In 2003, Greg Colley obtained his first “Seller’s Permit” to legally sell art in California, permitted under the name Antique Fine Art. That same year, he secured the domain www.CaliforniaArtCompany.com, changed the name of his business to California Art Company, and built his first “art” website (he had previously built www.GregColley.com). In 2011, California Art Company became California Art Company, LLC.

Since 2003, California Art Company has operated as an art dealer to buy and sell early California Impressionism and Plein Air paintings. In the last ten years, it has diversified its inventory to include post-war abstract expressionism and modern art by American artists.

Before the great recession started in 2007, the market for early California paintings (typically deceased, well-listed California artists) was robust. Sourcing early California Impressionism and Plein Air paintings was highly competitive. Early California art dealers and auction houses competed eagerly for quality examples. Having previously built GregColley.com and CaliforniaArtCompany.com, Greg decided he would have a competitive advantage if he competed online to source early California artworks by deceased California artists. In 2010, Greg purchased 50 domain names of deceased early California artists. With the domain names of the early California artists, he built 50 websites as part of a search engine optimization strategy (SEO) in unison with the SEO strategy of the CaliforniaArtCompany.com website. The goal was to attract private sellers of early California paintings to contact California Art Company to sell their paintings.

Today, California Art Company still operates as an art dealer but also offers art Advisory Services to private clients and Dealer Services to art businesses.