The following was written by Joshua Baer, a Santa Fe art dealer with a storied reputation. Joshua Baer writes a monthly column about wine called “One Bottle.” You can read his columns here.
Twenty years ago, when I first started buying and selling art, I asked myself what it meant to be an art dealer. How did an art dealer act? What kind of art did an art dealer like? How did he make decisions? What did he say? How did he cultivate his clients? How did he cultivate himself? Twenty years later, I’m still asking myself those questions. Every once in a while, I make a sale and think I know the answers. Then I make a mistake and remind myself that I don’t. One of the lessons being an art dealer has taught me is that buying and selling art is as much about asking questions as it is about knowing answers.
One of the questions collectors always ask is, “How do you know it’s not a fake?” They never ask, “How do you know it’s real?” Which strikes me as odd, because the two questions are the same question. If you know what’s real, you know what’s fake, and vice versa. Collectors spend a lot of time worrying about buying fake works of art, but you never hear a collector complain about fake art dealers. Which is also odd, because you can lose a lot more money buying real art from a fake art dealer than buying fake art from a real dealer. If you buy a fake from a real dealer, you take back the fake and the real art dealer refunds your money. Only a fake art dealer would refuse to refund your money if he got caught selling you a fake.
On the other hand, if you take a real work of art to a fake art dealer and say, “I need to raise some money,” the fake art dealer will spend twenty minutes explaining why he can’t sell your work of art. The market is slow. He has nobody for it. You paid too much. He just bought a masterpiece. He’s about to leave for Europe. These are the kinds of excuses fake art dealers make. The common denominator is that a fake art dealer won’t stand behind the art he sells. In that sense, a fake art dealer takes wine and turns it into water – the kind of water nobody wants to drink. I want four things from life. I want to be a good husband. I want to be a good father. I want to learn about life from the art I buy and sell. And, last but not least, I want to be a real art dealer. I don’t want to fool my clients, my friends, my enemies, or myself. No matter how rich you are or what kind of taste you have, genuine art keeps you honest. I have learned this the hard way.