What It Means to Build a Legacy from Nothing: The Van Gogh Point of View

ALTON - The Wedge Innovation Center, powered by Southern Illinois University Edwardsville (SIUE) is excited to host a compelling conversation on entrepreneurship, innovation and brand-building which is told through one of history’s most unexpected success stories. Joan Fernandez who is a former Edward Jones General Partner and senior marketing executive will speak at The Wedge in a featured presentation titled “The Van Gogh Entrepreneur: Building a Billion-Dollar Legacy from Nothing.”

Fernandez has worked on market research, brand strategy and customer experience for 30 years. In previous roles she has helped drive trust-based growth by transforming how organizations understand and serve their clients. In the present, she is applying that same strategic lens to history. She has in her recently published book entitled ‘Saving Vincent’ revealed the uncovering of the largely forgotten business architect behind the Van Gogh legacy, that is Jo van Gogh, Vincent van Gogh’s sister-in-law. She shows that she did not only face an artistic challenge but also an economic one when she inherited hundreds of paintings which were widely dismissed as worthless.

Further, she explains how Jo van Gogh used strategic pricing, dual-revenue streams and powerful narrative branding to engineer a market where none existed; which turned obscurity into global demand and laid the foundation for a cultural legacy now valued in the billions.

During her presentation at The Wedge, Ms. Fernandez will share 12 practical strategies drawn from Jo van Gogh’s playbook with insights that resonate strongly with today’s startup founders, innovators and business leaders who are seeking sustainable growth.

About The Wedge:

The Wedge is a 55,000-square-foot hub of magnetic energy, bold ideas, and forward momentum—located in the heart of downtown Alton, Illinois. Powered by a partnership with Southern Illinois University Edwardsville (SIUE), The Wedge connects entrepreneurs, creatives, educators, and changemakers in a space built for collaboration and impact. With coworking areas, private offices, conference rooms, classrooms, and event venues, The Wedge is where people and purpose come together. To learn more about what’s happening at The Wedge or how to get involved, visit www.thewedgealton.com or follow @thewedgealton on social media.

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