Joeonna Bellorado-Samuels’ Golden Rule

BY Jasmin Hernandez

Situated on Nostrand Avenue in the Bedford-Stuyvesant section of Brooklyn, We Buy Gold, a recently opened gallery, beckons its audience with a flashy Cash For Gold neon sign. We Buy Gold cleverly plays on pawn shop iconography while further exploring the meanings of art and commerce. “It’s rooted in thinking about value, and it felt to me like something that is really multi-layered,” explains founder Joeonna Bellorado-Samuels. “On the one hand it was kind of funny and cheeky, but also it was just real DIY. Just thinking about something that you see all over the place—especially centralized in areas that aren’t wealthy.”

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