Jordan Ahlers and Shifra Ahlers are the co-owners of Momentum Gallery located in downtown Asheville’s arts district. Since their grand opening in 2017, the husband-wife team has been blown away by the support of the community. Their eclectic selection of paintings, sculptures, and high-end crafts have attracted a loyal clientele who sometimes stop by on their lunch breaks. The laidback ambiance the Ahlers have intentionally created welcomes both serious collectors and those in need of a “visual break.” The aesthetic details of their 15,000 square foot space, inside of a 100-year-old building, also invite art appreciators to hang for a while. There are couches, which rebels against the typical “look only if you’re going to buy” mentality. The Ahlers also encourage customers to touch the tactile work on display, as they feel ceramic, wood, and textile pieces deserve to be handled. Their down-to-earth approach and willingness to educate customers makes it clear that anyone is welcome. After all, the goal is to put people in a childlike frame of mind. With six kids of their own, the Ahlers know the power of looking at cheerful, well-crafted, and upbeat art, as opposed to controversial. In providing pieces that are visually pleasing, and yet thoughtful, they hope to spark insightful conversations. At Momentum, the more the merrier when it comes to differing points of view. 

Can you tell me about your pre-Momentum background?

Shifra: My husband has been involved in the arts world since high school when he was a docent. I, on the other hand, was a lifeguard. (Laughs) He knew his life path very early on. 

Jordan: I went to school for visual art however, gradually moved towards arts administration. 

How did you choose Asheville as your home base?

Jordan: My family has been here for four generations. We came here from my hometown of Atlanta for vacations throughout my childhood. Prior to relocating, our family lived in South Florida which is very flat and nondistinctive in terms of landscape. We love the mountains, which are impossible to avoid here. I haven’t gone on a hike in weeks but I still feel very connected to the natural beauty that surrounds me. With nature being the great connector in Asheville it is also a through line at the gallery. Whether it is materials like wood or stone or subject matter, like a landscape painting, nature informs what kind of art we carry here. 

What is it like to work together as a married couple?

Jordan: Our strengths are complementary and different in many ways. Shifra has helped us to create the gallery’s culture in terms of events, marketing, and how we interact with the public.

Shifra: We’re good partners who believe in and support each other. My background is in business and so I handle those responsibilities and Jordan, who directed Blue Spiral Gallery for 18 years, is the curator. Although I was on a bit of a learning curve when we opened, I was very active at Blue Spiral in terms of their gallery openings. Our social life has also always revolved around artists. Through quiet dinners or drinks with them, I learned about their creative processes and how to talk about the work we represent at Momentum.

How has the gallery’s vision changed over time?

Jordan: Never did I think the gallery would end up being this big! (Laughs) The vision is still true to its original one however, has evolved over time because of the artists that we showcase. The idea has always been to elevate the Asheville art scene, provide the community with art they would have otherwise had to travel to see, and make our selection intriguing to tourists.

Shifra: We also carry sculptures, studio furniture, prints, and paintings at all price points. It is important that we have original pieces on the wall that begin at $600.

Jordan: To that point, the art is accessible so it can be enjoyed as opposed to confrontational, too intellectual, or intimidating. Many people say they feel uncomfortable in galleries because they are afraid to ask questions. We try to be welcoming from the second people walk through the door to how we take our time explaining the various materials and processes. 

Shifra: Connection through observation of art is our mentality. Telling someone about my ten favorite pieces, and how I feel when I look at them, is so special. In turn, we love hearing about what strikes them on a soul level about a certain work. That interconnectedness is just as rewarding as it is to pay an artist at the end of the bill cycle.

How has the support of the Asheville community contributed to Momentum’s success?

Shifra: Asheville has been very generous to us from our grand opening at the first location. Our hope was that 50 people would come after posting on Facebook. It was packed from the neighbors to the news casters to the Chamber of Commerce folks, which was a great sign to us.

Yet, you also cater to tourists who frequently come to Asheville specifically for Momentum.

Jordan: “I’ve been to galleries around the world and have never seen one like this” is an amazing compliment. 

Shifra: We hear that once a week. People also often say, “I want to live here!” (Laughs) The general feedback is that the layout is “clever,” meaning Jordan’s way of joining exhibitions that are seemingly disparate feels cohesive. People really resonate with his point of view in terms of how he puts the art together. It flows and feels good, rather than like various wings at a museum. Jordan actually did the architectural renderings for the gallery, which most people cannot believe. While pushing the boundaries of what fine art and craft looks like, he was mindful about honoring history through retaining some of the original Art Deco features. Both the building and artwork possess the same qualities, which makes it a complete experience. 

How do you want people to feel when they walk through the space?

Jordan: The feeling we want to give people is one of wonder and discovery. It is why there are surprises and unexpected elements throughout the gallery. Children don’t know everything and therefore the world is much more interesting to them. However, that mindset tends to fade as we get older. As a curator, what appeals to me always returns to that curious headspace. You are rewarded for an extended glance whether it is to study a piece’s intricacy or figure out an ambiguous narrative. When the work provides room for interpretation, versus spoon feeding you something that can be figured out in five seconds, the world becomes brighter. 

Totally switching gears. How do you balance having a big family and running a business?

Shifra: The kids are fully onboard because Momentum is a source of pride for them. Some kids might be annoyed if their parents worked a lot however, I felt the same about my mom who lives. Our kids are similar in the respect that they are proud of our work, which they believe helps both artists and the community as a whole. 

As curators who have many private clients, what is your advice for how to hang art at home?

Jordan: Bring in new work to honor your existing collection. One should complement the other even if it is putting a contemporary, $5,000 painting next to your 5-year-old’s illustration. 

Shifra: As curators, we ask a lot of questions to figure out what pieces are most dear to the person. From there, we’ll start shifting work around to reenergize the space. A different perspective and moving a piece from a more prominent space to an intimate one, such as the bedroom, can make it feel fresh again.

On a bigger picture level, why do you love what you do?

Jordan: We say all of the time that we are in the business of making people happy. There is a lot of struggle and strife in the world, which is why the work we show is meant to bring joy, light, and levity to society. From public health to politics and inflation, life can be overwhelming. The gallery is a reprieve from all of that whether you are here for a visit or to purchase a piece. 

Shifra: Being able to produce a feeling of joy in someone through art really revs our engines. To have someone say, “I just came in on my lunch break for inspiration” feels really wonderful. 

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This was written by Lily C. Hansen for The Scout Guide Asheville