Rich in Art and Love
Rule 5: Go to the Source
When it comes to researching an investment, data analysis can only take an investor so far. The next step -- actually visiting the company and getting to know its employees -- can reveal depths of information that would otherwise be unavailable.
Not surprisingly, the Vogels often visited studios. In fact, as artist Lucio Pozzi later recalled, "The two first people who came to my studio were the Vogels. They offered to buy some pieces and I was happy. It was probably one of the sole sales in my first six months or something!" The Vogels' interest in Pozzi's art -- and willingness to meet with him on his home turf -- formed the basis of a lasting relationship.
Not only did their studio visits give the Vogels an opportunity to buy art at lower prices, but it also gave them a unique insight into the next step in each artist's evolution long before it hit the market.