Our Story

It all started with a simple question.

When our founder, Jim Forward, was invited by his art teacher Zanne Brunner to draw with local Rochester, New York artists at Courtney Gruttadauria’s studio, he noticed something striking—piles of unsold artwork from her last show. Curious, he asked, “What happens to all of this?” She shrugged it off and explained she was already creating new pieces for the next show.

Jim was stunned. Why should artists have to keep producing new work just to stay visible, even when incredible pieces remain unsold? He realized this wasn’t just Courtney’s reality—it was a problem plaguing artists everywhere. Countless works of art sit unseen in studios, basements, attics, and storage units instead of being enjoyed and appreciated.

That realization sparked a mission: to break the cycle. To create a space where artists could showcase, engage, and sell their work without barriers.

And so, Behold World Art Exchange was born.

Jim’s realization was just the beginning. As he dug deeper, he saw that the art world wasn’t just leaving unsold pieces behind—it was leaving artists behind. The traditional system forces artists to play by rigid rules, creating for galleries, fairs, and institutions that control what gets seen and who gets noticed. It’s a cycle that keeps artists chasing visibility instead of building sustainable careers.

As an artist himself and a graduate of the Art Institute of Pittsburgh, Jim understood this struggle firsthand. He knew there had to be a better way—one that put the power back in the hands of artists.

That’s why he created Behold World Art Exchange.

Now, we’re inviting artists from all walks of life—independent, emerging, highly collected, art students, and even estates representing late artists—to join us as Founding Artists. By becoming a Founding Artist, you’ll gain early access to our platform, premium tools, and a community designed to help you break free from the traditional art market constraints.

This is more than just a platform. It’s a movement. And it starts with you.

Sign up now to read the full story and be part of the revolution.

Featuring art by Courtney Gruttadauria