Sarah Wiseman established the Sarah Wiseman Gallery in 1997 as a means of making original art available at affordable prices.
?Taste Buds highlighted for me the main conundrum faced by many commercial galleries based outside London, which is how to represent our mid-career and emerging artists successfully. Many of the artists I work with want to be within the report?s described ?subscription? system [where work is given a seal of artistic approval, and thus a value, by a network of artists, critics, etc] but find themselves continually plagued simply by their geographical location ? not by their talent. The position a gallery plays in an artist?s career is a critical one.
?We undertake a range of marketing activities in addition to using the traditional gallery tools of mailing lists and advertising to make the broadest possible audience aware of exhibitions. I am always keen to develop an artist?s ?perceived? status and, ultimately, I am very open as to where that perception comes from. I believe that, as more and more people are becoming interested in owning contemporary art, the traditional perception of the ?subscription? system will become diluted, making it easier for an artist to make work and for a consumer to engage with it on whatever level they choose. As in many market places, it will be the demands of the consumers that will bring about changes and it will be up to gallery owners to be open to their needs.?
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