Antiquarium, Ltd.'s co-owner Joseph Coplin speaks briefly about his beginnings as an art dealer, his gallery's success in protecting its excellent reputation and how the double-edged nature of internet technologies fits into the high-end art market.

As a Wayward Artist, Joseph Joined Antiquarium Before Working His Way to Partner

Founded by Joseph's sister Robin Beningson in 1979, Antiquarium, Ltd. specializes in the sale of authentic antiquities from the Classical, Egyptian and Near Eastern worlds. Joseph started working at the gallery in 1986. “I was a wayward artist. My sister had an antiquities business and I needed work. I had experience in the art world and in antiquities, so I started on a per Diem basis and eventually worked my way to partner,” he describes.

Antiquarium, Ltd. Uses Madison Ave Gallery to Maintain Its Reputation Offline

Antiquarium Ltd.'s gallery is located in New York City on prestigious Madison Avenue and being a gallery in that location carries with it a certain image and esteem. Many galleries struggle to protect their image within the art world, but Antiquarium has preserved its reputation and brand for the past thirty-six years through unqualified integrity and honesty. Joseph adds, “We unconditionally stand behind everything we sell. This is why our core business is museums and academic institutions. They trust us because we stand by our art, unconditionally.”

Antiquarium Ltd. Leverages The Curator's Eye to Extend Its Reach Online

In addition to having a pristine reputation, art galleries must stay ahead of the curve in using modern technology to better connect with potential clients. This initially prompted Antiquarium to put up their website in 1998. He suggests, “We had to keep up with the Joneses. Our competitors had a website and we needed one too.” As online technologies advanced, many of Joseph's competitors began spending lots of time and money trying to manage their own internet advertising, but Antiquarium leveraged the strength of The Curator's Eye marketing platform. He notes, “[The Curator's Eye] rep walked through the front door and made a great pitch. It was the first one that seemed reasonable from a multitude of small businesses.”

Antiquarium Focuses on Being an Art Dealer Rather Than Learning Online Technologies

Joseph stresses, “The Curator's Eye augments our reach. We are not IBM and can't stay on top of internet technologies. TCE allows us to connect with a new clients without having to spend the time on marketing our website .” An important point in a world with ever evolving online technologies is that it is full time job for art galleries to manage their internet presence and market their business. Antiquarium has used The Curator's Eye to offload some of their marketing and technology requirements, allowing them to remain a dealer rather than become a technologist.

The Curator's Eye Brings Potential Clients and Sales to Antiquarium While Preserving Its Reputation

The Curator's Eye protects the reputation of its client dealers while aggressively marketing on the internet by marketing their inventory rather than the gallery itself. Joseph notes, “TCE hides the gallery names from the public, which protects our image as a gallery.” In this sense, The Curator's Eye shapes the technology to fit the dealer business; not the other way around. He also notes “we don't put second quality material up on TCE. Everything we sell is bona fide and guaranteed. We've made contact with many potential clients from around the world and we've sold a number of pieces--No million dollar bronzes but we are definitely in the black.” To accomplish these results, The Curator's Eye actively markets the inventories of its member dealers to high net-worth individuals over the internet in order to bring potential collectors and dealers together. “TCE is definitely increasing our exposure. There are plenty of people who are just curious, but we find one person who is good and it pays for the others.”

Curator's Eye Delivers Clients Without Additional Work And Supplements Antiquarium's Other Passive Marketing Activities

Most art galleries actively participate in a variety of marketing activities, from email marketing, direct mail campaigns, print advertising and art shows. However, Joseph says Antiquarium has “been very passive since we've established ourselves within academic institutions and museum circles. We place an ad in Apollo magazine 3-4 times a year and put out an updated catalog once a year. We've learned that for us [typical] advertising does not pay very well and we rely mostly on word of mouth.” He believes this also extends to art shows, and adds “We do not participate in fairs. The margin gets very thin if we attend shows, and the fairs have a carnival atmosphere and that doesn't help with preserving our image of integrity and honesty.” To overcome those hurdles, Antiquarium chooses to leverage The Curator's Eye marketing and suggests “TCE allows us to bring in some additional clients without needing to do a lot of leg-work.”
Online Technologies Are Powerful Tools, But Only If Used Correctly With High End Art

The internet is a powerful tool for art businesses and it can help fuel a business’s growth. However, in the art world, selling high-priced items through online marketplaces becomes difficult. Joseph notes, “People don't buy things this expensive through the internet. The internet is a portal for clients to reach and approach us. Occasionally, someone who will call us on the phone after seeing something on our website and say 'I want that,' but you can't build a business on those types of sales.”This is why The Curator's Eye stresses the importance of building client relationships with collectors. And in that regard The Curator's Eye can step in to assist in a multitude of ways. In addition to Curatorseye.com, Curator's Eye Marketing Solutions offers a broad array of services to help dealers and galleries reach prospective clients and build name recognition. All of these services are geared towards the high-end art dealer and accomplish much more than can be achieved with a simple e-commerce website.

Antiquarium, Ltd. has specialized in the sale of highest quality authentic antiquities from the Classical, Egyptian and Near Eastern worlds since 1979. Works of art from Antiquarium compliment the collections of many of the world’s finest museums and most prestigious academic institutions. All items are sold with certificates of authenticity and extensive documentation, including historical and cultural background, comparanda in published international collections and provenance. Our extensive inventory varies, and includes museum-quality works of art in stone, bronze, pottery, glass and gold from ancient civilizations ranging from the ancient Near East and Egypt to the Greek, Etruscan, Roman, Byzantine and Islamic worlds. For more information please visit http://www.antiquariumltd.com/ .

The Curator’s Eye is the distinctive online platform for the finest art and antiques from distinguished dealers around the world. To view more exceptional Asian art and artifacts, and art from other categories including, ancient art, tribal art, and modern & contemporary art, visit www.CuratorsEye.com.