Limitd Partner, Danny Hearn tells us more about his new venture.

Limitd was created as a solution to the problem of where to buy art. A paradigm exists in which art is seldom both affordable and desirable. Quality pieces are rarely free from the stuffy baggage of the art world, even at a college level. ‘Affordable art’ often means art you don’t want to buy.

Although our opening collection features only twenty works, all photographs, our long-term aim is to address the status quo and provide collectors with an opportunity to buy all kinds of art prints which are both quality-controlled and economical.

To reach this aim, we’ve centered our brand on the idea of inclusivity. Artists are brand new out of college or art school, and we select them on the merits of their work, not their CVs. This brings with it the potential for the art to gain value over time, so a purchase can translate into a great investment.

Everything is priced the same, which means that just about anyone can afford to buy a piece if they want to. This isn’t to say the work isn’t valuable; we know the value of art. But when the price of something is artificially inflated it puts off a lot of people who might otherwise like to own it. This is why people end up buying their art along with their flat pack furniture, and why getting family photos printed on massive, dirt-cheap canvases is all the rage – because decent art just isn’t that affordable.

The thing we like best about using only student and graduate artists is that the work is pure experimentation, created without inhibition or the necessity to tailor the work to the market; created only with the desire to make the work that they want to make.

And selling work through Limitd is worth it. Artists don’t cover any of the production costs as printing is all done at a small independent workshop in Glasgow.

So in short, our mission is to get people to raise their games in regards to what they put on their walls and let the artists reap the rewards. Collectors can get something which is new, exclusive and beautiful, but won’t feel the sting of paying over-the-odds or the chagrin of buying something which it turns out everyone else also thought would look good hung above their new Swedish sofa. The future of art sales is online, and we think time will show that everyone will benefit when this becomes the new paradigm.

Where to find out more:
Website | Facebook | Twitter

//////

Want to take a look at more suggested blogs by artists? Look here.