Is it possible to explore diversity and create dialogue among diverse
groups through art? Can art help combat racism, discrimination and
prejudice in the workplace? Can a company effectively use art to
change the attitudes of its employees, fostering shared cultural
appreciation and understanding? Valerie Cooper seems to think so.
As founder of Picture That LLC, a Stamford, Conn., company that
helps to promote cultural awareness and diversity through art, the
43-year-old former vice president of global diversity for Goldman
Sachs’ technology division has taken a passion for art and
turned it into a viable business.
Starting out in 1987 as an art collector, Cooper gradually developed
a personal connection to African-American art. As she learned more
about her newfound hobby, she quickly realized the significance
of African-American art as a reflection of the culture of African-Americans
in the United States. “Learning about my culture was totally
unexpected,” explains Cooper. “I learned about fine
art, artists such as Joshua Johnson from the 1800s and the temperament
of our people in America,” she recalls with enthusiasm.
From Passion to Profit
But it was in multilevel marketing, where Cooper initially was sponsored
by an acquaintance to sell art from her home through informal receptions,
that the idea was planted to turn her passion for art into something
much more profitable. Groundbreaking television shows like The Cosby
Show, which featured the work of African-American artists such as
Jacob Lawrence and Ellis Wilson and were instrumental in highlighting
and promoting African-American artists in general, had created an
audience eager to buy and learn about African-American art.
Designating herself an art dealer, Cooper began to sponsor other
individuals interested in selling African-American art from their
homes. By 1992 she had gained a solid reputation and following.
Her knowledge of art increased, and so did her visibility.
She began to enhance her credentials by lecturing and teaching
about art in the continuing education program at the University
of Connecticut and at classes sponsored by the city of Stamford.
She booked art shows, which led her to establish relationships with
African-American organizations such as the National Black MBA Association
and 100 Black Men of America Inc., for whose special events she
provided African-American art.
Training Ground
While still employed at Goldman Sachs as a diversity executive,
Cooper approached her superiors about working with the firm’s
curator. “Curating Goldman was my training ground,”
she says as she recalls her bold request to have the investment
firm’s art collection sorted by ethnicity, gender and sexual
orientation. During this time, she says, she was instrumental in
influencing the firm’s diversity recruitment. “I was
very vocal in how we could change the composite of the people in
the workplace,” she says. She recalls bringing in interns
from historically Black colleges and universities, including North
Carolina AT&T, Howard University and Morgan State University,
and instituting an HBCU recruitment day at the firm.
By the last three years of her tenure at Goldman Sachs, Cooper
had already honed her diversity expertise and established solid
contacts for her own business. In 2001, she resigned from her 15-year
career with the nation’s premier investment firm to formally
launch Picture That, borrowing the expression she and her sister
use when a seemingly improbable event actually occurs. The branding
of the name Picture That, however, had begun in her early days as
an art dealer.
Spreading the Message
Now certified as a minority business enterprise (MBE), Picture That
supplies fine art for companies by renowned artists such as Elizabeth
Cattlett, Alex Jacobs (Karoniaktahke), Myrna Morris and Humberto
Cruz. Cooper’s company also curates rotating art exhibits,
sells cultural products and is a consultant to a wide range of clients,
including London-based alcoholic beverage marketing icon DIAGEO,
whose brands include Smirnoff, Guinness, Johnnie Walker, Tanqueray,
J&B, Baileys and Captain Morgan; Cendant Mobility, the global
mobility and work force development firm; and Thompson Hospitality
Corp., one of the largest minority-owned contract food service companies
in the United States.
“From my diversity days at Goldman Sachs, as I developed
strategic diversity plans globally, there were always workshops
and seminars, but it was a hard sell to white males, to let them
understand what was in it for them. In terms of cultural differences,
through a piece of art, the diversity message is subtle but powerful.
It speaks a thousand words,” states Cooper.
Margaret Gibson concurs. As director of workplace diversity for
Cendant Mobility, Gibson is responsible for helping Cendant achieve
its diversity goals and for shaping future diversity initiatives.
Having met Cooper at a minority supplier event in Connecticut at
which Cooper presented Picture That’s art portfolio, Gibson
decided that Cendant Mobility’s diversity outreach would be
enhanced by using the services of Picture That. “It helps
us to reach out to minority suppliers. The artwork used in our exhibits
represents the population of our employees and those with whom we
do business,” says Gibson.
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Valerie Cooper and Marisa Baldwin, director
of diversity, DIAGEO, N.A. |
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For the past two years Picture That has curated exhibits at Cendant
Mobility’s Danbury, Conn., headquarters “We first did
two art exhibits; now we do six,” says Gibson. “We define
diversity to go beyond race and gender. We define diversity as the
different elements you bring to the workplace. We value diverse
ideas and diverse backgrounds,” she adds.
Handling Growth
Cooper recently signed a lucrative annual contract with DIAEGO to
curate an art exhibit at the company’s headquarters in Norwalk,
Conn., as well as an online gallery. She also will develop a cultural
basket program and “dining with culture” art raffle
for its offices throughout North America. Cooper handles most of
the demands of her company’s rapid growth through outsourcing.
“I have people who curate for me around the world,”
she says, recounting the experience of having to have a piece of
art shipped from Zimbabwe for an outdoor art installation. “I
also hire independent consultants such as graphic designers and
make use of the Internet,” she says
Although she relishes her newfound independence as an entrepreneur,
Cooper has been forced to learn some valuable business lessons,
such as how to manage cash flow. “I had to become sensitive
to adhering to a budget and managing expenses. Before getting my
own business this wasn’t a concern,” she concedes. “There
is also another set of dynamics to learn when you are not hiring
the vendor but you are the vendor. I’ve learnt that the customer
is always right and to treat customers fairly.”
Guidance from mentors in her early art dealer days has been priceless,
says Cooper. She counts the proprietors of June Kelley Gallery,
Peg Alston Gallery, DC Moore Gallery and the late Essie Green of
Essie Green Galleries among her mentors. “I would visit their
galleries and call on them when I needed art for exhibits, and they
would lend it to me. They also helped me to educate my audience
as to who the significant artists are and how to price for my services
based on the artist, time and mediums,” she says.
By Tonia Shakespeare
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