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.

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.
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.
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.
Define your goals
We are increasingly seeing a purposeful approach to collecting and strongly encourage collectors to identify what their goals and intentions are from the outset. Are you looking to support a certain cause, for instance, or promote the works of underrepresented artists? Or are you looking to streamline your collecting through thematic or material focus? Creating focus in your collection can prevent overwhelm and will sharpen your learning.
Set a budget
Having a budget for acquisitions is important as you don’t want to stretch yourself too thinly, however much you love the work! It’s also vital to think of a wider budget for your collection, to include management costs like insurance, framing and resources for preservation such as glass and temperature-controlled systems. You may also want to set some money aside to support the artists in your collection beyond just acquiring their works.
But don’t fret. You don’t need to be a millionaire to start collecting art. New collectors should look to the Royal Academy Summer Exhibition, for instance, or the Affordable Art Fair, where you can acquire beautiful original works for as little as £100.
Develop your eye
It really is about seeing as much as you can and working out what you’re drawn to and why. Go to as many museum exhibitions, galleries, auctions, talks and art fairs like Frieze as you can. Are your drawn to a particular medium, style or aesthetic, or is it a particular theme or motif that catches your attention?
Graduate shows are another must as they reveal the themes, motifs and mediums currently being explored by artists. Look to the Royal Academy Schools, Central Saint Martins and Slade School of Fine Art as a starting point. Acquiring art from emerging artists or artists just starting to gain recognition can represent a good investment and lead to interest in important initiatives such as foundations, non-profits and artist residencies like She Curates: The Residency, an annual residency we established at Villa Lena in Italy (above) to champion equality in the arts.
Buy prints or smaller works by artists you love
When it comes to medium, signed limited edition prints are a great way to start collecting and can often be a more affordable option.
And, remember, it’s always quality over quantity!
Take care of your collection
Framing, installation, and lighting are not only important aesthetic factors to consider but they also greatly affect the short and long-term preservation of each work of art. For instance, it’s important to place works on paper away from natural sunlight, ideally behind UV blocking glazing within a frame. You can always move or rehang an artwork if it doesn’t feel quite right where it is. We regularly advise our clients on all the logistics that go into caring for works of art, including installation, display, transportation and storage, so do not hesitate to reach out if in doubt.
Then there’s the management side of things. Keeping a basic inventory, and knowing what you have, where it is, and approximately how much it is worth is vital for anyone wanting to collect responsibly. Keeping paperwork and records of sales is another fundamental part of the collecting process.
From our experience, it’s much easier to do this as you go along, rather than trying to retrace your steps many years in to collecting.
Where to start looking…
Collectors of all mediums should look to Artsy, which is a great platform for viewing artwork from a wide range of artists and stages in careers. Online auctions are another great resource that adds a little fun into the mix. Platforms like The Auction Collective also include proceeds that are often given to charities and foundations while providing a supportive platform that offers buyers transparency and a space for asking any questions they may have.
When it comes to galleries, new(ish) galleries in LA that we are loving right now include Sow & Tailor, Sea View, Sarah Brook and Carlye Packer. In London, we’d recommend visiting Indigo + Madder, Gallery FUMI, and Edel Assanti.
As for artists, we’re big fans of the artist Hormazd Narielwalla, who we work with regularly. We’re also really looking forward to Soumya Netrabile’s upcoming show at Anat Ebgi Gallery in Los Angeles. Soumya is an incredible artist who participated in the inaugural year of our patron-funded artist residency at Villa Lena.
In terms of initiatives, we love the new collector-led ‘The Ethics of Collecting’, which highlights the new-found concern for responsible collecting, something we strongly believe in.