Spotlight on Bruno Publishing

Spotlight on Bruno Publishing – news

Kevin Lo

WELLINGTON, Fla. — Bruno Publishing is an extension of Bruno Galleries, which was established in Tel Aviv in 1964. Having garnered prestige in Israel, the company recently opened offices in Wellington to reach clientele in the United States.

Bruno Galleries’ history dates back prior to World War II when Bruno Abramovitz opened a gallery in Romania. While the war stalled business, Bruno and his father reopened the gallery in Bucharest after it concluded. They stayed in business until the early ’60s with such high-profile clients as the Romanian Tsar. In 1960, Bruno immigrated to Israel and then established Bruno Galleries in Tel Aviv, which quickly became one of the leading galleries in Israel dealing to art collectors and tourists. In 1987, another gallery was opened in Jerusalem to yet more success. Today, the business remains in the family and is currently run by Burno’s Son Motti Abramovitz, the third generation in the art business.

Recent events in Israel have slowed tourism and business. In a decision to tap into the American market, Bruno Publishing established a base in Florida last year, which is run by Jack Rosen, North American operations manager. This year, which marks the company’s eight year at International Artexpo New York, Bruno Publishing will attempt to create greater correpondence with retail galleries, auctioneers, dealers and distributors in the states.

Bruno Publishing now co-operates with a serigraph workshop in Israel and distributes the work of many Israeli artists. “That is what makes us unique–bringing very good Israeli artists to the public. People from many places in the world have immigrated to Israel in the last 40 years, so you can sign artists from Eastern Europe, North Africa, Yemen and Russia. There are many kinds of art here,” Abramovitz said. He added that there are very many talented artists to choose from as a result of the long-standing reputation of Bruno Galleries.

Bruno Galleries’ choice in artists naturally depends greatly on the quality of their work but is also highly market driven, said Abramovitz. When the company finds an artist with good work, they guide them to create work that will be sellable for the company and the retail galleries. The company works with the artists for a few months to a year before they feel the artist has gotten to a level that they can start publishing and selling the artwork. “If we are working with 10 to 15 artists, there is also a line of more artists who are not quite ready yet,” said Abramovitz. Such a wide range of artists also allows the company to offer numerous genres of art, such as landscape, abstracts and figurative art by artists including Alexander & Wissotzky, Dorit Levy, Ben-Simhon, Dimitri Polak and Dorit Levy.

A choice of artists and the serigraph workshop the company works with makes quality control easier to control and results in high-quality products. The company deals in originals, oils, acrylics, watercolors and serigraphs. Market demand in the past few years has prompted the company to also deal in giclee prints for a few of their artists. The serigraphs on canvas are hand embellished by the artists. Abramovitz said, at one point, he found himself having to assure one of his own artists that a serigraph was not an original.

Abramovitz said in doing business, company officials try their utmost to cooperate with customers. “I think we mostly listen and try to help our customers, the galleries, auctioneers and distributors. This is the main issue in dealing with the U.S. market since we are not from there,” he said. “I think if you ask our customers, they would say we offer very good service and we always try to listen to our customers’ needs.”

Bruno Publishing hopes to meet new customers in the next year and may reach out to European clientele. The company intends to distribute art that is targeted toward middle-class clientele who want to decorate their homes by concentrating on high-quality art at reasonable prices, both in the wholesale and retail markets.

“If you ask me what my dream is for the company, it would be a system of as many salespeople as possible who will go with our art from one gallery to the other and cover as many retail galleries as it takes [to get our art out there], because I am sure that we have a very good collection and very good artists,” said Abramovitz.

Abramovitz concluded, “Whatever we sell, it is very important to us. In terms of quality, that the art is something that stays with someone for years, something their children will inherit.”

FACTS & FIGURES

* Bruno Galleries was originally established in Romania before the Second World War.

* Bruno Publishing was created to tap into the North American market.

* Bruno Publishing has an online catalog that allows dealers to review art prior to ordering at www.brunopublishing.com.

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