Chrissy Moore is the Founder and Director of Chrissy Moore Art Advisory (CMAA), an Edinburgh-based contemporary art consultancy and gallery representing a diverse roster of artists, from today’s most compelling emerging talents to internationally recognised figures.
Chrissy holds a degree in Museum Studies and multiple certifications from Sotheby’s Institute of Art, including Art Advising, Art Finance, Writing for the Art World, and Art as a Global Business. Her professional experience spans auction houses in both Sydney and Edinburgh, alongside involvement in international exhibitions, giving her a well-rounded understanding of both primary and secondary markets and a distinctly global outlook.
Built on the values of authenticity and long-term relationships, CMAA offers a more personal and considered alternative to traditional art advisory. Chrissy works closely with artists at pivotal stages in their careers, championing their vision and expanding their visibility, while guiding an international collector base in building collections of genuine cultural depth and long-term value. A partnership with Artsy further extends the company’s reach, connecting its artists with collectors across the world.
You founded Chrissy Moore Art Advisory with a clear vision to offer something more considered and personal than the conventional consultancy model. What inspired that vision, and how did your early experiences in the art world lay the groundwork for the business you went on to build?
“The founding of my company really took on a life of its own. What began as a more traditional advisory vision quickly evolved into something much broader, an advisory not only for collectors, but for artists as well. Early on, many artists came to me looking for guidance: how to secure exhibitions, participate in art fairs, sell their work, and ultimately navigate the complexities of the art world from a business perspective. It became clear there was a significant gap in the advisory space when it came to supporting and championing artists. That realisation shaped the core foundation of my business, placing artists at the centre of the advisory process.
“As these ideas developed, I immersed myself fully in the ecosystem: networking extensively, visiting galleries, speaking with advisors, and gaining a deeper understanding of how galleries operate behind the scenes. I built relationships with a wide range of professionals connected to the art world, all of whom play an important role in supporting artists. That process of connection and collaboration became fundamental to the way I work today.
“My background and experience in the art world were instrumental in helping me understand both its creative and commercial complexities. It’s an incredibly interconnected industry, with considerable overlap between different roles, and success often depends on strong relationships built on trust. I’ve always loved bringing people together, and that instinct has naturally become a central part of my work.
“To strengthen my practical knowledge, I studied at Sotheby’s Institute of Art, which helped fill in the gaps, particularly on the business side of the industry. While I already understood the theoretical framework of the art world, the course gave me invaluable insight into the practical realities: who to contact for valuations, legal advice, shipping and logistics, due diligence, and how to identify potential risks such as fraud. Understanding how the different parts of the industry connect, and knowing the right people to call in different situations, has proved invaluable.
“Looking back, all of those experiences naturally led me to build this business. It feels very much like what I was meant to do.”
Your background brings together Museum Studies, several Sotheby’s Institute of Art certifications, and direct experience at auction houses in both Sydney and Edinburgh. How has that foundation informed your approach to advisory work, and how much of that knowledge feeds into what you do?
“My approach to advisory work has always been shaped by a combination of academic study and hands-on experience, and the two really go hand in hand. While I was studying, I actively sought out internships and roles within the industry so I could apply what I was learning in real time and better understand how the art world operates in practice.
“I’ve always been fascinated by objects and artworks across all periods, whether ancient or contemporary, not only for their aesthetic value, but for the stories they carry. From a Roman amphora to a piece of medieval furniture or a contemporary artwork, every object has a journey: its creation, ownership, cultural context, and significance.
“My Museum Studies degree taught me how to truly look at an object, how to analyse, interpret, and understand its value, both monetary and historical. It’s about asking important questions: who created it, why it was made, and how we communicate its story, whether it’s displayed in a museum cabinet, on a plinth, or on a gallery wall.
“My studies covered curation, collection management, cataloguing, art history, archaeology, and sociology, which gave me a very well-rounded foundation. But I knew I wanted to deepen that understanding through practical experience. Working in auction houses in both Sydney and Edinburgh allowed me to experience the full lifecycle of an artwork or object, from consignment and valuation through to photography, cataloguing, marketing, exhibition, and sale. In many ways, the process mirrored curating an exhibition: carefully selecting, presenting, and contextualising each piece.
“At the same time, while at university, I was involved in coordinating international exhibitions featuring artists from Australia and Doha. That experience of bringing together artworks, logistics, people, and presentation further reinforced the crossover between curatorial and commercial practice, and taught me how much organisation and collaboration underpin successful exhibitions and sales alike.
“The courses at Sotheby’s Institute of Art helped bridge the gap between theory and the realities of the art market. They deepened my understanding of the industry’s complexities, particularly the legal, financial, and ethical considerations involved in working transparently within the art world. Concepts such as art as an asset, investment collecting, due diligence, and market strategy became much clearer in practice.
“That knowledge feeds directly into what I do today, but just as importantly, it taught me the value of collaboration. As an advisor, you don’t need to know everything, you need to know who to call. Building a trusted international network of specialists across different disciplines is essential. It allows me to support both artists and collectors with confidence, drawing on the right expertise whenever it’s needed.”
CMAA represents artists across a wide spectrum, from emerging talent to internationally recognised figures. What does it take to support each of those groups effectively, and what do you find most fulfilling about working across that full range of careers?
“While CMAA represents artists across a wide spectrum from emerging talent to internationally recognised figures, the foundation of our work remains the same: promoting, advising, supporting, and advocating for each artist’s career. Regardless of where an artist is in their journey, many come to CMAA because they want the pressures of the business side of the art world taken off their shoulders, allowing them to focus more fully on their creative practice. That can include managing collector enquiries, negotiating contracts and agreements, identifying opportunities, and providing strategic career guidance.
“We work closely with each artist to help advance their practice in meaningful ways, whether through artist residencies, gallery representation, public art opportunities, exhibitions, art fairs, open-call competitions, or broader professional development. The approach may differ depending on the stage of the artist’s career, but the commitment to supporting and championing their work remains constant.
“What I find most fulfilling about working across such a wide range of careers is knowing that you are genuinely helping artists move forward and reach new milestones. That could mean facilitating sales, introducing their work to new international audiences, securing publications in respected magazines, attracting the attention of galleries, or placing them in exhibitions, fairs, competitions, and awards that elevate their visibility. Sometimes it’s seeing their artwork featured on a billboard or on the cover of a magazine; other times it’s simply witnessing a growing sense of confidence in their practice.
“Ultimately, the most rewarding part is seeing the artists feel happy, supported, and fulfilled in what they are creating. I often say to the artists we work with, “We walk alongside you.” At CMAA, artists are very much part of a family, and we always aim to put their best interests first and foremost.”
The art market is increasingly global, yet your advisory is proudly rooted in Edinburgh. How has that base helped shape your outlook, and how do you ensure your artists and collectors are connected to the right opportunities on an international stage?
“Being based in Edinburgh gives me a unique perspective because it’s a city that breathes heritage, culture, and permanence. In many ways, that acts as a natural counterbalance to the often fast-paced and trend-driven nature of the global art market. Operating from Edinburgh allows me a certain distance from the constant noise and competition of larger market capitals, which creates space to reflect, observe, and make more considered decisions rather than reactive ones.
“That distance has actually become one of the strengths of my practice. It allows me to focus on building meaningful, long-term relationships rather than constantly chasing visibility. I still travel regularly to major art centres such as London and Milan, attending fairs, conferences, exhibitions, and connecting with other professionals across the industry, but I approach those interactions very intentionally. For me, quality matters far more than quantity when it comes to relationships and networks.
“At the same time, the art world today is undeniably global, and it’s important that both artists and collectors feel connected internationally regardless of where they are based. To achieve that, I draw on the networks and relationships I built during my time working within the auction worlds of Sydney, Edinburgh, and London, alongside the wider connections I’ve developed throughout my career. Those relationships help create opportunities for our artists internationally, whether through exhibitions, fairs, publications, introductions to galleries, or broader market exposure.
“For collectors, it’s about creating borderless access to art and opportunities. I combine digital platforms and international communication with trusted, on-the-ground relationships abroad to ensure clients can engage confidently with the global market. Ultimately, I believe being rooted in Edinburgh allows CMAA to operate with clarity and intention. When we make international moves, they are deliberate, strategic, and thoughtfully aligned with the long-term goals of the artists and collectors we represent.”
Your partnership with Artsy extends CMAA’s and Numeriare reach to a worldwide network of collectors. As digital platforms play an ever-greater role in how art is discovered and acquired, how are you using that visibility to strengthen what you do and create new possibilities for the artists you represent?
“Our partnerships with Artsy and Numeraire work hand in hand to create both visibility and trust for our artists and collectors. Through Artsy, collectors around the world can discover artists, explore their biographies and bodies of work, and purchase pieces securely through a globally recognised platform. At the same time, Numeraire provides an additional layer of reassurance by verifying each artwork through digital fingerprinting and blockchain documentation, ensuring provenance, authenticity, and protection against unauthorised reproduction or commercial misuse.
“Utilising advanced technologies such as Object AI Fingerprinting and blockchain-enabled Digital Product Passports (DPP), we can equip collectors, their staff, and authorised contractors with secure and traceable records for every artwork within a collection. These technologies create an immutable digital record that supports long-term authentication, provenance tracking, and future transfer of ownership, while safeguarding the integrity of the artwork itself.
“For our artists, this means their work is not only visible on an international stage but also protected and properly documented throughout its journey. For collectors, it offers confidence that they are acquiring a legitimate and unique piece of art with secure provenance and verifiable ownership history.
“I see Artsy not simply as a storefront, but as a global platform for storytelling and discovery. Digital platforms have transformed the way art is encountered, allowing independent galleries and agencies like ours to reach audiences that would once have only been accessible through major physical gallery networks. We use that visibility strategically identifying where particular artists are gaining traction internationally, creating curated online presentations, and connecting their work to the right global conversations.
“Importantly, that digital exposure often translates into real-world opportunities. Strong international engagement online can help us secure physical exhibitions, institutional partnerships, and wider market recognition for our artists. In many ways, these partnerships allow us to operate with the personal, high-touch approach of a boutique agency while maintaining a truly global footprint creating opportunities for artists that would have been far more difficult to achieve even a decade ago.”
You guide collectors towards building collections with genuine depth and long-term cultural value. How do you help them develop that way of thinking, and what does a truly well-built collection mean to you personally?
“Every collector approaches art differently, some collect for investment, others for personal enjoyment or emotional connection. I see my role being to help shape a collection that feels deeply personal to the individual while also carrying genuine cultural and artistic value over time. Because I work so closely with the artists we represent at CMAA, I have an intimate understanding of their practice, process, and the stories behind the work. That allows me to guide collectors on a much deeper level, helping them acquire pieces that not only suit a space aesthetically, but also create a meaningful connection between the collector and the artist.
“I aim to encourage collectors to move beyond the idea of simply “filling a space” and instead think about building a dialogue within their collection. The most compelling collections are those with an intellectual or emotional thread where each acquisition speaks to the works around it and reflects the collector’s own perspective, values, and curiosity. Over time, the collection becomes far more than a group of objects, it becomes a reflection of relationships, experiences, and moments of discovery.
“To me personally, a truly well-built collection is one that feels authentic and timeless. It should hold its own within a wider cultural context while remaining deeply personal to the individual who has built it. When a collection comes together in that way, it gives me a real sense of pride because it becomes almost a visual map of the relationships formed between the client, the artists, and the artworks they have chosen to live with. That personal connection is what ultimately gives a collection its lasting depth and significance.”
CMAA collaborates with galleries, curators, and creative professionals on exhibitions and art fairs to create meaningful opportunities for its artists. How do you approach those partnerships, and how important has that broader network been to the development of the business?
“CMAA approaches partnerships with galleries, curators, and creative professionals in a way that is rooted in trust, transparency, and shared purpose. For any collaboration to succeed, it has to work both ways and create genuine value for everyone involved, whether that is through exhibiting an artist’s work, placing artists within projects, or developing opportunities that elevate both the artist and the wider partnership.
“Relationship building is fundamental within the art world, and I believe honesty and fairness are essential from the outset. If a collaboration feels exploitative or lacks transparency, I simply will not continue with it. Every partnership must ultimately benefit the artists we represent, protect their reputation, and align with the values and standards of CMAA itself.
“I only work with galleries, companies, and creative professionals whose vision and ethics align with ours. I see CMAA as part of a wider global ecosystem rather than operating in isolation, so my approach is always about creating meaningful connections that can amplify an artist’s visibility and long-term growth. In practical terms, that means identifying the right people, spaces, and projects that can create genuine cultural impact while also supporting sustainable career development for the artist.
“That broader network has been vital to the development of the business. It is the difference between an artist remaining a well-kept secret and becoming an established cultural presence. The relationships I have built over the years, from Sydney to Edinburgh and beyond, have created opportunities, credibility, and international reach that simply cannot be manufactured overnight. Those partnerships provide both the foundation and momentum that allow CMAA and its artists to continue growing on an international stage.”
Collecting art at the highest level has always required knowledge, access, and trusted guidance. As the contemporary art market continues to evolve, how do you see the role of the advisor changing, and what can serious collectors expect from working with CMAA as they look to build collections of lasting significance?
“Collecting art at the highest level has always required knowledge, access, and trusted guidance, but the role of the advisor is evolving rapidly alongside the contemporary art market itself. Today, access alone is no longer enough. The digital age has made artworks, artists, and marketplaces more visible than ever before, meaning the challenge for collectors is not simply finding art, but understanding what truly holds cultural, intellectual, and long-term significance.
“As a result, the modern advisor must operate far beyond the traditional transactional role. Serious collectors now expect an advisor who can provide both narrative intelligence and technical assurance, someone who understands not only the market surrounding a work, but also the artist’s practice, historical context, provenance, authenticity, and long-term relevance within the wider cultural landscape.
“At CMAA, our approach is built around that deeper level of guidance. We aim to combine rigorous due diligence with curatorial vision, ensuring that every acquisition is considered not just as a purchase, but as part of a broader and carefully constructed collection. Our role is to help collectors move beyond trends and short-term speculation toward works that possess genuine artistic integrity, emotional resonance, and lasting cultural value.
“For us, building a collection of significance is about creating a body of work that reflects thought, discernment, and legacy. We aim to work closely with collectors to understand their personal motivations, aesthetic interests, and long-term ambitions, while also introducing them to artists and works that can challenge, inspire, and evolve their perspective over time. The relationship then becomes a collaborative journey rather than a series of isolated transactions.
“An increasingly important aspect of that responsibility is protecting authenticity and trust within a market that is becoming more technologically complex. Through our collaboration with Numeraire Future Trends Services, collectors working with CMAA gain an additional layer of confidence and security. Every artwork is verified as an original piece created directly by the artist within their studio practice, with individual fingerprint authentication helping to safeguard against copies, fakes, or AI-generated reproductions.
“That level of verification is becoming increasingly important in today’s market, where collectors are seeking certainty as much as they are seeking beauty or investment value. For serious collectors, working with CMAA means having a trusted partner who combines curatorial expertise, global industry relationships, technical due diligence, and a long-term strategic vision, all with the aim of building collections that will remain culturally and personally significant for generations to come.”