Located on East 11th Street, Jigsaw promotes the work of new and undiscovered artists including painters, photographers, writers and graphic novelists. Ben connects with these artists mostly by work of mouth though an ad on Craig’s List didn’t hurt. When asked what the criteria are to be displayed in Jigsaw, his answer is simple. “What it really comes down to is that I have to like it and it has to be under $200. So far that has been enough to limit the massive influx of submissions. I have shows lined up through the end of the year and a few shows lined up for next year.” The gallery also includes some of Ben’s own work though focus is to promote the work of others.

“People walk in and ask ‘where’s your stuff?’ They can’t believe that I am doing this and not promoting myself,” says Jones. “My work is scattered throughout the shop but I think these other artists do it better so I’d rather promote them.”

Jigsaw devotes a good portion of its space to comics, graphic novels and the seemingly lost art of the fanzine. “It’s strange, there’s so little that I have found as far as focusing on self produced work,” says Jones. “With the indie music scene, bands come out with CD’s all of the time. With small press comics and magazines it’s a whole other industry. I would like to focus on novels but for some reason even the smallest press goes through a big name distributor so little folks like me can’t get them. If it can appeal to comic book fans then a comic book distributor might pick it up. Rent Girl by Michele Tea has illustrations on every page by Laurenn McCubbin who is of the comics world. But it’s not a comic it’s an illustrated book.”

To promote the gallery, Jigsaw is host a number of monthly events including art openings and both comic and book release parties. This October the B.B.C. stopped by to interview Neil Klied who had a book release party at Jigsaw this past August for his novella Ninety Candles. With more artists embracing the Internet, Jigsaw’s word of mouth is spread though online forums and blogs creating a close nit community in an otherwise stark environment.

“When you read someone’s blog, you have a cache of their likes and their dislikes,” says Ben. “Even though it may be read by thousands of people it still feels like a confidential conversation. You feel like you’re being talked to personally about it as opposed to something that’s pre-printed.”

“I have been to events outside of my shop and I liked what was going on so I plugged them on my email list and several people I know from my list have gone. They show up on the basis that they trust my taste,” says Jones. “It’s somewhat more personal than just handing someone a flyer. With flyers, sometimes they come but usually it’s because there is either free food, free booze or they want to sleep with me.”

Of course a slow and unstable economy doesn’t help matters. “The problem with doing something this odd is the timing, “says Jones. “I managed to pick one of the worst times in the history of our economy to do something like this. ‘Let’s see, what’s a good idea? I know! Open a shop that carries nothing but the first thing that people stop buying when money gets tight!’ The main plan is not to forget that I am doing this because I enjoy it.”

Though everything isn’t always smooth sailing he will admit that the only people he knows who are doing well financially are the self employed. “Freelance illustrators and artists who have pimped themselves out enough can get work just about anywhere,” says Jones. “The artists seem to be doing better than my friends who are in more plausible trades.”

Jones' advice for others who may be thinking of opening a gallery: “Have lots and lots of money. Rent aside, you need to have enough money to get going. So far I have been more successful than I had expected. It’s definitely a full time job and you can’t go into it halfhearted, you have to have a real drive. All in all I think that if you can afford to make it happen, it’s an unbeatable rush.”

Jigsaw | 526 East 11th Street | NYC | 212 777-7845
On The Web | www.jigsawnyc.com