Europe’s largest collective of artists, huddled in a small annex of Wimbledon, are enlisting the help of a life coach to stave off the recession.

Nearly 200 artists based in the Wimbledon Art Studios off Riverside Road are preparing to open their doors and put their work on sale next month during an annual open studios event.

But as buyers' purse strings tighten during the downturn, painters and sculptors are learning the art of a tough sell before the 4,000 expected visitors arrive.

Wimbledon Studio’s artists’ co-ordinator, Christine Cowdell, said: “Foot fall at art shows is tending to be solid if not up on previous years but the overall spend is definitely down.

“We’re advising the artists to vary the prices and sizes of their paintings so they’re not just selling pieces worth several thousands of pounds.”

She added: “We’re even bringing in a professional life coach to help.

"Sometimes artists won’t push people into buying and we need someone to advise us.

"We’re not the best as sales people but at the moment it’s not enough to rely on the art to sell itself.

“Despite this, I’m relatively confident that things will be ok.

"Even in the economic meltdown we’re at 100 per cent capacity and renting out studios.”

The open art studios event is the largest of its kind in London featuring a variety of work on offer from as little as £50 to £5,000.

Chairman of the world-famous Chelsea Arts Club, Rupert Gatfield, will open the event on Thursday, May 14.

For more information see wimbledonartstudios.co.uk

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