The traditional art gallery model is broken. Everyone knows it, but few say it out loud.
It’s widely reported that galleries survive on inflated commissions, gatekeeping, and the illusion of prestige.
Repeatedly we hear they take up to half an artist’s income, while keeping collectors at arm’s length from the very thing they care about most: the art and the artist behind it.
This isn’t just bad for artists. It’s bad for collectors, too.
Because we’ve learned: Collectors don’t actually want to be sold to.
They don’t want another anonymous white-wall transaction where a dealer decides what’s “important” or “valuable.”
Our own repeated experience is that Collectors crave connection.
They want to understand the story, meet the artist, and, if they’re commissioning, shape a piece of the art journey themselves.
That’s where we think the old gallery system fails completely.
It treats collectors like wallets, not people.
Collecting Is Not a Transaction. It’s a Relationship
When a collector invests in a work of art, it’s never just about the object.
It’s about meaning.
It’s about how the artwork fits into their life, their home, their personal story.
The most powerful collections aren’t built from silent purchases at openings. They’re built from relationships, real conversations between collector and artist, the kind you can’t buy at an auction, or off a white wall.
Many believe direct connection with the artist matters.
When collectors are part of the process, whether they see commissions evolve step by step, or discover the inspiration behind a new release, then the artwork becomes theirs in a way no gallery can replicate.
It’s not hype. It’s intimacy. And intimacy creates lasting value.
Why Galleries Fear This Shift
Traditional galleries don’t want collectors and artists to connect directly, because the middleman only has power if both sides stay apart.
Their entire business model relies on mystique, scarcity, and control.
But collectors are smart. They know when they’re being sold to. And they know when something feels authentic.
The shift is already happening: Artists bypassing the system, building communities online, sharing stories in real time, and letting collectors experience the artwork in progress.
Collectors love it because they’re not just buying. They’re belonging.
The New Standard for Collectors
Here’s the plain truth: If you’re still buying through a gallery, you’re possibly missing out on one of the best parts of collecting - its meaning.
You’re outsourcing the meaning of your collection to someone else.
We believe the future belongs to collectors who want to be involved, who want to know the artist, who want to say: I was part of this.
And it belongs to artists who are bold enough to tear down the wall between creator and collector.
