Jamie Reich31 years Owner, Creative Director
Jamie spent a lot of time in high school theater, building and painting sets. When he graduated he felt directionless yet drawn intensely to the arts. After drifting to the Catskills and earning a degree in commercial art, he furthered a split major in art/theater at the University of Buffalo, working summer stock in Chautaqua NY. He was offered a prop assistant position at the Cleveland Playhouse and entered professional theater.
In 1983 Jamie and his wife Lois Rhomberg were offered positions at the prestigious Guthrie Theater in Minneapolis, MN as Prop Master and Lead Scenic Artist, respectively. They spent ten years deepening artisan trades, after which Jamie was offered a position as Technical Director with the Dayton’s photo studio. When moonlighting gradually overtook the Dayton’s position, he and a co-worker launched a business named Apropos.
During those years they expanded their business, painting backdrops for advertising and faux finishes with high-end residential clients, earning a reputation in those circles. Jamie’s partner left the business and moved to LA to focus his interests in residential design while Jamie continued landing scenic jobs: painting sets for Prince videos, a few TV movies and a number of films including Grumpy Old Men. A landmark job arrived from The Limited to paint decorative wall coverings for their chain store, Express. Soon, Jamie and his crew were painting seventy-five stores a year, which quickly grew to three hundred stores in The Limited brand; Victoria’s Secret, Structure, Limited Too and Bath & Body Works.
Jamie has become the unintended yet enigmatic leader of Apropos. His employees are devoted to him and to his vision: creating high art for commercial purposes.