The Business of Antiques - Marketing for Antique Dealers

Mar 14, 2023

Where Everybody Knows Your Name - Jane Juran & The Decorative Antiques & Textiles Fair

Often referred to by dealers as “The Decorative Fair” or even simply “Battersea”, The Decorative Antiques & Textiles Fair is THE fair among fairs. If Toma Clark Haines, CEO of The Antiques Diva & Co, could choose only one antiques fair to attend for the rest of her days, it would hands-down be “Battersea”. Filled to the brim with “complete and utter jaw-dropping eye candy,” it is the one fair that Toma could simply not live without. So, it is her joy to bring you today, Jane Juran, the owner of The Decorative Antiques & Textiles Fair, located at Battersea Park in London. Toma shares that if you take the top 1% of what is at the Paris Flea Market, then “Battersea” is what you get. Featuring 140+ exhibitors offering traditional and informal antiques, 20th century design and works of art, plus a seasonal focus on garden and exterior-related decoration including furniture, objects, planters and statuary – The Decorative Fair is London’s largest and longest-running major event of its kind. Jane shares that after missing four fairs due to COVID-19, The Decorative Antiques & Textiles Fair is back with a vengeance – citing that the fair in January as one of the best in years. Opening queue at “Battersea” is one of Toma’s very favorite things to photograph as they are known for the waiters coming out with trays of glasses of champagne for those waiting in line. “It’s like any party!” shares Jane. “You work so hard getting ready that we’re just so happy when we get the queue that we like to give everyone a little drink.” Fast approaching its 40th anniversary, the fair was first launched in Battersea Park in London in 1985 by antiques dealer Particia Harvey. Attendees are met not only with a drink but with specialist dealers from across the UK displaying their carefully-gathered collections of country house antiques, art nouveau and deco designs, mid-century classics, glass and silverware, decorative textiles and rugs, out of the ordinary lighting and mirrors, collectable curios and objets d’art, jewelry and unexpected treasures alongside art and sculpture of all eras and styles from traditional to contemporary. In her travels around the UK, Toma often encounters dealers with a secret stash that, when she inquires about, they simply tell her, “Oh, that’s for Battersea.” Jane confirms that a lot of the items found at The Decorative Antiques & Textiles Fair are new to market in London. The mind-boggling range of items date from pre-1700 to the seventies, while art extends to the contemporary, and prices range from under £50 to £50,000+. A trip to The Decorative Fair can help you decorate every room in any type of house from top to toe in myriad tastes, from extraordinary to understated, opulent to folksy, formal to fun. Jane takes great pride not only in the impressive inventory one can find at her fair but also in the warm, friendly, welcoming environment they have managed to maintain over the years. While attendees come from all walks of life, including the occasional well-known celebrities as well as the top interior designers, there is a comfortable, accommodating feel at the fair. They do a lot to make shopping at Battersea Decorative Fair easy. Hosted in a great facility, there is a shuttle bus that runs from Sloane Square just down Sloan Street into Battersea Park. There’s also lots of parking, which is unusual for London. The event is dog friendly and when you need a little rest or sustenance, they have a place to sit and have a cup of tea or something to eat before you shop again. Although not a dealer herself, Jane’s husband David was an active participant and dealer in the fair early in their marriage in the 1990s. Jane was always involved in the administration end of things and, at the end of 2008 – wanting to keep an antiques dealer at the helm, Patricia sold the fair to David and Jane. David ran the fair and Jane was the support, but, after David’s sudden death in...

55 min