To talk about ArtFactor, there must first be a brief introduction to Soufer Gallery.

Soufer Gallery, established in 1977 on Madison Avenue, prospered under the direction of Mahboubeh Soufer who begun showing French contemporary artists until the eventual switch to French Post-Impressionism. For over twenty years this genre has been the backbone of the gallery, showcasing artists such as Raoul Dufy, Maurice Utrillo and Andre Lhote.

Rozita Shay, the current director of Soufer Gallery, has been their contemporary influence for the past fifteen years. She has introduced German Expressionism, Photography and Ceramics to what once was an exclusively Post-Impressionist venue.

Highlighting and exhibiting select contemporary artists for the past ten years has auspiciously amplified the incentive to start her side project, ArtFactor.

ArtFactor is en route and tuning into local art fairs and expositions with 30 years of experience presenting a total contemporary axis.