GrandyArt is an art consultancy founded by Georgie Grandy. It specializes in introducing buyers to affordable pieces from Emerging British Artists. Georgie hosts regular exhibitions across London, as well as managing an extensive online portfolio. She took time out of her busy schedule to give Lumitrix her take on the modern art market and the process of buying something you’ll love.
GrandyArt is going from strength to strength- how did you get started?
My first job was for an online marketing agency, which was the perfect start for a computer illiterate History of Art graduate, but not much fun otherwise. So I escaped London, moved to Cape Town to work as an assistant at the Everard Read Gallery and discovered the contemporary art world.
When I was back in London a year later, I decided to combine forces, rolling the gallery, website and marketing experience into one, with an online gallery which works alongside tailor-made exhibitions, offering buyers a fun and accessible look at today’s art market.
How do you choose who to represent?
I represent predominantly young, up-and-coming artists, with a focus on Emerging British Artists. I think it’s important to add something new to the market and it’s exciting to introduce buyers to fresh, original talent. It gives buyers the chance to follow artists from the start of their careers, whilst helping the artists themselves to establish and build their reputations in the contemporary market.
Do you think someone has to know about art in order to buy it?
The most important thing is to know what you like. Then it pays to know your market.
Do you think fine art has to be expensive?
Quality has a price and I like work that has an integral value to it, without automatically needing to be expensive. My annual exhibition ‘Under a Grand’ sets out to deliberately make the point that you don’t need to spend thousands to find both quality and reasonably priced artwork.
What is your target market? Which niche do you think you fill?
When I started out, I noticed that there were hugely talented young artists who were not getting representation from the established galleries. Equally there were younger buyers keen to find original artwork who didn’t necessarily know where to look. So it seemed a natural fit to match the two.
Eight years on, it’s now a combination of the artists that we started out with, who have since gone on to establish well-respected reputations, and new artists fresh out of art school. So the market is now a broader mix, attracting bigger international collectors alongside the younger first-time buyers.
What is your most important advice as to how to how to buy your first piece of art?
Enjoy the process of looking.
Trust your own judgement.
Take the plunge.
What do you think the definition of 'affordable' is nowadays?
‘Affordable’ is naturally personal. It’s often good value which matters more than being affordable, and the value usually lies in getting in first before everyone else catches on.
In this time of austerity are people still buying art?
With the phenomenal success of fairs like the Affordable Art Fair, the market has never been bigger or more accessible, and original artwork is increasingly popular as a result. Austerity tends to establish where quality stands out in the market, and that’s sometimes no bad thing.
What is your favourite Lumitrix picture?
I love the new Fine Art range and particularly Dave Watts who takes fantastic photographs in incredible places. I think Oxford Gardens is a great picture.