Many Lancashire people know that buying something like a Victorian mahogany partners desk at auction can incur unforeseen costs, but a high profile auctioneer in the US has revealed the risk can be pretty high for them as well.
Julien’s, in the Beverly Hills, is an auction house unlike any other, dealing entirely in memorabilia, antiques and collectibles connected to the rich and famous of the entertainment industry. This includes handling their estates; recent furniture highlights have included an antique dining table from the estate of Greta Garbo and a Victorian armoire owned by Michael Jackson. They also hold regular themed exhibitions.
With a focus on nostalgia, it is not surprising that the owner of Julien’s has been a little resistant to the lure of the non-silver screen, with respect to making his auctions available to online bidders. He understood the need to integrate with the Internet, however, and decided to widen his profile through online auction platforms – something that cost him dearly, with non-paying bidders and the loss of clients to competitors. He said:
“We do all this marketing to draw clients into our auction. They then take that information, and use it […] for an auction they’re hosting for one of your competitors. I’ve used them all; and they all do it.”
Julien’s now has its own independent platform but this is a heads up for anyone who has ever considered going to an online auction platform to buy something like an antique oak partners desk . Cumbrian residents would do better to visit a LAPADA antiques dealer.
No comments yet.