-
- Editor’s
Note:
-
- This
column is a regular feature in the Wayback Times in which my
husband takes interesting people out to lunch … and sends
me the bill.
-
- (It's
a tough job, but someone has to do it!)
-
- Send
us an e-mail if you have someone in mind for one of Peter Neilly's
interviews over lunch.
|
|
|
-
- Out to Lunch!
with Peter Neilly
- After my last "Out to Lunch"
column with Toronto historian Mike Filey, Sandy (The Warden)
noted that the last four interviews have all been with men and
it was time to take a lady of my choice out to lunch. I had originally
suggested Pamela Anderson (of Baywatch fame) but that
didn't go over well. We both agreed Pam Ferrazzutti would
be a great choice. And Pam proved us right. Known internation-
ally as one of Canada's leading majolica experts, I found Pam
to be an extremely knowledgeable dealer and just plain fun to
be around. With a keen sense of humour and her own unique style
of engaging one in conversation, Pam was a delightful guest.
Despite her enormous success in the world of antiquities, she
is down to earth and very practical. Her savvy and expertise
have evolved from hard work and a real commitment to excellence.
The restaurant Pam chose was The Wedge on Walton Street in Port
Hope.
|
- Pam Ferrazzutti
|
- Peter: There have been extensive changes in the
antique business in the last 20 years. Being one of the more
prominent dealers could you tell us how you have adapted your
approach to marketing antiques.
-
- Pam: I saw the writing on the wall years ago. Changes
had to be made; the rent never goes down. I started by investing
in a computer. I had a web site created and joined eBay. The
wake-up call for me was when a wealthy U.S, customer told me
she didn't want to wait for 'paper pictures,' she wanted to see
what I had 'RIGHT NOW, on my screen!" There is no question
the internet has changed the Antiques business. For the better,
I think. The sheer variety of “stuff” and the people
who are interested in it is mind boggling - as are the learning
opportunities. Back at the store, the customer count kept going
down and after SARS, down even further in Toronto. To make matters
worse, the style sections of magazines and decorator shows on
television were telling the consumer to "Go Zen," "Go
Modern." I had a good look at my inventory and started lowering
the prices on many tags. I was not announcing a sale, just changing
the numbers and often taking a loss. "So-so" didn't
cut it anymore. I was fed up with a three hour daily commute
along with gas and parking costs, so I decided to explore some
antique centres. I settled on three, each one being different,
each one having a highly professional staff with great attitude.
These are: Southworks Antiques (Cambridge), Shakespeare Antique
Centre (Shakespeare) and Antiques on Queen (Port Hope). I still
prune my old inventory by reducing prices or sending it to the
auction. My buying is now more sharply focused. Before I buy
an item I ask myself: Who will buy this from me? Is there a collector
for it? Is it small enough to ship? Is it perfect? I have also
added 19th C. Photography as another speciality to Majolica and
the general mix. I feel that those of us in this business are
very fortunate. We are not stuck with selling just shoes or just
jewellery, we have
history's consumer goods to choose from; all of it. Surely we
can make it on that.
Peter: What were some of your more successful marketing
tactics?
Pam: I've found that joining Collectors' Societies is
a great way to increase business. I currently belong to four.
Their annual conventions open up a whole new world of
learning and networking. Members come from all over the world
to share their passion and make deals. For an annual fee of $30-40
U.S., a newsletter arrives monthly in which ads can be placed
along with the bonus of the all-important updated membership
list once a year. Check out "collectors' societies"
on Google. There are 3,900 000 entries, including anything from
marbles to maps to toothpick holders to The National Duck Stamp
Collector's Society. Seriously! Diversify. I make it a point
to have merchandise of interest to all, even children. This was
driven home to me years ago when I noticed the husbands of my
Majolica customers wandering off to check out other dealers at
the Toronto Harbourfront Antique Market. I didn't waste any time.
I got right out there and purchased sporting antiques, primarily
golf, tennis, baseball and trophies. I bought lots of reference
books and very soon I actually knew what I was talking about
- quite an achievement in view of the fact that I didn't have
a clue before. It paid off. The wandering stopped.
-
- Peter: The onslaught of reproductions has affected the
prices of many antiques and
collectibles like Depression Glass and pottery. Have you found
it has affected the
items you specialize in?
-
- Pam: No. The majolica reproductions are so awful that
nobody buys them. I suppose
if I was selling bronzes, chandeliers, wrought iron & other
decorator items it would have an impact because most of those
repros are very good and attractive.
Peter: Do you have any good stories about selling to the
rich and famous?
-
- Pam: Oh, sure ... but I must use some discretion.
Some time last spring, I noticed a stylish couple and a familiar
looking gentleman hovering around one of my
showcases. He had salt and pepper hair, was slim, of average
height and dressed in a sharp casual beige suit with black T-
shirt. I was busy with a customer but kept wondering where I
had seen this guy before. They left but came back. Again they
were looking at something on the floor in front of my trophy
showcase. This time I
asked the gent if he liked what he was looking at, which was
a curling stone. I went
into a long song and dance about why that one was special, why
it was rarer than
most, etc.. Finally he saw an opening and asked me if I knew
where curling stones
came from. I didn't. He then told me that virtually all of them
came from the tiny
Island (actually a big rock) of Ailsa Craig off the Coast of
Scotland. The granite there, he explained, was the most suitable
because of its density along with some other virtues. We had
a few laughs, I thanked him for the info and they left. Sometime
later I found out that I just been given a rock education by
Charlie Watts, the drummer
of the Rolling Stones.
-
- Peter: That's a good one, Pam. Do you have any more?
-
- Pam: Tons! Let's see... there was a prominent Toronto
lady who was a great patron of the Arts. She came to the shop
and purchased a rare and valuable c1855 Minton majolica centrepiece.
As I reached for the bubble wrap she told me not to bother.
I walked her to the car thinking she had a box and wrapping there.
My assumptions
were incorrect. She placed the magnificent piece on the passenger
side floor board and drove away. A follow up call confirmed its
safe arrival. I also had a visit from Mick Jagger's girlfriend
L'Wren Scott the morning after the latest Rolling Stones
Toronto concert. She had purchased an item from me on a previous
visit and this time she had brought along Mick to buy her a similar
piece. A few days later, Goldie Hawn & Kurt Russell
dropped by and bought a couple of amusing things. Goldie had
also bought from me before. They didn't have cash or credit cards
with them and Goldie asked if I could hold the items until the
following Wednesday when Mr. Russell would return to pay up.
And he did, of course. Then there were the creative thinkers
who would try anything to avoid paying taxes. One of these was
a dashing young priest who insisted that God did not want him
to pay taxes. We finally agreed that God would be okay with him
paying half and me the other half.
-
- Peter: What kind of prices do the higher end pieces
in majolica usually command?
Pam: There is "high" and then there is "highest."
"High" would be anything over $3,000, such as a really
great platter by George Jones or Minton or the great fish
platter by Wedgwood. That particular piece in turquoise will
go for around $5,000, but if it were in yellow (only one is known)
it would be at least $12,000. "Highest" would reflect
International auction prices realized for very rare figural animal
pieces, produced by the major makers. These items would be in
excellent condition with superb modeling and colours and amongst
the sought after pieces would be teapots, cheese bells, game-pie
and lobster dishes. Prices start at $6,000 and can go to $75,000
and up. You didn't ask me this but I'll tell you anyway: The
vast majority of Majolica pieces can be had in the hundreds of
dollars range. My prices start at $60. That's the beauty of Majolica
... there's something for every budget.
-
- Peter: How did your interest in collecting and selling
19th century photography evolve? Could you describe a few of
your favourite pieces - and why they are?
-
- Pam: I've always been interested in photography as
it is part of my background. It is only within the last three
years that I've paid more attention to it as a collectible. This
was triggered by my curiosity in the U.S. Civil War and the desire
to start something new. It is a huge and diverse collecting field,
becoming more so every day now that the world has gone digital.
I collect and sell albums c1860-70, daguerreotypes, ambro and
tintypes, cabinet cards and Cartes de Visite (CDV). My collecting
preference is people. Let me describe two of my favourites: One
shows a young Canadian trapper covered head to toe with pelts
of all kinds, standing in a pyramid-style pelt arrangement with
a rifle over his shoulders from which hangs a huge otter skin
while a fox pelt is draped around his neck. This is a large print
c1900 taken by an unknown photographer in Quebec. The other is
a 1861 Carte de Visite of the famous Civil War Union hero Francis
E. Brownell aka "The Avenger of Ellsworth." The
CDV was printed from a photograph by Mathew Brady and
shows Brownell triple armed in full Zouave uniform with one foot
on the Confederate flag. I'm not a friend of war or hunting,
but these appeal to me because they were real characters with
stories to tell and were part of North America's history. They
have great visual impact.
-
- Peter: While enjoying lunch with you I noticed that
you are definitely a people person with a passion for antiques.
Do you find you miss the interaction with people by dealing mainly
on the internet?
-
- Pam: Definitely. That was my biggest concern. Although
the numbers aren't as high, I still meet new people on my buying
trips. Life goes on. And it gets better!
-
- Peter: Thanks for making the trip in to join me for
lunch, Pam. I know the journey for both of us to get here was
somewhat of a challenge, but I'm certainly delighted that I could
spend this time with you.
-
- Pam was such an interesting
guest that we talked until 3:30, not realizing the bistro had
closed at 2. However, the extremely gracious staff at The Wedge
was so polite they waited patiently until we were through to
tell us the restaurant had closed an hour and a half earlier.
The food, the wine and the company was excellent. As usual, Sandy
(aka "The Warden") gets the bill.
-
- You can visit Pam’s website
at www.pamferrazzuttiantiques.com,
which will take you to her two virtual malls: www.GOANTIQUES
under Pam Ferrazzutti Antiques and www.RUBYLANE
under Belladora
-
- Out to Lunch Archives:
-
-
|
|
