A founder looking for art to hang beside her mother’s paintings, and the shop that grew from it.

Artfully Walls is an online art shop founded by Cathy Glazer. The most detailed early account of the company is a profile by Viva Sarah Press in Israel21c, published on 12 January 2015. It describes Glazer as a serial entrepreneur who had earlier founded and run StarNet Interactive, the company behind the girls’ fashion game GirlSense, which Israel21c says was acquired by InterActiveCorp in 2008. Her next business began with a domestic problem. According to the profile, Glazer had original paintings by her mother and set out to find other art that would sit well alongside them on her walls. She found the search harder than she expected, and the idea for a site that would help people choose and combine pieces of art followed from that experience.

Sources differ slightly on the start date. Israel21c says the site launched in 2013 and was self-funded. A sponsored feature published by Business of Home on 7 May 2018, presented by Artfully Walls itself, gives 2014 as the founding year and names Glazer as chief executive. Both accounts agree on the founder and on the basic idea. Israel21c describes the company as based in Israel, and says the team set out to give exposure to contemporary Israeli artists while also working with American ones.

What sets the business apart from a conventional print shop is the unit it sells. Rather than presenting single prints one at a time, Artfully Walls built its catalogue around gallery walls: groups of framed works arranged together, photographed and offered as a set. Israel21c explains that customers can buy a whole wall as composed, or pick individual works from it. The profile adds that the walls were put together by the company’s in-house designers and by guest curators drawn from art galleries and from magazines, naming Better Homes and Gardens among them.

Hand-picked artists, a wall designer tool and an app that puts the print on your own wall.

The artist roster is the other half of the offer. Israel21c says the site describes its artists as hand-picked, and the 2015 profile names Tali Yalonetzki, Itzu Rimmer and Sivan Askayo among its artists at the time. The Business of Home feature, written in the company’s own voice, says its curators select every work sold on the site and that many pieces are exclusive to it, because a number of the artists do not produce prints elsewhere. The same feature says the company’s blog was edited by designer Michelle Adams, who commissioned original works from contemporary artists for the site.

The company has leaned on software to close the gap between an online picture and a real room. Israel21c describes a Wall Designer Tool that lets customers select art, arrange it into their own composition and choose a suggested paint or wallpaper colour for the wall behind it. It also describes a mobile app, built by a programmer Glazer hired, that uses augmented reality: the customer photographs a wall at home and the app shows how a styled wall or a single piece would look there before anything is ordered. The 2018 Business of Home feature describes the design tool as covering compositions, layouts, framing and matting options and wall paint colours, and presents it as a way to carry a design idea from the screen into a real room.

The company also positions itself as a resource for the interior design trade. The Business of Home feature says Artfully Walls works with designers and tastemakers on curated collections and invites designers to contact the company for help finding particular pieces.

Design and documentation.

Wall-art and framing brands sit at many different points in the trade, from marketplaces where independent artists upload their own work to print shops that commission or license a catalogue of images, and from online framers that build a frame around a customer’s own photograph to retailers that sell a finished, ready-to-hang picture.

A wall-art brand’s identity is usually carried less by any one image than by the way it presents pictures: a website, a choice of frames and mats, a way of previewing a print on a wall, the packaging a frame arrives in and the artists whose names are attached to it. Because the company behind a name may have changed hands, moved its printing and framing work or merged with a sister site, the plain questions are worth asking: who started it, who owns it now, and where its prints and frames are actually made.

Each guide separates what independent sources record from what the company says about itself — its founding story, its owners over time, where its work is printed and framed and how its look has changed — and marks plainly what rests only on the company’s own word.

Shopping by room and by decor style, on paper, canvas and photo paper.

An archived capture of the Artfully Walls website from March 2025 shows a header line promising quality hand-picked prints at affordable prices. The navigation splits the catalogue into two halves. Under Gallery Walls, customers browse by decor style, with headings such as Beach House, Traditional, Bohemian Chic, Mid-Century Modern and Hollywood Glam, and by room, from the living room and entryway to the kitchen, nursery and bathroom. Under Art Prints, the same catalogue is sorted by subject, size and artistic style, from abstract and botanical work to photography, illustration and watercolour. Further down the menus the subject list runs to chinoiserie, maps, nautical scenes and vintage posters, and the style list includes Japanese art, etching, linocut, Art Nouveau and post-impressionism. Sizes are graded from extra small to extra large, with separate filters for landscape, portrait and square formats.

The 2025 site also lists three print surfaces, fine-art paper, canvas and photo paper, and adds an AI-assisted search option alongside the conventional filters. Prices are shown in US dollars, with delivery options set up for addresses in the United States, Canada, Australia, Ireland and New Zealand.

The company’s own account in the 2018 Business of Home feature returns to the same three points: curated selection, works that many of its artists do not sell elsewhere, and help with arranging them on a wall.

For a design guide, Artfully Walls shows how a retailer can make the arrangement itself the product, with curation and preview tools carrying the identity rather than a single hero item. Compare Framebridge, which built its business on custom framing ordered online, and Minted, another online marketplace for independent artists’ work. For this guide we use gallery blue, terracotta blush and gesso with a high-contrast serif, an unofficial interpretation; no product or logo is reproduced.

Keep Artfully Walls’s identity on hand — save it to a board in the Made Good inspiration library.