In episode 003 of The Ideas Machine, I sit down with Flo Horswell, the founder of Harvey Horswell Ltd., to discuss her journey from working in her family’s long-standing Mayfair gallery to launching her own innovative artist agency. Flo shares her unique perspective as both a sculpture expert and a “creative connector” who helps artists navigate the complexities of the modern art world.
Key topics discussed in this episode include:
Bridging the Gap for Artists: Why many modern artists no longer strictly require traditional galleries.
The Reality of Founding a Business: Flo reflects on nearly two years as a founder, the joy of making quick decisions, and the unexpected challenges.
The Evolution of the Art Ecosystem: How tech is shifting the art industry back toward direct artist-to-client relationships, similar to historical models.
Practical Advice for Creatives: Flo highlights her favourite organisational and creative tools, and explains why artists must treat their practice as a business by understanding their hourly rates.
Oh, and we are joined by a special guest… Tidy, Flo’s miniature dachshund, who offers his own occasional commentary.
