How Different Art Advisors Compare
This year marks Mason Lane’s 9th in business and we're proud to share that we sold nearly $2.5 million of art in 2022, up more than 50% from the prior year. I share this information because as the Founder, I am grateful for the support you all provide and transparent about what that translates to: Proceeds from our primary market sales go directly into the hands of artists, gallerists, framers, truckers and more who believe in art as a means of self expression, a source of inspiration, and an important pillar of our culture. Your support also makes possible our meaningful contributions to charities like Project Sunshine, and hosting of the annual Cobble Hill Halloween Window Painting Day for kids. Finally, because of each of you, our entrepreneurial team of women can work together across the continent to foster appreciation for art and to create inspired homes.
Importantly, the way our team works is different from how any other advisory operates. With all of that said, today we're shedding light on how, and particularly how different art advisors compare in this crazy industry with no rules.
First, I have always believed that art curated well can change the dynamic of a room and the way people experience it. Capturing this through professional colored photography that could be shared through various marketing channels was therefore a key part of my strategy when I started 9 years ago. No other art advisors were doing this; those websites and social feeds were/are void of professional images. Some lack any visuals and display black and white text on a screen. The elusive approach definitely works for many in the art world, and this is not to say one approach is better than the other. That said, I feel proud that our external marketing reflects our internal passion for how art, architecture, and design marry and create impact, and that this marketing has attracted the right clientele for us.
Next, “Mason Lane” is a made up name that is easy to spell, doesn’t sound weird with the word “art” (as “Earnhardt” does) and has a boutique feel to it. Many other advisors lead eponymous firms, which certainly elevates their personal brand, but that didn’t feel right to me; I didn’t want my name to limit the firm’s potential. When we expanded to Toronto and Minneapolis in 2018 and 2020 respectively, that proved to be a good call. My colleagues lead the business in those different markets and together we are bigger than the sum of our parts with crucial artist and idea sharing that happens daily. This is something no other art advisory we know has established to date and that benefits our clients tremendously.
Pricing models is another hot topic that we cannot not address. The spoiler alert is that there is no one way to do it. Some charge hourly, some charge retainers, some charge (huge) commissions-only or a combination of the above…. Since client service has always been a focus of mind, I developed our pricing structures to align with what I feel creates the most positive experience for our clients. With that principle in mind, the structure has evolved into a flat package fee that includes our work as well as ancillary expenses like trucking, installation and more. The result is transparency, simple billing, no nickel and diming, and lasting client relationships that gives meaning to the entire experience.
With regard to transparency: I’ve never appreciated the art world’s inherent secrecy. My job is to provide clients with access to the knowledge and resources I work hard to build. A recent article about art advisors going to Miami quoted an advisor refusing to report on his Basel sales, saying he won’t “kiss and tell”. Others happily reported that they pre sold “everything” before the fair, so the entire Miami trip was “relaxing”. Come on. We all have highs and lows and the extreme withholding of information from advisors, galleries or more doesn’t serve anyone. Our business relies on our team’s collective knowledge, level of service, and eye rather than any inflated image of art world exclusivity, and our clients appreciate our open book attitude.
Thank you to every single person who has contributed to this story. We are grateful for the many ways you have supported us since the beginning and along the way. Cheers to all that’s coming this year.
Sincerely,
