Freya Simms

Non-Executive Director

Specialising in communications and business development, Freya’s career in the art market began as press officer for Christies Fine Art. In the intervening years she has also worked in-house for both Bonham’s and Sotheby’s where she rose to become Head of Marketing, Press & Special Events in 2002. On the agency side Freya worked with Diana Cawdell at Cawdell Douglas before returning to agency life eight years later at Focus PR where she was an Associate Director working across art and luxury brands including the Fine Art and Antiques Fair at Olympia, The British Luxury Council, The Affordable Art Fair, Clarion Retail and Ceramic Art London. It was from there that she was poached by her client Clarion in 2005 to be Fair Director, managing all aspects of the renowned Art and Antiques fairs portfolio held at the Olympia Exhibition Centre. This included being responsible for a combined turnover of £4.2million, managing a team of 10 staff covering all aspects of delivering the show including: sales, operations, vetting, security, marketing, PR and events. In May 2010, Freya founded Muse, the communications consultancy for the arts, luxury and design sectors, which won the PRCA Award for Consumer Campaign of the Year in 2012 and the Queen’s Award for Excellence in Enterprise in 2014. Key clients included The Burlington Arcade, launching made.com and consulting on the development of Frieze Masters as well as working on major cultural events including Masterpiece London, London Craft Week and Collect. She is also a Board member of PAIAM (Professional Advisors to the International Art Market), www.paiam.org