Art Market
Starting an art collection from scratch is an exciting opportunity to express your taste, discover artworks you love, and forge lasting connections with galleries and artists.
However, for many, the art world is associated with stereotypes of aloofness and exclusivity. Finding your personal style, establishing a budget, and identifying where to buy works can be overwhelming for first-time buyers to consider. Add in some unhelpful myths about the art world perpetuated by the news and the media, and the process can become downright confusing.
Here, we speak to gallerists to help bust some of the biggest myths about buying art and share what collectors need to know instead.
Myth 1: You have to be rich to buy art
A lot of prospective collectors think art is for the ultra-wealthy, notes Kate Sam of KB Fine Art. Most coverage of art sales that grab headlines focuses on the priciest outliers at auction houses, which can lead to a misconception that “art is on the $1 million level,” she explained.
The reality is that most art is sold for much lower, accessible prices. According to Artsy’s Art Market Trends 2025 report, the vast majority of works purchased by collectors and sold by dealers are priced at $5,000 or less.
Although not all galleries are transparent about prices, “it’s not illegal to ask how much something costs,” said Patti Ruiz of Ruiz-Healy Art.
Understanding how art pricing works can help buyers make informed decisions. Ruiz recommends that new buyers ask galleries about prints or works on paper if they want to look at more accessible work by specific artists—or even ask to be put on the mailing list.
“That’s a good way to build a collection, start the conversation, get to know more about the artist and the gallery programming,” she said. “And see if their upcoming shows are going to be more on your price point.”
Learn what determines the price of an artwork here.
Myth 2: You need insider connections to engage with the art world
While personal relationships undeniably fuel aspects of the art world, the vast majority of galleries are keen to connect with new buyers and audiences.
Ruiz said many people are concerned that gallerists “are going to be mean or won’t speak to them”—a stereotype perpetuated by fictional portrayals of tight-lipped art dealers such as Charlotte in Sex and the City and Rhodora Haze in the satirical thriller Velvet Buzzsaw.
But the reality is different. “If you’re going there to be respectful, see the art, have meaningful conversations, and learn more, people are happy to have you, even if you’re not intending to buy that evening,” she said.
Since the pandemic, there has been a greater prevalence of online viewing rooms, which has also opened up galleries to a wider audience. This enables interested parties to connect with galleries around the world. “You can be online in Austria and look at a gallery in Texas,” Ruiz added. “We get requests from people all over the world.”
Read more about how to feel confident when visiting an art gallery here.
Myth 3: Specialist education is required to understand art
Many prospective buyers are worried that they don’t understand art enough to feel comfortable making a purchase.
“They feel unsafe being in this market when they are trying to start collecting, because they are afraid of making a mistake,” Sam said. But, as she points out, “art history is like a big ocean for people to think about…they can never know everything.”
To make this prospect less intimidating, it’s advisable for those interested to focus on a specific movement or artist they’re interested in and focus their research.
Lu Chen of AMPHI Gallery recommends that newcomers view solo shows of individual artists. “They often offer a comprehensive presentation of the artist’s creative approach and their styles, and you get to know the background,” she said.
Galleries are also there to help, should any questions and thoughts arise. “When you buy from a good gallery, you are buying into the security of experience and safe provenance,” said Christina Jansen of The Scottish Gallery.
Find out how to build your taste in art, according to experts, here.
Myth 4: Buying from galleries is a purely transactional affair
It is easy to imagine an art gallery as simply a shop that hangs art and takes a commission. While this can undoubtedly be the case for different buyer needs and seller interactions depending on the context, many galleries are more than happy to engage beyond a sale.
“A good gallery is a creative partner for artists, collectors, and the public,” said Jansen. “We shape careers, nurture talent, and work alongside our artists and curate experiences that connect people with art in a meaningful way.”
Galleries can also advise on artworks that might interest you or answer any questions about the practicalities involved in buying art. Many also take on a community role for like-minded people in the area.
“It’s a space where people can connect with each other,” said Chen, whose gallery is based in Old Pasadena, California. “When we celebrate exhibitions, students, artists, visitors, and curators get the chance to talk to each other.”
We cover essential questions for new art buyers to ask galleries here.
Myth 5: Art isn’t suitable for living with
Thanks to mainstream coverage of art, its status is viewed as a lofty and unattainable asset more at home in mansions and museums than in ordinary homes.
“There is a lack of understanding about what art is—why you would want to have art, to be immersed in art, or what it feels like to have artworks on your wall,” said Sam.
Collectors can be put off by the prospect of maintaining original artworks and identifying suitable mediums to complement the size and design of their home, but gallerists can help with such queries. Once buyers set aside their reservations to explore the vast range of artworks available with an open mind, the process can be immensely rewarding.
“I want people to be curious about the artists,” Sam said, adding that it brings her a lot of joy when buyers connect with her artists’ work. “They like the stories behind the paintings, and then they want something on their wall to remind them about this concept—I love it.”
Learn more about how to display artwork in your home here.
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Olivia Gavoyannis
Olivia Gavoyannis is a London-based writer and editor. She has an MA in journalism from City St George’s, University of London, and has written about art and culture for publications including The Times, The Art Newspaper, The Telegraph and The i Paper. She is the author of Lie To Me, a historical novel published in 2025 by Bonnier Books.
