It's hard to sell art to people who don't know much about it. Part of the appeal of collecting is participating in an enthusiastic community and developing a vocabulary for thinking and talking about visual art. The well-known auction houses are doing the right thing with unique collaborations with experts in different domains.
Useful links:
https://www.sothebys.com
https://www.christies.com
https://www.phillips.com
https://edition.cnn.com/style/article/young-art-collectors-artsy/index.html

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