Young Old Master Dealers Face High Costs but Find New Paths at Frieze Masters
A fresh wave of Old Master dealers in their 30s and early 40s is transforming the market despite financial challenges. Johnny Van Haeften estimates that launching an Old Master gallery necessitates an investment of £5m to £10m. Emanuela Tarizzo, 38, observes that younger dealers are either establishing new galleries or assuming control of family enterprises. Ambrose Naumann, 37, transitioned from bartending in 2012 to founding his own business after his father's lease expired. Victor Custot, 29, became part of his father's gallery in 2022. Laura De Jonckheere, who joined her family’s firm in 2014, faced a lengthy wait before securing her first sale. Mattias Vendelmans, 33, leverages Instagram for sales, while Willoughby Gerrish, 41, launched his venture in 2020. Charis Tyndall, in her early 20s, took the reins of Charles Ede in 2014.
Key facts
- Johnny Van Haeften estimates setting up an Old Master gallery today requires at least £5m to £10m in the bank.
- Emanuela Tarizzo, 38, is director of Frieze Masters and notes a dynamic trend of younger dealers.
- Ambrose Naumann, 37, started as a bartender in 2012 and later opened his own business after his father's lease ended.
- Victor Custot, 29, joined his father Stéphane Custot's gallery Waddington Custot in 2022 after a six-day probation.
- Laura De Jonckheere joined her family firm in 2014 and converted a young American couple to Old Masters with a group of seven Bosch-related paintings.
- Mattias Vendelmans, 33, is a first-time Frieze Masters exhibitor specializing in European fin-de-siècle artists and uses Instagram for sales.
- Willoughby Gerrish, 41, is moving to a 2,000 sq. ft gallery at 67 Jermyn Street and says exhibiting at Frieze Masters costs at least £100,000.
- Charis Tyndall took over Charles Ede in 2014, brought on Martin Clist as managing director, and in 2024 added James Richards as partner.
Entities
Artists
- Johnny Van Haeften
- Emanuela Tarizzo
- Ambrose Naumann
- Otto Naumann
- Victor Custot
- Stéphane Custot
- Laura De Jonckheere
- Georges De Jonckheere
- François De Jonckheere
- Mattias Vendelmans
- Carsten Holler
- Pelle Swedlund
- Willoughby Gerrish
- Charis Tyndall
- Martin Clist
- James Richards
- Hieronymus Bosch
Institutions
- Frieze Masters
- Tefaf Maastricht
- Waddington Custot
- De Jonckheere
- Fine Art Society
- Bowman Sculpture
- Tomasso Brothers
- Charles Ede
Locations
- London
- United Kingdom
- Brussels
- Belgium
- Maastricht
- Netherlands
- Paris
- France
- 67 Jermyn Street