“V” for Varvara Roza – The successful Greek Art Dealer in London
Her genuine love for the arts, her drive to succeed, and her Greek heritage make up a potent force. Varvara Roza established herself as a reliable Greek art dealer and gallerist in London within six years, because success is certain if she promotes you. Gallery 8 in Mayfair’s famous Duke Street, is her cultural cradle. She enthusiastically promotes Greek visual artists and contributes to their worldwide recognition. Her vision is to make Greece the center of the world’s international art elite.
A daughter of art collectors just like herself, she is grateful to her family and shows her deep satisfaction for her achievements in the challenging art industry, by evidence. She has a formal business partnership with Christie’s and Sotheby’s, she is Winston Branch’s international representative, and has agreements with Filippos Tsiaras, Manolis Anastasakos, Ermina Avramidou, and Yiannis Lasithiotakis. Let us discover more about this outstanding Greek lady.
Varvara, you decided to create a significant project in London by launching Gallery Eight. Why London?
London is a multicultural city, so it’s like a smaller version of New York, with all the different cultures converging there. It’s a “Mecca”, a hub of the arts. Also, I noticed that there wasn’t a single Greek artist in any gallery. I don’t believe there is a better city. From there I started expanding towards the rest of Europe and the US.
Did you plan to promote Greek artists from the start, or did something happen that led you to do so?
I must say that I never intended to promote artists, in general. I came from a completely different industry and exclusively worked in the family business when I was in London. My parents were art collectors like myself, but I never considered getting involved in the promotion of artists. I’m very Greek, so when I heard, “Well, does Greece have art,” it really bothered me. Of course, Greece has art! It is a country with amazing ancient monuments that have influenced the whole art world.
The country that gave birth to Kallikrates and Ictinus who built the Acropolis and to Phidias of the Elginian marbles.
It is inconceivable to wonder if the nation that invented art has art. It is a shame that it is not known abroad, and we do not promote it. Therefore, I was determined to introduce them to Greek artists. It wasn’t easy, but I managed to succeed and get great moral satisfaction.
Do you also collaborate with foreign artists, or do you exclusively focus on Greeks?
Foreign artists “helped me” to successfully introduce Greek artists. I became well known when I exclusively took on Winston Branch, a very well-known British Caribbean artist in England and worldwide, and when I collaborated with Philip Tsiaras, who is one of the most famous Greek American artists and makes us proud worldwide. These two artists brought me a lot of publicity and guided me with their wisdom and experience so that I was able to establish relationships of trust with very large galleries and make a convincing argument that I have good judgment. That’s how I was able to introduce Greek artists, abroad.
When you decided to go into art, while you were already in the family business, did you feel like you had found your way?
Very good question because I have gone through fire and water. I’ve been working in the family business since I was 16 years old, and I still am. However, in between, I had a political career and after finishing my first degree, I pursued a second and then a third, and I was constantly looking, but I wasn’t sure what I was looking for. I wasted time, but I finally found what I love. Additionally, I was given the opportunity to establish my identity, which is important because, in Greece, I will always be known as the daughter of “The Roza family” the owner of the mines in Florina. In London, I am Varvara and for many “V” because they can- not pronounce Varvara. Being appreciated for who you are rather than where you came from, offers a lot of satisfaction.
You are a female leader. Does this terrify men?
Yes, yes, and yes. Inevitably, the man who stands next to you must be confident enough if not superior. I don’t mean financially. I mean spiritually. One can be wealthy while lacking in education and social skills. When competition enters the picture, the relationship is ended. When faced with dilemmas between “your job or me,” you will undoubtedly choose your work. Because one has nothing to do with the other, and if someone truly loves you, he will not put you in such a situation. But no woman, no matter how powerful is, ever loses her need for romance. She never stops being the little girl who longs to be in the arms of her man.
Are you planning to open a gallery in Athens?
Now that I’m starting important collaborations with big galleries like Victoria Miro, Pace Gallery, and Simon Lee Gallery, it’s possible that with these people we may start something substantial in Greece. The first step is to build a strong collaboration with them in London, and something very big will happen in Greece in the next couple of years. My vision is for Greece to truly become a cultural center for great artists, from all over the world whose paintings sell for millions of dollars. This is hugely important for me.
Tell me about your collaboration with the auction houses Christie’s and Sotheby’s.
It started a year and a half ago, due to Winston Branch, and in collaboration with the Vice President of Christie’s, we started working on auctions for some of my artists. At first, I was very hesitant, because an auction is a double-edged knife. But due to the great success of my first Winston Branch auction, where with an initial estimate of 40-60 thousand pounds, the artwork ended up selling for 150 thousand pounds, the collaboration with Christie’s was established and a similar one with Sotheby’s followed.
How important is “trust” when selling art and how do you build it?
It is of great importance, as you cannot exist in the art world without it. I specialize in investment art rather than decorative art. When I advise a client that a piece of art will be worth more in two or three years, I make sure that this is undoubtedly a fact. That is how trust is established. One client refers you to another. Word of mouth remains incredibly important. The art circle is so small that if you lose trust, you’re out, blacklisted, and never come back.
In these six years that you have been involved in art, which people have influenced you?
My parents, especially my mother, gave me the necessary skills to become who I am. She has been my rock throughout this journey, never allowing me to give up despite the difficulties I faced at the beginning. She is the one who always stands by my side and encourages me with a smile, wise advice, and good judgment. In addition, my sister is my other half since I am chaotic, and she is extremely well-organized and rational. Additionally, I’ve gained a lot of knowledge by working with big galleries and art dealers who have become excellent friends and business partners. I observe individuals along the road and learn from them.
If you had to give advice to a woman who wants to make a new start in her life, what would you tell her?
To dare. To do what she loves and to dare.
What do you have planned for Monaco in November?
A highly elegant charity event will be hosted in Monaco, continuing a tradition started by the Viva Nova club and Prince Albert’s charitable organization, ten years ago. This year, I’ll be collaborating with the event organizers on an evening that will be entirely Greek, and includes artwork by Philip Tsiaras, who will be painting a Grace Kelly portrait for the 40th anniversary of her death. Prince Albert will be unveiling the painting of his mother. There will be also a fashion show by our famous designer Vassilis Zoulias.
Do you have time for yourself with everything you do?
We have free time when we want it. I’ll make sure to have fun with my loved ones when I choose to take a break, play tennis, which significantly reduces my stress, visit the gym, and do other everyday things. I often try to escape from the family business and use the art business —which is a great break for me— I rarely try to escape the art business. I couldn’t be happier or more at ease now that I have turned my hobby into a career.
What are your plans?
I am starting a collaboration with two big galleries in London for some of the artists I represent and that is very important. Next, is an exhibition at Tate Britain as well as two exhibitions in collaboration with Sotheby’s and Christie’s. Following Monaco, on November 28, I am organizing a big retrospective exhibition by Philip Tsiaras at Gallery 8 in London. In the upcoming year, I will participate as “Varvararozagalleries” in the three Art fairs, “Freeze London”, and “Art Basel” in Switzerland, and Miami.
