Collecting
Taste is not innate — it is cultivated through looking, reading and living with objects. How experienced collectors describe the evolution of their eye.
Ask a collector when they developed their eye and most will pause before answering. The question implies a moment of formation — a point at which the eye became reliable, discriminating, their own. But the more honest answer is that the eye does not form at a single moment. It forms continuously, through decades of looking, and it is never quite finished.
This is both reassuring and demanding. Reassuring, because it means that no one starts with a fully formed eye — that the collector who feels uncertain, who makes mistakes, who changes their mind, is not failing but learning. Demanding, because it means that the work of looking never ends. The eye that stops developing is the eye that has stopped paying attention.
There is a persistent myth in the art world of the natural eye — the collector who simply knows, instinctively, what is good. This myth is not entirely false: some people do seem to respond to quality more readily than others, to have a native sensitivity to the things that make art compelling. But this sensitivity is always the product of exposure, even when the exposure has been unconscious. The child who grows up surrounded by beautiful objects develops an eye for beauty; the person who has never looked at art cannot have an eye for it, however acute their other perceptions.
The myth of the natural eye is also, in practice, a form of gatekeeping — a way of suggesting that taste is a gift rather than an achievement, and therefore that those who lack it cannot acquire it. This is wrong. Taste is learnable. It requires time, attention and humility, but it is not mysterious.
"The eye that stops developing is the eye that has stopped paying attention. Taste is not a destination — it is a practice."
Most collectors describe a first phase of broad enthusiasm — a period in which everything seems interesting, in which the appetite for looking and acquiring is not yet tempered by discrimination. This phase is valuable. It builds the visual vocabulary that later judgements will draw on. The collector who has looked at a great deal of art, even indiscriminately, has a richer store of reference than one who has looked at very little.
The danger of this phase is the acquisitions it produces. Works bought in the first flush of enthusiasm often look different a few years later — not because the works have changed, but because the eye has. Many experienced collectors describe a period of selling or giving away early purchases, of editing the collection down to what still holds up under a more developed gaze. This is not failure; it is growth.
The second phase is often one of doubt — a growing awareness of how much there is to know, and how little one knows. The collector who has begun to read seriously, to visit more carefully, to talk to dealers and curators and other collectors, starts to understand the complexity of the field they have entered. What seemed clear becomes uncertain; what seemed good becomes questionable.
This phase is uncomfortable but essential. The collector who never passes through it — who remains confident in their initial responses without subjecting them to scrutiny — is not developing an eye; they are merely confirming their existing preferences. Doubt is the engine of refinement. It is what forces the eye to look harder, to ask more questions, to resist easy satisfaction.
The third phase — which not all collectors reach, and which is never fully stable — is one of conviction. Not the naive confidence of the first phase, but a harder-won certainty: a sense of what you value and why, grounded in years of looking and thinking. The collector in this phase can articulate their preferences, can defend them under challenge, can distinguish between what they personally respond to and what they believe to be objectively strong.
This distinction — between personal response and objective quality — is one of the most important in collecting. A work can be excellent without appealing to you; a work can appeal to you without being excellent. The mature collector knows the difference, and can act on both kinds of knowledge: buying what they love while remaining honest about its place in the larger field.
One of the most reliable ways to develop the eye is to live with objects — to have them in your home, to see them in different lights and moods, to notice how your response to them changes over time. A work that seemed compelling in the gallery may seem thin at home; a work that seemed modest may reveal unexpected depths. This is one of the great privileges of collecting: the extended conversation with objects that institutional viewing cannot provide.
Living with objects also teaches patience. The collector who buys quickly and sells quickly never gives the eye time to settle — to move past the initial response and discover what lies beneath it. The works that last in a collection are usually the ones that continue to yield something new: that reward sustained attention with sustained interest.
The most experienced collectors will tell you that the eye never stops changing. Works they dismissed twenty years ago now seem important; works they admired have come to seem less interesting. This is not inconsistency — it is the natural consequence of continued looking. The eye that has seen more sees differently.
This is, in the end, what makes collecting a practice rather than a project. It does not have a completion point. There is no moment at which the eye is finished, the collection perfect, the work done. There is only the next work, the next gallery, the next conversation — and the continued willingness to look, and to be changed by what you see.
Sofia Marchetti
Founder & Director, I'Arte Rinasce
Sofia trained at the Courtauld Institute of Art and has worked with the V&A and the Rijksmuseum. She founded I'Arte Rinasce in Auckland in 2008.