Will Ramsay: His banker friend was too embarrassed to ask the price so he built Affordable Art Fair

In 1999, a man walked into Battersea Park with an idea the art world thought was embarrassing: put price tags on art. The galleries hated it. The critics rolled their eyes. He did it anyway. Twenty-five years later, that idea is called Affordable Art Fair 19 fairs across 16 cities, nearly 4 million visitors, over $780 million worth of art sold, and an entire generation of artists who got their first sale through it. In this episode, Will Ramsay, founder of Affordable Art Fair and Ramsay Fairs sits down with Charuka for one of the most practical conversations we've ever had about the business of being an artist. We cover: The banker friend whose embarrassment sparked an empire The four types of art buyers walking past your booth (and which one most artists ignore) Why selling art online doesn't really work and what does How to price your work across international markets The $5K–$10K mistake most first-time exhibitors make How to approach a gallery without feeling desperate Red dots, empty walls, and the small tricks that create energy on a stand The Indian artist (Riya Mahajan) hiding in Will's garden right now Whether you've never sold a piece of art or you're already exhibiting internationally, this conversation gives you a framework you can actually use. Pull up a notebook. This one's a masterclass.

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Will Ramsay: His banker friend was too embarrassed to ask the price so he built Affordable Art Fair is an episode from Arts To Hearts Podcast by Charuka Arora.

This episode is 00:52:55 long.

This episode was published on May 19, 2026.

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