About the Author: Jason Horejs

Jason Horejs is the Owner of Xanadu Gallery, author of best selling books "Starving" to Successful & How to Sell Art , publisher of reddotblog.com, and founder of the Art Business Academy. Jason has helped thousands of artists prepare themselves to more effectively market their work, build relationships with galleries and collectors, and turn their artistic passion into a viable business.


  1. This is spot on. I may have lost a sale over price. I had a rather large painting in an invitational show, The show was over. I was removing my painting when a fellow visiting the venue (which was not a gallery engaged me in conversation about the piece. We talked about the inspiration, my process as a producer of art. He said, “this painting would be perfect in my condominium in Florida but I’m not going to buy it. I’ll tell you why. There must be something wrong with to be so inexpensive and you’re not telling me.” It had been a learning curve month so I asked him, what he had expected to pay. His answer was “easily double and a bargain at that.” This was pre- ABA but “i think the problem still exists.
    I’m a “fanny pack artist” in a “Porsche world”. Kind of the problem in reverse maybe.

  2. I have friends who are avid art collectors, carry a camera, and fanny pack. From the Pacific NW. Were visiting me in Florida, saw a sculpture they loved, and spent over 5k to purchase and ship. Then had a pedestal made specifically for the piece. They own several million dollar homes. He is learning to paint. So you just never know. I say engage, be respectful, and do not judge. Assumptions are often based on such limited information. I have been victim of this as well. I have a nice wristwatch. But it looks a lot more expensive than it is. The moment someone compliments me on my watch, I know the price is going up!

  3. We’ve sold several sculptures to people who wanted the pieces but said they couldn’t afford them. Each time, my wife worked with the people to develop plans for how to pay for them. Those sales usually took longer to complete than others, but they were completed and all of us were happy about it.

  4. I don’t know about the US, but since I moved to Switzerland there is something I’ve learnt about wealthy, ready to spend (if convinced that they’re not getting ripped off), Swiss art lovers: Understatement is their middle name.
    You see an elderly couple wearing something like a shabby hiking gear walk into the gallery. What is your first thought?

    You might think: Here’s a couple of happy old hippies, most likely hobby artists, who drop by every show opening in town to have a chat, a glass of wine and go.

    Until you find them casually signing a contract for 2500 Swiss Franks (about 2700 US dollars) for a tiny 8×12” painting… Then you look them up on the internet and find out they own half the region plus a significant collection.

    So, lesson learnt, do not pre-judge. If anything, not by appearance!

  5. My husband and I have a retail store, not selling art but our google listing shows three to four dollar signs for price range. We once had a customer come in looking not at all like our typical customer. To say she was a little rough around the edges would be a kindness, she was on the cusp of slovenly. Not only did she floor us that day by making the largest purchase of the entire month but she went on to become a regular customer who consistently dressed the same way and consistently made our sales week. She has since passed away and I can’t say I remember if she used a fanny pack but I would not be surprised if she did. Thank you for all you do to enlighten and educate.

  6. You are so spot on, Jason. I’ve never judged anyone based on appearances because you can’t judge a book by its cover. When I was at a gallery, there is was a woman that used to come to the gallery every weekend when artists were there working their crafts in the garden terrace. She loved to hang out and talk with all of us. I was told by more than one artist that she loved to “yack it up with people but she never bought anything. She just wasted their time.” She didn’t wear fancy clothes and even looked a little disheveled some days. I found her personality outgoing, friendly and funny, and assumed she was lonely. We spent many times talking and I listening to her stories.

    Then one day, the gallery owner called me. That same lady had purchased four of my paintings! I know this is unusual but I was quite excited. The next time I saw her at the gallery, I made a point to thank her. She ended up purchasing two more pieces over the next month and she asked me if i would give her an art lesson, and I was more than happy to accommodate her. This was a great experience for me. Never judge a book by it’s cover. She had more money than anyone would have believed and she chose to spend it on good art.

Leave a Reply

Your email address will not be published. Required fields are marked *