Selling art part 3: Protecting your privacy and avoiding common pitfalls

In this series of articles, I set out to provide you with practical, unfiltered guidance on what to expect when the moment comes to sell an artwork from your collection. In Part 1, we explored the fundamental considerations around why you’re selling, how long it might take, and how to set realistic price expectations. In Part 2, we examined the different selling channels — what options are available, what they cost, and how they affect your timeline and profit. Now, in this 3rd and final part, we turn to two critical aspects that can make or break your success: protecting your privacy throughout the sale process and avoiding the most common (and costly) mistakes.

If you missed the earlier parts, check out:

Part 1:

• Why am I selling?
• Why now, and how long does it take?
• How much do I want, and who validates it?

Part 2:

• The different selling channel options

Let’s dive in.

1. Privacy concerns when selling art

Over the years, my views on collection privacy have evolved — and I expect they’ll continue to. There’s no absolute right or wrong way to think about the privacy of your art collection. But there is a strong connection between your lifestyle, your reason for collecting, and the level of privacy you prefer.

When I started collecting in my early 20s, it was about decorating my home and supporting the arts. I was proud to invite friends over and talk about the artworks — sometimes even when they didn’t ask! I occasionally shared them on social media, whether as a photo background or as highlights. Then, one day, another collector pointed out how these posts could make my home a target for thieves. I panicked, removed the images from my social media, and went fully private.

Later, I realised:

a) There are millions of publicly shared private collections online.

b) Sharing privately-owned artworks is important — it helps others appreciate cultural assets, even through a screen.

I found a balance, cautiously sharing again.

The point is simple: When you're selling an artwork, some level of exposure is unavoidable.

The three levels of privacy concern

When it comes to privacy in art sales, I see three main areas:

1. Visibility of the image : Limiting knowledge that the artwork even exists.
2. Ownership privacy: Limiting who knows you own the artwork.
3. Sale privacy: Limiting who knows you are selling the artwork and limiting who knows the artwork itself is up for sale.

While the first two points are important, this article focuses on the third: How to sell an artwork while controlling exposure and protecting your privacy.

Selling inevitably requires some degree of visibility — whether to galleries, potential buyers, or auction representatives. However, with the right strategy, you can balance visibility with discretion. At Artscapy, we built our company, technology, and processes with privacy and security at the core. Here's how we help tailor transparency to your needs:

Tailored transparency options

1. Discrete selling channels:

• If privacy is paramount, Artscapy’s private sales process ensures your sale stays under the radar. Only a select, qualified audience gets access to details about the artwork and its owner.

2. Controlled listings:

• We can set up low-profile, password-protected listings, making the artwork visible only to verified buyers.

3. Anonymous representation:

• If you prefer that no one knows you're selling, Artscapy can represent the sale on your behalf. Your advisor will handle all inquiries, paperwork, and discussions without linking the artwork to you.

4. Public/Semi-public channels (if preferred):

• If you’re less concerned about privacy, Artscapy can broaden the sale’s reach by listing your work across major platforms — still protecting your identity while maximising exposure.

In every case, your Artscapy advisor will work with you to craft a sales strategy that balances privacy preferences with your financial goals.

2. The Common F@ç#-Ups of Selling Art

Selling artwork isn’t always smooth sailing. Here are some of the biggest pitfalls — or, as we say, the classic f@ç#-ups — that can derail a sale if not managed properly. Understanding them is key to avoiding costly mistakes.

Burning the image

Overexposing your artwork in the market — or "burning the image" — is a major risk. When an artwork is repeatedly listed without securing a buyer, it can lose its allure. Potential buyers start to question its value, and interest fades.

Solution: Strategically select your sales channels and avoid widespread, uncontrolled promotion. The right partner will protect the artwork’s market perception.

Competing offers in private sales

Competing offers might sound good, but in private sales, they often create distrust. Buyers may worry about price manipulation or question the legitimacy of other bids, leading them to walk away.

Solution: Maintain clear, transparent communication with buyers and avoid overcomplicating the negotiation process.

Seller motivation fades mid-process

Sometimes, a seller’s motivation to sell evaporates midway. Maybe finances improve, or attachment to the piece rekindles.

Solution: Before listing, test yourself. Take the artwork off your wall for a few days, replace it with something else, and see how you feel. Be sure you truly want to sell — otherwise, delays and cancellations can damage your reputation with buyers.

Buyer changes their mind

Even after an agreement, buyers sometimes back out at the last minute. This can leave you covering marketing, logistics, and opportunity costs.

Solution: Use clear contracts that include non-refundable deposits or cancellation penalties to discourage last-minute withdrawals.

Too many dealers involved

Using multiple brokers or dealers can backfire badly. It leads to pricing confusion, inconsistent marketing, and fractured buyer engagement. In small art markets, dealers often know each other, making it almost certain that overlapping offers will happen.

Solution: Work with a single trusted partner or a coordinated team that can manage your sale cohesively.

At Artscapy, for example, you’ll have a working with a strategic partner like Artscapy can be ideal. Artscapy offers a customised multi-channel approach, so your artwork gets optimal visibility in the right places while keeping sensitive aspects of the sale as private as you prefer. who orchestrates your sale through a trusted network of 20+ internal advisors — ensuring pricing consistency, clear communication, and avoiding duplication or "burning" the work.

Sell smart and avoid pitfalls

Selling an artwork doesn’t have to be stressful — but it does require strategy, transparency, and planning.

This concludes our three-part series on "What to Know Before Selling an Artwork." I hope it has helped you feel better prepared to approach the sale of your artwork confidently, whether now or in the future.

If you have any questions or would like tailored advice, reach out to our team at advisory@artscapy.com — we’re here to help.