Thanks for your thoughts. The site is still very new and in many ways we are still uncovering who our exact target customer will be, as the current customers vary quite a bit in demographic and use cases.

To clarify a bit, the target customer we are currently targeting is a first time (or very new) art buyer who is unfamiliar or uncomfortable with the traditional gallery sales system. The pain points include generally very high priced work, cold salespeople, and a general fear of commitment that we see in purchasing today (ie. the rise of free returns.)

We think of our site as providing the option to "try before you buy". Essentially, lower the risk to seeing how the work will look in your space for $50/month, knowing you can return it if it is not right for you. We do not expect many customers would continue to rent if they love the work they choose, instead potentially choosing to purchase at that point. Because our work is by young emerging artists it is generally more affordable for the new collector as well.

Thanks for your thoughts!