Art: Susan Auriemma
ELEVATING ARTISTS+ SPACES WITH VISUAL ART
Juniper Rag isn’t here to play by the old art-world rules. We spotlight the wild mix of artists and scenes shaping culture right now—from underground collectives to global voices rewriting what creativity looks like. Think of it as pop culture grit colliding with journalistic art talk. We cover it all through the eyes of the artists themselves, because together, we are pushing the boundaries.
Juniper Rag is an impactful curatorial consultancy founded by Payal Thiffault and Michelle May.
Building on decades of design and art world experience, the partners established Juniper Rag (JR) with a mission of elevating residential, healthcare, hospitality, entertainment, and civic spaces with significant art. Working with corporate as well as private clients, JR’s success lies in strategizing and implementing dynamic cultural programming and site-specific artworks as well as regionally sourced art for small to large-scale projects. Our community involvement and this strategy sets them apart. Payal Thiffault and Michelle May bring their integrity and wealth of talent in their artist network into our shared spaces, leading to next-level environments and vibrant communities for all.
Juniper Rag and Atelier ID Global are women and minority owned.
Impact & Advocacy: With every call for art and exhibition, collaboration and effort we put forth, we consider what our organization's effect on the artists and communities are that it serves. This could include promoting artists to new markets, fostering artistic development, promoting social change, or revitalizing and activating spaces and cities as arts hubs.
Community Engagement, Inclusion & Equity: We do our very best to connect with and involve all of the local community and we are always looking for new pathways to involve more artists with little barriers to get involved.
Sustainability & Economic Development: Our organization has a fragile but sustainable model for its programs and operations. We are a 2 person organization, birthed from the need we identified as artists ourselves. We know the challenges and work creatively to keep the lights on.
Innovation and Forcasting: The Juniper Rag project by Atelier ID Global employs creative and innovative approaches to its work and looks ahead for advantages and insight from trends to effectively serve artists and protect what we are building for our community. It is all an experiment that we are committed to everyday.
ARTISTS
Uniquely, we identify worthy artists and creative businesses. We are always seeking important and thought provoking visual art to share with the world.
COMMUNITY
Real relationships matter because networks and referrals are most often personal connections. Our artists and collaborators value strong reciprocal relationships.
COLLABORATION
Collaborations are everything. Uniting with another force on a project always benefits both parties. We love working with guest jurors, galleries, museums and other organizations.
Our Mission
Juniper Rag has built an empowered community, excite our audience and champion a new approach to the future of art.
Our Difference
Juniper Rag strategically blends editorial, exhibition, community, collaborations and artist development into one ecosystem.
Our Core
Founded in 2021 by Payal Thiffault and Michelle May, we use our 40+ years of combined skills to elevate artists, driven in our ability to connect people, our true superpower.
We emerged from the printing industry. We were first fine artists, then designers. We became trend forecasters and buyers, marketers and project managers. We helped grow one of the top luxury stationery brands in the US, with brick and mortar and three e-comm companies, simultaneously. We managed collaborations with Condé Nast/BRIDES, Neiman Marcus, GILT Group and our designs were sent out by hundreds of crazy celebrities, royalty and rock-and-roll icons. The knowledge we have for elevating brands and luxury items is second nature to us, so it was only logical that we try to help artists. Identifying pathways to connect artists with collectors and support their art careers is something we are personally passionate about.
Art lovers and artists can learn through artists features written by us and guest writers, print and digital marketing campaigns organized and planned annually, curated exhibitions virtual and in-person, our guest jury shows with other galleries and art orgs and many other collaborative projects that we present annually, partnering with some of the most prestigous organizations in the arts, like Mechanics Hall Worcester, Art Newport, New Art Center, ARCK Boston, Show Up! Boston, and more. Juniper Rag also focuses on new and exciting creative technology that is evolving every day.
With Juniper Rag, we have had some wonderful collaborations with Spectrum Health Systems, CUSP Gallery Provincetown/Newport, New Art Center in Newton, ARCK in Boston, Mechanics Hall in Worcester, Fountain Street Gallery in SoWA, The White Room, and Worcester Center for Crafts, the Mayor’s Office of Art and Culture in Boston for The Fay Chandler Emerging Artists exhibition and more. We attended in Basel Miami, Scope and Untitled as well as Ignite Broward in Fort Lauderdale, CODAMade Summit at Mad Arts in Dania Beach, Florida. Looking to the future, we research and work to gain insight into public art impacts and the landscape of digital art.
Juniper Rag hosts 10-12 virtual and live exhibitions a year, as well as curating for gallery partners, promoting thousands of artists and cultural organizations.
Image: Matt Wright Photo
Juniper Rag Exhibitions & Events
Sharing content and leveraging our impact with social media elevates our collaboration with partners—galleries, local non-profits and municipal organizations that have similar missions. We drive traffic to our events and support the artists involved. We all know that art, community and culture can impact the world. We’d love to consider your organization for collaboration. There are many ways we can work together.
2025
ART SHOP: CURATION // This group show, juried by Michelle May and Payal Thiffault consists of contemporary artists selling work under $499 for the mission to increase revenue for Juniper Rag artists over the holidays and urge the purchases of original art. November, 2025
DELIRIUM: CURATION & COLLABORATION // Curate a 40 artist, 150 piece group show by Michelle May and Payal Thiffault of Juniper Rag in collaboration with JMAC, Worcester PopUp and The Hanover Theatre Rep’s performances of Edgar Allan Poe Double Header. Art acquired by lead actor of Dead City cast Jeffery Dean Morgan, lead makeup and a commission by lead actress of Dead City. October, 2025.
ARTISTS ON FIRE IV: CURATION // Curate a 153 piece group show with Juniper Rag artists in collaboration with Worcester Center for Crafts and Hot Night in the City, July, 2025.
SUMMER & THE SILENCE: CURATION // This group show, juried by Michelle May and Payal Thiffault consisted of 13 contemporary artists, who expressed the profound moments of summer when shifts and reflections create change in our lives. August, 2025
COMMON GROUND: CURATION //This group show, juried by Amor Diaz Campos consisted of 14 contemporary artists, demonstrating the human connections we have and that sharing in times of struggle are necessary. March, 2025
NEWPORT ART FAIR & OSTARA FINE ART FUNDRAISER for NEWPORT ART COLLECTIVE: CURATION // This event hosted by Newport Art Collective, curated by Michelle May and Payal Thiffault consisted of 35 contemporary artists, for the inaugural event and fundraiser. March, 2025
ARTISTS TOUCHED BY ADDICTION: CURATION // This acquisition, managed by Michelle May and juried by Michelle May and Payal Thiffault consisted of 13 contemporary artists, who’s art contributed to a moving and provocative collection acquired by Spectrum Health Systems for their new treatment center on Main Street in Worcester, Massachusetts. July, 2025
FITCHBURG ART MUSEUM: MEDIA COLLABORATION // Requested partnership to promote the solo exhibitions of photographers Stephen DiRado’s Better Together retrospective and Tara Sellios: Ask Now The Beasts by Sitka Marketing and FAM. April, 2025.
CLUB 321 at MECHANICS HALL: ART EXHIBIT COLLABORATION // Requested partnership to feature and promote local Juniper Rag artists at 8-9 evenings in the hall during performance season. Sept-June, 2025.
NEW ART GALA: MEDIA COLLABORATION // Requested partnership to promote the most important auction and fundraiser of the year for New Art Center in Newton, Massachusetts. February, 2025.
2024
NIGHT: CURATION //VIRTUAL EXHIBION juried by Juniper Rag, Michelle May and Payal Thiffault // a virtual exhibition with 22 contemporary artists from around the world for our annual autumnal, dark art exhibition. October, 2024
GATHER: CURATION by Boston-based Curator and Founder of TAG, Claudia Fiks // a virtual exhibition with 11 contemporary artists from around the world with art representing, coming together socially, with family and beyond. December, 2024
VANGUARD VIRTUAL EXHIBITION: CURATION by Miami-based Curator Tam Gryn // a virtual exhibition with 7 visionary artists from around the world who embrace techonology, AI and the future of art. This exhibition is a third in our series, including Unbound and Pulp. June, 2024
ARTISTS ON FIRE III: CURATION // Host group show with Juniper Rag artists in collaboration with Worcester Center for Crafts and Hot Night in the City, July, 2024
NEW ART CENTER GALA, Poppin’ at the Factory: CURATION // Host group show raising over $130K for Cultural Access Programs with Juniper Rag artists in collaboration with New Art Center of Newton, MA, April, 2024
COAST, PRESERVATION OF OUR BLUE SPACES: PRESENTING ARTIST SOLO SHOW // March 6-24th at JMAC, Worcester, MA. Opening Reception March 9, 5-9 pm
PULP VIRTUAL EXHIBITION: CURATION by Lauren Szumita & Marie Craig // Host a virtual exhibition with 18 artists from around the world, April, 2024
CLUB 321 at MECHANICS HALL: ART EXHIBIT COLLABORATION // Requested partnership to feature and promote local Juniper Rag artists at 8-9 evenings in the hall during performance season. Sept-June, 2023.
SLOW ART: CURATION // Host annual Slow Art Event at The Worcester Art Museum bringing attention to the New Terrain exhibition to the global stage in participation, April, 2024
UNBOUND VIRTUAL EXHIBITION: CURATION //This group show consisted of 21 contemporary artists, demonstrate pushing boundaries and bridging the gap between contemporary art and the future of art. Jan, 2024
2023
ABOUT FACE: ANNUAL INTERNATIONAL EXHIBITION // Fountain Street, December 3, 2023 at SoWA, Boston, MA
stART AT THE STATION: EXHIBITION // Art festival on December 3, 2023 at Union Station in Worcester, MA
FAY CHANDLER EMERGING ART EXHIBITION: CURATION // Hosted by the Mayor's Office of Arts and Culture, the Fay Chandler EMERGING Art Exhibition will feature fresh, original, and contemporary works of art created by Greater Boston area artists. The awards are named after philanthropist Fay Chandler, a champion and advocate of the arts. She started her career as an artist later in life. Chandler serves as an inspiration for this exhibition and to artists of all ages. The art will be displayed at Boston City Hall in the Scollay Square Gallery and other galleries from November 15, 2023 to December 30, 2023 with a generous 9K in prizes awarded.
VEIL: CURATION // Host, Virtual Exhibition: Oct 27 - Nov 30, 2023 on juniperrag.com
SOLO SHOW: Showing the first in the series of COAST paintings at CLUB 321 at Mechanics Hall with renowned musician Duke Robillard, June 2023
CURATION:
ABOUT FACE: CURATION // International Group Show with over 691 submissions, with a 3% Selection cap. Record breaking submissions. Curation for Fountain Street Gallery, July 2023
ARTISTS ON FIRE II: CURATION // Host group show with Juniper Rag artists in collaboration with Worcester Center for Crafts and Hot Night in the City, July 2023
NEW ART CENTER GALA, Paradiso Social Club: CURATION // Host group show raising over $80K for Cultural Access Programs with Juniper Rag artists in collaboration with New Art Center of Newton, MA, May 2023
CLUB 321 at MECHANICS HALL: ART EXHIBIT COLLABORATION // Requested partnership to feature and promote local Juniper Rag artists at 8-9 evenings in the hall during performance season. Sept-June, 2023.
Newton NOW at NEARBY GALLERY: CURATION // Host group show with Juniper Rag artists in collaboration with New Art Center of Newton, MA, May 2023
ESCAPE VIRTUAL EXHIBITION: CURATION // Host a virtual exhibition with 15 artists from around the world, Feb-March 2023
SLOW ART: CURATION // Host annual Slow Art Event at The White Room in Worcester, bringing Worcester to the global stage in participation, April, 2023
TORRID | Abstract Impressions: CURATION //This group show consisted of 30 New England artist and 57 pieces of art. I participate with one piece as well as hosted and curated the show. Feb, 2023
2022
DARKNESS: CURATION // A Juniper Rag virtual exhibition of 32 artists from all over the world, Curated by Amanda Kidd-Kestler, Executive Director, The New Hampshire Arts Association
ARCK BOSTON FUNDRAISER, IGNITING IMAGINATIONS: BOARD OF ADVISORS and GALA HOST COMMITTEE // with Rhondella Richardson, WCVB NewsCenter 5 Co-Anchor Gala Master of Ceremonies, Kim Janey, Former Mayor of Boston, Global Citizenship Award Recipient & Keynote Speaker, October 2022
KRIS WALSDMAN CURATOR-IN-RESIDNECE juror for Hopkinson Center for the Arts: JUROR // selecting Flor Delgadillo, Displacement. The exhibition will seek to awareness about what goes on beyond our borders, the gentrification and the erasure of community. The preservation of culture through stories and as well as reevaluating political systems. The group of artists come from different parts of the world all sharing the lived experience of constant migration. Includes work from: Iaritza Menjivar I Marla McLeod I Alonso Nichols I Nikki Silva I Ravjot Mehek Singh I Rebecca Wakim, October 2022
ARTISTS ON FIRE: CURATION & PARTICIPATION // Created three 16 x 16 pieces to show with 35 Juniper Rag artists at Worcester Center for Crafts
2021
ORIGIN // CURATION This group show consisted of 50 national artists, curated and installed by Juniper Rag at JMAC Gallery Worcester
Atelier ID Global is the marketing agency behind Juniper Rag.
With Juniper Rag magazine, we focus on elevating artists and creative businesses, because we are artists and we know the challenges.
Uniquely, we identify incredible artists, designers and creative businesses and share them with people that thrive on all of it. Oh, we are quality snobs that palpitate at the sight of interesting visual art. We love anything with an edge, that makes people stop and think. We are also artists, who have decades of design and marketing experience. Our digital agency is Atelier ID Global.
After over two decades of design and marketing success, we founded Atelier ID Global. We wanted to continue our magical creative partnership. In our past lives we designed some pretty snazzy work for a luxury brand stationery company that twice made Inc. magazine's 5000 List of Fastest Growing Private Companies in America. We have worked directly with editors of the finest magazines on product design and marketing campaigns.
Our past designs have also been featured on Brides Live Weddings, The Today Show and Good Morning America. Additionally, some pretty prestigious organizations and celebrities have enlisted our designs, like presidents and royalty, rock bands, movie stars, famous chefs and even muppet makers.
Locally and more recently, Atelier ID Global has designed the branding and websites for Juniper Rag, Kelley Square Lofts, Worcester Public Market, The Market Pantry, Starr Home Care, and Nivi / AskNivi in Nairobi and Delhi. We also handle social media, from cybersecurity to logistics, we deliver social growth strategies that drive and nurture leads for our clients.
Michelle May, proudly from Worcester/Falmouth, MA, by way of UMASS Amherst, now residing in Paxton, MA.
Payal Thiffault, a Worcester Clarkie by way of Oman and Mumbai, now living in Easton, MA.