International Art Strategy. Cultural Influence. Market Creation.
Nicholls Art Group is a private advisory and representation firm operating at the intersection of art, global strategy and cultural influence.
Founded by James Nicholls - international marketing executive, media producer and a founder of Maddox Gallery - the firm builds global art brands, legacy platforms and international markets.
We represent select estates, contemporary masters and emerging artists of distinction, and advise collectors, family offices, interior design groups, cultural organisations and major national museums on strategic positioning, international expansion and long-term value creation.
Through private appointments and strategic partnerships across the United Kingdom, United States, France, the Middle East, Australia and Asia, we connect artists, collectors and institutions to international opportunity with discretion and purpose.
Photo credit: Aliona Adrianova
Awards & Affiliations
New Event: Mall Gallaries
Nicholls Art Group, London, in collaboration with First Freedom Art, Houston, proudly presented the first-ever UK exhibition of The Art of Arnold Friberg at Mall Galleries this February - an event that received an extraordinary response from collectors, patrons, and admirers of masterful figurative painting. The exhibition featured Friberg’s historic large-scale equestrian portrait of Queen Elizabeth II, alongside his celebrated Royal Canadian Mounted Police series - works that exemplify the grandeur, dignity, and narrative power that define his enduring legacy.
New Event: Expert Panel
Hosted by renowned curator Dr Alison Smith, “Portrait Painting Today” brought together award-winning artists Miriam Escofet, Frances Bell, and Antony Williams for an extraordinary gathering of leading voices in contemporary portraiture.
Presented as part of The Art of Arnold Friberg exhibition at Mall Galleries on Saturday 14th February, the discussion offered a compelling exploration of the enduring relevance, technical mastery, and evolving language of painted portraiture today.
Presented by Nicholls Art Group, London and First Freedom Art, Houston.
New Event: Parliament
Historic Royal Art Preview at Parliament Event: First Freedom Art Company & Nicholls Art Group
A marvellous evening at the House of Commons, presenting the preview of Arnold Friberg’s historic portrait of Her Majesty Queen Elizabeth II, alongside his celebrated Royal Canadian Mounted Police paintings - Presented by First Freedom Art & Nicholls Art Group, under the sponsorship of The Rt Hon. The Baroness Royall of Blaisdon - A proud moment bringing this exceptional collection to the United Kingdom - ahead of the public exhibition opening in London, early 2026. Special thanks to The Honourable Ralph Goodale, High Commissioner for Canada, Dr Alison Smith, Curator and Christopher Zook, CEO CAZ Investments & First Freedom Art Company, The Daily Mail , & Rebecca English, Royal Correspondent
Featured Artist
A Royal Encounter! Nicholls Art Group and First Freedom Art Company, Houston - present an exclusive display of Arnold Friberg RSA’s historic Portrait of Her Majesty Queen Elizabeth II, and the artist’s Royal Canadian Mounted Police series. VIP Preview at Parliament, London
Arnold Friberg
Image courtesy of First Freedom Art Company ©️ 1994 First Freedom Art Company. All rights reserved
The Queen loved horses and welcomed a portrait on horseback with her favourite ‘Centenial’ (she changed the spelling by deleting an ’n'). Practicalities, however, intervened: horses don’t enjoy indoor sittings or standing still, and Friberg’s priority was to depict the Queen perfectly. His ingenious solution was to construct a wooden horse for the sittings and add the real horse’s features later. Her Majesty loved the idea; it made her laugh and helped cement a warm rapport.
Friberg had already painted a life-size portrait of The Prince of Wales (now King Charles III) - with the same horse, further deepening his royal connection. He was also granted the rare honour of a studio at Buckingham Palace for two months to complete the Queen’s portrait.
These paintings by Friberg will be featured in a public exhibition in London, early 2026. The preview event this week in London celebrates not only a distinguished artist and a timeless royal portrait, but also the enduring friendship between the United Kingdom, the United States, Canada, and the wider Commonwealth - a testament to the power of art to connect cultures and history, and to international respect for Her Majesty Queen Elizabeth II.
Our thanks to Rebecca English, Royal Correspondent of the Daily Mail.
New Feature
From Garden to Canvas: Interview with Philip Mould on Cedric Morris & Benton End
A pleasure to speak with renowned art dealer and TV presenter Philip Mould for 'The Art Review’ at his vibrant new exhibition – where painting, horticulture, and history bloom together at Philip Mould & Company, London.
New Featured Event
James Nicholls Presents: THE ART REVIEW at the Royal Society of Portrait Painters Annual Exhibition!
One of the most prestigious events in the European art calendar, held in May at the Mall Galleries, London.
This landmark exhibition presents the very best in contemporary portraiture, showcasing works selected from both national and international submissions. From celebrated public commissions to powerful works by emerging artists, the emotional depth and artistic range on display are exceptional.
