Collecting art is not for the faint of heart. It starts innocently enough—you fall in love with a piece, you imagine it on your wall, and before you know it, you’re mentally rearranging your entire living room to make space for it. Then comes the overthinking. Is this a smart investment? Am I being impulsive? Should I be saving for practical things like… food?
Urvanity 2025 is coming up, and if you’re a new collector (or an experienced one still pretending not to fall for every great piece you see), there’s a talk you need to attend: “Primeros auxilios para nuevos coleccionistas: el arte como inversión alternativa.” A perfect title, because let’s be honest—collecting, like art itself, sometimes requires a bit of emergency care.
One of the speakers is my dear friend Sonia Borrell, an important art collector, advisor, author of the book “Art in Real-Time”,and someone who has probably forgotten more about the art market than most of us will ever learn. She knows the game inside and out—when to follow your heart, when to trust the numbers, and when to walk away (or, more importantly, when not to).
Naturally, I had questions. Because while I spend my days creating art, collectors are the ones who decide where it goes, how it lives, and what stories it will tell in the future. (And let’s be honest—every collector is a potential home for one of my works.) So before her panel, I asked Sonia a few things about collecting, investing, and navigating the art world without losing your sanity.
Here’s what she had to say.
“Art lovers follow movements. Art collectors move them forward.“
1. First aid for new collectors—I love that! In your recent book Art in Real Time, you also talk about navigating the art collecting world. Is it really so complicated to be a collector?
“To be an art collector goes far beyond simply buying art. It’s about immersing yourself in the art world, staying alert to emerging trends, and forging genuine connections with artists. Sometimes, that means offering mentorship or support where needed. Ultimately, collectors who are the first to recognize what captivates people can spark new directions in art, helping those movements gain visibility. You become more than a passive buyer—you become part of the process that shapes culture.”
2. Art is increasingly seen as an alternative investment. How should new collectors approach buying art with both passion and financial awareness?
“Art shouldn’t be confused with purely speculative assets; its true strength lies in its ability to move, inspire, or challenge audiences. For new collectors, seeking out reliable experts—seasoned curators, knowledgeable gallerists, and established collectors—is crucial. Pay attention to artists who demonstrate their vision through consistent, meaningful work instead of flashy talk. Invest in what genuinely resonates with you, and keep a balance between passion and practicality. When you approach art with both an open heart and a discerning eye, you’ll find pieces that hold lasting value—culturally, emotionally, and potentially financially.”
3. What role do art fairs like Urvanity play in helping collectors discover and invest in emerging artists?
“Art fairs such as Urvanity offer an immersive glimpse into the broader art world by bringing together a wide variety of galleries and artists—from fresh newcomers to up-and-coming talents on the brink of bigger recognition. Urvanity, in particular, has a very international focus, thanks to its founder, Sergio, who is constantly traveling and researching to curate the most exciting artists for the Spanish scene. This creates a vibrant environment where collectors can see a range of styles and trends under one roof, making it easier to spot standout works and make meaningful connections.”
4. Every time I talk to you, I feel this unique mix of 100% passion for art and 100% awareness—that’s your special blend. How can a new collector become a Sonia Borrell?
“The secret to becoming a passionate yet savvy collector lies in authenticity. Find art that genuinely moves you and let your intuition guide you, regardless of current trends or popular opinion. When you connect deeply with art, you’ll naturally champion it, helping unique voices gain recognition. Committed collectors often fuel new movements by steadfastly supporting the artists and styles that genuinely speak to them. Remember: you don’t need the approval of everyone else; what you need is a sincere connection to the work.”
5. A quick piece of advice for art collectors visiting Urvanity 2025—apart from stopping by the Gärna Gallery booth to see me?
“Urvanity is the ideal place to experience a wide range of innovative works. Gärna Gallery, in particular, has a track record of noteworthy booths and excels at discovering those rare gems that capture both critical and emotional appeal. This year, I highly recommend seeking out Fulvio Gonellas’ pieces. He draws on profound personal encounters with terminal illnesses and autism, channeling these challenging themes into art that radiates optimism and resilience. By embracing raw, ‘art brut’ influences and turning them into something uplifting, Fulvio’s work shows us how creativity can illuminate even the darkest situations. Young collectors, especially, should take the time to engage with his art—it’s a powerful reminder of art’s capacity to heal, unite, and inspire.”
Before we finished I would like to tell you my favourite sentence about being an art collector: “Art lovers follow movements. Art collectors move them forward.“
Thank you Sonia for your time and passion for Art!