With a policy of supplying art for the people by artists whose work is decorative, attractive and, above all, understandable, the Alice Art Galleries owned by Alice Pitzer are making a name for themselves as being among the most influential in South Africa.
At present there are two major galleries, in Ruimsig on the West Rand and Hartbeespoort. To put this into perspective, bear in mind that South Africa sells the third most art in the world after America and Japan. Strongly in our advantage is the fact that the law on capital gains excludes art and antique furniture which gives investors a strong impetus to buy.
Alice has been particularly successful in promoting artists whose "common touch" have a wide appeal. "I feel that so many people are buying art when they don't really understand what it is," says Alice. "The main thing is that people must appreciate a painting.
It must 'talk' to them. Then they will like it for life. "If a customer can't afford what he or she wants, I encourage them to wait. But then they should buy the piece they like."
Alice has for long realized that appreciating art is an educative process and runs workshops with some artists. Her approach is that an art lover in-the-making will invest, perhaps R1 000 in a piece initially but, as the prosper, they will return and build up a collection worth thousands of Rands. For this reason, she stocks works that ranges from the inexpensive to investment status (R500 000 and more), all of it being work that has proven to hold its value as time passes.
"Most of the art we buy and show I love," says Alice. "People who visit my galleries have a similar taste. If they like one thing they are going to like the next."
from 9 votes
