A Main Street treasure Trove
Having owned the Coda Gallery on Main Street for about three years, Jen Schumacher and Scott Gutierrez began to realize it was time to take the last step toward making it their own.
Late last year, Coda Gallery became Trove Gallery. The name change has put a final stamp on the gallery’s new era under Schumacher and Gutierrez. The pair bought the gallery after its previous owners, David and Connie Katz, died within one month of each other near the beginning of 2012.
"We wanted to change the name to kind of make it our own," Schumacher said. "We didn’t want to do that right away because clients and artists were both alarmed at losing Connie and David Katz in the same month. They were worried, ‘Is the gallery going to close? What’s going to happen?’"
Schumacher had managed the gallery, at 804 Main Street, for eight years before buying it. So in the wake of the ownership change, she knew it was important to maintain the tradition and quality that the Katzes had cultivated for years. Keeping the name was a way to assure artists and customers that the gallery was in good hands.
But now that the community has had time to adjust to the new owners, a name change was in order.
"When we bought it three years ago, I wouldn’t have considered changing the name," she said. "Because we were buying the name and the reputation and the artists and everything. We felt three years was a safe time to prove ourselves. It seemed right."
Gutierrez came up with the name. He thought "trove’s" definition as a collection of interesting and valuable items perfectly described the gallery.
"He chose the name Trove, as in treasure trove," Schumacher said. "So it seemed like a real good name. We spent a lot of time on it, but he’s pretty creative and that name was the one that stuck."
The change hasn’t always been easy. Schumacher said name changes are always accompanied by at least some level of uncertainty from customers. And simple things like referring to the gallery by its new name when answering the phone took some time to get used to.
"It’s been hard — I’ve had to explain myself over and over and tell the story ad nauseam," Schumacher said. "It’s a little bit of a growing pain but we had to do it. There’s never really a good time to change things, but after three years of owning it we felt like we had our own momentum."
Overall, customers and artists have understood that Schumacher and Gutierrez are simply trying to build and elevate their own brand.
"Every time we explain it to somebody, either an artist of a client, they totally get it," Schumacher said. "They’re like, ‘Yeah, you needed to do your own thing."
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