Exploring Life & Business with Daria Loi of imperfecta.

Today we’d like to introduce you to Daria Loi

Hi Daria, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I am an Italian architect who moved to Australia in the late 1990s to pursue an art-based PhD and ended up staying in Melbourne, as an academic and senior research fellow, for almost a decade. In the mid 2000s I relocated to Portland Oregon for what I initially thought would be a 2-3 years gig. Despite my original plans, I stayed – created a family, became a US citizen, and grew my career as a high tech executive and published author. In 2023 I left the high tech world behind and opened an art gallery called imperfecta.

Imperfecta was conceived long ago, when as a young Italian girl I dreamt of a place where art and design entwined to generate a sense of beauty and wonderment. Fast forward to adulthood, this remained a childhood dream as I pursued a career as an architect, an academic and a high tech executive.

However, while career experiences kept populating my portfolio, I kept dreaming and refining my vision – it would be a place where everyone felt welcome and everything inspired one’s imagination; would include art by emerging and established artists yet also cherished designed artefacts; it would specialize in elevating the work and voices of women artists and minority creatives….

This was a dream that for decades I postponed, ignored or even ridiculed. Then, suddenly, my mom passed away in 2023 and everything changed. No more postponing, no more ignoring, no more ridiculing my own dreams. That day imperfecta went from dream to reality.

While the gallery started as (and still is) a small, humble place, its community has grown substantially since its opening in November 2023. Today, the gallery includes 40 artists – from North, Central and South America as well as Europe – and continues its mission to showcase and support primarily women artists and minority creatives. In 2024 I curated and ran ten exhibitions and seven community events and I was delighted to track a substantial growth in our social media followers and, actually, a consistent increase in our sales.

This year, I am running more group and solo shows yet also started a new non-profit program, called Imperfecta Arts Collective, that focuses on elevating arts and artists in local communities. The first event organized by the collective will be an art auction designed to gather funds to support our friends at Alto Beta (an LA gallery that was destroyed by recent fires) as well as 2025 activities by the Collective.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
So many challenges and struggles! Hard to share them all, yet here are the top three.

First, moving from a country to another one with a different culture and language is a tough cookie…. and while learning a language is a matter of studying, adjusting to a different culture is a different story, especially from the perspective of balancing the need to fit in and be embraced with the importance of maintaining your cultural identity.

Second, growing my career to become a senior executive that also happens to be a woman was a complex, harsh, and frequently hurtful journey. Numerous books are written about these issues and my experiences simply confirm that the struggles are profoundly real, as narrated through my 2024 solo art show – focused on events I gleaned from my personal journey as a senior female professional.

Third, dreaming is sweet yet making one’s dream come through is a scary and risky endeavor. The cherry on that cake is that when you decide to make a dream come true you are not the only one to be scared — as those around you worry too, so much so that their fears might destabilize you, your goals and your dreams. I felt that pressure when I decided to move to Australia, when I wished to submit an arts-based PhD thesis, when I relocated to the US and when I decided to leave my well paid job to open a gallery. I am glad I listened to concerns yet used the learning to make my dreams stronger.

As you know, we’re big fans of imperfecta.. For our readers who might not be as familiar what can you tell them about the brand?
imperfecta. is an art and design gallery that focuses on women artists and minority creatives and offers a rich inventory filled with diverse artworks — from paintings to sculptures, illustrations, ceramic art, art dolls, fiber art, wearable art and digital art. Occasionally, the gallery also makes available collectible design artefacts or previous heirlooms.

Four things make imperfecta unique.

First, space. While imperfecta is an art gallery, its space is not like your typical art gallery – by design. Leveraging my architecture background, I deliberately avoided the classic gallery look: white walls, emptiness, minimalist curation. Instead, I designed a space that is reminiscent of antique cabinets of curiosities, to invite people in and make them feel welcome in a warm embrace. I find that many galleries often intimidate and create a sense of inadequacy in customers. With imperfecta I wished to create a sense of belonging and, based on feedback, customers recognize and are delighted by the space and how it makes them feel.

Second, artists. While many galleries focus on local artists exclusively, with imperfecta my primary focus is to represent women artists and minority creatives, regardless of where they live or are from. This is another deliberate decision, based on the knowledge that context and cultural background impact one’s artistic output. Mixing diverse artists creates the conditions for local artists to be exposed to and inspired by a wide range of styles, techniques and perspectives – this helps the local art community to be stimulated, grow and refine itself.

Third, price point. Given my modest upbringing, it is crucial for me that my gallery enables anyone to bring home some beauty, regardless of their wallet size. Because of that, I have art prices that range from two to four digits and my inventory strategy is very deliberate in that regard.

Fourth, community. Recently, someone told me that imperfecta’s opening receptions feel like a party celebration and I must say that there is much truth in that. The gallery is not only a space, as it has become a convivial hub where artists and community intersect. Artists, customers and diverse individuals intermingle at events or drop in to say hi during the week, bring gifts, offer to help, make donations and actively promote the gallery. I always say “If I had to close tomorrow, I’d be at peace as I created a community that will outlive the space.”

Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
As they say: “it takes a village” and that is certainly my experience.

My artists are at the top of my list. Not only did they believe in my vision, but they also took a chance on me by joining a very new, grassroots gallery with little capital or established presence in the art world. Their vote of confidence is humbling.

Next, is the community that emerged through the gallery and that keeps growing – a community made of customers, friends, neighbors, and hands-on-deck cheerleaders that are there for me and the gallery. Without their ongoing support it’d be very hard to persist, as running a gallery is an incredibly demanding effort – especially if you do it all on your own to be sustainable.

Last but not least, my family. When I decided to leave my cushy high tech job and its six figures income, my husband and kiddo rejoiced instead of freaking out and trying to dissuade me. When I worry about the sustainability of the gallery or feel disheartened, they are there for me without hesitations – ready to list all that I’ve accomplished and why I should persevere.

Pricing:

• Original Illustrations from $30 to $1,500
• Giclee Prints from $45 to $98
• Ceramic art from $50 to $1,000
• Wearable art from $20 to $500
• Mixed media art from $50 to $5,000

Contact Info:

• Website: https://www.imperfecta.xyz
• Instagram: https://www.instagram.com/imperfecta.xyz/
• Facebook: https://www.facebook.com/imperfecta.xyz
• LinkedIn: https://www.linkedin.com/company/imperfectaxyz
• Youtube: https://www.youtube.com/@imperfecta.
• Other: https://www.darialoi.com/