How to build a craft collection

With just days to go until the 2021 edition of Collect art fair opens its doors – albeit virtually on Artsy.net – we’ve been making a mental checklist of all the works we’d love to see in our own homes. The fair, which this year brings together 32 international galleries, is an ideal starting point for budding collectors offering a wide range of mediums and prices. Whether collecting is a passion sport or an investment, these tips from gallerists, artists, curators and collectors will help you kickstart your craft collection.

Define your goals

Establishing your objectives from the outset will inevitably shape the kind of collection you end up building. If you simply want to surround yourself with beautiful objects, you can take a relaxed approach, like curator Janice Blackburn. ‘I believe what you buy should bring you joy, and I have never followed any buying strategy or policy,’ she says. With so much choice available, however, it can be hard to know where to start and your first purchases can be the hardest. Joern Lohmann of New York-based J Lohmann Gallery – showing at Collect for the first time this year – suggests: ‘I would concentrate on one medium or two at the most and would build a collection with highlights by established artists as well as young emerging designers.'

Develop a theme

‘With this year’s Collect being online, it is a good opportunity for you to really delve into the selection and see what we gallerists offer,’ says gallerist and Collect exhibitor Cynthia Corbett. ‘Spend a couple of days just looking at different artworks and objects, galleries and artists – you may see patterns emerge, you may become drawn to one medium, subject matter or artist.’ She suggests using an object as a starting point, such as a traditional Korean moon jar, and then developing the theme by acquiring a similarly inspired artwork by a different artist from another gallery.

Set your budget

Ask yourself how much you would be comfortable spending and consider spreading your budget across a range of smaller works, rather than a few monumental pieces. Don’t be deterred by record-breaking sales figures – collecting can be a surprisingly affordable endeavour, with the right research. ‘A limited budget for one could be quite a lump sum for another,’ adds Corbett. ‘If you have found a medium or an artist you are interested in, research them deeply: there may be smaller artworks or editioned pieces that can be more affordable.’ There are also additional expenses to consider, such as shipping, installation, taxes, and insurance.

Talk price with the gallery

Often the most daunting part of the process for fledgling collectors is discussing a price for the work. If the work is listed as price on request then reach out to the gallery directly to find out a quote – you may be surprised to find it isn’t as stratospheric as you imagined. Bear in mind that there is usually room for negotiation, while many galleries can accommodate a payment plan. ‘I, and many other gallerists, maintain a transparent pricing policy,’ notes Peter Ting, co-founder of Ting-Ying Gallery, who will also be exhibiting at Collect this year. ‘Always ask: what is the best price; can I pay by instalment; and please can you let me know when the artist has any other new work?’ Galleries are also more inclined to give more favourable discounts and exclusive access to returning clients.

Do your research

The coronavirus pandemic has shifted much of the creative industry’s activities into a digital space. Collectors are adapting their habits accordingly and are getting more used to buying works online through virtually-hosted fairs, exhibitions and viewing rooms. Aside from art fairs such as Collect, where are the best places to discover craft? ‘Social media, travel, and through galleries that specialise in crafts and design,’ says Lohmann. Degree shows are also excellent for unearthing emerging artists. Online platform Artsy has a wealth of how-to guides and resources for every caliber of collector, as well as trend reports that can help inform your decisions.

Build a rapport with the gallerists

If you’re serious about building a collection in the long-term, then nurturing relationships with gallerists will be crucial. ‘It’s a two-way street,’ says Peter Ting. ‘Gallerists are very open and knowledgeable people and will advise even if the client wants to buy something from another gallery.’ Ting also suggests letting dealers have a look inside your home (virtually will do): ‘Often seeing the client’s home gives us an idea of what will work, and we’ll be able to suggest upcoming artists for them to consider.’

Meet your maker

The openness and approachability of makers, as well as their work’s comparative affordability, makes craft an appealing prospect for new collectors. Craft collector and patron Denis Shafranik says: ‘Craftspeople are a pleasant bunch. You can go to see them and work on things together – it’s rare that you can visit a contemporary painter and have a dialogue around their work.’ With in-studio visits restricted for the moment, there are plenty of digital alternatives. London-based Cockpit Arts, for example, has taken its popular open studio events online, hosting virtual tours where you can connect with fresh new talent. Galleries also have their own programmes of virtual talks, tours and meet-the-maker sessions – follow them on social media for details, or reach out via email.

Commission a craftsperson

Commissioning craft isn’t simply about buying an object that fits a space or your colour scheme – it’s a way of having a hand in creating a bespoke object you could live with for years. At its best, a commission is a collaboration – you see your ideas interpreted and brought to life in unexpected form and the maker takes inspiration from a specific set of opportunities and constraints. ‘You will learn about the process of artistic work and your own creative ability,’ says interior designer Rachel Chudley. ‘You will end up with an heirloom: a work of art that will tell a personal story.’

Follow your heart

Ultimately, the consensus among craft connoisseurs is that when it comes to buying: always follow your heart. Blackburn opines, ‘My advice to customers was always, “If you love it and you can afford it, you should buy it.” I have no regrets about what I have bought but plenty of regrets about what I didn’t buy.’ Corbett offers a similar sentiment: ‘Whichever strategy you adopt, it is great to make decisions based on what you truly fall in love with.’

Collect 2021 is now live on Artsy.net, with works on view and commissions available until 24 March. Follow the action online and on Instagram at @collectartfair.