Women, Wealth & the Future of Art Value: Galleries, Online Sales & Legacy | ValuationPodcast.com

In this episode of ValuationPodcast.com, Melissa Gragg speaks with Ann Priftis, CEO of a group of seven contemporary art galleries across the U.S. and Canada and an art advisor/appraiser—about how value is created (and preserved) in today’s art market.

You’ll hear how galleries are shifting from the classic “white box” model to hybrid sales (in-person + OVR/online viewing rooms), why many serious purchases still require human advisory (not “Buy Now” buttons), and what collectors should know about stewardship, appraisal, and estate planning. Anne also unpacks how women and next-gen collectors are changing taste, discovery (social media), and resale behavior—and why most art should be bought for love first, returns second.

5 Key Takeaways

• Hybrid is the new normal: Galleries pair brick-and-mortar with online viewing rooms and consultative sales—especially effective when buyers already know an artist’s work.
• Human trust drives high-value sales: For five-figure (and up) works, collectors still want storytelling + expert guidance, not a one-click cart.
• Art fairs & real estate are squeezing the old model: Costs (booths, travel, staffing, leases) are pushing galleries to rethink where and how they sell.
• Buy for passion; manage like an asset: Most art won’t outperform financial markets. Enjoy it—and maintain it (storage, conservation, crating, insurance) and appraise periodically to support lending, gifting, or estate decisions.
• Women & next-gen are reshaping demand: More diverse boards and curators, social discovery, willingness to try lesser-known artists, and a trade/refresh mindset versus holding forever.

Q&As From Episode:

Q1: Are people really buying expensive art online now?
A: Yes—when they already know the artist or have an advisor guiding them. Online viewing rooms plus live consultant chats create enough confidence for significant purchases.

Q2: What’s the practical difference between décor and collecting?
A: Décor solves a design need (size, color, space). Collecting builds a point of view: artist research, provenance, condition, and a plan for care, documentation, and potential deaccession.

Q3: Is art a good investment?
A: For most buyers, buy for love, not ROI. A small slice of blue-chip work can appreciate, but markets are illiquid and costs (fees, storage, conservation) matter. Treat returns as a bonus.

Q4: How do artists move from $5k to $150k+ price tiers?
A: Consistent quality, institutional validation (exhibitions, collections), press, and strong gallery/advisor placement. Scarcity and sustained demand—not hype alone—support durable pricing.

Q5: What should families do with sizable collections?
A: Get periodic appraisals, document condition/provenance, budget for stewardship (storage, conservation, crating/shipping), and build an estate/legacy plan (donations, loans, or sales) so heirs aren’t forced into rushed decisions.

Connect with Ann: https://www.linkedin.com/in/ann-priftis/
Ann's website: https://clarkpriftisart.com/

Connect with Melissa:
Melissa Gragg  
Expert testimony for financial and valuation issues  
Bridge Valuation Partners, LLC  
[email protected]  
http://www.BridgeValuation.com  
Cell: (314) 541-8163

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