Could Wine, Art and Design be Your Next Investment?

We're talking about the creative economy, an interconnected ecosystem of art, design, content, platforms, digital media, and cultural production. 

What exactly are ‘alternative assets’?

These are assets include anything outside the classic trio of shares, bonds, and cash. That means:

• Fine art
• Wine and spirits
• Jewellery
• Collectible design
• Rare objects and memorabilia
• Even music royalties or sneakers, in some cases

What makes them appealing? They behave differently to traditional markets. These assets often have different risk/return behaviours, different liquidity, and different costs (storage, insurance, auctions, etc.).

And in many cases, they’re less correlated with things like market cycles, interest rates or inflation. Most importantly, they also have the potential to help diversify your portfolio.

Can art actually outperform the market?

Short answer: Sometimes, yes.

Over the last two decades, quality art has delivered returns in the 6–10% annual range, according to MoMAA’s 10-Year Performance Analysis. During major market crashes (like in 2008 or 2020), blue-chip artworks often held value more steadily than equities.

That said, it’s not a shortcut to easy money. Art investing has some unique challenges:

• Illiquidity (you can’t just “sell instantly”)
  
  
• High transaction costs (commissions, insurance, transport)
  
  
• Subjectivity in pricing (taste, trends, and provenance matter)

But for those willing to learn (or partner with experts), it offers something rare: the chance to build wealth and cultural legacy.

Shares that power the creative economy

And while owning a Picasso might not be on the cards (yet), you can gain exposure to this world via publicly traded shares. If you want a more liquid, accessible way to invest in culture, look no further than the stock market. 

US-listed shares

If you want exposure to the global digital creative economy, the US is the deepest pool:

• Adobe (ADBE) — From Photoshop to Premiere Pro, Adobe tools power millions of creative professionals.
  
  

• Alphabet (GOOGL) — Parent of YouTube, one of the largest creator monetisation engines in the world.
  
  

• Meta Platforms (META) — Instagram and Facebook are both central to how creators build audiences, sell merch, and run campaigns.
  
  

• Pinterest (PINS) — A discovery platform for design trends, visual culture, and inspiration — heavily used by designers and artists.
  
  

• Shutterstock / Getty Images (SHUT / GETY) — Licensing platforms for photographers, designers and brands. A direct play on content creation and distribution.

EasyFX is just one of the many ways we’re making investing more accessible, affordable, and easy. Whether you’re diversifying your portfolio with US stocks that support the creative economy or exploring different markets, EasyFX has your back, it's faster, cheaper, and smarter.

What about physical art?

For those who want to own the culture and not just invest in it, you’ll want to explore private alternatives. That’s where Strauss & Co comes in.

Strauss & Co offers access to art, wine, jewellery & design not just as objects of admiration, but as assets with history, meaning and possibly value over time.

Meet Strauss & Co

• Founded in 2009, Strauss & Co is Africa’s leading auction house, specialising in modern & contemporary art, collectable design, fine wine and jewellery. They handle both African and international work.
  
  
• Their auction formats are hybrid and digital: live-streamed sales, monthly timed online sales, boutique auctions, specialist house sales.
  
  
• They are known for blue‑chip African artists (e.g. William Kentridge, J.H. Pierneef, Irma Stern). In 2025, Strauss broke records (e.g. the R31.9 million / US$1.78m sale of Vladimir Tretchikoff’s Lady from the Orient).
  
  
• In 2024 their revenue from 65 auctions stood at R388 million / ~US$21.6 million.

Five quick things to know before you start collecting

1. Do your research. Understand the artist, provenance, market history and authenticity.
   
   
2. Know the fees. Auctions include commissions, transport, insurance and sometimes VAT.
   
   
3. It’s long term. Don’t expect overnight liquidity, it’s more “hold and enjoy” than “buy and flip.”
   
   
4. Storage matters. Especially with wine and artworks: proper care = better resale value.
   
   
5. Start small. Emerging artists, editions, or smaller design pieces can offer access points under R20k.

Investing in culture is a strategic way to diversify, back creators, and align your portfolio with the world you actually want to live in.

Whether you’re buying shares in the platforms that power creativity, or starting your own collection with Strauss & Co, there’s never been a better time to explore art, design, and all things beautifully human.

Disclaimer:

Past performance does not guarantee future results. Different types of investments involve varying risks, including illiquidity, volatility, and high transaction costs. Take time to do your own research on your investments in order to make informed decisions.

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