Liza Pruitt is a Richmond, VA-based entrepreneur and creative known for her online art gallery, where she curates beautiful original works with the goal of making art accessible for everyone. In 2023, she expanded from fine art to home goods, textiles, and wallpaper. And, just this year, she launched a new wallpaper line with Virginia illustrator Elizabeth Bloom, the first in what is meant to be an ongoing collaboration of artists translating their work into beautiful, functional pieces for the home.
There are exciting projects on the horizon for Liza. We sat down with her to discuss how the first artists she bought original art from, what inspired her to begin curating art for others, how she stopped saying “yes” to everything, and what she’s looking forward to in 2024.
You’re originally from Savannah, known as an artistic hub in the South. How did that and your childhood inform your love of art?
I was born and raised in Savannah, Georgia, and my mom and grandmother were both great art collectors. I was fortunate to grow up around art, visiting galleries and museums. I was exposed to art and culture while traveling and studying abroad. Then, I ended up at the College of Charleston, and my sister was a gallery manager in town. This brought me into the art scene.
I attended Spoleto. And, because I always wanted something on my walls, I started collecting at a smaller price point — perhaps a giclée or a print. I went from Charleston to the University of Georgia, where I finished college as a sociology major, and then I headed out west to Jackson, Wyoming.
Twelve years ago, my husband and I bought our first home in Richmond, Virginia, and I had a bigger space to collect. From there, people began to ask how I was collecting and finding out about artists. This was in the early days of social media and artists finding an outlet there. This is what planted the seed for my business — because people would ask how I was ordering art online and trust that I would love it despite not seeing it in person.
What were some of those first pieces you purchased from social media?
Works from Raven Roxanne and Blakely Little were the first two large purchases I made when we moved to Richmond. I also purchased a Renée Bouchon. I’ve loved watching their careers take off, seeing the collaborations they’ve been able to do, and how their styles have evolved.
Your original career path was not an artistic one. How did Liza Pruitt come about?
It wasn’t! I started off in medical sales, representing a dental lab out of Savannah. I was a 1099 employee and really enjoyed it, especially the flexibility. That allowed me to start putting on trunk shows with a girlfriend. She handled the jewelry, and I sourced the art.
In 2017, the business evolved — I wanted to take it to the next level, so I founded Liza Pruitt. My goal was to create a space to curate works by emerging artists, be transparent in pricing for collectors, and provide a safe platform for the artists to share their work.
Tell us about those early days of entrepreneurship. What were some of the most important lessons?
In the early days, I wore all the hats — bookkeeping, social media, sales. I said “yes” to anything and everything. I looked at it all as an opportunity to move the business forward and grow relationships.
Over the years, I’ve learned to focus and delegate the positions that don’t excite me as much. What I love is managing artist relationships and connecting with clients. I love encouraging them to buy what they love.
From the beginning, our mission was to provide accessible, authentic, original art at an accessible price point. Then COVID happened. The trunk shows stopped, and my clientele shifted home. That’s when business took off online. People wanted art in their homes!
The next evolution happened because we’re lucky to have incredibly loyal clients. But they said to us, “We love your eye and your aesthetic, but we don’t need another original painting. We’ve run out of walls! How can we continue to bring art into our home?”
That’s when we thought, art isn’t always a canvas or a piece of paper. We wanted another outlet for authentic originals. We signed on sculptors and ceramicists. That led to textiles. Then, Elizabeth Bloom and I connected in 2023. We first carried her original artwork but realized her designs could translate to wallpaper. That line launched in February 2024.
Who is your greatest mentor?
My dad owns his own business and has been an amazing mentor since day one. It can be lonely as an entrepreneur, but he’s always there for me. There’s also my sister-in-law, Sallie Pruitt. She owns her own marketing firm, Pruitt Resources. She is a wonderful partner and has been an integral part of our growth.
There’s such a great art scene in Richmond! How does that impact your business?
Richmond’s incredible. It’s been wonderful growing up in Savannah with SCAD and coming to Richmond with VCU and its art school. There’s such a great appreciation for art in this city, and I’m helping another non-profit right now that’s bringing more art onto the scene. It’s inspiring to see muralists all over the city and art in a public forum that’s not so rigid and tight.
What advice do you give to friends or family embarking on buying their first piece of “real” art?
Buy what you love and what speaks to you. If there’s a budget constraint, you can find original art at an accessible price point. We offer works from $50 all the way to $5000.
Who are some of your favorite new artists?
We just launched work by Alexandra Swistak. She’s in Canada and does a lot of figurative females with strong meaning behind them. Brooke Lancaster primarily paints nostalgic items, like vintage life jackets. And Jana Young Siegel, who does abstract florals and nature-inspired works.
What about artists who’ve been on the scene for a while and who you’ve enjoyed watching evolve?
Carson Overstreet is a Richmond-based artist who has become a dear friend of mine. I have loved watching her paint serene landscapes; now she’s creating more still lifes.
What’s next for Liza Pruitt?
I’m thrilled I’ve joined Design Social Pop-Up! It is a curated popup connecting interior designers with the creative brands behind the boutique brands they love. Brooks Morrison, the founder, puts on this amazing day event for our trade only. My goal in 2024 is to get in front of more designers, which will be an incredible opportunity.
What is the best piece of advice you’ve ever received?
When I was living in Charleston, something was really, really bothering me, and my dad said, “A year from now, you won’t even remember this day.” Sometimes, we stress and get upset about things we can’t control. But a year from now, you won’t even remember this. Things shall pass.
Aside from faith, family, and friends, what can’t you live without?
Travel, art, and music.
**********
For more of the best of the South, follow us on Instagram @StyleBlueprint!
