Celia Bertoia, Harry Bertoia Foundation | Business Stories Magazine

So nice to meet you! First off, what’s your name? Tell our readers a bit about yourself—where you’re from originally and where you live now.

My name is Celia Bertoia. I grew up in rural Pennsylvania, then moved to Boulder, Colorado, and later to Bozeman, Montana, and finally here to St. George, Utah, which is 100 miles from Las Vegas. I'm a country girl at heart and love the desert wilds and mountain trails of southern Utah. I hope I never need to move again!

I founded the Harry Bertoia Foundation in 2013 to educate the public about Bertoia, with no idea of what it entailed. In the beginning, I approached museums and galleries to sponsor an exhibition of our artist and they basically laughed at me. I realized that being the daughter of an artist qualifies one for essentially nothing! The response led me into taking classes and becoming an art appraiser with credentials, and learning as much about art history as possible. I did a lot of tasks for free in those early days, but it paid off and eventually people were paying me for my expertise.

The Foundation is now considered the utmost authority on Harry Bertoia (or so they tell me). Our Board of Directors began with half-hearted family members but has evolved to include passionate CEOs, esteemed museum directors, and highly skilled experts in the fields needed by an art group. I've networked enough that Bertoia collectors, fans, and students are referred to our Foundation for almost everything. It's been a challenging but satisfying journey.

Tell us one thing you love about where you live now.

St. George is an incredibly friendly place where strangers stop to help or wave hello as a matter of course. The desert, especially in the spring and fall, is a magical place full of color and life. A bonus is that there is a growing and vibrant art world here!

All over Utah there are grants offered from municipalities, counties, and the state for the arts. I've never lived anywhere else where this was an option. These small but mighty grant funds helped us through the rough initial years of our existence. It says something about our communities that they see a need and desire for the arts enough to put money toward it.

It took just a few years for me to become welcomed into the art community in this area. I made sure to attend all the art events, show up to friends' openings, and invite students to intern at the Foundation. Where I used to humbly approach community art leaders for advice and help, some of them now come to me for areas in which I can offer assistance.

Tell us a little more about what your company does and how it started. How does it help your customers?

The Harry Bertoia Foundation was created to further the legacy of modernist sculptor Harry Bertoia. We began in Montana out of my residence and now have a modest gallery here in Utah. Our sister company, Bertoia Art & Appraisal, LLC, offers fine art appraisal services and free consultations. Any profit made in the LLC basically goes to the nonprofit Foundation.

The Foundation created a Catalogue Raisonné, which is an online documentation of ultimately all of our artist's works. This is a place where anyone - art historian, private collector, prospective buyer, museum curator, young student - can peruse a famous artist's works and discover hidden details of each piece. There's no cost to users, but rather only to those who submit their pieces. So far we have just over 3,000 works included, but we foresee that Bertoia made as many as 15,000 objects!

We also produced a documentary film about Bertoia (which was a whole learning process in itself) that is free on YouTube. There are dozens of podcasts, videos, articles and interviews by the Foundation, all with the aim of educating the public about this prolific midcentury modern artist/designer. Bertoia designed the iconic wire grid chairs, including the Diamond and Bird chairs, that you may come across in home magazines or high-end homes. Those chairs initially came out in 1952 and have been in continual production since that time.

Bertoia also made sounding sculptures called Sonambient. These vertical rods are touched to produce a chime-like sound and, when played in a group, create amazing healing tones. We even offer a virtual experience allowing the public to choose sculpture icons and make their own Sonambient concert! That's free, too. We aim to make everything accessible to the common man.

If someone wants to start a business, what advice would you give them?

Start with a heartfelt purpose and strong mission and stick with it. Approach obstacles as learning opportunities, and keep moving forward even if it's one tiny step at a time.

When I started, I did not have a clue what I was doing, but I had a passionate desire which led me to all the right places. If you make efforts, try to do the right thing, and help others along the way, you will receive positive payback sooner rather than later. I always answered questions about Bertoia and helped however I could, whether or not I was reimbursed for it. When I needed answers and solutions, at times it seemed as though they magically dropped into my lap. You will make mistakes - it's inevitable - but simply learn from them and move on.

Always be kind to people. Even when they are jerks, give them positive energy. You might have to vent to your partner later, but do not lash out at anyone at work. Again, it pays off in the long run. I've been amazed at the folks who once scorned or berated me who later returned to volunteer or promote our Foundation. They seldom apologize, but so what?! Put ego aside and give everyone the benefit of the doubt.

What is one piece of feedback from a happy customer or client that you won't forget?

When I founded the Foundation, I wanted to make our artist, Harry Bertoia, as well known as Picasso; a "household name." It was indeed a thrill when, 8 years later, a client commented that she did not know exactly what I was doing but that Harry Bertoia was becoming a "household name"! It was an absolute thrill to hear that.

Where do you see your company in the future?

The Foundation still has a few goals to fulfill, but the main mission has been accomplished. In the future, we will continue to maintain and expand our websites and the Catalogue, but the live events featuring me, the artist's daughter, will eventually subside. The gallery will not be around forever, but enough of the collection is now in the capable hands of museums that the gallery will no longer be needed. It is my wish that all who might benefit will take advantage of me and the Foundation while we are at our peak. The appraisal company will exist as long as our appraiser is functional, and ideally find some young interns to take over.

What is the biggest misconception about your industry?

Folks walk into the Foundation gallery and think it's lovely but have no idea of the behind-the-scenes work that goes on here. Coordinating exhibitions, answering endless questions, reviewing catalogue raisonné submissions, consulting on conservation techniques, creating media content and videos, standing for interviews, writing grant proposals, teaching classes, and the list goes on! A family foundation, they think, is a hobby full of fun and ease. Not so much! Yes, there is fun, but there is a lot of hard work, financial scraping, and creative energy expended. Yes, I have my own schedule, but more often than not that means working on weekends, not taking off to play pickleball.

What has been one of your biggest struggles building your business, and how did you deal with it?

I was forced to deal with a family member who was sabotaging the Foundation. It was a heartbreaking, miserable, and costly three years of struggle. I had to keep looking forward to the knowledge that there would be resolution, gather my supporters around me for protection, and find the best attorneys I could afford. In the end, it made me a stronger person who knew what warning signs to watch for and how to not be consumed by emotions. While I'm not happy about those years of tears, it got me to where I am today. If you have a sneaking suspicion or intuition that something's wrong, it probably is. Follow those inner voices. Trust but validate.

Who was your favorite music artist and athlete growing up?

I confess to being a Boomer, and I love all the '70s rock and roll, especially the Who and Led Zeppelin. In my opinion, it's still the best music ever written!

I was totally inspired by Joan Benoit running the marathon, and eventually became a long-distance runner myself.

Any shoutouts you want to make?

My husband Kyle has been my rock in all ways and never wavered. My Board of Directors, especially my Chairman of the Board, Bill Springer, has been incredibly creative and willing to put in the long hours to make things happen. We have an amazing attorney consultant, Steven Fox, who has helped tremendously. I thank all of those who laughed at me early on, spurring me forward to gain experience and knowledge. I have learned from everyone I encounter and I thank you all.