Chuck who? Alex Bass (she / her) is an art historian and the founder of Salon 21, a site where creatives from all over the world can buy, sell, and bond over artwork. She also has a kicka*s jewelry business called Hang On that embraces everything we love about the early 2000s, with products named after Y2K icons like Paris, Nelly, and Britney. (Fingers crossed Blair is next.)

Here, the 25-year-old shares how boring museum walls inspired her brand, ways to get exposure as an emerging artist, and how ‘90s nostalgia helped launch her second career.

How was Salon 21 born?
I was always fascinated by art and was constantly visiting galleries and museums. Even though I loved making it, I was more interested in learning about it. I found contemporary art really unapproachable, especially the way it’s typically displayed in high-end galleries with whitewashed walls. I wanted to make the art world more accessible to emerging artists and young collectors, so my goal was to create this space to promote art and conversations around it.

Where did the name come from?
Salon is a reference to art salons of the past where creatives would come together to drink and talk about art. One of the most famous ones was Gertrude Stein’s Paris salon in the 1920s, where she had artists like Picasso and Manet, and writers like Hemingway and Fitzgerald, come together and learn from each other. Then 21 is a reference to the 21st century.

What advice would you give to young artists facing criticism over “risky” career choices?
Part of the reason I’m supporting emerging artists is because I know it’s so hard to get started. I would say, look at what other artists are doing and how they’re being represented. Get as many eyes on your work as possible. Reach out to art publications and organizations like Salon 21 to get as much exposure as you can, because, ultimately, the more your work is outdoors, the more successful and valuable it will be.

How can artists get involved with Salon 21?
We have an FAQ page that provides information on how artists can submit their work, and my email is on Instagram. Our IG is a great way to see what we’ve been doing and what type of artwork we showcase, but feel free to reach out to me personally and start that conversation, too. You can also come to our events in New York, though you don’t have to be from here to get involved. Most artists I work with are actually from California and London!

What made you also want to start a jewelry business?
It was something I grew up with. My parents used to run their own costume jewelry business, so they spent decades learning about the industry. It was really inspiring growing up with parents that were super business-savvy and driven, and learning how they run the company, interact with employees, and deal with all of it.

Why the Y2K theme?
I have two sides to myself: an elevated, artistic side, and one that’s very in love with nostalgia and the Y2K aesthetic. Hang On was a way to express that second version of myself in a brand. The name Hang On stands for physically hanging onto your devices with our lanyards and chains, but also hanging onto those pieces from your childhood that make you happy and excited. We have a lanyard called the ‘90s Child made of toys I played with as a kid and other products with elements you’d gravitate towards and be like, “Oh yeah, I remember this!”