Art collecting isn’t just a hobby reserved for the elite: The Under Five Fine Art Project seeks to democratize the age-old pursuit and offer support for those eager to support the newest creative class.
Spearheaded by esteemed private art connoisseur, Ruth Doyno, The Under Five Fine Art Project provides a stage for handpicked artists to showcase their work, all priced under $5,000.
This July, The Under Five Fine Art collection made its artist debut at The Standard, East Village, as The Garden was transformed into a flourishing gallery with displays of eleven of the collection’s artists. Novice and adept collectors alike reveled over eccentric pieces, from oil painters to photographers, each a unique view of emerging voices in the art world. Hotel guests & locals shopped the works, with Vacation and The Garden bar ensuring that everyone was equally sun-kissed and hydrated.
In between browsing, we got in a word with Ruth. Read on as she divulged on her unique journey & what inspired her artistic endeavors:
Tell us more about your background.
I was born in New York City, but raised in Europe and trained at Sotheby’s London (where I coincidentally met one of my artists years ago). After I decided to come back to NYC which was considered the center of the art world - I started working for many years at Sotheby's on the Upper East Side. After I left, I worked for an art consultant company based in Boston and learned about the different entry level prices for offices within various corporations such as AT&T, IBM, Wells Fargo and Chase. Being conscious of budget was a requirement that helped guide me and allowed me to understand how I could help collectors find an ideal piece at an ideal price.
As a private art dealer, I work with many clients with disposable income. They may have higher budgets - but I am always conscious of quality and helping them find work that speaks to them. Even though my clients may collect works by Degas and Picasso or Rothko and Wesselman - price is often and always a factor. I truly enjoy helping younger buyers form collections even if they have a restricted budget. That is when the Under Five Fine Art Project was created.
At what point did you notice the need for an initiative to support emerging artists? How did your training and starting your career in London influence how Under Five Fine Art operates today?
I have worked as a private art dealer for decades, working with expensive artists and high end art - but as prices continue to soar - I realized that there was an entire world of collectors and art lovers feeling excluded. I wanted art lovers, (especially young ones) to have the opportunity to collect beautiful work that was financially obtainable. I am also passionate about the next generation being able to curate what's right for them. I wanted them to buy slowly without feeling pressured by galleries or auction houses where there's a risk of being outbid. So many people make hasty decisions and sometimes end up with work they don't truly connect with. There are so many undiscovered and talented artists out in the world who are emerging and who deserve to be appreciated and loved - so this seemed like the perfect project for me.
I have worked as a private art dealer for decades, working with expensive artists and high end art - but as prices continue to soar - I realized that there was an entire world of collectors and art lovers feeling excluded. I wanted art lovers, (especially young ones) to have the opportunity to collect beautiful work that was financially obtainable. I am also passionate about the next generation being able to curate what's right for them. I wanted them to buy slowly without feeling pressured by galleries or auction houses where there's a risk of being outbid. So many people make hasty decisions and sometimes end up with work they don't truly connect with. There are so many undiscovered and talented artists out in the world who are emerging and who deserve to be appreciated and loved - so this seemed like the perfect project for me.
What are some success stories from partnership with Under Five Fine Art that have been particularly rewarding to hear?
The most rewarding thing I can say about the Under Five Fine Art Project is that I curate artists who are not affiliated with one gallery - and the majority of them are local to New York City. I always look for talent and most importantly quality. One of the greatest joys for me - and the most rewarding - is watching a potential buyer go through racks and racks of art, and fall in love with a piece and then buy it. Sometimes I'll have a client who has something different in mind - and then they see a piece of art that just takes their breath away. It's a magical moment - the artist and the buyer have an instantaneous connection - I'm just helping them find one another.
What qualities do you look for in the artists in Under Five Fine Art, and how can emerging artists get involved?
One of the most important qualities I look for in an artist is of course a passion for their craft. I also want to know that the artist is serious and as committed as I am, and as the buyer is. Training and experience are of course important - but sometimes I discover someone who is self-taught, and their work is extraordinary. I also like to curate artists who showcase different mediums and styles, which of course gives a potential buyer a diverse selection to invest in.
One of the most important qualities I look for in an artist is of course a passion for their craft. I also want to know that the artist is serious and as committed as I am, and as the buyer is. Training and experience are of course important - but sometimes I discover someone who is self-taught, and their work is extraordinary. I also like to curate artists who showcase different mediums and styles, which of course gives a potential buyer a diverse selection to invest in.
Many artists and clients have been referred to me, which is priceless. And sometimes the higher level clients will refer their children or vice versa which can be so rewarding. Emerging artists are always contacting me, DMing me, or following me on Instagram - my handle is @underfivefineart - and that's where I often take a moment to look through their portfolio - and if something speaks to me, or I feel like they represent something unique, I connect with them and we explore whether this opportunity is right for them.
You’re curating this event with your son, Stefan. What does it mean to collaborate with family on this new initiative?
Working with my family has been amazing. For years my husband Barry would meet people through his work and they would eventually become clients. I have had artists referred to me by my younger son Justin who introduced me to a wonderful artist who is now part of this group. And of course my older son Stefan, who has been the center of this event. As a producer and journalist, he has put everything together thanks to his range of contacts, his creative ideas and his PR talents. I wouldn’t have been able to do any of this without my family and I am forever thankful.
What are two or three top tips for someone who is beginning to build their art collection?
My advice is to work with someone you trust. Don’t let anyone persuade you by telling you a specific piece of artwork will go up in value - that is not a reason to buy. Trust your gut, and trust your instinct. If you trust your taste and invest in what you love - you'll be happier - and as the years go by you will gain confidence you never knew you had and will continue to pursue buying art. My number one rule: ONLY BUY WHAT YOU LOVE!
