One of the main concerns of art collectors, both new and established, is price transparency. When buying artwork online, this is especially important. I strive to keep my prices as simple, transparent, and easy to understand as possible. The price you see on my artist-direct site is the same price you will see through any art dealer where I list the same artwork.
Deloitte and Hiscox have both reported on pricing transparency in the art market. The art market is now global and less and less the domain of select power players in a few major cities.
High end art is one of the most manipulated markets in our economy. Gallerists are able to dictate the price, and hence the value of the art itself becomes a selling point. Celebrity buyers, and conspicuous consumption, in turn further increase the value. With emerging artists, such as myself, it is the demand for the art that dictates the price, along with the necessity to sell the art to maintain financial viability (a.k.a. put food on the table.) In short, I expect to sell my art based on what the aesthetics are worth to you, the viewer and collector, rather than what an art world tastemaker tells you to think of it.
Walk into a high-end art gallery and you may not find any prices displayed. This uninviting approach works to the advantage of self-representing artists who sell directly to the public. I display a price for every work that is available. This upfront approach is more inviting and it has not deterred buyers, whether wealthy or of modest means: I’ve shipped to homes that are valued from $75,000 to $8,000,000. My work has been collected by major Hollywood filmmakers, bank CEOs, renown physicians, and lawyers all over the United States and a dozen other countries. But it has also been purchased by highway patrol officers, students, other photographers, and data-entry clerks. The accessibility of art does not diminish it’s appeal for those who truly appreciate art for what is is rather than what it costs.
Even savvy collectors with plenty of financial resources don’t want to throw money around blindly. No matter what your home is worth or how much you earn, you don’t want to over pay for anything, and buying artwork online is no different.
I see no need to artificially inflate prices only to discount them for everyone. Art dealers insist on offering up to 15% discounts for larger purchases, so my prices and discount program reflect this reality. I deplore mass-marketing tactics for artwork. So, I don’t conduct clearance sales and I don’t list with online art galleries who mandate participation in deep discounting.
Art dealers provide a valuable service to earn their commission. They do work that I would otherwise have to do, such as advertising, so I see no need to undercut their prices when selling direct. My base prices are the same everywhere. There may be minor fluctuations based on currency exchange rates for foreign-based sellers, and differences in shipping policies and rates that vary by dealer (U.S. shipping is free on my site.)
The prices of my limited edition archival photographs are based on size and availability. Larger artworks sell for higher prices. Prices for a given size are uniform at the introduction of an artwork. If a particular edition is selling exceptionally fast, the price is subject to increase for the latter portion of the edition, based on demand.