Art Advisory 201


Tang Art Advisory, the New York-based art advisory firm and One Art Nation, the online international art community educating art collectors and professionals, are delighted to introduce their Art Advisory 201 course, the sequel to their acclaimed Art Advisory 101 program.


Set to launch in spring 2019, the Art Advisory 201 Program consists of a series of informative and interactive online courses created to guide art advisors on running their art advisory practice.

Five pre-recorded modules, each 30-45 minutes in length, will be available to be viewed on demand. Participants will also have access to a live and interactive session with the program’s lead instructor. The course concludes with a quiz, upon which passing, a Certificate of Completion will be awarded.

This course is delivered by some of the most experienced art, business and legal experts in the art industry. Annelien Bruins, CEO of Tang Art Advisory, along with leading industry professionals will educate on:

  • Module 1 – Understanding Best Practice in Art Advisory
  • Module 2 – Business and Legal Issues for Art Advisors (Risk Management)
  • Module 3 – Effective Marketing Strategies for Art Advisors
  • Module 4 – The Many Aspects of the Acquisition Process
  • Module 5 – The Sales Process in Detail

*This syllabus is tentative and subject to change. Please note that our courses are written for the US market and as such may not cover legal issues outside of the US.

Learning Objectives

Participants will walk away with:

  • A Certificate of Participation from our Art Advisory 201 Program.
  • A clear understanding of best practice in the art advisory field and why it matters to you.
  • A thorough grasp of the business and legal issues involved with running an art advisory firm.
  • In-depth knowledge of how to implement effective marketing strategies to grow your business.
  • A detailed insight into the many facets of art acquisition and your role in this process.
  • A familiarity with the many factors that determine the outcome of an art sale and how to navigate these successfully on behalf of your clients.

The Art Advisory 201 Program has been developed for art advisors who are familiar with the basics of art advisory through the Art Advisory 101 Program or experience in the field. This course will benefit art advisors wanting to gain a deeper, more technical understanding of what it takes to run a successful art advisory firm.


Annelien Bruins

Annelien Bruins has worked within the international art world for almost 20 years. After managing two extensive private collections of art, antiques, and collectibles, she set up London-based Bruins Private Collections Consultancy in 2007, providing portfolio management to both private and corporate clients from Europe, the United States, and Asia. Five years later, Annelien hopped the Atlantic and joined Tang Art Advisory where she currently serves as CEO.

Annelien is a member of the Estate Planning Council of New York City and a board member of the Foundation of the American Institute of Conservation. Recognizing her acute understanding of the art market and its many nuances, Spears Wealth Management named Annelien Best Art Advisor in 2014 and 2015. She has been interviewed by CNBC, Thomson Reuters, Barrons Asia, the Wall Street Journal, the Financial Times, Art + Auction, Investment Week and Private Asset Management.

Annelien has lectured at Christie’s Education, Sotheby’s Institute of Art and California College of the Arts, has written for Family Office Exchange, Spears Wealth Management, and Private Wealth Focus. Annelien has written three Ebooks which are available on amazon.com: ‘Managing relationships in the art market’, ’Art, the New Asset Class’ and ‘How to become a successful artist in 7 steps’.

We are delighted to offer a limited number of partnership opportunities for forward-thinking companies who, through their support of an industry-wide standard in the art advisory field, will benefit from:

  • Increased online visibility in the international art world
  • New relationships with aspiring and established art advisors
  • Enhanced brand recognition among art collectors and the wider art market

Interested in partnering on this program? Please email info@oneartnation.com.

Past Program Partners Include:

arisartnet-smallBonhamsschUS Trust

Module 1

Understanding Best Practice in Art Advisory

In order to understand best practice in art advisory, we first have to address the legal aspects of the relationship between an art advisor and their client. As an art advisor, your role is to provide unbiased advice to your clients. How does the law of agency apply here and what does the term fiduciary mean? How does the art world compare to other industries, for example the heavily regulated financial services industry? We will also discuss how to recognize, avoid and manage conflicts of interest.

Module 2

Business and Legal Issues for Art Advisors (Risk Management)

As much as you are an advocate for your clients, you need to protect your own interests, too. How do you vet prospective clients and what are the right questions to ask?

Following on from Module 1, we will discuss your potential liabilities as an art advisor and how you can mitigate risk through carefully drafted contracts and insurance. We will propose a fee structure that is fair and transparent to your clients but at the same time profitable for you.

Module 3

Effective Marketing Strategies for Art Advisors

In this module we talk about understanding the industry you are in and the challenges associated with marketing a service business to a discerning, international clientele. We will discuss the importance of a strong, effective brand for your business, how to set up and maintain an effective online presence and utilize proven digital marketing strategies and provide a framework for developing your pitch to potential clients and referral sources. Lastly, we will advise you on how to build a lasting network for access to private sales opportunities.

Module 4

The Many Aspects of the Acquisition Process

It is paramount that you understand your role in the acquisition process. Whether you are advising your client on a purchase at an art fair, at auction, a gallery or an artist studio, each sales venue requires its own approach. We will discuss in detail what your approach will be for each sales venue, taking into account whether you are working with experienced or new collectors. We will give you hands-on pointers on how to critically assess contemporary art from a value perspective.

We discuss at what points in the purchase process you need to obtain advice from experts on issues like sales and use taxes, import and export matters or provenance/title concerns.

Module 5

The Sales Process in Detail

When advising your client on the sale of an artwork or collection, your role is to get them the best possible deal. This is not just a matter of obtaining a satisfactory sales result but also keeping sales cost to a minimum. Each artwork requires a unique sales strategy. Client expectations need to be set.

How do you manage a consignment at auction? How do you sell an artwork privately? We will discuss the factors that determine the outcome of a sale, including potential tax liabilities.


Module 6


From handling day-to-day business operations to managing the relationships with your clients, running your own art advisory practice is no small feat. For example, most of your work as an art advisor will be related to guiding your clients on the acquisition and sale of artworks. Where do you learn about the nuts and bolts of art transactions?

Being an art advisor in the 21st Century is a fantastic opportunity but also a challenge. Many grey areas exist in the art advisory profession. How do you manage potential conflicts of interest? What is a fair fee structure, not just for your clients but also for you? What are the must-have clauses you should include in your contracts? 

Based on what you told us you want to learn, we have written a syllabus that focuses on the key aspects of running a successful art advisory firm. We discuss best practice, legal and business considerations for art advisors and how to successfully market your services and grow your firm. We have also included two in-depth modules on acquisitions and sales.

This course will launch spring 2019. For a limited time only, access the early bird rate of $395.




To register for the program, please login to your One Art Nation account. Don't have an account yet? Become a member for free. If you have questions or experience difficulties, please email us at info@oneartnation.com.