For nearly nineteen years, Artitudes Gallery, on Washington Street in West Newton, has been an attraction, a place to find original jewelry, crafts, and accessories. The gallery, three doors from the West Newton Cinema, has been a magnet for the long lines of movie-goers waiting for their show to start. The arts store and arts cinema were mutually beneficial. Valerie Miller and her husband Gregg DiBiaso were not really ready to open an eclectic arts and craft gallery, but when the store near the theatre became available, they decided to leap several years into their future and set up Artitudes.
A Newton native with deep local roots, Valerie credits Frank Zervas, principal of the former Beethoven Elementary School (now named for him), with developing a unique program to help dyslexic students like her, making it possible to succeed in school. “He was an amazing man,” she says, noting that people did not really understand dyslexia then.
Valerie was introduced to jewelry making when she was a student at the Murray Road School — Newton’s alternative high school. Her best friend’s parents, who were jewelers, led a jewelry-making workshop and became Valerie’s mentors and employers. “It was my first realization that you could make a living doing something creative,” she said. “I was lucky my parents wanted me to be happy doing what I cared about.”
Armed with a degree from the Massachusetts College of Art and Design (MassArt), Valerie began her career making jewelry for the Jewellers’ Guild and traveling to wholesale shows on weekends to sell her work. She met Gregg in 1990 and discovered another community — of motorcyclists. Gregg, who was a welder in the aircraft industry, spent his weekends racing motorcycles. As their relationship grew, they would alternate weekends between craft shows and motorcycle racing events.
Before they opened Artitudes Gallery in 2004, Gregg had already given up welding to work with Val in her handcrafted jewelry business. When they decided to open Artitudes and devote themselves to defining and refining the gallery, “It was harder to weed down what they thought would work” in Newton than it was selling her original pieces at craft shows. Having two aesthetic views helped. Tying the gallery’s hours of operation to the cinema’s weekend schedule helped the gallery become its own destination. Valerie explained that people would stop in before or after a movie, see something they liked and would buy it then or come back the next day. Then they became permanent customers.
The gallery is a tribute to creativity, originality, and color. Customers coming in to look for a specific item cannot resist the many wall hangings, vases, earrings, bracelets, winter hats, mirrors, frames, hand puppets… Many of the artists are people Val and Gregg met at craft shows. Some are Newton residents. Some have been referred by other artists. Val and Gregg see the gallery as an example of community — the community of artists in a community of unique businesses. And the gallery became a family business with the addition of one of their teenage daughters, Maritza, who works there, and their two dogs, Duke and Gracie.
Covid was among the determinants in Valerie and Gregg’s decision to close. With the restrictions on businesses, the gallery and the cinema were deprived of customers. Although the federally funded Payroll Protection Plan helped, people became comfortable ordering items online. Even after the restrictions were lifted, people were reluctant to go to the theatre or the store. The pieces that made Artitudes unique, did not lend themselves to online shopping, but still Valerie and Gregg persisted, hoping that this holiday season would save their gallery.
At the same time, West Newton Square has undergone major traffic and parking changes, which have had a negative impact on in-person shopping. On-street parking has decreased on Washington Street. The City took away parking in front of the store to build a sidewalk bump meant to accommodate a Blue Bike station. Valerie called to explain that the bikes would block the storefront, and the station was moved, but the lack of parking and heavy vehicular traffic continue to limit access to local stores.
They realized it would be too expensive to relocate and to start again. “The next few years will be problematic with the construction [in West Newton Square]. It might be better in five or seven years, but we couldn’t wait.” And they know that the rents in newly constructed commercial space will be more than small business like theirs could afford.
So, although they had hoped to be in business for another four or five years, they realized that the gallery was no longer a viable option for them and their two teenage daughters. The closing sale began on January 17, and Artitudes will close its doors forever by April 1. Looking back at their years in West Newton Square, Gregg says, “It was a good run.”
Lamenting Artitudes’ closing, Adrienne Hartzell Knudsen, Managing Director of the Newton Cultural Alliance, said “Artitudes has been a destination store in West Newton for many years, adding to the street level vitality of the village center. The curated selection of gifts was a feast, and for those dedicated to shopping locally at independently owned, brick-and-mortar stores, this was a favorite place. Sadly, most of the owners of West Newton Square businesses feel the lack of adequate public parking has significantly contributed to their declining customer base. With all due respect, I feel it is the City’s responsibility to address parking in West Newton, rather than the developers. A business district rich in a variety of retail providers, arts, crafts, culture, restaurants and non-profits as well, would provide a vital village life rather than one that is fading away.”
Valerie and Gregg would like to remind everyone to use their gift certificates and credits early so they have lots to choose from.
