10 top tips for starting an art collection

Two industry experts reveal their tricks of the trade, from where to buy to how to collect on a budget

As we hurtle headlong into Frieze Week — a dizzying week-long carrousel of big spending, exhibition openings, private views, talks and collector tours, all pegged around the opening of Frieze London — I thought now would be the perfect time to look at what it takes to build an art collection from scratch.

For all the tips and tricks of the trade, I turned to Liza Shapiro and Georgia Powell (above), the brilliant brains behind Cura Art, the company they co-founded in 2019 with the principal goal of supporting art owners with everything from collection care and management to patronage and philanthropy. Having worked in the arts for a combined 20+ years in a variety of gallery, collection management and curatorial roles, they know a thing or two about collecting and caring for art.

I first met Liza and Georgia earlier this year when I interviewed them for a feature on socially conscious patronage for Christie’s.com. More recently, they interviewed me for their A Day in the Life series: we chatted all things arts journalism, freelance life and the challenges and joys of living between two cities (Liza is based in LA, Georgia in London). Head to the Journal on their website to read the full feature.

Following our discussion, I asked them if they’d be happy to share their top tips for starting an art collection, covering everything from storage and framing solutions to hot young artists for your radar. And I'm thrilled to say they said YES.

Whether you’re a new collector searching for your first print or an old hand looking to establish themes and focus in your collection, I hope you’ll find their 10 top tips for starting an art collection both useful and practical. Ready, set, go…

1. Buy what you love

Choosing works that you love and maybe even artists that you have a connection to is something that we are passionate about and encourage collectors to do too. You have to want to live with the work of art in the long term, as there’s no guarantee that an artwork will increase in value over time.

However, you should acknowledge the investment you’ve made and look after the work accordingly, as you would any other asset.

Thomas Dane Gallery, Frieze London 2022. Photo by Linda Nylind. Courtesy of Frieze and Linda Nylind.

2. Do your research

The age-old expression that knowledge is power is key here. In an increasingly overwhelming marketplace, being informed can help you make better decisions and feel confident about approaching galleries, artists, consultants or advisors.

Researching an artist allows you to better understand their work and develop a connection to them. You are also more likely to champion their work if you connect with their personal story – it can also help you to understand the work in your collection with greater depth.

Researching individual works, especially those not by contemporary artists, is also vital, particularly when it comes to provenance and authenticity. If you need assistance with provenance research, look to a provenance specialist. We work closely with experts in the field in both London and LA and can help collectors embarking on this journey.

3. Don’t be afraid to ask questions

Starting out on your collecting journey can feel intimidating, but it should be a fun and enjoyable experience so don’t be afraid to ask questions, especially when it comes to buying artworks online. There is very little accessible guidance about this, which is something we’re trying to change through our company. Additionally, developing trusted relationships with galleries, dealers and artists can create a personalised and supportive network that helps expand your knowledge and confidence in the long run.

4. Scour Instagram

In recent years, social media has completely changed the way we consume, interact with and buy art and, as a result, has shifted traditional art-world models.

Instagram and other online platforms have given collectors direct access to art and to artists, which has allowed a much broader audience to feel informed, empowered and interested in the subject. We’ve certainly found artists through Instagram that we now have wonderful relationships with, so we fully understand why collectors use it as a tool to discover and communicate with artists. It’s also a great way of keeping tabs on trends and shifts in the market, as well as industry insiders making a difference.

This rise of Instagram has also resulted in an increase in collecting and a greater understanding of the need to support and uphold artistic talent. It’s opened channels of communication in the art world like never before and created greater accessibility, which is wonderful.

5. Define your goals