Today, I am happy to bring you business owner, curator, photographer, and all around talented human, Jayna Aronovitch! Jayna is the proud owner of LORE, located on the East Side of Providence.
I had the pleasure of spending an afternoon with her and was really taken aback by her attention to detail and care that she places into the store. Jayna truly believes in the artists she supports, and is passionate about bringing quality to her customers.
If you’re in Providence I’d recommend checking LORE out! Be sure to let her know Winter Moon sent you.
Without further adieu, Jayna Aronovitch!
tell us about Lore !
Lore is a new, curated space in Providence that is home to the works of emerging artists and designers. We provide a unique experience through a fusion of gallery and boutique.
how did you come up with the name Lore?
“Lore” comes from “folklore”. Telling the stories of our artists and their process is an important part of our mission.
what made you decide to start Lore?
I found myself surrounded by talented artists and makers who weren’t showing their work anywhere in Providence. The personal connection I have with a lot of these people is what inspired my decision.
what is it like owning a brick and mortar?
It’s amazing. I’ve always wanted my own space to curate. I also really enjoy the personal connections I get to make with my customers; I love seeing people’s reactions to the space I work so hard to present to them.
what would you say is your big vision for Lore?
I want to expose people to new and exciting artists by showcasing art and handcrafted product side by side.
when did your passion for art and handmade objects begin?
My dad collects art of all kinds; from the more traditional to the strange and peculiar. Being exposed to his interest in art objects has been very influential and seeing him embrace and support artists from all walks of life inspired me to want to share the artists I know with the world, and try to make it as accessible as possible.
how would you describe your fashion style?
I like simple classic modern boxy garments that I can accessorize with handmade jewelry made by my friends. I’m also the proud owner of an extensive and diverse vest collection, and am known for looking great buttoning up my shirts all the way to the top button.
tell us, what inspires you?
I love when someone finds something unexpected that they love at Lore. It’s so inspiring to get an excited positive response from what I’m doing sharing artists work with people. It makes me want to go out and find more.
if you could drop everything and do ONE thing, what would you do and why?
Probably sleep. I really love sleep. But in my waking life having my own store and gallery is pretty great.
where do you live now?
Providence has been my home for a long time now. I live on the west side now, but I’ve lived all over town.
what made you decide to live in Providence and open Lore here?
I came to Providence to study at RISD. I fell in love with it right away, and decided to stay and work here after I graduated. There’s a great creative community in Providence and lots of things going on, but there wasn’t a curated gallery/boutique like Lore.
describe Providence in a few words.
A friend of ours has this shirt that describe Providence as “a great place to fail”. I like that: Providence is a great place to take on a creative venture. It’s inexpensive to live here, there’s a lot of space to make work, and a lot of artists to collaborate with.
what is your favorite season, why?
I love summer the best. I like the heat, the long days, warm nights, and adventuring throughout coastal Rhode Island!
I love that Lore is always changing and features new artists on a regular basis. How do you find new artists, art, and objects for your beautiful collection?
It started mostly as a word of mouth thing: friends of friends, etc., but it’s expanded from that. Now, I find new artists through social media and by people reaching out to me with their work. I find that people want to be a part of the collection, because I’m selective about how it’s curated; they know their work will be surrounded by other good work.
when do you feel the most creative?
When I’m making photographs in the darkroom. There’s something magical about analogue photographic processes.
what is one thing you can’t leave your house without?
My purple lipstick. I don’t wear it every day, but I always have it. It’s a little accent that makes me feel great.
when do you feel your best?
When I’m wearing a vest and eating cheeseburgers.
what is the best place you’ve ever traveled to?
My mom and I went on a river boat on the Amazon in Peru a few years ago. It was so beautiful and really inspiring to see all the animals in the jungle and meet all the local craftsman.
any words of advice you give to our readers wanting to start a business, or store?
Stay true to your vision!
what kinds of social media can we follow you on and how can our readers contact you?
I’m most active on Instagram, because I’m a photographer and it’s a visual format. You can also find us on Facebook. I post regularly about our artists, new products, and upcoming events and shows. We also have a email mailing list, that’s used mostly for show announcements. instagram: studio_lore . facebook: Lore Collection . contact us here: http://www.lorecollection.com/contact/
Be sure to stop by LORE this upcoming Friday for their first art show!
WHEN: Friday, April
TIME: 6:00-8:00 pm
Where: 144 Brook St.