Women, Wealth & the Future of Art Value: Galleries, Online Sales & Legacy
Welcome to ValuationPodcast.com—your go-to resource for navigating the world of business growth and valuation. I’m Melissa Gragg, a financial mediator and business valuation expert in St. Louis, Missouri. In this episode of ValuationPodcast.com, I speak with Ann Priftis, CEO of a group of seven contemporary art galleries across the U.S. and Canada and an art advisor/appraiser—about how value is created (and preserved) in today’s art market.
Key Takeaways
Hybrid is the new normal: Galleries pair brick-and-mortar with online viewing rooms and consultative sales—especially effective when buyers already know an artist’s work.
Human trust drives high-value sales: For five-figure (and up) works, collectors still want storytelling + expert guidance, not a one-click cart.
Art fairs & real estate are squeezing the old model: Costs (booths, travel, staffing, leases) are pushing galleries to rethink where and how they sell.
Buy for passion; manage like an asset: Most art won’t outperform financial markets. Enjoy it—and maintain it (storage, conservation, crating, insurance) and appraise periodically to support lending, gifting, or estate decisions.
Women & next-gen are reshaping demand: More diverse boards and curators, social discovery, willingness to try lesser-known artists, and a trade/refresh mindset versus holding forever.
Q&As
Q1: Are people really buying expensive art online now?
A: Yes—when they already know the artist or have an advisor guiding them. Online viewing rooms plus live consultant chats create enough confidence for significant purchases.
Q2: What’s the practical difference between décor and collecting?
A: Décor solves a design need (size, color, space). Collecting builds a point of view: artist research, provenance, condition, and a plan for care, documentation, and potential deaccession.
Q3: Is art a good investment?
A: For most buyers, buy for love, not ROI. A small slice of blue-chip work can appreciate, but markets are illiquid and costs (fees, storage, conservation) matter. Treat returns as a bonus.
Q4: How do artists move from $5k to $150k+ price tiers?
A: Consistent quality, institutional validation (exhibitions, collections), press, and strong gallery/advisor placement. Scarcity and sustained demand—not hype alone—support durable pricing.
Q5: What should families do with sizable collections?
A: Get periodic appraisals, document condition/provenance, budget for stewardship (storage, conservation, crating/shipping), and build an estate/legacy plan (donations, loans, or sales) so heirs aren’t forced into rushed decisions.
