Our Story
It all started with a simple question…
“What happens to all of this?”
When our founder, Jim Forward, was invited by his art teacher to draw with local Rochester, New York artists at their studio, he noticed something striking—piles of unsold artwork from their last show. Curious, he asked, “What happens to all of this?” They shrugged it off and explained they were 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 their 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 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 both artists and art lovers to be part of something new.
Artists from all walks of life—independent, emerging, highly collected, art students, and even estates representing late artists—can join us as Founding Artists. You’ll gain early access to our platform, premium tools, and a supportive community built to help you break free from the traditional art market constraints.
And for art lovers—collectors, curators, decorators, and those simply passionate about discovering and supporting great work—you can become a Founding Art Lover. Get a front-row seat to new art from around the world, connect directly with artists, and help shape a more open and inclusive art world from day one.
Featuring art by Courtney Gruttadauria
This is more than just a platform. It’s a movement. And it starts with you.
Sign up now and be part of the revolution.
Join the Behold Community
Over 2,500 artists and enthusiasts from 50+ countries are already a part of our world.
You don’t have to go it alone—we’re here together.
S I G N U P N O W A S A F O U N D I N G