Princess of Soho, India Rose James is putting life back into the arts in London.
Nestled in London’s historic Soho area on Greek Street, you will find the Soho Revue Gallery. The brainchild of India Rose James and it’s now defunct partner Will Pelham, whilst supported by her accompanying team. It’s an operation of artistic expression with a novel approach, bringing new talent to a central London location.
A familiar spot for Mission Magazine, the gallery hosted the publication’s Music Issue 10th anniversary launch. Embodying boho-chic in the truest form and greeted by a warm hug on the doorstep of the gallerys’ architectural peppermint green facade, an open and friendly India sat with me in her office. With pulled-back hair, layered gold jewelry and wearing a simple gray ensemble. It’s clear that away from public events India keeps it comfy.
Now in her early 30s, Rose James’ past is a rich tapestry that serves to embolden her character today. Aptly referred to as the Princess of Soho, it was her grandfather, King of Soho – Paul Raymond, who ensured the family’s legacy would endure. A porn magnate and club strip owner, he started buying up property as Soho’s sex shops began to close their doors. Eventually, it would evolve into the now infamous Soho Estates, which India and her sister Fawn would inherit.
Indias’ life thus far can be characterized into three distinct chapters, wild child heiress, sobriety and gallery owner mom. When asked if she agreed with the summary, Rose James paused, thinking deeply, before responding, “I think while there are three stages in my life, I wouldn’t characterize my life around it. I think that we all have chapters in our lives, and honestly, we take from them what we can and learn a lot from it. I’m happy in the now. Everything leads to something, and I love motherhood and the curation of this space”.
Indeed, “the now” is no accident professionally. India’s ambition to become an artist in her own right started when she enrolled at the City & Guilds Art School. However, she jokingly tells me with a legitimized undertone of self truth, “I was never really good at taking criticism. I think my ADHD doesn’t play well with this. I once hung one of my pieces in a show at the gallery and couldn’t take the feedback from a friend.” Her smile widens as she continues, “now I only paint at home with my Saffi [India’s daughter]”.
‘The Tarot Under The Hill’’ is an ongoing project between artist
Nooka Shepherd and Soho Revue.
Hard ground etchings are on Somerset
satin soft white paper.
For India, the gallery is serving the repatriation of a lost Soho arts community. It’s far from the annals of its not-so-modest liberality that created an artistic hub and bohemian paradise. In the 1940s, and later for the likes of Francis Bacon and F.N Souza. James offers a rationale for this, telling me, “It’s essentially happened due to gentrification. As prices have gone up, it has pushed artists out. To have a successful arts community, you need spaces to be open to new talent. COVID obviously had a major impact too”.
“We are refitting some buildings to offer space for new talent. We give them a small amount of money to help.”
Just to the back of Soho Revue, you will find a Soho Estates-owned property that has been repurposed with an aim to tackle gentrification and reverse the migration of artists. India talks passionately and as someone with the resources to help. “One byproduct that has had a lasting effect on the community from COVID is, as people are working from home, what were offices are now vacant. So we are refitting some buildings to offer space for new talent. We give them a small amount of money to help”. She points out of the window to illustrate this in practice, “just to the back of this building to the left, that property is now a house to multiple artists”.
The raison d’etre of Soho Revue centers around the promotion of new and emerging talent. With days spent at graduation shows and exhibitions to source the freshest talent and works for highly curated exhibitions, India explains, “We’re always looking to bring new talent into the gallery. We tend to focus on women, but not exclusively. We also try to make this space inclusive. Works start at around £250 which makes buying accessible. But we open the space to the public and it is not about buying art. We welcome people to come in and view without that attached. We had a homeless man who would come in and sketch the works he saw because he wasn’t allowed in other London galleries”.
Asking India about her and the gallery’s plans for the rest of the year, she immediately smiles. Pointing at a board in the office listing months with some noticeable gaps come September. She tells me, reflective of her bohemian attitude, “So far we have only planned until August! We take August off, as the year develops I suppose we will too”.
Soho Revue is currently representing Nooka Shepard’s latest series of works, “The Tarot Under The Hill” at the London Fine Art Fair until the 21st of January. Gallery and portrait image of India Rose James courtesy of IP Agency. All art work courtesy of the artist Nooka Shepard.
