In 2006 I moved to San Francisco from London, where I had my own design firm. It was really through doing interiors initially that I saw the untapped niche for elevated art in the Bay Area, and I decided to put my passion for art, my eye and my art world connections into play. There were only a few art advisers working in the Bay Area then, so there was plenty of room for someone new and energetic!  

What sets me apart from other art advisors and art stagers is my broad international outreach for works that are highly desirable and collectible. I feel at higher price points, home buyers are savvier and don’t want necessarily what everyone else has or a reproduction of something that is derivative. It is important to bring “wow factor “ pieces in and if time allows some commissioned pieces that enhance the space. I will go that extra mile and consign with top galleries if I don’t have something in my stable that is ideal. Art advisors are only as good as their “little black books”. What people are looking for is access to amazing things, and efficiency to make everything run superfluously, on budget and on time.  

I was invited to create a Ballroom/Entertainment space out of an unused, undefined space slathered in rather dated gilding. This house was probably on record as the most expensive house on the market in the Bay Area — the buyers needed to be bedazzled! With the talents of Applegate Trans Interiors, we collaborated on a transformation to prepare the house for sale and create new functionality in this space such as a ballroom/lounge space for entertainment.
First, the entire room was painted black for ambiance. I then collaborated with my carpenter to create a mirrored wall that spelled ‘WOW’ in huge, faceted pieces, I consigned a dramatic hanging piece from floor to ceiling by Seong Ghi Bahk made from ebony coal. Other artworks were commissioned as we had the luxury of a few months to prepare. The developers ended up keeping everything and rumor has it the home went from $17 million to a staggering $30 million.  

Case 2: A luxury developer wanting to do a cut above the norm approached me to provide art that was sophisticated and yet a little playful at a new modern construction home ($8.650 million). The story was a neutral palette. The staging was so buttoned down with the art that he was able to get that price and attract a young couple. It was hailed as a new statement for modern elegance, with other agents approaching me to do the same sort of art staging treatment.  

Clients who don’t have time to trawl galleries with me like the fact that I will bring works to try out in situ, and I keep the transportation prices reasonable so they can have that luxury.  

Even though the art world has become more transparent through online shopping, art advisors are called on for their trained eye and their access to wonderful things. Our job is to give the client confidence in their art purchase and take care of all the details. Photoshopping or even 3-D rendering these days is a must-have service, as it clearly shows a client how investing in that piece could look.  

My other self is elegant minimalism — that means a more timeless approach to paintings and sculpture — clean lines. Think Brancusi meets Motherwell meets Anish Kapoor.  

Go figure! I love to quote Andy Warhol, “I love everyone and everything!” My taste is extremely broad — I have seen a lot of art in my lifetime but it’s more about a respect for different styles and finding things that suit my clients. I listen first and then I go into more of an intuitive realm to come up with art that they might connect with.  

If stagers also work with me to provide the art layer, and they just focus on the furniture, I think the result is always appreciated by stagers who may be low on inventory. I act as a free agent, sourcing art consigned from great local galleries that they might not be able to procure.  

The goal is to make the home appear as turnkey as possible so the buyer can either aspire to just move in with everything in it or keep pieces that they don’t have to source themselves in an overwhelming art market.  

Timeless pieces that steer away from the derivative is my winning formula. You might not please everyone, but if something is unique enough or classic enough renters and buyers will resonate better with it.  

As to what I attribute my success to — I tend to constantly move with the times and tweak my business model accordingly. I listen to the economic needs of my clients and still ‘wow’ them no matter their budget. I would say my unerring dedication to beauty in this lifetime — art, design, architecture and interiors all coming together to create a sensual enjoyment of the space, and the passion to see everyone live with the indescribable joy of art, drives me to continue to grow creatively in this business.  

Apart from working with real estate agents, developers and interior designers, Alex Ray’s services can help the residential client furnish their homes with unique art. For a home consultation in Colorado, visit Alex’s website or call directly at 415 816.5235.