Category Archives: Vintage Prints

The Value of a True Limited Edition Print

A true limited edition print in the art world is harder to come by than it might first appear. Many art buyers are new to the market and will perhaps only make a purchase every few years; it’s a very rare handful who can afford the luxury of buying regularly and building up the expertise this brings.

So how do new buyers know that the money they’re investing in art is justified? How can they be reassured that they’re buying a true limited edition print and not paying over the odds for something with little to no value?

 

Negotiating a Good Buy in a Dishonest Market

Unfortunately, too many people take advantage of the inaccessible nature of the art world.  Ebay is rife with listings from sellers boasting that they have obtained a limited edition run of an image, signed by the artist themselves and for sale at an incredibly low price. The perpetrators are careful with their descriptions, often noting that the item listed is “hand-signed”, which it is, but by the hand of the seller, not the artist.

Sellers can print batches of these images after finding the picture online, sign the prints, pop them up for sale on auction sites and sit back and make a tidy and dishonest profit at the buyers’ expense.

Buying Limited Editions from an Art Gallery

At the other end of the scale are the gallery limited editions, which regularly sell for prices in the tens of thousands. These limited editions usually number under a dozen and investors making these purchasers can be assured that the work is genuine thanks to the contact with the gallery and sometimes the artist themselves.

What they can’t be assured of is their investment. Art is an unpredictable market, with popular artists and prints changing with the fashions. There is no guarantee that a print will increase in value, even if it was one of only five in the world and cost the buyer £10,000.

The individuals operating at this end of the market,   either have the money to buy expensive art for the sheer love of the image and price is no matter to their wallet – or they are professionals with a real understanding of the art world. But even these people are making only an educated guess with their investment.

The time needed to research the art world to this level is akin to a full-time job and the ever-changing nature of the market makes it a constant effort. And yet many people want to purchase true limited edition prints without risking their fortunes in doing so.

Low Risk Genuine Limited Edition Fine Art

ONGallery is providing a new way to access limited edition fine art photography which reduces the financial risk to buyers and offers a guarantee that what they’re buying is a genuine limited edition.  This isn’t the inaccessible world of high price galleries and it’s a million miles away from the faux bargain ‘limited editions’. These are true limited editions of some of the world’s most beautiful images.

Through years of building careful connections with world renowned artists and industry experts, the company is able to offer limited edition prints for sale for prices in the hundreds, rather than the thousands.

This is done by increasing the limited edition print runs of the image so that the number are in the low hundreds rather than dozens. By doing so, the artist still receives the money he or she deserves for their work but the market is no longer restricted and more buyers have the option of entering the market.

To reassure art buyers that their investment is the real deal, without demanding that they put tens of thousands on the line, fine art prints are sold with a Certificate of Authenticity. Usually something found in the most expensive of galleries, ONGallery’s Certificate of Authenticity is proof of the value of the buyer’s investment. It lists the size of the limited edition, the print number of this individual item, the title of the work, and the artist’s name and their signature (or in the case where the print has been acquired through the estate of the artist, it may feature the signature of the artist’s representative or agent).

The shift in approach is a change in the art world which is already making waves. Peter Neilson, founder and CEO of ONGallery, remarked: “We know how much limited editions matter in the art world, they are a hugely important part of the photograph’s value. But until recently, buyers were faced with an uncomfortable choice between the high prices of the galleries where art works came with guarantees of their authenticity, but prices were sky high; and affordable but unscrupulous online sellers, who offered far too many ‘too good to be true’ deals.

“ONGallery represents a genuine alternative to these two markets and it’s been a delight to see the positive reaction from buyers taking ownership of some of their favourite works.”

Press Announcement: ONGallery to Host Helmut Newton Pop-up Exhibition

HelmutN_Woman-in-fur-coat-adjusting-stockingONGallery, the recently launched online art gallery, is proud to announce Vintage Newton, a three day pop-up exhibition of original Helmut Newton vintage prints.  These images from the 70s and 80s will be available to view and buy at

The Showroom Presents, 25 Effie Road, Fulham Broadway, SW6 1EL, from Thursday 26th to Saturday 28th November; open from 10:00 to 6pm every day.

View the VINTAGE NEWTON COLLECTION

The exhibition is one of the largest of its kind for many years in London and will consist of 24 original vintage silver gelatin prints produced in limited numbers by Helmut Newton. These prints were produced from a series of transparencies that he considered his most provocative and important work through 1985, and will be available for sale at the exhibition, as well as from ONGallery’s website, www.ongallery.com.

Vintage Prints

It’s worth noting that the term ‘vintage print’ refers to the origins of an image; they are prints of images printed by the artist at or around the time the shot was first taken. They were usually sent, unsigned, to newspaper and magazine editors in order to try to stimulate interest in the photographer’s work. Since editors received so many of these images, most were destroyed or ended up in a bin, making those that have survived rather rare.

Our Helmut Newton vintage prints were gifted to Norman Solomon, in recognition for the work he had done for Newton in promoting his ‘Private Property’ series of exhibitions in 1985. As a professional agent for artists, Norman Solomon recognised the potential value of these prints, and therefore kept them stored in conservation condition.

All of the Helmut Newton images featured in our forthcoming exhibition were taken during the 70s and early 80s and we can confirm that they all originate from pre-1984.

Born into a Jewish family in Berlin in 1920, Helmut Newton was a “prolific, widely imitated fashion photographer whose provocative, erotically charged black-and-white photos were a mainstay of Vogue and other publications.” (New York Times)

Controversy has routinely followed Newton’s photography. Critics denounced him for reducing female sexuality to naked bodies and for voyeuristically exhibiting women’s intimacy, but Newton always insisted that he adored women and that his photographs portrayed female power and strength. Whatever your opinion, his outstanding iconic images make him one of the most sought after photographers of all time.

Notes to Editors

ONGallery was founded in 2014 by its now chief executive Peter Neilson. Peter drew on his expertise as a fashion and advertising photographer and a successful businessman to bring together the perfect team of people to build ONGallery into what it is today.

The team have worked to deliver an intelligent sales platform, an excellent affiliate marketing strategy and of course a perfectly curated selection of artworks that truly make the company a business poised to disrupt its market in the most exciting way possible.

ONGallery offers authentic and exclusive art work to its consumers at an affordable price.

It offers art for sale along the following guidelines:

  • Prices range between £200 and £2,000
  • 95% of the time the limited editions on sale are exclusive to ONGallery
  • They are carefully framed, mounted and quality-controlled by hand, here in the UK
  • They provide great value for buyers, while giving the artist a fair deal too
  • The artworks are offered with a certificate of authenticity signed by the artist or the artist’s estate
  • An ONGallery purchase provides a good investment for the future – you will be one of only a very few people who own that image, in that format. If the artist’s work increases in value, so will your picture.
  • The work is delivered free to the buyer’s home or office anywhere within the UK and EU

For further information please contact:

ONGallery Office – 0207 384 9010

High resolution photos of vintage prints are available upon request please email
contact@ongallery.com

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