This month, local artists will gather together to share their artistic creations at the Heartfelt Market, an art event created by two Brigham Young University students that benefits local charitable organizations.

Guests can browse and purchase items they love, ranging from prints to jewelry. Proceeds are donated to charities that serve individuals experiencing homelessness as well as women and children.

The fourth annual Heartfelt Market will take place on Feb. 21 from 6 to 10 p.m. at the Provo Startup Building. For just $4, attendees will be free to explore an array of unique booths featuring original artwork, with 100% of entry fee proceeds going directly to Ronald McDonald House Charities in Salt Lake City.

These markets typically feature photography, jewelry, prints, paintings, clothing, swimsuits and live music. A returning fan favorite is a photo booth that distributes drawings instead of traditional photographs. Food vendors at this year’s event will include Tribe Cafe and Starving Artist Pizza. Cupcakes donated by Neighborhood Bakery will also be available for purchase.

Art students Ocean Mathews and McCartney Rasmussen came up with the idea for Heartfelt Market while working at Foxglove, a local flower shop on Provo Center Street. While there, they noticed people who are homeless inhabiting a park across the street and sleeping in an alley behind the shop. Devastated, Mathews and Rasmussen were determined to make a difference.

“We started brainstorming and decided to do a market with all of our artist friends to raise money,” Mathews said.

Knowing the art program was brimming with students passionate about serving others, the pair gathered their artist friends and organized an art market to raise funds for Provo’s Food and Care Coalition. In February 2024, the first Heartfelt Market came to life at the Startup Building in Provo.

Mathews and Rasmussen were originally anxious that the event would not attract a large crowd, but the market was a hit with 20 vendors and supportive guests, friends and family. Two successful Heartfelt Markets followed. The pair has continuously been pleasantly surprised by the market’s strong attendance.

Mathews and Rasmussen say the large turnout is due to the variety of vendors, making it easy for guests to find something they love.

“This year we have about 30 different artists,” Rasmussen said. “It is kind of crazy how many people come and how sweet they are about it.”

Vendors use their own money and resources to create merchandise. After the event, they can choose to keep what they earned or add it to the donation pool.

Beyond fundraising, the Heartfelt Market has become a meaningful space for both artists and community members to bond.

“It is so happy and fulfilling to be there amongst this community, and it is so awe inspiring to see what people show up for and support,” Mathews said. “It is really rewarding to see what our small efforts can produce.”

For the past two years, Heartfelt Market proceeds have been donated to the Women’s and Children’s Center in Salt Lake City. This year, proceeds will be donated to Ronald McDonald House Charities in Salt Lake City. The charity was selected after a combination of voting and research.

The organizers’ efforts have not gone unnoticed. The organizations they support have often reached out to express their gratitude.

“We have received letters from the people at the Women’s and Children’s Center in Salt Lake for the past two years we’ve donated to them,” Rasmussen said.

Mathews and Rasmussen hope that their story motivates others to use their talents to serve.

“Hopefully it is inspiring that people can put together events centered on what they care about,” Rasmussen said.

The Heartfelt Market will be hosted at the Provo Startup Building, 560 S. 100 West, on Feb. 21 from 6 to 10 p.m. Come experience the joy of art and giving while celebrating artists, live music and delicious food.