Building a Collection: Do’s and Don’ts

Sep 22, 2025

Some exciting news to start with: I was recently interviewed in Monaco Tribune about our French Riviera Art Guide — a digital concept I first developed in Scandinavia and have now brought to the Mediterranean. As an art entrepreneur, advisor, and educator, my purpose remains the same no matter the location: to make art more accessible, enriching, and meaningful, whether you’re exploring it for a single day or starting a deeper, lifelong connection. You can read the article here!

Now let’s talk about collecting.

Over the years, I’ve met many collectors — some just beginning, others with decades of experience. And something always stands out:

Collecting is most rewarding when it’s done with clarity, knowledge, and purpose.

Have you ever walked through an exhibition and thought: Is this artist any good? How do I know where their work fits in the broader context? What if I choose wrong? Will I still appreciate this piece ten years from now? Is the price fair and is it worth the money at all? 🤔💭

These thoughts are more common than you might think. Many people feel an invisible wall between themselves and the art world — a language they were never taught to speak.

Uncertainty is what holds many back from collecting. Where to begin, what to look for, what is good art, and will it hold value over time? These are questions I hear regularly, even from people deeply drawn to art!

One of the most common mistakes I see is: relying entirely on multiple local galleries and local setting to decide what art to buy — without putting the art into a broader context.

Just last week, someone contacted me about an art collection that they had acquired together with a property in Scandinavia. The records the previous owners had spent thousands on artworks over the past few decades, but today, the collection's value leaves much to be desired..😳 Even for me as an observer it really hurts to see this happen — over and over again. 🫠

Collecting isn’t always about getting it “right” — it’s about building identity. But that doesn’t mean going in blindly.

It can take years — even decades — to develop the expertise that leads to confident, lasting decisions. Or, you can fast-track that journey with someone by your side.

This autumn, I’m opening a few private places in my 1:1 art advisory program.

It’s a fully tailored journey for those who feel the pull of art, but want guidance to take the interest to the next level. Together we will:

Learn how to look at and understand art – from major art history concepts to contemporary trends
Discover how to navigate the market with clarity and confidence
Learn to assess value — not just in terms of price, but in meaning, quality, and long-term significance
Evaluate your current collection and define a clear vision for it
Get access to and connect with artists and galleries you might not find yourself
Build a collection that feels right for you — one that brings joy now, and becomes a legacy for the future

If you’re interested, just reply to this email with a short introduction of yourself and your relationship with art today, along with your goals and wishes – and we take the conversation from there!

PS. Read my interview in Monaco Tribune here.

PPS. Download the French Riviera Art Guide here if you haven't done so yet.

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Building a Collection: Do’s and Don’ts

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