Last week, we sat down with **Erin Schuppert**, Director of Affordable Art Fair NYC, for a wide-ranging conversation about accessibility in the art world, the changing behaviors of emerging collectors, and the evolving role of art fairs in the ecosystem.

With a background in the auction world (Christie's and Phillips) before moving to Affordable Art Fair, Schuppert brings a unique perspective on how the market is shifting to accommodate new generations of art lovers. Here are the key insights from our discussion.


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>There is no wrong way to speak about art.

A Conversation with Affordable Art Fair's Leading Fair Director, Erin Schuppert

#### Breaking Down Barriers to Entry

_"The bigger we can draw the circle around the contemporary art world, the better,"_ Schuppert emphasized early in our conversation. This philosophy underpins everything Affordable Art Fair does, from their transparent pricing (all works between $100-$12,000 in NYC) to their careful selection of galleries.

Schuppert highlighted a common misconception that keeps potential collectors away: the idea that one needs specialized knowledge to engage with art. _"There is no wrong way to speak about art, there is no wrong way to speak about what you like,"_ she explained. _"The whole point is this should be a joyful thing."_

Unlike traditional gallery settings where visitors might encounter gallerists sitting behind laptops, Affordable Art Fair exhibitors are selected partly for their approachability and willingness to engage with every visitor – regardless of their art background or perceived buying potential.

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#### The Rise of "Conscious Collecting"

Perhaps the most fascinating insight from our conversation was Schuppert's observation about how younger collectors (primarily Gen Z and millennials) approach art acquisition. She's witnessing a shift from what she calls "art as investment" toward "conscious collecting" – a more engaged approach centered on personal connection.

_"Eight to ten years ago, especially in my auction days, the conversation around art was much more business and financial,"_ she noted. Today's emerging collectors are asking different questions: How do I relate to this artist's story? How does this subject matter speak to me? How does this process connect with me on an individual level?

This shift mirrors broader consumer trends toward authenticity and meaning, and it's changing how galleries and fairs approach their audience development strategies.

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#### From Hesitation to Confidence: A Collector's Journey

Schuppert shared a compelling story about friends of hers – a couple with no art background – who visited the fair multiple times before making their first purchase. What struck her most was watching their confidence grow through repeated exposure.

_"Part of the experience was seeing more art and bringing their taste together,"_ she explained. _"It was special watching them start talking with each other about it – 'Honey, I like this. Oh, I like it too. What do you like about it?'"_

This gradual building of confidence in one's own taste is exactly what Affordable Art Fair aims to foster. The price transparency, approachable galleries, and welcoming atmosphere create what Schuppert calls "a safe ramp instead of a cliff that you just have to jump off of."

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#### The Future of Art Fairs

When asked about the role of art fairs in the evolving ecosystem, Schuppert expressed optimism about the continued importance of in-person experiences: _"As we move forward, I feel good about the fact that people are still really interested in these in-person events that can facilitate intimate and personal connections."_

While acknowledging the benefits technology can bring to streamlining operations (inventory management, CRM, payments), she emphasized that fairs remain an essential sales channel. _"Some of our galleries report over half of their revenue from art fairs per year,"_ she noted.

For Affordable Art Fair specifically, this coming year marks an exciting period of growth, with their established Austin fair (happening this week), their New York fair moving to a larger venue in September, and their inaugural Boston fair launching in October.

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#### What This Means for Artists and Galleries

For creators and art businesses, these insights point to several opportunities:

**Storytelling matters more than ever.** As collectors seek personal connections, being able to effectively communicate your process, inspiration, and journey becomes increasingly important.

**Accessibility isn't just about price.** While Affordable Art Fair maintains price ceilings to ensure approachability, the emphasis on friendly, engaging interactions suggests that galleries should focus equally on creating welcoming environments.

**Data-driven curation pays off.** Schuppert described how the fair analyzes sales data to help galleries make informed decisions about which artists and works to showcase in different markets – a practice any art business could benefit from implementing.

**In-person experiences remain crucial.** Despite our increasingly digital world, physical spaces to view and engage with art continue to be valuable touchpoints in a collector's journey.

As the art world continues to evolve, organizations like Affordable Art Fair that focus on building bridges between creators and new audiences will play an increasingly vital role in expanding the contemporary art ecosystem – drawing that circle wider to include tomorrow's collectors.

**Applications for Affordable Art Fair NYC (September) and Boston (October) are open until May 30th. For more information, visit [affordableartfair.com](affordableartfair.com).**

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Erin Schuppert shares how art fairs are evolving to engage emerging collectors and make art more accessible to the new generation.

"The Collectors of Tomorrow": Insights from Affordable Art Fair's NYC Director

"The Collectors of Tomorrow": Insights from Affordable Art Fair's NYC Director

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