A guide for the online art buyer

I’m a strong believer in making art a part of every life and I love connecting with my audience and helping them in their art buying journey. Each time a collector buys an artwork, they follow the same journey—beginning with the initial drive to acquire something new and ending with the work in their home. But what exactly happens in between? It’s important for to me to know how can I help my collectors as they move through this process and support them along the way.

According to ARTSY collectors are embracing the online marketplace for their art purchases. Patrons who browse for art online are serious about purchasing, collecting and supporting artists. Over the past 2 years, 70% of galleries sold art online to international collectors and 78% of millennial collectors—the fastest growing collector segment—purchased art online. 60% said they prefer to purchase works by emerging artists.

In addition to asking collectors how they discover my work, I also love hearing what motivates their decisions, what art they actually collect—what artworks inspire, move, and motivate them.

A good relationship with an artist is a joy for both parties. That’s why I was so excited when Erin Hiemstra, the talent behind ‘Apartment 34’ reached out to find a special piece for her newly renovated Scandinavian inspired cottage (You can view the beautiful before and after ‘Home Tour’ on Emily Henderson’s Blog here). Erin hadnarrowed her choices to 3 pieces she loved, she was specifically drawn to ‘The Necessary Art of Noticing’ series. ‘Suspended Animation’ was the piece that ticked all the boxes from the 3 superimposed Photoshop mock-ups, I created for her (Presented below).

I was interested to learn more from such a style guru about how she chooses art and what an art journey looks like for her, and she gratefully obliged my curiosity!

Q: Do you begin your search for; Photography, Painting, Sculpture? Or is it a more nuanced process, once you see a piece you know, gut type reaction?
Erin: I'm usually searching for art in a more general sense as I love all mediums - and it's usually very clear when a very special piece must be mine. Those are the pieces that you work into your home regardless. That's a slightly different moment than hunting for a piece of art to finish a specific space.

Q: How do you go about hand picking a special piece when you are creating beautiful spaces?
Erin: Now that I have a slate of artists whose work I like and whose aesthetic aligns with mine, as I work on a room I have think about what work I would slot into what wall. I often start with the scale - I know I want a small gallery wall here, or a large oversized piece there or something asymmetrical over the fireplace. With the dimensions in mind, then I can start browsing the work of artists I like or sometimes I'll consider commissioning something specific for a room.

Q: What motivates you most, the look of the art or who has created it? What’s your main motivation when searching for the right piece? Do you purchase it as an investment, to build a collection, or purely on aesthetics? Or all of the above.

Erin: Really the answer is all of the above. I am just a burgeoning art collector at the moment, but I'm excited about the idea of being surrounded by artworks that come with a story, that inspire me and that I feel connected to. I feel like, regardless of an artist's "pedigree" if the piece holds joy and meaning for me I will always find value in it.

Q: Do you prefer to build relationships directly with the artist or work with galleries, or both?

Erin: I've only started to dip my toe back into the gallery world after the pandemic but I do like working with both. I am lucky to know some gallerists who have exceptional taste and longstanding relationships with really wonderful artists and I love supporting their endeavours. Galleries can also help you expand your horizon and discover artists you might not otherwise ever know. However, I've also worked directly with artists and find that experience equally valuable. If you see someone on instagram and you like their work, reach out! That's how I connected with you and I'm SO thrilled I did.

Q: Is it important for you to collect photographic art that you know has a collectable value / produced as a Limited Edition Fine Art Print which will increase in value as the artist becomes more established, or does this not matter so much?

Erin: As I look at investing in art more, I do really appreciate original work or a limited edition Fine Art Print, but not really because of the potential appreciation in value, but more out of my personal appreciation knowing that it's a handmade piece. For me, it gives the piece more vibrancy and life, if that makes any sense. I certainly think prints are an affordable way to bring art into your home, but there's nothing like looking at a piece of limited edition or original work.

Q: When you’re deciding whether or not to buy an artist’s work, what’s the most important thing / information that helps you make that decision? Do they need to be known, selling at a certain price point. An emerging or established artist. Do you specifically seek out art created by independent Women Artists, BIPOC (Black, indigenous, and people of colour)?

Erin: I haven't really set too many parameters around what I'm looking for in the art I'm interested in purchasing. It so happens that the vast majority of work I've been attracted to of late has been created by women. I do think prioritizing a diverse perspective is important when you're considering art purchases. I like the idea of seeing the work of all kinds of people to broaden my own perspective and also the perspective of anyone who comes into my home and views the pieces. I like art that makes you take a second look, step in closer, notice new details or uncover a narrative you might be less familiar with.

Q: What do you enjoy most about being a collector?

Erin: I've really been enjoying becoming more intentional in my art shopping. I'm no longer interested in place holders. For example there is a spot in our dining room that is just calling for a large scale piece but instead of just slapping the first thing in there that "works," I've been waiting to find the piece that I really want to keep forever.

Q: Next-Gen Collectors are more likely to conduct their own research online than to rely on traditional art market gatekeepers. Do you feel this is true for you?

Erin: While I really enjoy traditional avenues of finding art - art fairs, major galleries and shows, I think it's fantastic that independent artists can get their work out in the world so readily now. I feel like you can get to know artists on a more intimate level and really get a deeper sense of their work through platforms like Instagram. I think the two worlds need to find ways to interplay and support one another. I'd like to think that if we're all becoming more aware of art, everyone will benefit.

I love connecting to my collectors and being helpful! Reach out to me if you’d love my help to make art be a present companion in your home, office, cottage, wherever you want to live and love art! I can’t wait to collaborate with you on your next project.

To book your complimentary art consultation, email me or fill out this form to start the process.

Anna ox