Where to begin, what to consider, and why passion should lead the way
Sidebar: Meet the Advisor
Elana Rubinfeld
New Art Agency
Elana Rubinfeld builds and manages contemporary art collections for new and established collectors. A certified art appraiser with more than 20 years of experience with elite galleries and museums, she helps clients navigate the contemporary art market with clarity and confidence.
elana@newartagency.com
347-526-5411
Body:
When we talk about creating the perfect home in Sarasota, we talk about light, architecture, waterfront views, and timeless design. But what truly transforms a property into a home with distinction is something far more personal: the art that inhabits the space.
For discerning homeowners and buyers, collecting art is not about filling an empty wall over the sofa. It’s about shaping an environment that reflects who you are and how you live. Contemporary art advisor and certified appraiser Elana Rubinfeld reminds clients that building an art collection takes time and guidance.
“The art world is intimidating,” she says. “It’s opaque. It’s hard to know where to begin.”
That uncertainty is where an art advisor adds value. Unlike a gallery which represents artists, an advisor represents the collector — providing market knowledge, relationships, and transparency. Rubinfeld is clear she is not an investment broker.
“Some advisors sell art as an investment,” she notes. “But the market has gone up and down dramatically. I think of myself more as an access broker to building something lifelong.”
Where Do You Start?
Her response is simple: look. “Go to art fairs, galleries, museums, artist studios, and auctions. Expose yourself to thousands of works. That’s how you develop your eye and learn to trust yourself.”
New collectors often buy what is trending or safe. Don’t. “Buy with your heart first. You must love it and want to live with it,” she advises. “Then learn everything you can about the artist.” Market awareness matters — understanding trajectory and pricing — but passion must lead.
She encourages supporting younger, living artists. “You’re stewarding something. You’re living with work that speaks to you. And maybe one or two will have incredible careers. But even if they don’t, you are living with something meaningful.”
Living with Art is Luxury
Good art, Rubinfeld says, is “endlessly generous to you every day.” It changes as you change. Collecting becomes an accumulation of memories, relationships, and travels — an evolving narrative of your life.
There is no such thing as “bad taste,” she adds, only different tastes. The better question is: Why was this made? Why does it exist? Why am I drawn to it now? The most compelling homes mix established names with emerging voices. High and low coexist naturally in an authenticcollection.
Art and Architecture
Rubinfeld often collaborates with interior designers from the blueprint stage. “Architecture gives art a place to live,” she says. When art is considered early, a home feels cohesive rather than decorated. Lighting and scale matter. An interior designer shapes a space; an art advisor helps shape a collection that feels like an extension of the owner.
Sarasota Plays a Special Role
“It’s an ecosystem,” Rubinfeld says. “You need artists, galleries, collectors and programming all working together.” By supporting working artists, you’re ensuring that they can create and remain here as something vital to our region’s cultural health.
Sarasota has long nurtured a seamless relationship between art, culture, architecture, and daily life. Our institutions are vibrant, new galleries are emerging and new artists are relocating.
Art is more than an enhancement to a space; it defines you — reflecting your interests and the instinctive pull of what speaks to you. If you approach collecting as a dynamic journey — look widely, ask questions, let passion lead — your collection will evolve as you do.
