Gallery of local art opening at Tucson Mall

A new gallery and collaborative space for local artists is scheduled to open on the mall’s upper level, near J.C. Penney, on Thursday.

Phelony is named to reflect the fact that people interested in showing their art will be judged solely on their originality and creativity, not their social or economic status or education, said Amanda Greenwaldt, the store’s owner.

All are welcome to show “as long their work is original and represents their passion,” Greenwaldt said.

The 1,500-square-foot gallery is the product of Greenwaldt and her artist boyfriend, Paul Lambert, who started out by renting a kiosk in Tucson Mall called Baja AZ T-Town Customs, which offered custom artwork and airbrushing for shirts, hats and automotive decals.

But the duo wanted to expand and show the work of other artists.

Initially, Greenwaldt and Lambert, started the gallery online.

“But it was just sitting in cyberspace,” Greenwaldt said. “You can tell people to check it out, but you’ve gotta have people see you airbrushing and see you working, so we just created this different avenue.”

Greenwaldt worked two full-time jobs in order to get the gallery started without having to take out a loan. “I don’t want to owe anybody any money,” she said. “I’ve literally put everything I’ve had into this. We’re sitting on our dream when we’re in here. It’s a labor of love.”

Greenwaldt got the word out to artists looking for a place to show their work. She handed out 380 fliers on Fourth Avenue and different communities.

“What really worked the most was word of mouth and shaking hands and meeting people. Word of mouth is really powerful.”

About 10 local artists will be featured at any given time. “Everything in the store, even the music we play, is local,” Greenwaldt said.

Phelony will show art in a wide range of styles and mediums, from oil and acrylic paintings on canvas to installations and sculptures.

The gallery also has apparel with Lambert’s artwork screen-printed on it for sale and will soon have a tattoo artist, who will work in the back of the gallery.

“It’s just unique work that stands out,” Greenwaldt said. “It’s not a cookie cutter gallery. We’ve created a whole new avenue. Everything is different. I have no artwork that is alike at all.”

Tucson artist Chris Hutter will have his work on display at Phelony through January. He said he’s been trying to “get his name out there” for 18 years. “I like the fact that they represent different people because art is all in the eye of the beholder,” Hutter said. “It’s good she shows unique, different styles.”

Each artist has to commit to at least four months. The gallery will take a 30 percent consignment fee, plus a space fee, which is determined by the amount of room the artist needs, as well as visibility of the space.

“I think it’s great that artists are going to get a chance to get represented,” Hutter said. “They need that. They need more of it.”