Does the Van Gogh story teach us anything about art sales?

Yes—it demonstrates that art sales are not a meritocracy based solely on quality. Van Gogh’s sister-in-law held what is now one of the most valuable art collections in the world, including Starry Night and other famous pieces. She arranged a major show in Paris with all the right people invited, and nothing sold. Zero. Later, she published a book of letters Van Gogh had written explaining his mindset, why he created each piece, and what was going on in his life. The book became a bestseller. Then she had another show, and all the artwork sold. Now everyone knows Van Gogh’s name. The lesson: it wasn’t about the quality of the work—it was about the story. The common belief that Van Gogh only became famous after he died misses the real point. Story matters as much as, or more than, the artwork itself.

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Asked by artists in general · Answered by Patrick · Art Business Webinar · 2026-08-03