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Tips for Novice Collectors

By Jacquelyn Lewis, Marisa Rindone

Published: July 29, 2009
You love art, and you know what you like, but you don’t have a financier’s funds. So is it still possible to be a collector? The answer is an overwhelming yes. And if you have any spare cash, an economic downturn is an excellent time to buy. With fewer buyers in the market, there is actually a wider variety of interesting, affordable pieces available.

“A lot of galleries are working with their artists to try and meet this market need. Economic and political crisis always shakes things up and creates a more interesting dialogue,” says Helen Allen, executive director of the Pulse contemporary art fair, which runs annually in Miami and New York. “It’s a difficult time, but it’s a time when people can really think outside the box and be a little bit more creative in their outreach.”

The Art of the Risk
Invisible ExportsArtist of the Month Club is one such nontraditional endeavor. The young, Lower East Side gallery offers a program in which members of the club get a dozen original, exclusive pieces for $2,400 a year. “You can sign up for a year’s subscription, and every month you get a new work,” explains Allen. The catch? Collectors won’t lay eyes on the purchased pieces until they arrive in their homes. “The club involves a wonderful element of chance," adds Risa Needleman, the gallery’s co-owner. "When you sign up, you know all the curators but none of the artists. You make a leap of faith, and a 12-piece collection is curated for you and dropped at your front door.” Essentially, subscribers have professionals begin their collection for them, with each piece costing only $200 (shipping and handling is included in the price of membership).

The World Beyond Chelsea
If you’d prefer to wander out on your own, however, “art fairs are a fantastic place to start,” Allen says. “They offer a level playing field. As a beginner, you can come in and see 30 or 100 or 200 galleries,” as well as take advantage of programming like a lecture or a demonstration that might be useful when you’re just beginning to learn your tastes. Pulse, which hits Miami December 3-6, offers a lot of lower price points. Art Forum Berlin stands out as a staple when it comes to finding great emerging work, as it features galleries under five years old. The fair runs September 24-27 this year.

Off-the-beaten-path galleries are also a likely place to find bargains, since they’re often committed to supporting newer artists. Galleries in lower Manhattan and Brooklyn may be slightly more accessible than those in Chelsea. Small art blogs and Web sites with the same aim, such as Etsy.com, are good places to look.

“It doesn’t have to cost $100,000 to be good,” says Rob Kalin, founder of Etsy, which offers hundreds of thousands of artworks and other handmade items, many with a price tag of less than $100. “Our big goal is to enable people to make a living making things. There are probably artists on the site whose work will be very collectible in 10 years, but it’s more about what art should be about: surrounding yourself with work that you want to see and experience in your everyday life. It’s great to know you’re supporting the artists too.”

Buy Direct
Of course, some of the best prices can be had by going straight to the source. Get to know the artist and you’re more likely to get a deal.

“Find art walks and open studio events in your area where you’ll have the chance to meet artists and buy directly from them,” says Cris McCall, director of the Hollywood, Calif.-based Tinlark gallery, which specializes in affordable art and offers lots of diminutive pieces.

She also recommends M.F.A. shows and school Web sites. “Graduating artists are affordable and keen to sell their work,” she says. “If you see a piece you like, call the school — they should be happy to pass along your information to the artist.”

Use Your Intuition
Tap into the sense you get about the person you’re purchasing a piece from, be it a gallerist or a painter. “Make sure you have an open line of communication,” says Allen. “If you don’t have a good feeling about it, that’s an indication that something’s not right.”

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