Under the Hammer: How to Start an Art Collection
Welcome to 'Under the Hammer' by Webb’s—an educational series that offers a deep dive into the captivating world of auctions. From art market insights to the rarest vehicles and most coveted handbags, we guide you through every facet of the auction world, sharing expert knowledge from New Zealand’s leading auction house.
Always dreamed of building your own art collection? Getting started doesn’t need to be intimidating, nor prohibitively expensive. Here are our top tips for going from admirer to collector at any budget and level of knowledge.
Under the Hammer: How to Start an Art Collection
From the outside, the idea of collecting art can seem daunting or simply unthinkably out of reach — the domain of the ultra-wealthy or those with a single-minded passion for a field that is enormous, multilayered and full of references that can take years to understand. In reality though, the buying of art—much like art itself—is entirely subjective; a collection can be as modest, esoteric or extravagant as your taste and wall space allows, and you don’t need an Art Basel budget or an art history degree to start a collection that brings joy, provokes thought, and adds a new dimension to the way you view and interact with your home and world.
At Webb’s we’ve been privileged to be part of many people’s journey from first-time buyer to serious collector, and we’ve observed a few key steps and considerations that not only make building a collection achievable, but a really exciting and rewarding endeavour, too.
Find what speaks to you—from the beautiful landscapes of Lois McIvor to striking graphic pieces, there’s a world of art waiting to be discovered. (Pictured: Lois McIvor, untitled, oil on canvas, 500 x 600mm).
Know what you like
First, identify your interests. There is an eternal ponderance that goes, “what is art?” however the answer is not a singular one because art is a vast field with countless styles, mediums, and periods. The key here is to take the time to explore different types of art to see what resonates with you. Visit museums, galleries, and art fairs. Pop into Webb’s during a viewing period and ask questions —no matter how basic you think they might be—from our friendly specialists. Follow artists and art institutions on social media. Read art magazines and books to understand the variety available.
Do you find yourself drawn to photography or painting? Bright colours or muted tones? Works that challenge or works that soothe? Are you attracted to pieces that are easily and quickly understood or those that reveal themselves slowly and after many viewings? It’s essential to get a ‘feel’ for what excites and moves you personally and surround yourself with it, little by little your own personal taste will become more attuned and your choices more confident.
Set an intention
Understanding your purpose, the ‘why’ behind starting an art collection, can shape the direction of your journey and help you make more meaningful choices. Are you looking to simply furnish your home with pieces that bring joy and aesthetic harmony? Perhaps you want to champion emerging talent, such as up-and-coming female New Zealand artists. Maybe your goal is to diversify your assets, create an alternative investment stream, or build a legacy collection to pass down through generations. You could even focus on preserving cultural heritage by collecting works with historical or local significance. Whatever your reason, having clarity on your 'why' will not only guide your decisions but also add a deeper sense of purpose to your collection.
Appreciating art—originally made to don the façade of St David’s Church, these iconic works have become a favourite amongst new collectors, offering a unique blend of artistic innovation while also serving as a savvy investment piece. (Pictured Max Gimblett, Remembrance, 2015, hand-screenprinted brass quatrefoil, 250 x 250mm).
Learn the market
Once you've identified your interests, educate yourself about the art market. Understanding the art world’s dynamics, including trends, pricing, and key players is really helpful for building confidence. Subscribe to art newsletters, attend gallery talks, and join online art communities. Chat with curators, gallery owners, and fellow collectors to gain insights and advice. Webb’s Art Department, for instance, has a series of catalogue launches (in Auckland, Wellington and sometimes Christchurch) throughout the year which bring together our own experts and external voices to discuss some of the artworks within an auction. These are highly accessible, welcoming and fun soirees full of like-minded individuals where a newcomer can start to join a community, learn more about the subject and, when ready, make steps toward their first acquisitions.
No need to break the bank—prints, editions, and smaller works by renowned artists offer an accessible way to own something special and begin building your collection with confidence. (Pictured: Robert Ellis, Motorways (Barry Lett Multiple), c1970, screenprint on paper, 550 x 450mm).
Establish a budget
As we said, the buying of art is subjective—what’s spare change for one buyer can be a huge financial investment for the next. Determine how much you are willing and able to spend on your collection, both initially and on an ongoing basis.
Do you want to buy pieces ad hoc or take a more disciplined approach by regularly setting aside funds to grow your collection?
Some buyers set special and ongoing dates for their purchases—i.e Christmas, their own or loved ones’ birthdays or anniversaries, etc—and gather knowledge and finances to reach those timelines and goals.
Keep in mind that art isn’t just a financial investment; it's also an emotional and aesthetic one.
Set a budget that allows you to bring home pieces you genuinely love.
With a huge range of works starting at estimates as low as under $100, Webb’s Art Online auctions are a great place to start on a modest budget.
Own a piece of art history—sketches and working drawings can often be the gateway to iconic artists, offering the chance to acquire pieces by household names like Louise Henderson at a more accessible price. (Pictured: Louise Henderson, Dieppe (Study), 1958, graphite and coloured pencil on paper, 290 x 230mm).
Consider the source
When you're ready to start purchasing, always look to buy from reputable sources—particularly when you are buying from the secondary market. Established galleries, auction houses, and art dealers can provide valuable guidance and assurance of authenticity. If you're looking to support emerging artists, then art fairs and studio visits can be excellent opportunities to discover new talents. As always, with buying online, be cautious and critical with which websites you use; ensure the platform is trustworthy and provides clear information about the artwork’s provenance and condition.
On that note, documentation and provenance are critical to building an art collection. Provenance refers to the history of ownership of a particular piece, which can significantly impact its value and authenticity. Always request and keep detailed records of your purchases, including receipts, certificates of authenticity, and any relevant historical information. This documentation is not only essential for verifying the artwork's legitimacy but also for future valuations, insurance and potential future sales.
A transformed artwork—once weathered and worn now thoughtfully restored and reframed to enhance its beauty, protect its integrity, and ensure it continues to shine for years to come. (Pictured: A Lois White, untitled, graphite on paper, 170 x 200mm).
Show your art some love
Whether your new work cost $50 or $50,000 you should always display and care for your art with care. It’s not only about protecting your investment but also giving respect to the work of the artist. Once you've acquired pieces, think about how you’ll showcase them. Proper framing, lighting, and placement can enhance the artwork's impact and longevity—you can read our guide to framing art here. Additionally, be mindful of environmental factors like humidity, temperature, and light exposure that can affect the condition of your pieces. That sun-lit wall in the living room may be begging for a focal point (and hey, we’re not here to dictate your aesthetic vision!), but just be mindful of how UV exposure could impact the artwork over time.
Regular maintenance and, if necessary, professional conservation can help preserve your collection’s value and beauty—the team at Webb’s is always happy to point you in the right direction here.
Keep learning
Lastly, stay engaged with the art community. Continuing to learn, network, and engage with other collectors and art enthusiasts will enhance your collecting experience while fine-tuning your ability to recognise beauty and depth in your works. Attend exhibitions and auctions, participate in art forums, and consider joining collector groups or clubs. This engagement is not only rewarding in itself but can lead to new discoveries, opportunities, and a deeper appreciation for your collection.
If you’re someone with an innate curiosity and a love for the thrill of the hunt, then with a bit of time, research and savvy buying, you can build a collection that is not only deeply meaningful to you but monetarily valuable too. If you’d like more advice on getting started please reach out to our specialist Art team — they’d love to help you on this exciting journey of discovery and personal expression.
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