Saint Fleur — Social Media Review & Strategy

Strategy / Social Media / Art Advisory

Portrait of Gardy St. Fleur among artworks

Photo: Charlie Rubin

Painfully Hueman reviewed the art advisory Saint Fleur’s social media and changed how it posts, to build its reputation in the art world as a thought leader.

The Client

Saint Fleur is a fine art advisory and management firm in New York, founded in 2014 by Gardy St. Fleur. St. Fleur was born in Haiti and grew up in Brooklyn, and Vanity Fair has called him “the NBA’s go-to art adviser.” He bought his first painting at 14, a work by the Haitian artist Fritz St. Jean. His first major client was the collector Peggy Cooper Cafritz, who asked him to find emerging artists of color, and he has since built collections for athletes including Kyrie Irving and Deron Williams.

Robb Report ↗ · Cultured ↗

Background

Saint Fleur’s Instagram didn’t reflect its standing in the art world. Posts used clean photos with factual captions about each exhibition or artist. They reached a small, specialist audience, and engagement was low.

Project Design

Painfully Hueman set a new goal: fewer, better posts, measured by comments, shares and saves rather than by how often Saint Fleur posted. The content changed from purely informative posts to posts people would want to respond to:

Headlines: short text on the image, and captions that end with a question.
Storytelling: posts about artists’ lives and influence, not only their current exhibitions.
Interviews: short videos with artists, gallerists and curators, launched as the series Reference by Saint Fleur.
Today at Saint Fleur: posts about Gardy St. Fleur’s own collection, with voice narration.
Production: a plan for photo and video production, research, writing and scheduling, so posts go out regularly.

The Numbers

September–December 2025, compared with January–August 2025:

43% engagement rate up from 8%
Viewers increased to 161.9K from 22.5K
Interactions up to 17.1K from 257
Reach of 23K from 18K

Reference by Saint Fleur: Sam Aguirre

In this episode of the interview series, Sam Aguirre talks about the sculptures he makes with traditional papermaking materials and techniques, using pulp, fiber and adhesives.

Watch on Instagram ↗

Storytelling: Caribbean Women Artists

A carousel on five Caribbean women modernists: Luce Turnier, Sybil Atteck, Mavis Pusey, Amelia Peláez and Leila Locke.

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17 slides. Click to look through.

Storytelling: Terry Castro

A carousel on Terry Castro (1972–2022), a self-taught Black jeweler who worked in the same circles as Rick Owens and Michèle Lamy. See also Castro NYC.

13 slides. Click to look through.

The Review

The social media review and strategy deck.

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16 slides. Click to look through.

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