The Art of knowledge

The woman looked at me and apologized for not knowing anything about art. It was a few weeks ago, just before she bought a couple of paintings based on the fact that she absolutely adored them. I have heard this hundreds of times and still wonder why it is that Art, makes people apologise for not swotting up on the latest and greatest artist in their spare time.

Most customers aren’t art collectors but just know what they like, and that’s fine with me. Imagine going into Marks and Spencer and apologising for not knowing anything about clothes. It's absurd, and the more you think about it, the more ridiculous it seems.
I try to make it accessible and not to intimidate people but art has a reputation that can’t be undone by one gallery.

Prices at mooch are not out of reach of most people, starting at £65 so Its not that it has to do with the price. Omega watches are expensive but your won’t find anyone apologising for not knowing anything about their history or reputation. Similarly you won’t find Ronaldo apologizing for not knowing the racing pedigree of his Bentley. If something looks good and makes you feel special then surely you don’t need to justify it with technical speak.

Most people who buy art from me, do so using gut instinct rather than knowledge of other artists or past exhibitions. That’s not to say you shouldn’t read up on an artist. If you love the work its useful to know how well they are doing as the art can also be considered as an investment.

If you are reading this then perhaps you will change your approach to buying art. Stick up for what you like. Don’t be afraid to say what you think. Don’t apologise and don’t feel intimidated because there is no need. The bottom line is that art consists of very basic raw materials of paint and canvas, and that’s as uncomplicated as it gets.