How to Shop at Art Galleries the Right Way, According to an Expert
Investing in art as a new collector can be intimidating. You might know what styles or mediums you are drawn to, but it can be difficult to navigate through the seemingly endless options on online marketplaces to find "the one."
One place you can always turn to for guidance is the traditional art gallery. In the past, these exhibition spaces were seen as cold and a bit elitist, but today's gallerists are creating welcoming and inspiring atmospheres that both experienced and novice collectors can enjoy. New York-based dealer Kate Werble, who opened her eponymous Manhattan gallery in 2008, feels that for someone to truly find a piece of art they love they need to fully experience it in person.
"Really great art is not always supposed to be decorative," says Werble. "It's supposed to allow the viewer to make thoughtful connections that perhaps they wouldn't have made before. It gives them the space to think about things that they maybe have not encountered or make connections between ideas that they haven't before."
To aid in your hunt for that special piece of art, we asked Werble to share her need-to-know tips for shopping at art galleries. Soon, you'll be navigating the gallery like an art expert yourself.
Research
It's romantic to think that you'll be able to find your new favorite gallery just by taking a stroll down a bustling city street. Though, if you're serious about investing in art, Werble recommends doing a bit of research and finding a few galleries that carry works that appeal to your taste before heading out on your art-buying journey.
Two of Werble's favorite places to turn to when looking for gallery recommendations—especially in new cities—are the New Art Dealers Alliance (NADA) and the Art Dealers Association of America (ADAA). "These two gallery associations are both great resources because they have online lists of galleries in different cities that people can visit," says Werble.
You may also want to find out which galleries represent your favorite contemporary creators, too. Those galleries will likely have other works from different artists that pique your interest. Making a preliminary list of commercial galleries to visit in a certain neighborhood or area will ultimately save you time —and a lot of heartbreak.
Mind Your Manners
A lot of people feel intimidated stepping foot into a gallery having heard horror stories of uptight atmospheres and snooty patrons. However, no buying experience completely compares to seeing the art hung on the wall and falling in love at first sight.
Visiting a commercial gallery is a lot like visiting a museum in the sense that you want to be to experience the artwork. You shouldn't act in a certain way that bothers another patron or possibly endangers the artwork, but you also shouldn't feel the need to be completely silent when exploring the exhibits.
Werble does recommend patrons avoid disparaging the artwork in a very loud tone. "What if the artist is there? You don't know," says Werble. "Even if you don't like something, I think it's best to sort of let it be, look at it, and talk about your opinions in a low voice."
Ask Questions
People hesitate to ask gallerists questions for fear they may scoff at their inquiry. The reality is that the staff wants to talk to collectors about the art and artists they represent—especially if you are looking to purchase a piece. If a certain artwork catches your eye, feel free to ask about the artist and their process, and even request to see an exhibition catalog that you can look through.
People also often think that asking the price of a work of art is a major faux pas, but Werble points out that if there is not a marked tag or a price listed in an exhibition catalog there's no shame in inquiring about the piece's cost. Be sure to ask explicitly if there are any expected added costs such as value-added taxes or customs duties too.
In some instances, you might be able to negotiate a lower price or a payment plan with the gallery. If the artwork you've been eyeing is a bit out of budget or has already been sold (sold items often are marked with a red dot in the gallery), check to see if the gallerist carries any smaller works by the same artist.
Lastly, before buying any work of art whether new or antique, be sure to ask to see proof of authenticity. This can be anything from gallery invoices and artist signatures to certificates of authenticity and exhibition catalogs. An artwork’s proof of authenticity establishes that the art you are buying is an original and is necessary to have if you decide to resell the work later.
It's Okay to Take Your Time
There are certain instances where you may need to act fast when shopping at a gallery. For example, if you're after a desirable work from a popular artist, there's likely going to be a lot of interest from other collectors, and you may need to make a quick decision. It's not uncommon for collectors to be put on a waiting list as the dealer goes through all the offers. The dealer might even come back with an offer for a different piece instead of the work you were originally interested in.
Werble notes, though, there are plenty of galleries where you can take time browsing through the exhibits and learning about the art before making a big investment. "Personally, I really like looking at artwork, and it takes me a little bit of time before I buy something," says Werble. "It's not a quick process for me. I'll see something, I'll really think about it, and I'll look at some other works the artist has made before making a decision."
Build a Relationship
Werble encourages people to stay in touch with galleries they like, especially if they are young collectors. Galleries have shows throughout the year, which is a great way for patrons to see the latest series from their favorite artists or discover a new artist to follow. Since the gallerists know what appeals to you, they can recommend other artists or even galleries to follow to help you build the art collection of your dreams.
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