Collecting Guide: Six Lessons from 'Advice to an Aspiring Collector'

Beginning an art collection - or simply purchasing your first piece of art - can feel quite daunting. Many complexities may arise: What do I even like? Where do I buy it? Who do I ask? What are the unwritten rules?

To offer proper guidance, we've gathered 6 points of wisdom from 6 seasoned collectors who have generously shared their experiences and advice throughout our recent series Advice to an Aspiring Collector.

Meet Rafaela Seppälä, Chair of the Tiftö Foundation, philanthropist Christine Mack, retired lecturer Rita Houmann, film producer Sigurjón Sighvatsson, architect Irene Sævik, and entrepreneur Christian Just Linde, as we wrap up the series, bringing you a full roadmap for those looking to delve into the world of art collecting.

1. Start with exploration.

Across the conversations, it became clear that to begin collecting art and to figure out what you like, you simply have to start seeing a lot of art.

Rafaela Seppälä, who did not begin her collecting journey until later in life, emphasises the importance of immersing yourself in the art world, suggesting visits to galleries, art fairs, and museums to familiarise yourself with different artworks and styles. Educating yourself in art history was also mentioned as both fascinating and beneficial in this journey of exploration: "Visit galleries, art fairs, museums. You get a sense of what is being made, and you start to develop your own taste."

Rita Houmann follows this sentiment, advising people to attend numerous exhibitions and engage with gallery owners for guidance: "I would advise people to go to as many exhibitions as possible and talk to gallery owners – it is good guidance to get started."

Christian Just Linde proposes using art fairs to find galleries with a curatorial lens or programme that matches your preferences: “If you visit a gallery stand at an art fair and you like the way it is curated, then the gallery may share a similar perspective on art as you do. In that case, this gallery can be used as a kind of filter.”

• Therefore: explore, explore, explore — and find galleries that share your taste. They can serve as a guide to discovering artists you will truly enjoy.

3. Consider emerging artists.

Investing in emerging artists can be both rewarding and accessible, giving collectors the chance to follow an artist’s development from the outset, as mentioned by Rita Houmann: "Buy art from emerging artists. The prices are lower and you get to follow their careers."

This was also how Sigurjón Sighvatsson started collecting: "Initially, I would almost exclusively buy works from emerging artists, as I didn't have the funds to be a large-scale collector."

Christian Just Linde shares this view, highlighting the pleasure of being able to follow an artist’s journey: "I’ve enjoyed supporting artists from their early exhibitions. For example, FOS, whose first show I attended at Gallery Christina Wilson [now Wilson Saplana Gallery] after he graduated, has been fantastic to follow. I’m also looking forward to seeing how Martin Brandt Hansen’s career develops."

Irene Sævik also appreciates emerging artists for the originality and potential they bring: "Some of the most exciting pieces in my collection are from artists who were just starting out."

• Investing in emerging artists allows collectors to access affordable works, support artistic growth from the start, and enjoy the excitement of discovering originality and potential early in an artist’s career.

5. Be transparent about your budget.

When it comes to practical advice, don’t be afraid to be open about your budget. Even a limited budget should not prevent you from starting an art collection. Engaging with galleries can help you discover artists and artworks that are within your reach. You might begin with prints or editioned works by artists you like, which provide a more affordable entry point into collecting.

For Rita Houmann, asking for a payment plan is something most galleries are open to: "Do not be afraid to ask for a payment plan. Art should be accessible, and galleries often accommodate sincere buyers."

Similarly, Rafaela Seppälä shares this piece of advice: "Buy what you can reasonably afford. Galleries might allow you to pay in instalments."

• Be open about your budget, as galleries often accommodate affordable options and payment plans, making art accessible even on a limited budget.

Six lessons from Advice to an Aspiring Collector:

Starting an art collection can feel daunting, but these insights from experienced collectors highlight the key considerations and practical ways to begin, helping you feel confident and making the process more rewarding. Above all, it is worth noting that the world of art is vast and diverse; there is no single “right” way to collect - only the way that feels right for you.

The key lessons are:

1. Start with exploration.
2. Trust your intuition.
3. Consider emerging artists.
4. Engage with the art community.
5. Be transparent about your budget.
6. View art as a personal investment.