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- "Art doesn't have to be elitist" - the evolution of The Soden Collection
"Art doesn't have to be elitist" - the evolution of The Soden Collection
Shrewsbury has so many reasons to celebrate the presence of Wyle Cop art dealer The Soden Collection.
One is the way it has helped turn modern and contemporary art into a town-wide talking-point, through its involvement in and support for buzzy summer events such as Shrewsbury Arts Trail and its own Secret Artists Sale.
Another is the way it acts as a bridge between Shropshire artists and the national stage, and between nationally-and-internationally acclaimed artists and local art-lovers and buyers.
Key to the latter is gallery-owner Jonathan Soden's extensive network of art-world contacts, including in Europe and America.
"It's about knowing who to approach,' he says, 'and keeping those connections fresh and friendly. I had a client last month who'd been to the Tracy Emin exhibition at Tate Modern. They came home to Shropshire and said 'I want to own a Tracy Emin'. I sourced them a piece and they bought it."
Jonathan's contacts are also useful for championing Shropshire artists in the national arena.
"Many Shropshire artists are easily good enough to take centre stage in London," says Jonathan, "and I can access both, which is a nice position to be in."
Back in Shrewsbury, in the nine years since it opened, the gallery has played a pivotal role in nurturing the town's appreciation of modern and contemporary art.
"I think Shropshire's art scene has always been there," says Jonathan "but now there are bodies like the Shrewsbury Arts Trail which bring everything together and showcase it. The Arts Trail grew out of a conversation I had many years ago with Jess Richards, the Trail's founder," he continued, "and under its umbrella I've curated shows at the Museum featuring local and London artists, as well as sculptures by Salvador Dalí loaned by the Salvador Dalí Universe. Using my contacts, plus funding secured by Jess, we were able to display them for the first time ever in the UK – right here in Shrewsbury."
Perhaps the most fun of the ways that Jonathan has brought new visibility to modern and contemporary art in Shrewsbury is through the gallery's Secret Artist Sales.
"We ask artists to donate A5 pieces of work," he says. "They put their signature only on the back, so people don't know whose work they've bought until after purchase. Whether it's been donated by a local artist or a nationally renowned one, every piece costs £50, with all proceeds going to charity. So far, we've raised about £35,000."
To preserve its unique vibe, the annual sale-day is in-person only and has rapidly become a Shrewsbury phenomenon, with early-morning queues of excited art enthusiasts stretching right down Wyle Cop for both sales so far.
Not bad for a boy from a Telford council estate.
"Some art galleries are elitist," says Jonathan. "I know exactly how that feels. And I've got to keep my gallery looking the part, because art can be a luxury. But when people come in and talk to me, I think they feel comfortable because I'm not elitist at all. I always hope to inspire the next generation either of artists or people who'd like to do the job I do. Art can be elitist, but it doesn't have to be."
There's another change happening behind the gallery walls, too. Over the nine years The Soden Collection has been on Wyle Cop, Jonathan has built up his own collection of paintings - pieces that have never gone up for sale, just lived on the gallery walls. Now, he's releasing a select few of his archive for sale for a limited time only.
The Gallery Archive
22 August – 19 September 2026
As the gallery moves into its next chapter, a curated selection of these works is being released, with no plans to replace them once they're gone.
The Gallery Archive is a rare opportunity to acquire original works that have been held within the gallery's own collection. Each painting has been individually selected and is offered at a specially reduced Archive Price.
Whether beginning a collection or adding to an existing one, Jonathan hopes the sale will help people discover something that resonates with them.
Keep up to date by visiting the collection's website, following on Instagram or joining the mailing list.
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