When Lily Mora returned to Australia after five years living in London, she came back to her hometown art industry with fresh eyes. Almost immediately, she noticed a voracious demand for affordable art among a new generation of first-time buyers starting out their collections.
‘We have many wonderful galleries who cater to the more seasoned art collector, but I felt there was a gap for a well-curated platform for new or first-time buyers,’ Lily explains. ‘I also had a sense from talking to artists that there was an appetite, particularly in Melbourne, for something that’s a bit different to the traditional gallery model.’
With fine-tuned experience in arts marketing and digital communications (Lily worked as the Marketing Manager at London institution, the Tate!) and a keen curatorial eye, the idea for an online marketplace dedicated to affordable Australian art emerged quite naturally. So, she set about creating it herself.