Serge Tiroche


In 2008, after a 10 year career with Citigroup’s Private Bank as a managing director for Israel and Turkey, Serge left the firm in order to dedicate himself to his long-time passion for art.

He founded START, Israel's artist incubator project and Serge Tiroche Consultants, a financial advisory services firm with particular focus on art investments.

In 2009, he was nominated Chairman of Artist Pension Trust and served in that position throughout 2010. In 2011, he founded Art Vantage Ltd, a long-term investment vehicle focused on building a world class developing markets contemporary art collection which was converted to a Gibraltar experienced investor fund in March 2012, Art Vantage PCC Limited, to hold the Tiroche DeLeon Collection. In 2015, Tiroche co-founded ArtRunners, a cloud-based marketplace that will enable the easy and efficient acquisition of all art logistics services, globally.

Serge was born to a family of art dealers. His late father, Jean Tiroche, was a highly respected gallery owner and dealer in NY, Tel-Aviv and Paris. Serge's hands-on involvement in the art world began over 20 years ago, working as an intern at Parisian auction house Loudmer. In 1992, Serge helped with the establishment of Tiroche Auction House in Israel and has since been closely involved with the family's international Art trading activity.

Serge completed with distinction a Bachelor degree in Business Administration and Modern Arts from the American University of Paris in 1992, and an MBA from INSEAD in 1997. He invested and advised the boards of numerous companies supporting that objective, including: Mutual Art Holdings, Artist Pension Trust, Mutual Art Services and Split-Art. He currently serves on the Board of Governors of the Tel-Aviv Museum, the "Here & Now" committee of the Israel Museum and the Public Councils of the Batsheva Dance Company and Shenkar College in Israel, and is a Council member of the Serpentine Gallery in London.

Serge is a regular speaker in conferences and art investment seminars such as the London Business School's Annual Art Investment conference. He is passionate about developing platforms, educating and creating investment vehicles that will enable the greater public to access Art as an investment asset class.

Serge is the proud father of 3 children and is a keen sportsman.

For more insight about Serge Tiroche, watch this short reportage.

Danielle Gorodenzik

Content Manager & Research Analyst

As Content Manager and Research Analyst, Ms. Gorodenzik is in constant communication with galleries and auction houses, researching and collecting important information about new acquisitions and keeping our database up to date. Danielle is responsible for creating content for our website, email newsletters, social media and press coverage. Additionally, she is in charge of organizing and administrating our Africa First Residency program.

Danielle holds a MA in Curating, Policy and Theory of the Arts from Bezalel Academy of Art and Design and a BA in Communication Design from Parsons The New School of Design.

Itamar Wainstein

Collections Manager

As the START Collection Manager, Mr. Wainstein is responsible for the day to day operating activities and global logistics: lending program, marketing, and media. He is also in charge of the operational organization of our Africa First Residency program.

In addition, he is the Collection Manager of the Tiroche DeLeon Collection and its global lending program. Itamar is responsible for the end-to-end coordination of consignments and loans to leading international auction houses, galleries, biennials and museum exhibitions around the world.

Laura Myara

Office Manager & Serge PA

Supports the company operations by facilitating the efficient functioning of the office through a range of administrative, financial and managerial tasks.

Mrs. Myara organizes and coordinates office operations and procedures, in order to ensure procedures effectiveness, preparing payroll; controlling correspondence; designing filing systems; reviewing and approving supply requisitions; assigning and monitoring clerical functions. She maintains office efficiency by planning and implementing new office accounting systems. Laura Graduated with a B.A. in Business Management at HEC Montreal