, that's one of my favorite things, bringing people to places and to artist studios that I use a lot and commission a lot of pieces, as well as ready-made art. People get so excited about that, Susan. They love going to an artist's studio.

**They do! That's really great. You're making this connection with the art and artists, bringing them to the space, and meeting the artist in person, and it’s also educational.**

It is! They love it so much that it ends up being their favorite part of the process.

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**As far as styles, then do you gravitate more towards abstract art for your clients?**

Yes, I would say that. I'm definitely about abstract art. I rarely, if ever, use something else. Maybe it might be figurative, but even then, it's abstracted, and I never do landscapes or things like that. I mean, if that's what someone wants and we find something amazing, yes, but it just really happens. That's not what I show them.

**Let’s talk about our businesses during the pandemic. During that first pandemic year, we sold tons of art. In the subsequent years, it started to drop little by little, and then it all seemed to crash and burn at the end of 2023 through mid-2024. We are definitely seeing an uptick now, though. Have you seen similar patterns in the design industry?**

I would agree. I belong to 2 different design groups. And we meet once a month. And we email practically daily about business issues and so forth. And yes, we collectively are basically saying “It's been a rough year.” I've been lucky to have had one really great project and then a few others. But yeah, everyone is complaining. Is it a recession, is it not? You know all the politics, drama, and you know the election. I think after the election, things will loosen up more because right now, it feels very unknown to some. So yes, I would agree. Also, real estate has been so suppressed and depressed, interest rates, economy, recession, and so there just hasn't been a lot of sales. So that's something that drives my business: new home sales. And so, when there are none, it's a problem.
 
 **So now, I think I know the answer to this one, but people ask, are artist qualifications and education important to you?**
 
No, I could not care less. It's about responding to the work. I don't care about your education. I mean, sometimes I could get romanced by the story of the piece or the thought process and statement behind a particular piece or a series of pieces, but I don't care if you're the most education educated person in the world or you never went to an art class, doesn't matter to me or my client.

**Are there specific sizes or mediums you place most? If you see something you like but it’s too big or small, then you do commission a piece. ?**

That's exactly what we do. So, if something really resonates, then I go to the artist, and we discuss and create something new. You know, some artists hate commissions. What we don’t ever do is copy something, meaning that even a piece that they've already made. I did that once and would never do it again.

**Do you have any advice for artists looking to build relationships with designers?**

In cities, there are many design events. Pre covid, any given week, you could choose 3 or 4 design events that were geared towards interior designers. And that would be my advice to artists, and this is something that I would say, attend them. Attend these events, introduce yourself, network like crazy, email, and cold email. That's another thing daily on Instagram, people follow me, and then, if I don't follow them back, sometimes they unfollow me. But I would say, mostly, they're artists.

**So if somebody follows you, would you look at their profile to see who they were?**

I do. Always. And, if it's not something that resonates with me, I don't follow them. But then don’t just follow them, like and comment. Saying, you know, hey, I love your work, and here's mine; please take a look at things like that, and then go to design events. 
 
So, if a gallery is having an event, go. Birds of a feather flock together. It’s just how it happens. And that's what I would say to young artists. You have got to get out there. You have got to meet people.

**Nora, this is wonderful. Thank you so much, I appreciate it.**

I'm happy to help!

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Nora Schneider shares her insights on collaborating with artists, sourcing art, and everything else artists want to know about working with designers.

Conversations with an Interior Designer | Nora Schneider

Conversations with an Interior Designer | Nora Schneider

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