Buying original paintings: why an unknown artist is the smartest choice

⏱️ 10 minute read

You want to buy an original painting. But then the doubts begin. Does it have to be by a well-known artist? What if you buy it online and it's disappointing? How much does it actually cost? And how do you know if it will fit into your interior?

This article gives you honest answers to all those questions. No sales pitch, just the information you need to make a choice you won't regret.

The myth of the famous name

We are conditioned to associate value with fame. Buying an original painting from an established artist feels "safer," as if the name guarantees quality. But what that name actually guarantees is that others have already found it beautiful. Not that you will find it beautiful.

Buying abstract art is personal. The question is not whether a work is objectively good, but whether it works in your space, with your light, next to your furniture. That has nothing to do with the name on the label.

Moreover, with a well-known artist, you pay for the name, the gallery, the intermediary, and the reputation. Not just for the artwork itself. An unknown artist does not charge that margin. What you pay goes to the work itself.

What is the difference between an original painting and a print?

This is the question many people ask when they want to buy art for the first time. And it's a fair question.

An original painting is a unique, handmade work. Only one copy exists. It has texture, depth, and a presence you only experience in person. Every brushstroke is an artist's decision. It cannot be reproduced.

A print is a reproduction of an original work, or a work specifically designed for print. Beautiful, affordable, and a good way to bring art into your home. But it's not unique. Hundreds or thousands of people can have the same print.

Both have value, but they are fundamentally different. Buying an original painting is a different experience than buying a print, and it creates a different relationship with the artwork.

How much does an original painting cost?

The price of an original painting depends on its size, materials, time spent, and the artist. At KOJO Art, prices are transparent and without gallery margin.

For comparison: similar work through a gallery costs two to three times as much, because the gallery charges a margin of 40 to 60 percent. At KOJO Art, you buy directly from the artist.

Being early has value

Think of the people who bought early work from artists who later became famous. Not because they predicted it, but because they saw something that appealed to them. The financial appreciation was a byproduct, not a goal.

But even if an artist never becomes "big" in the traditional sense: a work that touches you, that fits into your interior, that you see every day and still find beautiful, that has value that does not diminish.

Moreover, buying an original painting from an unknown artist is more affordable. No gallery margin, no intermediary. You pay for the work itself.

How do you recognize quality in an original painting?

You don't have to be an art connoisseur to recognize quality. There are a few concrete things you can look for.

Materials. Ask what the work is made with. Acrylic paint on quality canvas will last for decades without fading. Cheap materials age faster and can discolour.

Finish. Are the edges neat? Is the work stretched on a sturdy wooden frame? Does it hang straight? Small details tell you something about the artist's meticulousness.

Consistency. Look at more work by the same artist. Is there a recognizable style, a personal signature? That's a sign of an artist who works deliberately, not someone who jumps from trend to trend.

Transparency. A good artist will tell you how the work was made, what materials were used, and how to maintain it. If that information isn't there, ask for it.

Feeling. Ultimately, this is the most important thing. Does the work move you? Do you keep coming back to it? That's quality that needs no certificate.

Abstract art for your interior: where do you start?

Buying abstract art for your interior sometimes feels overwhelming. There's so much choice. But it always starts with the same question: what do you want the artwork to do in the space?

Bring tranquility. Choose works with a limited color palette, ample negative space, and calm compositions. Earthy tones, geometric shapes, soft transitions.

Add energy. Choose more expressive works with more color and movement. Works that say something, that activate the space.

Create a focal point. A large work on a blank wall gives the space direction. It draws the eye and gives the rest of the interior something to respond to.

Tell a story. Art with a story behind it gives you something to talk about. It makes the space more personal.

At KOJO Art, I create abstract art from Tilburg that brings tranquility and character to timeless interiors. From geometric to expressive, always with earthy tones that are versatile and don't age.

What makes KOJO Art different from a gallery?

A gallery is an intermediary. They select works, hang them, organize openings, and charge a margin of 40 to 60 percent for it. That's their business model, and it has value: they bring artists and buyers together.

But when you buy directly from the artist, that margin is eliminated. You pay less for the same work. And you get something in return that a gallery cannot offer: direct contact with the maker.

At KOJO Art, you buy directly from me, Jordy Koumans. You can ask me questions about the work, request extra photos, ask for advice on which work suits your space. No salesperson, no script. Just the artist.

That's a different experience. And for many people, a better one.

Buying an original painting online: how to overcome the hurdle?

I understand the hesitation. Art should be seen. Felt. You need to know how the light falls on it in your room. Buying a painting online then feels like a gamble.

But that hurdle is smaller than you think, if you know what to look for.

Ask for extra photos. A good artist will send you detailed photos, photos in an interior setting, photos in daylight and artificial light. Ask for them. At KOJO Art, I do this as standard.

Note the dimensions. Print out the size on paper and temporarily hang it where the work is intended to go. This way, you can immediately see if the scale is right.

Read the story behind the work. Not as a marketing trick, but as context. A work whose story you know, you look at differently. More richly.

Look at the color palette. Earthy tones are versatile and combine with almost any interior. They bring tranquility without being boring.

Get in touch. Send a photo of your space. Ask for advice. An artist who takes their work seriously will be happy to help you, even if you don't end up buying anything.

What if it's still disappointing?

For prints, KOJO Art offers a 14-day return policy. Return undamaged and in original condition, and you will receive a refund of the purchase price.

This does not apply to original paintings, as each work is unique and cannot be restored. However, for this very reason, I take the time to inform you thoroughly before purchase. In doubt? Send me a message. I'm happy to help you consider which work suits your space, light, and color palette. If you would like to see the work in person, an appointment can always be scheduled.

Why now is a good time to buy a painting

The art market is changing. More and more people are buying art directly from the artist, without a gallery as an intermediary. This means lower prices, direct contact, and the certainty that you know who created the work.

Buying an original painting from KOJO Art costs a fraction of what comparable work in a gallery would cost, not because the quality is less, but because there is no margin for an intermediary.

That's not a compromise. That's smart buying.

Frequently asked questions about buying original art

Where can I buy an original painting in the Netherlands?
Directly from the artist, such as through KOJO Art in Tilburg. This is cheaper than through a gallery and you have direct contact with the maker. KOJO Art ships worldwide.

Is buying an original painting a good investment?
Financially it is uncertain, no one can predict what art will be worth. But a work that brings you daily joy, that fits into your interior and that is unique: that has a value that does not depreciate.

How much does an original painting cost?
At KOJO Art, original works start at a few tens of euros in the Affordable Art collection (max. €50). Larger paintings on canvas cost more, depending on size and execution. Always without gallery margin.

What is the difference between an original painting and a print?
An original painting is unique and handmade. Only one copy exists. A print is a reproduction available in multiple copies. Both have value, but are fundamentally different.

How do I know if a painting will fit into my interior?
Ask for extra photos in an interior setting, print out the size on paper, and pay attention to the color palette. In doubt? Contact me, I'm happy to help.

Can I buy an original painting online without risk?
For prints, there is a 14-day right of return. This does not apply to original paintings, but I always inform you extensively before purchase. If in doubt, please contact me first.

Where is KOJO Art located?
In Tilburg, Netherlands. I ship worldwide, to the Netherlands, Belgium, Germany and the rest of Europe and beyond.

Who is the artist behind KOJO Art?
Jordy Koumans, based in Tilburg. I create abstract art with earthy tones, from geometric to expressive, for interiors that seek tranquility and character without shouting.

Read more about buying art

• How to choose the right painting for your space?
• How do you know if a painting is "the one"?
• What does an original painting cost and why is it worth it?
• How does it feel to buy an original painting online?
• Buying art as a gift: original and affordable