by Monica Chamness
Staff writer
Food and art blend into a happy marriage at Heartworks Gallery and Cafe, which has been operating in Five Points for the last 14 years.
Originally started as a gallery, the business evolved to include meals as a lure for art patrons.
“People become familiar with it and once they’ve sat in front of it for a few days, they buy it,” explained owner Elaine Wheeler. Repeat diners, the majority of her clientele, reinforce that strategy.
The gallery’s name is symbolic of its focus.
“The art pieces are works of the heart, hand and spirit,” said Wheeler. “Our food is the same way. Food is part of the whole deal. Just as the art is nourishing to the soul, the food is nourishing to the body. I thought, ‘What would be a more perfect thing than to have something good to eat while looking at beautiful art?’ It’s the same concept, just more encompassing.”
In conjunction with gallery openings, Wheeler would prepare an extravagant spread of edibles for her patrons. Word of her catering skills spread and Wheeler was hired to orchestrate art openings at the University of North Florida and Jacksonville University. Lately, she has devoted more of her time to the restaurant side of the business. Less than 30 percent of her time is spent tending the art gallery.
“The cafe is very demanding,” said Wheeler. “The gallery has taken a back seat to the cafe. It’s hard to keep up with an inventory [of art] and the place is not staffed where someone can describe [details of the work to curious onlookers]. The tables are scattered among them.”
Still, Wheeler enjoys dealing with the artists.
“I relish meeting different artists and the joy people have from producing their work,” she said. “It’s challenging explaining to people why something is higher-priced. The artists price everything. They know what they’ve got in it. It takes years of dedication to develop a craft.”
The restaurant/gallery came about with some encouragement from Wheeler’s colleagues.
“Membership in the co-op in town was declining and starting to close,” she said. “I was a working artist at the time and they encouraged me to do it.”
Lacking air conditioning or even a kitchen floor, Wheeler took the space and began renovating.
A naturalist, Wheeler prefers to make her dishes from scratch.
“I use organic ingredients as much as I can,” said Wheeler. “A lot of it is Central American food because that’s where I’m from. Even though it’s vegetarian, it’s not all granola. It’s very filling; nobody walks out of here hungry.”
In its early days, the gallery showcased functional articles such as blown glass, ceramics, lamps and related pieces. Today, more two-dimensional work such as oil, pastels and paintings grace the walls. Every two to three months the selections are changed.
Formerly a professional basket maker and weaver, Wheeler toured the country, participating in art shows. During her travels she established an informal network of artists who provide pieces for the restaurant. Choosing which creations she displays is a judgment call for Weaver.
“It’s all very personal, based on 25 years of experience,” she said. “I have a feel for what people in this city like and what they’ll buy. It can’t be offensive and has to bring joy to people. It needs to have a certain vitality, a life of its own. I love the things that bring smiles, show happiness, colorful work.”
Folk art and crafts dominate the gallery, which occupies 1,000 square feet. “All galleries are personal,” said Wheeler. “I’ve been in many galleries and they usually reflect the personality of the owner. You typically don’t show what you don’t like. Mine is funky and eclectic because that’s the way I am.”
A self-taught fabric artist, occasionally Wheeler will throw one of her fabrics in the mix as well. Even if she is touting museum-quality work, an approachable, down-to-earth ambiance is what she aspires to invoke.
“I have had people say to me that they had a fear of art and I made it comfortable for them. There is a small population of art connoisseurs and a large population of those learning and growing.”
Reasonably priced considering the bulk of the work is by established artists, most offerings range from $75-$2,500.
“We’re not a Kmart [of the art world],” clarified Wheeler. “The work is representative of the best quality but it is not extensive because my focus is on food now.”
Although Wheeler has received offers to expand the business to better meet demand, she is hesitant to lose the personal touch her customers so appreciate.
“It would be hard to take on a partner because it’s so me; I can’t clone myself,” she said.
A charter member of both the Jacksonville Coalition for the Visual Arts and the Weaver’s Guild, Wheeler has remained chair of the Riverside Arts Festival for the last 15 years.